In an effort to redefine Fiji’s sustainable tourism, Tourism Fiji has launched Loloma Hour.
The first-of-its-kind initiative invites visitors to spend an hour making a positive environmental, cultural or community impact during their stay.
“True happiness comes not just from what you take, but what you give,” said Srishti Narayan, Tourism Fiji’s chief marketing officer.
“Loloma Hour gives visitors a chance to help preserve what makes Fiji so special — its people, environment and traditions.”
Tourism Fiji CEO Brent Hill says Loloma Hour is a testament to the dedication of their industry partners and the collective effort to ensure Fiji remains a sustainable, vibrant destination.
“This initiative is not just about the activities but about embedding sustainability in the fabric of our tourism experience, ensuring a more meaningful holiday for our visitors,” he said.
Dubbed a ‘happy hour for the environment, a statement from Tourism Fiji said Loloma Hour embodied the Fijian spirit of loloma — acting with generosity, driven by love.
“Whether planting coral, restoring mangroves or engaging in cultural traditions, travellers can leave a positive mark on Fiji while experiencing its unique way of life,” the statement read.
“Tourism Fiji created the Loloma Hour initiative as part of the country’s overarching sustainability goals that aim to preserve its natural beauty and cultural heritage by unifying and amplifying sustainability efforts across Fiji’s vital tourism industry.
“The initiative has been designed to maximise engagement and uptake by making sustainable action simple, accessible and fun.
“The initiative not only enhances Fiji’s appeal to eco-conscious travellers but also strengthens its reputation as a destination that prioritises cultural and environmental stewardship.”
Tourism Fiji said it would measure the tangible impact through hours contributed to sustainability initiatives, with a target of 5000 hours of time contributed to Loloma Hour initiatives in year one.
Visitors can take part in Loloma Hour through partnering resorts, hotels and tour operators across Fiji, with activities spanning four key pillars of giving back to wildlife, the community, the reef and the coastline.
Launched yesterday, Loloma Hour will reach eco-conscious travellers across Australia, New Zealand, China and the US through a hero film, social media, PR and a strategic BBC partnership.
The BBC will highlight Fiji’s sustainability efforts with engaging content on indigenous species conservation, cultural preservation, coral reef rehabilitation and coastline protection, featuring expert interviews.
