A new approach to conscientious travel

While most travel to Fiji is by airline or cruise ship, both of which generate emissions, the “Loloma Hour” initiative contributes to the country’s overarching sustainability goals that aim to preserve its natural beauty and cultural heritage by unifying and amplifying sustainability-minded efforts across Fiji’s vital tourism industry.

More travellers are becoming conscious of their environmental impact and looking for meaningful travel experiences that align perfectly with Fiji’s own values and journey towards greater sustainability across various industries. “Loloma Hour” is a simple way for visitors to find and join local environmental, cultural or community efforts and be part of something positive. The goal in the first year of this long-term programme is to contribute 5,000 hours of time to efforts across Fiji. Multiplied over time, the collective impact of those hours can add up to real change: cleaner coastlines, more trees planted and deeper engagement with local communities.

“Fijians believe that true happiness comes not just from what you take, but also what you give,” says Tourism Fiji’s chief marketing officer Srishti Narayan . “Loloma Hour gives visitors a chance to help preserve what makes Fiji so special – its people, environment and traditions.”

How to get involved in Loloma Hour

Visitors can take part in Loloma Hour through partner resorts, hotels and tour operators across Fiji, with activities spanning four key pillars. By participating in conservation walks, marine research and species protection initiatives, guests can give back to wildlife. Guests interested in Fijian culture can help give back to the community through activities such as cultural storytelling, traditional weaving and village programmes. To give back to the reef and the coastline, guests can get involved in coral planting, reef restoration and marine habitat building, as well as mangrove planting and beach clean-ups.