Tourism Fiji Unveils Global Campaign to Mark Cast Away’s 25th Anniversary
Tourism Fiji has launched a touching new campaign titled "Wilson’s Happily Ever After" to mark the 25th anniversary of the film Cast Away, which famously featured Fiji as one of its iconic backdrops. The campaign brings back Wilson, the beloved volleyball companion from the movie, in a 90-second short film that imagines his life decades after the events of the film.
Shot on location by Radlab and directed by James Anderson, the film was developed in partnership with Special PR. It follows Wilson as he is discovered on the sands of Serenity Island Resort by a young Fijian girl named Lani, who welcomes him into a new life filled with adventure, connection, and culture.
The campaign showcases Wilson engaging in activities such as riding with Eco Trax, kayaking, participating in a Kava ceremony, and, naturally, enjoying a friendly volleyball match. According to 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.”
Beyond nostalgia, the initiative underscores Fiji's growing reputation as a film production hub, with international film and TV projects contributing nearly FJD $100 million to the local economy in 2023–2024. These productions supported over 1,200 jobs and nearly 300 small businesses.
The timing of the campaign aligns with record growth in Fiji’s tourism industry. In 2024, over 107,800 U.S. travelers visited the country—an 8% increase from 2023. The influence of TV shows like Survivor, Love Island USA, and movies like Cast Away have helped solidify Fiji's appeal. Love Island USA, now filmed in Fiji for two seasons, has sparked a 70% increase in flight searches and double-digit growth in arrivals from North America and the UK.
In total, over 1 million tourists visited Fiji in 2024, including 83,000 cruise passengers. Expanded routes from Fiji Airways, new global branding, and high-profile events like the Corona WSL Fiji Pro, the Spartan Fiji Trifecta, and the country’s first NRL match have all contributed to this boom.
As digital engagement soars—313% increase in website traffic and a social media following of over 1 million—Fiji has also earned global accolades. It was named the No. 1 Island in the South Pacific by Condé Nast Traveler and Travel + Leisure, and the #3 destination to visit in 2025 by Lonely Planet.
For those dreaming of a trip that blends culture, nature, and joy, Wilson’s return serves as a heartwarming reminder of why Fiji is the place where happiness comes naturally.
