While we’ve been conditioned to believe the happiest place on earth is in Anaheim, California (hint: starts with Disney, ends with land), Tourism Fiji is trying to shift the location to the South Pacific. Tourism Fiji just announced their new branding and advertising initiative that started with the launch of a fresh website design and social media/PR strategies. The campaign was conceived as a reflection of consumer opinion revealed by the 2011 WIN/Gallup Global Barometer of Happiness which positioned Fiji as the ‘Happiest Place in the World’ in its independent market research. Tourism Fiji’s CEO Rick Hamilton said these results paved the way to the creation of the new platform 'Fiji – where happiness finds you.'

"When you think about it, the whole world is continually looking for happiness," Hamilton explained. "But actually, it's Fijians, the people who are trying the least, who have it the most. We wanted to demonstrate why Fiji is the happiest place in the world and ultimately to show how this happiness can be transferred to our visitors." Happiness, relaxation, friendliness, romance, families, surfing and adventure are the central themes representing the heart and character of the island and its people. Hamilton says, "This is crucial, because it's what sets Fiji apart from other island destinations. They all have beautiful beaches, sun and clear water, but none of them make you feel the way Fiji does.”