Tourism Fiji has announced 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.
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—from biking old sugarcane rail tracks with Eco Trax and kayaking, to experiencing a traditional Kava ceremony and enjoying a friendly game of volleyball.
The campaign also highlights Fiji’s growing presence in the global film and content production industry. In the 2023–24 fiscal year alone, international productions contributed nearly FJD $100 million (approximately $45 million USD) to the Fijian economy, supporting more than 1,200 local jobs and nearly 300 small businesses.
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 percent 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. Productions such as “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 percent in Q1 2024 compared to the same period in 2023, while UK arrivals increased 20 percent in February and nearly 15 percent for the quarter overall. Skyscanner also reported a 70 percent year-over-year spike in searches for Suva during the last season, with a 46 percent surge following the popular “Casa Amor” episode.
Across all markets, 2024 marked a record-breaking year for Fiji, with over one 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 percent and Tourism Fiji’s social following surpassing one 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.
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.
For more information, visit www.fiji.travel.
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