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ONE OF Australia’s favourite holiday spots is encouraging visitors to discover a side of the destination that they may not have known existed.

The latest evolution of Tourism Fiji’s ‘happiness’ campaign has just been unveiled, just over a year on from borders reopening to tourists.

Visitor numbers have been steadily growing with December showing the highest ever visitor arrivals from Australia at 121 per cent of pre-COVID levels.

The new brand platform, Where happiness comes naturally, pays homage to the local people, natural environments, rich culture and the authentic experiences on offer.

A recent study into sustainable travel by revealed that 66 per cent of travellers want to have authentic experiences representative of the local culture.

Tourism Fiji is tapping into this growing consumer desire for meaningful travel that creates a connection to culture and communities.

“For over a decade our tourism brand platform, Where Happiness Finds You, has attracted people from all over the world,” said Brent Hill, Tourism Fiji Chief Executive Officer.

“We are a small island nation with a lot of happiness to offer and this new brand platform showcases the vibrant and diverse cultures and traditions that exist within Fiji.”

As part of the brand evolution, Tourism Fiji has announced five new travel pillars that it will develop and promote to tourists; Natural Environment, Adventurous Experiences, Community Connections, Recharge and Reconnect, and Food and Drink.

“With short booking windows becoming the norm, we wanted to roll out Where happiness comes naturally to capture that demand, and welcome even more visitors back to Fiji in 2023.”