Fiji Launches New Sustainability Initiative

Tourism Fiji recently launched a nationwide, 333-island initiative to inspire travelers to make a meaningful, positive impact on Fiji during their visits.

© Tourism Fiji

Dubbed Loloma Hour (loloma is a Fijian concept similar to selfless giving), this initiative is rooted in four pillars: wildlife, communities, coastlines and reefs. It asks travelers to dedicate just one hour of their trip to leaving a positive impact in Fiji, and Tourism Fiji partnered with 20 businesses and organizations around the destination to help travelers conveniently get in their hour of giving.

For example, at Six Senses Fiji, guests can participate in a hands-on reef restoration experience alongside a marine expert. For those staying at Sofitel Fiji Resort & Spa, guests can take a cooking class revolving around Fijian communities’ cultures and traditions, while also emphasizing sustainability and seasonality. At Shangri-La Yanuca Island, guests can join in on a mangrove planting session.

© Tourism Fiji

The tourism organization hopes Loloma Hour will inspire travelers to volunteer at least 5,000 hours of service in 2025. With the destination receiving approximately 1 million visitors in 2024, and more visitors on the way thanks to new air service, that 5,000-hour goal should be easily attainable.