Tourism Fiji launches new Loloma Hour campaign

Tourism Fiji has launched the world’s first ‘happy hour for the environment’ – Loloma Hour.

This initiative invites travellers to swap cocktails for conservation, with help from the advertising agecny Havas.

The concept redefines ‘happy hour’ by giving visitors the chance to turn a portion of their holiday time into meaningful environmental and cultural action.

Whether it’s through planting coral, restoring mangroves, or engaging in cultural traditions, Loloma Hour makes it easy for travellers to leave a positive legacy in Fiji – all in just an hour. 

The launch positions Fiji as a proactive leader in sustainable tourism as consumer demand for sustainable tourism grows.

A large majority (75%) of global travellers have expressed a desire to travel more sustainably in the next 12 months.

This program is inspired by the Fijian value of ‘Loloma’ – a way of life centred on love, generosity and care for the environment and culture.

A small ask with big impact  

Loloma Hour contains activities across four key pillars: wildlife, community, coastline and reef.

It is an appeal to a broad range of travellers. Spanning from families and young couples to empty nesters and solo travellers who want to meet people while travelling.

The initiative has been designed to maximise engagement and uptake by making sustainable action simple, accessible and fun.

Tourism Fiji will track the tangible impact by measuring the hours dedicated to sustainability initiatives, aiming for over 5,000 Loloma hours in the first year.

Tourism Fiji’s chief marketing officer Srishti Narayan says, “Fijians know genuine, long-lasting happiness is found in what you can do for others. It comes from what you can give back, not from what you get. Loloma Hour shows it only takes a small amount of time to make a big difference,” Narayan adds.

“Over time, the potential multiplies. The more people who take part, the more powerful the ripple effect both environmentally and culturally. But beyond the numbers, it’s about the quality of the experience. Loloma Hour offers travellers a way to connect more deeply with Fiji. And to be part of something purposeful and to leave with a story that goes beyond the typical souvenir.”

Visitors who want to play a part can join a variety of activities. These include guided nature walks, cultural talks, Fijian language classes, mangrove and coral planting, giant clam cleaning and fish house building.

The activities are available across partner hotels, resorts, tourism operators and partners throughout Fiji.

Redefine ‘happy hour’

Havas executive creative director Sebastian Vizor says, “sustainable travel doesn’t have to be expensive or complicated. Loloma Hour makes it simple. It offers an easy, accessible way for visitors to give back to the beauty and generosity Fiji shares with them.

By asking visitors to spend 60 minutes on sustainability activities, the campaign links this to the joy of making a meaningful environmental or cultural impact. It gives ‘happy hour’ an entirely new and more significant meaning, Vizor adds.

Global reach, local impact  

Launched on April 8, 2025, Loloma Hour partners with the BBC to reach eco-conscious travelers. It targets those in Australia, New Zealand, Canada and the USA through a strategic media approach.

The BBC content will highlight Fiji’s sustainability efforts on indigenous species conservation, cultural preservation, coral reef rehabilitation and coastline protection.

These articles will feature interviews with marine biologists and cultural hosts. And showcase how visitors can engage with Fiji’s natural and cultural heritage while supporting sustainability efforts.

The media partnership brings the campaign to life through breathtaking visuals and emotionally charged storytelling. It also helps create experiences that transport audiences straight to Fiji.

The dynamic content and innovative media placements on social media ensure this powerful moment reaches and resonates with audiences widely.

United by a shared goal

Environmental activist and influencer Pacha Light says, “our experience of Loloma Hour on this trip opened our eyes and hearts. We learned about the joys of local food, local energy and Fijian culture interwoven with nature-based solutions.

“We’re all on the path to a sustainable future. Each moving at our own pace with different styles, experiences and knowledge, but united by the same goal,” Light adds.

“Visitors find their happiness when they feel a connection, when they know they can make a positive difference. They are then encouraged to ask questions and bring new awareness back to their homes. Finding resorts who actively encourage this process was so empowering to us!”

With 20 tourism operators offering more than 40 activities at launch, Loloma Hour strengthens Fiji’s role as a sustainable tourism leader – proving that even small actions can make a big impact.