Swapping cocktails for conservation: Tourism Fiji reinvents happy hour

April 8, 2025 11:01

Happiness is in everything Fijians do, it is embedded in their culture. And so too is care for the environment.

So, in Tourism Fiji’s newest campaign via Havas, ‘happy hour’ is being redefined, encouraging travellers to give an hour of their time to the environment.

Swapping cocktails for conservation, the new campaign centres around the Fijian value of ‘Loloma’, meaning to act with generosity, driven by love. Loloma is deeply rooted in the Fijian way of life, as well as the care for the environment and culture.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.