The science of happiness: why Fiji is one of the happiest places on earth

A new landmark study and accompanying docu-series follows three Australians who experience the magic of Fiji, and reveals how visitors and tourists can lean into this culture of bliss

Anyone familiar with Fiji will know that “Bula” is a term that visitors hear again and again. It’s a word that will greet you when your flight lands, and will follow you through your stay in paradise, from lush dinner settings to long days on the beach. At its simplest, Bula is a form of greeting, a way of saying “hello” and “welcome” to tourists and residents alike. And yet, beneath it all is a deeper meaning, a wish for good health and good life that locals extend to all those that cross their path. When we think about Fiji and what it embodies, “Bula” captures the spirit of the nation and tells the story of a community driven by what really matters: health, happiness, family, and connection.

But don’t just take our word for it, Tourism Fiji have got the data to prove it. They’ve released a landmark study that reveals why happiness reverberates around Fiji, and how even visitors and tourists can lean into this culture of bliss, experiencing what it’s like to live in one of the happiest places on earth.

The Study

Tourism Fiji’s groundbreaking investigation was done in partnership with leading neuroscientist Dr. Lila Landowski, who was joined by surfer Laura Enever, artist Elliot Routledge, and Chef Tom Walton. Harnessing some of the world’s most innovative wearable technology – Hexoskin Smart Garments – the quartet immersed themselves in the Fijian way of life, following their own pursuit of happiness on the island’s idyllic shores.

As they hit the waves, connected to the local culture, and dined on seasonal produce, the smart garments measured and analysed their natural body responses, tracking their heart rate, breathing rate, and heart rate variability (HRV). Dr. Landowski was particularly looking out for spikes and dips in adrenaline, oxytocin, cortisol, serotonin, dopamine, and endorphins, all natural chemical responses that the body releases that indicate stress, excitement, relaxation, satisfaction, connectedness, and happiness.

The Findings

At the end of the study, the findings painted a resounding picture of happiness, both in the very fabric of Fiji and in the responses of Laura, Elliot, and Tom. Taking away the basic levels of relaxation and serenity that often come with any kind of holiday, Dr Landowski’s study revealed how happiness is ingrained into the Fijian way of life, with the dynamics and connectedness of the culture, the verdant green spaces, and the abundant, fresh produce just some of the daily happiness triggers.

While this may be ingrained into the Fijian culture, Dr. Landowski observed that exposure to but by simply being exposed to them, the participants’ own feelings of happiness increased in turn: Tom’s heart rate dropped by more than half within moments of arriving in Fiji, Elliot’s breathing rate decreased when interacting with locals, and Laura’s adrenaline levels increased while surfing. As each of the participants spent more and more time on the island, their bodies produced chemical responses to the place, the people, and the culture, with each activity and interaction letting them sink further into a state of being that centres connection, gratitude, and living in the moment.

“One of the big things in terms of why [Fijians] are such happy people is because of the social connection,” says Dr. Landowski. 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.”

The secret to happiness?

Shining a spotlight on the foundations of happiness – social connections, gratitude, and being in nature – Dr. Landowski’s investigation demonstrated that the happiness found in Fiji transfers to those who are around it, with the everyday setting of Fiji providing reciprocal opportunities for residents and holidaymakers to enjoy a deeper sense of the feeling. From the simple acts of smiling and saying “Bula”, to releasing endorphins in the crystalline waters and dopamine under the sun’s rays, every day spent in Fiji is now proven to make you happier.

Find your true happiness on the Fijian islands yourself, or learn more in The Science of Happiness, a docu-series that chronicles the journey of the three Australians who experienced the magic of Fiji firsthand, demonstrating that in Fiji, happiness really does come naturally.