SYDNEY, Today: Tourism Fiji has launched Loloma Hour—the world’s first Happy Hour for the Environment—inviting travellers to swap cocktails for conservation, in partnership with Havas.
The idea is simple: spend just one hour doing something good while in Fiji. That could mean planting coral, restoring mangroves, or joining a cultural workshop.
It’s a new take on tourism that taps into rising demand for meaningful, sustainable travel experiences. Inspired by the Fijian value of Loloma—generosity through love—the initiative encourages small acts that create a lasting impact.
Activities span four pillars: wildlife, community, coastline, and reef. Tourism Fiji aims to clock 5,000 Loloma Hours in its first year.
Tourism Fiji’s Chief Marketing Officer, Srishti Narayan, said, “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.”
“Loloma Hour offers travellers a way to connect more deeply with Fiji, to be part of something purposeful, and to leave with a story that goes beyond the typical souveni.” – Srishti Narayan
“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, to be part of something purposeful, and to leave with a story that goes beyond the typical souvenir.”
Loloma Hour will be offered through tourism operators across Fiji, featuring easy, impactful activities like coral planting, culture talks, and fish house building.
Havas Executive Creative Director Sebastian Vizor said, “Sustainable travel doesn’t have to be expensive or complicated. Loloma Hour makes it simple—an easy, accessible way for visitors to give back to the beauty and generosity Fiji shares with them.”
“By tying the simple ask for at least 60 sustainability-focused minutes of a visitor’s holiday time to the happiness created by making a meaningful environmental or cultural impact, the campaign flips the script on traditional tourist offerings, giving ‘happy hour’ an entirely new, more significant meaning.”
Launching globally on April 8, 2025, Loloma Hour will roll out through a BBC media partnership across key markets including Australia, New Zealand, Canada, and the USA.
CREDITS
Client: Tourism Fiji
Creative: Havas Host
Media: Havas Media Network
Activation: Havas Play
Production: Creative 7 and Havas Host
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