MEDIA RELEASE

TOURISM FIJI ENLISTS NEUROSCIENTIST TO UNLOCK THE KEYS TO HAPPINESS

EMBARGO

FIJI, 20 MARCH 2025: In a groundbreaking investigation to mark International Day of Happiness (20th March), Tourism Fiji has partnered with leading neuroscientist Dr Lila Landowski to look at exactly why Fijians are some of the happiest people on earth - and whether being around them can increase visitor happiness too.

Using some of the world's most innovative wearable technology, Dr Landowski was joined by surfer Laura Enever, artist Elliott Routledge, and Chef Tom Walton, all in their own personal pursuits of happiness. Armed with Hexoskin Smart Garments which measure and analyse body responses such as heart rate, breathing rate, and heart rate variability (HRV) for stress monitoring, the four participants immersed themselves in the Fijian way of life to find out if happiness really does come naturally when you're there.

Over the course of the experiment the three travellers engaged with locals in activities including traditional kava ceremonies, village visits, surfing, cooking, and painting, all whilst being monitored by both Dr Landowski and the Hexoskins, looking at:

ADRENALINE: Your body releases adrenaline in response to stressful, exciting, dangerous or threatening situations.

OXYTOCIN: Oxytocin is released during social and physical interactions.

CORTISOL: Cortisol is your body's primary stress hormone, released during threatening or demanding situations.

SEROTONIN: Serotonin is released when you experience positive events, like exposure to sunlight, physical exercise, consuming tryptophan rich foods, and practicing gratitude.

DOPAMINE: Dopamine is released during moments of creative flow, inspiration, community appreciation or spending time in the sun.

ENDORPHINS: Endorphins reduce stress, boost mood, and create feelings of pleasure and satisfaction.

The results were striking. From Tom's heart rate dropping by more than half within moments of arriving in Fiji, to Elliot's decreased breathing rate when interacting with locals, and Laura's increased adrenaline levels while surfing, Dr Landowski observed that not only are the key elements that contribute to an overall feeling of happiness found in abundance in Fiji, but by simply being exposed to them, the participants' own feelings of happiness increased in turn.

Shining a spotlight on the foundations of happiness - social connections, gratitude, and being in nature - the investigation demonstrated that the happiness found in Fiji does indeed transfer to those who are around it, proving that a holiday in Fiji will make you happier.

Of the findings, Dr Landowski said, "One of the big things in terms of why [Fijians] are such happy people is because of the social connection. One of the longest running studies in the world called the Harvard Study of Adult Development basically showed that the happiest and healthiest people have these strong social connections - so we know that social connections are important. Community is such a big thing [in Fiji]. You've got this sense of being part of something bigger than you."

“In Fiji, everyone says Bula, everyone says hello. When you're sharing a smile with someone, you feel their joy through emotional resonance, and are more likely to mimic those behaviours. The simple act of smiling, or saying 'Bula' or even waving, all of these things create this sense of connection to one another, and we know that more connection leads to a feeling of happiness and reduces biomarkers of stress.”

Part of the Fijian secret to happiness is stopping to enjoy the moment. “Island time isn't just about slowing down, it's about reclaiming control over your own time. We experience so much time famine in western society, always rushing around, and that loss of autonomy robs us of happiness.”

Culture, community, getting closer to nature, and sharing food are recognised as the hallmarks of a trip to Fiji, and Aussies can now get inspiration across all of these areas thanks to the new Science of Happiness docu-series. Featuring the three traveling Australians who witnessed firsthand how the magic of Fiji led to an increase in their own happiness, The Science of Happiness findings demonstrate that in Fiji, happiness really does come naturally.

# END #

For more information, please contact:

Renee Verginis                                                           

renee@eviltwinpr.com.au                                          

NOTES TO EDITORS

About Tourism Fiji: Tourism Fiji is the destination marketing organisational arm of the Fijian Government agency responsible for marketing Fiji as the ideal destination for leisure travel globally. Tourism Fiji has established a presence in seven 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.