Fiji: Happiness beyond holidays.

Tourism Fiji recently unveiled a beautiful, powerful new message with its Bulanaires initiative.

We talked to Tourism Fiji’s Regional Manager SONYA LAWSON about the concept, its message of happiness and how it celebrates all we love about Fiji.

Congratulations on a gorgeous and inspiring initiative. We love the focus on living with happiness. It’s bigger than travel. What inspired you to create this?

The Bulanaires campaign was born out of the results of a recent Gallup International survey, which identifies the people of Fiji as the happiest in the world, while revealing that happiness is declining in many other places. At the same time, there are more billionaires than ever — as seen through the many annual rich lists in existence. With this in mind, we decided to create a rich list of a different definition; a list which celebrates those rich in happiness and shares a little bit of Fiji’s Bula Spirit with a world that appears to need it.

How does this message speak to what visitors discover in Fiji?

From the moment that you arrive in Fiji you are welcomed by the friendly and hospitable nature of the people of Fiji. It is this welcome that visitors to Fiji remember and come back for. We call this the Bula Spirit and, if you’ve been to Fiji, you’ve no doubt experienced it!

It’s impossible not to smile when the Bulanaires are talking. It’s like their happiness is infectious. How did you find these remarkable folks?

Everywhere you go in Fiji you will come across a beautiful smile and genuine happiness, so it wasn’t difficult! Many of the Bulanaires featured in our campaign work at resorts around Fiji and so they are people Kiwis could meet when they visit.

You selected a few Bulanaires who are not from Fiji. Can you tell us about that?

Inclusivity is a key component of the campaign. We wanted to make it clear that as Bulanaires are people rich in happiness, anyone can be a Bulanaire if they wish to be. It’s a mindset! So we selected people from around the world who embodied qualities of happiness — from being authentic and inclusive to being humourous and adventurous.

You recently introduced a new “Ever felt so happy you wanted to burst into song?” TV commercial. How can visitors find the experiences they see — like swimming with manta rays, ziplining, rafting and sailing trips?

Our aim is to excite New Zealand visitors about the range of experiences in Fiji — in addition to it being the resort and beach destination we love. All of the experiences showcased in this video are readily accessible and are as rewarding as they look. Beyond that, there are great diving and snorkelling sites, waterfalls, hikes, beach clubs, village visits … the list goes on!

To find out about the experiences and regions of Fiji, visit www.fiji.travel and www.HOT.co.nz or talk to your House of Travel consultant. ■