Fiji has introduced the world's first 'happy hour for the environment', encouraging visitors to swap cocktails for conservation efforts. Olivia Palamountain reports

Fiji has launched an innovative sustainable tourism initiative called 'Loloma Hour', inviting travellers to dedicate an hour of their holiday to environmental, cultural or community projects.

Launched on April 8, 2025, ahead of Earth Day, the programme reimagines the concept of 'happy hour', encouraging visitors to swap cocktails for conservation activities during their stay in the Pacific island nation.

The term "Loloma" comes from the Fijian language, meaning "to act with generosity, driven by love" – a principle that underpins the initiative's approach to responsible tourism. "True happiness comes not just from what you take, but what you give," says Srishti Narayan, chief marketing officer, Tourism Fiji. "Loloma Hour gives visitors a chance to help preserve what makes Fiji so special—its people, environment, and traditions."

Developed by Tourism Fiji as part of the country's broader sustainability goals, the initiative aims to unify and amplify conservation efforts across the nation's tourism industry. In its first year, organisers hope Loloma Hour will contribute at least 5,000 hours towards sustainability projects throughout Fiji.

Visitors can participate through partnering resorts, hotels, and tour operators, with activities organised around four key pillars: wildlife conservation, community engagement, reef protection, and coastline preservation.Wildlife conservation activities include guided nature walks, manta ray or iguana conservation, and planting native trees that sustain local species. Community-focused options allow travellers to experience Fijian culture through traditional cooking classes, storytelling sessions, and village visits, helping to keep local traditions alive while supporting rural communities.

For marine conservation, participants can engage in coral planting, reef-safe snorkelling programmes, and marine habitat building projects to protect Fiji's threatened coral reefs. Coastline activities focus on mangrove planting, tree restoration, and beach clean-ups.Twenty-one resorts and operators across Fiji have already committed to the initiative, including luxury properties such as Six Senses Fiji, Kokomo Private Island Fiji, and InterContinental Fiji Golf Resort & Spa.

The initiative comes as tourism destinations worldwide face increasing pressure to address the environmental impact of travel while catering to growing demand from eco-conscious travellers. By formalising sustainability efforts through Loloma Hour, Fiji is positioning itself as a destination that prioritises environmental and cultural stewardship.

Travellers interested in participating can find more information on the Tourism Fiji website.