Fiji, 23 June 2025 – Tourism Fiji is proud to announce that its destination marketing campaign “Happy Passports” has been awarded the Silver Award in the Destination International category at the prestigious International Tourism Film Festival Africa (ITFFA) 2025.
The campaign was recognised by an independent international jury at the festival for its creative storytelling, emotional resonance, and impactful portrayal of Fiji as a destination that leaves lasting memories.
Directed by acclaimed filmmaker Paul Middleditch, Happy Passports captures the vibrant spirit, natural beauty, and warm hospitality that defines Fiji as a world-class travel destination.
“We are honoured to receive this recognition on a global stage,” said Brent Hill, CEO of Tourism Fiji. “Happy Passports celebrates the heart of Fiji our people, our culture, and the joy of travel. This award reflects the passion and dedication that goes into sharing our story with the world.”
This recognition comes as a powerful affirmation that Tourism Fiji’s efforts and investments in innovative marketing and strategy are resonating globally. Launched on 21 November 2024, the Happy Passports campaign ran over a seven-month period through to June 2025, aiming to highlight the fun, heartfelt, and joyful nature of Fijians, something that has clearly struck a chord with international audiences.
While the campaign delivered exceptional engagement, receiving almost 5m views on YouTube and driving significant traffic to the fiji.com.fj website.
This award follows Tourism Fiji’s ongoing work to elevate the nation’s global profile through creative and authentic storytelling, strategic partnerships, and a strong focus on sustainable and experience-led travel.
Happiness Comes Naturally – Airport Scene
Happiness Comes Naturally
