Fiji is shaking up the traditional happy hour in paradise with the launch of ‘Loloma Hour’, an uplifting new initiative inviting visitors to give back to the islands through one hour of positive environmental, cultural, or community action on their trips.
Tourism Fiji’s newly launched Loloma Hour blends purpose with paradise. Guests are invited to donate 60 minutes of their holiday to something meaningful, such as helping with coral planting, mangrove restoration, traditional storytelling, or village experiences.
Dubbed “the world’s first happy hour for the environment,” the initiative draws on the Fijian spirit of Loloma, which means generosity driven by love. With the aim to clock 5,000 hours of impact in its first year, it’s a movement that’s more about good vibes than colourful cocktails and umbrellas.
“True happiness comes not just from what you take, but what you give,” says Srishti Narayan, Chief Marketing Officer at Tourism Fiji. “Loloma Hour gives visitors a chance to help preserve what makes Fiji so special—its people, environment, and traditions.”
The program taps into the rising demand from travellers seeking more responsible and regenerative tourism experiences. It’s also a clear signal that Fiji is serious about leading the region in sustainability.
Speaking at a Tourism Fiji Boutique Luxury Showcase in Melbourne recently, Tourism Fiji Australian Regional Director Robert Thompson says the island nation has seen a surge in luxury travel in the last year.
“While still important, they’re less interested in traditional luxury and more focused on meaning, wellness, and cultural connection. They want experiences that feel authentic and have a positive impact,” he said. Read the full story here.
A recent study conducted among Virtuoso travellers in March 2025 shows more than two-thirds (68 percent) of luxury travellers say recent global events have inspired them to travel more responsibly.
Demand for expert guidance on sustainable travel is also growing. According to the report, twenty-five percent of travellers say they’re more likely to travel responsibly with support from a trusted advisor, up from 16 percent last year. Read the full story here.
How does it work?
Travellers can take part through participating resorts, hotels, and tour operators who’ve embedded Loloma Hour activities into their guest experiences. The program is structured around four key pillars:
Giving Back to Wildlife – Including conservation walks, marine research, and species protection initiatives like the Fiji Crested Iguana Conservation Program at Likuliku Lagoon Resort or the Awakening Shark Dive with Barefoot Kuata Island Resort.
Giving Back to the Community – Activities like cultural storytelling, traditional weaving, and immersive village experiences such as Sofitel Fiji’s Culture Hour and Lomani Island Resort’s Village Tour.
Giving Back to the Reef – Think coral planting, reef restoration, and marine habitat building with partners like Six Senses Fiji, Seventh Heaven Fiji, and Viani Bay Resort.
Giving Back to the Coastline – Mangrove planting, reforestation, and beach clean-ups led by resorts like Shangri-La Yanuca Island and InterContinental Fiji’s ‘Litter for a Latte’ initiative.
Each participating operator is integrating these hour-long activities into daily schedules, ensuring they’re accessible, fun, and impactful for travellers of all ages and abilities.
“The whole concept is grounded in generosity and doing something for the greater good,” adds Narayan. “We hope people who take part leave Fiji more deeply connected to the idea that they can make a difference—even in just one hour.”
A movement across the islands
More than 20 of Fiji’s top resorts and operators have already joined the Loloma Hour movement, including:
- InterContinental Fiji Golf Resort & Spa
- Six Senses Fiji – Local Floral Garden Tour
- Nukubati Private Island
- Barefoot Kuata Island Resort
- Lomani Island Resort
- Plantation Island Resort
- Captain Cook Cruises Fiji
- Vatuvara Private Islands
- Seventh Heaven Floating Bar
- VOMO Island Fiji – Counting Coral Gene Bank
- Jean-Michel Cousteau Resort Fiji (JMC)
- Viani Bay Resort
- Shangri-La Yanuca Island, Fiji
- Wakaya Club & Spa
- Outrigger Fiji Beach Resort
- Likuliku Lagoon Resort
- Malolo Island Resort
- Mana Island Resort & Spa
- Sofitel Fiji Resort & Spa
- Kokomo Private Island, Fiji
Want to get involved?
Learn more about the program and how to participate during your or your clients’ next trip at fiji.com.fj/loloma-hour or watch the official video.
With growing interest in responsible travel, Loloma Hour is an appealing hook for eco-conscious clients looking to do more with their holiday. You can play your part, too, by asking about participating resorts when booking a stay.
