18 Jul 2025
NADI, FIJI (July 17, 2025) – Tourism Fiji is pleased to announce the launch of a new global campaign commemorating the 25th anniversary of the film Cast Away. The campaign, titled Wilson's Happily Ever After, brings the beloved character back into the spotlight with a heartwarming short film that follows his journey from castaway to contentment on the shores of Fiji. The 90-second spot, created by Special PR and directed by James Anderson, was shot on location by production company Radlab.
About the Campaign
Discovered by a young Fijian girl named Lani on the white-sand beaches of Serenity Island Resort, Wilson is welcomed into her world with warmth and curiosity. The film captures their adventures together—from biking old sugar cane rail tracks with Eco Trax, to kayaking across pristine waters, experiencing a traditional Kava ceremony, and enjoying a friendly game of volleyball.
“This campaign allowed us to showcase the intimate, everyday magic that defines a trip to Fiji,” said Brent Hill, CEO of Tourism Fiji. “Fiji is more than a destination—it's a place of happiness, connection, and renewal. Wilson's story echoes what many travelers feel after visiting our islands.”
The campaign also highlights Fiji's growing presence in the global film and content production industry. In the 2023–2024 fiscal year alone, international productions contributed nearly FJD $100 million to the Fijian economy, supporting more than 1,200 local jobs and nearly 300 small businesses.
“Beyond the story of Wilson, this campaign is a love letter to the natural beauty and cultural richness of Fiji—and to the world-class talent that lives and works here,” added Hill.
“It's not every day you pitch a volleyball comeback, but it makes total sense,” said Harry Willis, PR Director at Special PR. “Bringing Wilson back is a playful way to share what makes Fiji so special, through a character everyone knows, and loves, and has probably cried over. It's nostalgic, unexpected and joyful, like all the best travel stories.”
Fiji's Tourism Boom
The release of Wilson's Happily Ever After comes at a time of unprecedented momentum for Fiji's tourism sector, including strong growth from North America. In 2024, more than 107,821 travelers from the United States visited Fiji—an 8% increase over 2023 and the highest number on record. This reflects the U.S. market's deepening interest in Fiji as a destination where culture, adventure, and natural beauty intersect.
Fiji's cinematic appeal has long captivated audiences and recent entertainment programming has directly translated into tourism growth. Iconic productions like Cast Away, Survivor, and Love Island USA have placed Fiji front and center for global audiences, turning its natural beauty into a supporting character on screen.
Now filmed for two consecutive seasons, Love Island USA has become a cultural phenomenon. And the ripple effect is real: Tourism Fiji saw North American arrivals rise nearly 20% in Q1 2024 compared to the same period in 2023, while UK arrivals increased 20% in February and nearly 15% for the quarter overall. Skyscanner also reported a 70% year-over-year spike in searches for Suva during the last season, with a 46% surge following the popular Casa Amor episode.
Across all markets, 2024 marked a record-breaking year for Fiji, with over 1 million total visitors, including nearly 83,000 cruise passengers and over 980,000 air arrivals. This growth has been supported by expanded Fiji Airways routes from major North American hubs—including Los Angeles, San Francisco, Dallas, and Vancouver—as well as Tourism Fiji's refreshed global branding and marketing campaigns, which have significantly elevated the country's visibility.
Digital engagement has soared alongside arrival numbers, with website traffic increasing by 313% and Tourism Fiji's social following surpassing 1 million. A wave of high-profile events and destination wide initiatives—including the return of the Corona WSL Fiji Pro, the Spartan Fiji Trifecta, the first-ever NRL match hosted in Fiji, and a destination-wide sustainability initiative launch, 'Loloma Hour'—has further strengthened the country's positioning as a leading destination for meaningful and memorable travel.
Fiji continues to earn global acclaim, recently named one of the Top 25 Islands in the World and the No. 1 Island in the South Pacific in Travel + Leisure's 2025 World's Best Awards, the #3 destination to visit in 2025 by Lonely Planet, and the No. 1 Island in the South Pacific in Condé Nast Traveler's Readers' Choice Awards in 2024.
For North American travelers, Fiji continues to deliver on its promise of authenticity and warm hospitality, with Wilson's journey offering a timely reminder of the happiness that comes naturally across the islands.
Watch Wilson's Happily Ever After and access the press kit: LINK
For more information about traveling to Fiji, visit www.fiji.travel.
Media Inquiries:
BMF
About Fiji
Fiji is located in the heart of the South Pacific, just ten hours from Los Angeles (LAX) or San Francisco (SFO), thirteen hours from Dallas (DFW) and only seven hours from Honolulu, Hawaii (HNL). The country of Fiji comprises 333 islands boasting luxurious private islands, all-inclusive resorts, world-renowned spas, outdoor explorations, scuba diving and a wide array of culinary adventures. Fiji is most widely celebrated for its culture, which uniquely welcomes its visitors “home to Fiji.” Fiji - where happiness finds you.
About Tourism Fiji
Tourism Fiji is the destination marketing organizational arm of the Fijian government agency responsible for marketing Fiji as the ideal destination for business and leisure travel globally. Tourism Fiji has established a presence in eight key markets around the globe, and its activities include advertising, public relations, media initiatives, trade shows, and programs for the tourism industry and consumer promotions to better showcase Fiji.
