Visitors can participate in voluntary activities to help turtles and other animals, and restore coral reefs.

The tourism board launched its "bulanaires" program on March 20, the International Day of Happiness, last year to redefine the meaning of "rich".

It aims to find "bulanaires"-a portmanteau of "bula" and "billionaire"-who are rich in happiness and good energy from around the world.

These "happiness ambassadors" will work with Tourism Fiji to share the "bula spirit" with the world.

"Fiji is a place where happiness finds you. The 'bula spirit' is felt the second you arrive in the destination and stays with you well after you return home," Stoeckel says.

"Everywhere you go, everyone will greet you with a heartfelt bula and look you in the eyes when they say it. Bula is more than just saying hello. It has various meanings, such as to wish somebody good health."

He hopes the program will bring bula to Chinese, and Chinese to Fiji.