SUVA, Jan. 27 (Xinhua) -- Tourism Fiji, a tourism marketing arm of the Fijian government, has launched a new brand campaign to attract more foreign visitors this year.
According to the Fiji Broadcasting Corporation on Friday, the new brand campaign themed "Where Happiness Comes Naturally" is refreshed from the previous "Where Happiness Finds You."
Tourism Fiji Chief Executive Brent Hill said that Fiji is a small island nation with a lot of happiness to offer, and this new brand platform showcases the rich and diverse cultures and traditions in Fiji.
As Fiji's visitor numbers have increased after the decrease during the COVID-19 pandemic, the country is launching a new brand platform to capture the demand and welcome more visitors back to Fiji this year, he added.
As part of the brand evolution, Tourism Fiji has announced five new travel pillars to develop and promote to foreign tourists, including the natural environment, adventurous experiences, community connections, recharge and reconnect, and food and drink.
Last year, Fiji received a total of 636,312 foreign tourists, 71 percent of 2019. And this year, Tourism Fiji is anticipating more than 700,000 visitors to come for holidays in the island nation.
China has been among the top five source markets of Fiji's tourism industry over the past years.
Fiji, a South Pacific island nation with a population of around 900,000, became an overseas destination for Chinese tourists in 2004. By 2015, with the signing of the Agreement on Mutual Visa Exemption, Chinese visitor arrivals to the island nation increased by an estimated 40 percent.
Fiji's Deputy Prime Minister and Minister for Tourism and Civil Aviation Viliame Gavoka has said that Fiji wanted to grow the Chinese market further and stand ready to support marketing efforts through Tourism Fiji and Fiji Airways.
Fiji recognized the value of Chinese tourists as a growing global outbound market, he said, adding that Fiji received about 46,000 Chinese tourists per year before the pandemic.