‘Loloma Hour’ – Long-Lasting Happiness is Found in What You Can Do for Others
In a bold reimagining of what it means to unwind in paradise, Tourism Fiji—together with Havas—has unveiled Loloma Hour, the world’s first “Happy Hour for the Environment.”
Swapping cocktails for conservation, this pioneering initiative invites travellers to spend just 60 minutes giving back to the very ecosystem and culture they came to enjoy.
Rather than sundowners by the beach, visitors are encouraged to plant coral, restore mangroves, or take part in immersive cultural workshops.
It’s a shift that reflects a growing appetite among global travellers for meaningful, purpose-driven experiences—ones that leave a positive footprint.
Inspired by the Fijian principle of Loloma—a profound generosity rooted in love—this initiative is as emotionally resonant as it is practical.
Activities are designed around four key pillars: wildlife, community, coastline, and reef, offering something for everyone while directly benefiting the people and planet of Fiji.
“Fijians know that genuine, long-lasting happiness is found in what you can do for others,” said Srishti Narayan, Tourism Fiji’s Chief Marketing Officer.
“It comes from what you give back, not what you get. Loloma Hour shows it only takes a small amount of time to make a big difference.”
The campaign seeks to clock 5,000 Loloma Hours within its first year, creating a ripple effect that extends far beyond any single visit.
Through partnerships with tourism operators across Fiji, these hour-long experiences are designed to be simple, accessible, and deeply enriching.
Sebastian Vizor, Executive Creative Director at Havas, added, “Sustainable travel doesn’t have to be expensive or complicated. Loloma Hour makes it effortless—a heartfelt thank you to Fiji, expressed through action.”
Set to launch globally on 8 April 2025, the initiative will be amplified through a strategic BBC partnership across major markets including Australia, New Zealand, Canada, and the United States.
For marketers and brands in the tourism sector, Loloma Hour offers a powerful reminder: that brand purpose and experiential travel can—and should—go hand in hand.
In redefining happy hour, Tourism Fiji hasn’t just launched a campaign.
