Tourism Fiji has teamed up with Chinese digital content platform Baidu Wenku to explore a new approach to destination marketing through artificial intelligence, creating Artificial Intelligence (AI)-generated travel content specifically designed to inspire Chinese travelers. The partnership combines Tourism Fiji’s destination expertise with Baidu Wenku’s AI-based content creation technology to present Fiji’s tourism attractions in new digital formats. The campaign highlights five key aspects of the destination: adventure, cuisine, culture, nature and wellness while promoting Fiji’s tourism identity under the slogan “Where Happiness Comes Naturally.”
Artificial Intelligence (AI) Transforms Fiji’s Destination Storytelling
The initiative reflects the growing influence of artificial intelligence and short-form digital content in the travel decision-making process. Baidu Wenku, one of China’s major online knowledge and document platforms, has expanded its services into AI-assisted content production. Its technology can generate presentations, design visual materials, and assist in developing scripts for animated content.
Tourism Fiji has used these capabilities to turn traditional destination information into more interactive and visually driven travel stories. The goal is to capture the attention of travelers at different stages of the decision-making process, from discovering a destination and looking for inspiration to planning and eventually booking a trip. The campaign particularly targets younger, digitally connected Chinese travelers who increasingly use short videos and online platforms to research holiday destinations.
Manta Ray Leads Viewers Through Fiji’s Experiences
As part of the project, Tourism Fiji and Baidu Wenku jointly produced a collection of animated destination videos covering Fiji’s diverse tourism experiences. The production process incorporated Baidu Wenku’s Office Agent tools, which supported the development of travel presentations, visual layouts and animation concepts. Through this AI-assisted workflow, information about Fiji’s attractions and experiences was transformed into short-form visual content.
The videos have been released through Tourism Fiji’s official Douyin account and WeChat Channels, attracting more than 30,000 engagements across the two platforms. A manta ray was chosen as the campaign’s recurring visual character. Its journey takes audiences through Fiji’s tropical islands, surrounding waters and local communities while introducing activities and experiences connected to the destination’s five core tourism themes. The storytelling format is designed to encourage viewers to imagine their own Fiji journey based on their individual interests rather than simply presenting a conventional list of attractions.
Tourism Fiji Expands Its Digital Reach in China
Tourism Fiji CEO Dr. Paresh Pant said the organization is using the partnership to introduce Fiji’s landscapes, cultural traditions and hospitality to Chinese audiences through formats that are easier to engage with digitally. He said the initiative is intended to create a stronger connection between travelers and the destination while encouraging more visitors to experience Fiji.
Vincent Zheng, Tourism Fiji’s Regional Director for Asia and the Global Chinese Market, highlighted the changing way Chinese travelers research and plan holidays. According to him, digital platforms and short-form videos are becoming increasingly important sources of travel inspiration. He said Artificial Intelligence (AI) is opening new possibilities for tourism organizations by making destination content faster and more adaptable, while the collaboration with Baidu Wenku forms part of Tourism Fiji’s broader strategy to strengthen engagement with the Chinese market.
Baidu Wenku Marketing Head Wang Yiming said the project demonstrates how Artificial Intelligence (AI)-generated content can be incorporated into tourism promotion. By combining destination information with AI-supported presentation design and video storytelling, the platform aims to help tourism brands communicate with potential travelers in more creative and efficient ways. The Tourism Fiji–Baidu Wenku partnership ultimately highlights how Artificial Intelligence (AI), animated storytelling, and short-form video are emerging as powerful tools for destination marketing, particularly as tourism organizations compete for the attention of younger and increasingly digital-first travelers.
