Swim free, friends. Photo: Phi Phi Island Village Beach Resort

Hold the chocolate and flowers, ‘adopt’ a clownfish for Valentine’s at this resort in Thailand


We love a good stunt marketing play that benefits the environment instead of mass consumerism.

A resort in Thailand is offering a promotion for the eco-conscious to put their money towards helping out a clownfish in need, instead of springing for the conventional greeting card, chocolate, and jewelry.

Lovers in Koh Phi Phi can now symbolically “adopt” and release a clownfish at Phi Phi Island Village Resort’s Marine Discovery Centre, an environmental facility focused on the conservation of Hat Noppharat Thara-Mu Ko Phi National Park — the expansive tropical reserve surrounding the Phi Phi Islands.

Best part is, this exercise in eco consciousness is not just limited to Valentine’s Day.

From February, the resort is letting guests choose and name their clownfish and — once the fish is strong enough — go out by long-tail boat to release it on the anemone coral reef.
“Just keep swimming.” Photo: Phi Phi Island Village Beach Resort

Just FYI, adopting a clownfish of your own isn’t cheap: the adoption program costs THB18,000 (USD$577) net per couple, but hey, can’t put a price on a Nemo’s life and the money isn’t really about that one fish but rather supporting the work of the resort’s resident marine biologist, Kasama “Bom” Nualsri. You also get a certificate of appreciation and get named on the donor recognition wall in the Marine Discovery Centre.

The eco hub does a number of projects like this that work on coral preservation, and breeding and release (which is where they say all your money from the adoption program is going towards). They currently breed about 10 clownfish “babies” per month, but are working on increasing that number for a healthier and more robust ecosystem.

This clownfish promotion doesn’t seem to be a one-off attempt at simply capitalizing on our marine-life-loving hearts — the resort has a history of sustainability efforts and actually was the first property in Krabi to get a Gold Level Green Hotel Award (from the Thai Department of Environmental Quality Promotion). Plus, it’s also been labeled a “Plastic Free Resort” by the Thai Hotels Association (can we get a hell yeah for saying no to plastic?!).


Phi Phi Island Village Beach Resort
49 หมู่ 8, Ao Nang, Mueang Krabi District, Krabi 81000, Thailand
 +66 75 628 900