In a bold move that reimagines the concept of sustainable travel, Tourism Fiji has officially launched Loloma Hour, a nationwide campaign encouraging visitors to dedicate one hour of their stay to environmental, cultural, or community-based sustainability efforts.
Described as a “happy hour for the environment,” Loloma Hour invites travellers to go beyond sightseeing and leisure by contributing to the preservation of Fiji’s natural beauty and cultural heritage. The initiative draws inspiration from the Fijian word Loloma, meaning love, compassion, and kindness—values deeply embedded in the country’s identity.
The campaign is being rolled out in partnership with over 20 tourism operators across Fiji, offering more than 40 curated experiences designed to foster deeper connections between visitors and local communities.
“Loloma Hour reflects the essence of the Fijian spirit,” said Brent Hill, CEO of Tourism Fiji. “It’s a simple yet powerful way to ensure that every traveller can play a part in protecting the very things that make Fiji so special—its environment, its people, and its traditions.”
From coral planting and reef restoration to mangrove conservation, village storytelling, and traditional crafts, Loloma Hour activities are categorized under four key pillars:
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Giving Back to Wildlife – Activities include nature walks, species monitoring, and conservation education.
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Giving Back to the Community – Guests participate in cultural sharing, traditional weaving, and local storytelling sessions.
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Giving Back to the Reef – Initiatives include coral gardening, marine habitat building, and reef clean-up efforts.
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Giving Back to the Coastline – Mangrove planting, beach clean-ups, and native tree restoration efforts fall under this pillar.
Among the participating properties are several of Fiji’s premier resorts and eco-retreats, including InterContinental Fiji Golf Resort & Spa, Jean-Michel Cousteau Resort, Six Senses Fiji, VOMO Island, Likuliku Lagoon Resort, Outrigger Fiji Beach Resort, and Sofitel Fiji Resort & Spa, among others.
The initiative aims to contribute over 5,000 volunteer hours in its first year, setting a benchmark for how tourism can align with long-term sustainability and community well-being.
“Loloma Hour is about creating meaningful memories that go beyond the beach,” said Srishti Narayan, Chief Marketing Officer, Tourism Fiji. “It gives travellers a unique opportunity to connect with the people of Fiji and leave behind a positive footprint.”
Tourism Fiji believes this initiative positions the country at the forefront of regenerative tourism and represents a shift in how destinations can engage travellers in a more responsible and rewarding way.
