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Tourism Fiji Launches Campaign To Celebrate The Bula Spirit

March 20, 2019 Destination Global No Comments Email Email

Timed with the 2019 International Day of Happiness (IDOH), which takes place on Wednesday March 20th, Tourism Fiji will launch an initiative to celebrate people rich in happiness through an inaugural ‘Bulanaires List’.

The initiative ties into the brand strapline “where happiness finds you” and focuses on what sets Fiji apart from other destinations; its people.

Independent experts and leading authorities in happiness were consulted and assisted in the development of the Bulanaires list. Independent panel member Professor Lea Waters (Phd), a psychologist scientist, author and TEDx speaker who specialises in positive psychology recommended that Bulanaires embodied one or more of the guiding principles of happiness, such as being selfless or giving back or making time for connections through family and community.

Many of Professor Waters’ principles are found among the people of Fiji, which likely explains why Fiji was deemed the Happiest Country in the World in the 2017 Gallup International Survey on Happiness, Hope and Economic Optimism. The same survey found that the world’s happiness had declined since the previous year, with Fiji bucking this trend.

Commenting on what a ‘Bulanaire’ is, Professor Lea Waters said: “Bulanaires redefine the way we measure success. A common measure of success is often portrayed through the annual ‘rich lists’ that showcase the increased number of billionaires each year. But perhaps instead we need to consider finding happiness and contentment as a measure for being rich.”

“Bulanaires are people who embody the values for happiness, and share happiness with those around them whether that is giving back, appreciating life or simply connecting more with family and friends,” continued Professor Waters.

The campaign, which has also partnered with Arianna Huffington and Thrive Global, will roll out globally on IDOH with a suite of assets this Wednesday across Tourism Fiji’s and third party channels including broadcast, print and digital. Brand assets have been created to showcase the ‘Bula Spirit’ and why people in Fiji topped the annual Gallup International survey.

“In Fiji, the warmth and friendliness of the locals is what visitors to the destination remember the most. The Bula Spirit is felt the second you arrive in the destination and stays with you well after you return home. Fiji really is the place where happiness finds you and we developed Bulanaires to share and celebrate this happiness with the world,” said CEO for Tourism Fiji, Mr. Matthew Stoeckel.

According to a recent survey by 9Nation, two-thirds of Australians feel they could be happier than they are, or feel less happy than those around them, while another 10% feel very unhappy.  The Tourism Fiji Bulanaire campaign will aim to open up the conversation of happiness and firmly place the destination in the minds of consumers when they think of where they can find happiness.

The importance of adopting a lifestyle rich in happiness is highlighted by the International Day of Happiness, which takes place on 20 March each year and is spearheaded by UK charity-based organisation Action for Happiness.

Dr Mark Williamson, Director of Action for Happiness, states that, “Everyone wants to live a happy life – and the good news is that there are lots of things we can do to be happier, both as individuals and as a society. Above all, we are a social species and we’re happier when we feel connected and do things to bring happiness to others as well as ourselves.”

“International Day of Happiness is a great reminder to focus on the things that really matter for a happy life. This year’s theme is ‘Happier Together’ because good relationships are the most important contributor to our overall wellbeing. And together our actions really can make a difference,” Williamson added.

With 333 islands, year-round warmth, and only 3.5 hours from Australia, Fiji is the perfect place to find happiness.

To find out more about the Bulanaires List visit or view #bulanaires on social media.

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