Tourism Fiji’s ‘Happy Passports’ Campaign Follows Customs Officer and Passport Photographer to Highlight Joy

While the world has come to know Fiji as a wholesome family-friendly destination with breathtaking beauty and cultural richness, Tourism Fiji’s goal is to demonstrate that there is much more to the experience than just tranquil beaches. Fiji is a destination for all types of travellers seeking a range of experiences, but what will capture their hearts is the undeniable, contagious happiness that they’ll feel from the moment they arrive.

“It’s well known that everybody hates their passport photos as we’re all made to look sombre and serious which is the complete opposite to how you’ll feel when you leave Fiji,” said Sebastian Vizor, executive creative director at Havas Host. “After just a few days in Fiji amongst the warmth of the people, the rich cultural or the incredible landscape, we noticed people found it almost impossible not to be happy.” 

 

The new campaign, ‘Happy Passports’ follows two people who know this all too well: Ana, a customs officer at Fiji’s international airport, and Viliame, a local passport photographer. Both have noticed a curious phenomenon: it’s hard to look sad in a place where happiness comes naturally. Ana and Viliame’s playful interactions with visitors and locals alike highlight the difficulty of maintaining a serious expression in a place as joyous as Fiji. 

 

Tourism Fiji CMO Srishti Narayan said, “Fiji’s warmth and playfulness is infectious – it’s a feeling that visitors often say stays with them after they leave. Where Happiness Comes Naturally has performed exceptionally well for us globally and with the next iteration, we wanted to celebrate the playful, cheeky side of Fijian culture that leaves travellers feeling lighter and more joyful. It’s a fun reminder that Fiji isn’t just about the stunning scenery — it’s about the joy and warmth you feel from our people and traditions, and the authentic experiences you can have here. We hope it inspires travellers from around the world to come and experience it for themselves.”

 

The campaign launching this week is part of a comprehensive global media strategy, spanning out-of-home advertising, BVOD, OLV, cinema, audio, and social media. It will direct audiences to the Tourism Fiji website (fiji.travel), where they can explore the wide range of experiences Fiji offers and discover why it's the perfect destination to bring a smile to every visitor.