Fiji is pioneering a new approach to sustainable tourism with the introduction of Loloma Hour, an innovative initiative that invites visitors to dedicate an hour of their holiday to making a positive impact.
Launched on 8 April 2025, Loloma Hour encourages travellers to embrace the Fijian spirit of Loloma – acting with generosity and driven by love – by engaging in activities that benefit the environment, local culture, or communities. These activities range from coral planting and mangrove restoration to participating in traditional cultural practices.
The initiative aims to contribute 5,000 hours to sustainability projects in Fiji within its first year. Tourism Fiji developed Loloma Hour to complement existing sustainability efforts and to preserve Fiji’s natural beauty and cultural heritage by uniting and amplifying sustainability practices across the tourism industry.
Loloma Hour responds to the increasing awareness among travellers of their environmental and social impact. By providing a structured way for visitors to contribute positively, Fiji is positioning itself as a leader in sustainable tourism.
Srishti Narayan, Chief Marketing Officer, Tourism Fiji, emphasises the initiative’s core values, saying “True happiness comes not just from what you take, but what you give. Loloma Hour gives visitors a chance to help preserve what makes Fiji so special—its people, environment, and traditions.”
“The whole concept is grounded in the idea of generosity and doing something for the greater good – not just committing a specific amount of time, but demonstrating goodwill and generosity, a desire to learn and leave a meaningful impact, no matter how small. We hope people who take part leave Fiji more deeply connected to the idea that they can play a role and take responsibility, even if small, for cultural and environmental preservation.”
How Loloma Hour works
Visitors can participate in Loloma Hour activities offered by partnering resorts, hotels, and tour operators across Fiji. These activities are categorised into four key pillars:
- Giving Back to Wildlife: Activities include conservation walks, marine research, and species protection, such as coral nursery maintenance and monitoring with Captain Cook Cruises, and the Awakening Shark Dive and Day Cruise with Barefoot Kuata Island Resort.
- Giving Back to the Community: Activities include cultural storytelling, traditional weaving, and village programs, such as Fijian Culture Hour or Cooking Class at Sofitel Fiji Resort & Spa, and a Local Village Tour at Lomani Island Resort.
- Giving Back to the Reef: Activities include coral planting, reef restoration, and marine habitat building, such as Reef Restoration at Six Senses Fiji, Coral Reef Rehabilitation at Seventh Heaven Fiji, or Coral and Giant Clam Farming at Viani Bay Resort.
- Giving Back to the Coastline: Activities include mangrove planting, tree restoration, and beach clean-ups, such as mangrove planting at Shangri-La Yanuca Island, or Litter for a Latte at InterContinental Fiji Golf Resort & Spa.
Participating resorts
A range of resorts across Fiji are incorporating Loloma Hour into their guest experiences, including:
- InterContinental Fiji Golf Resort & Spa
- Six Senses Fiji’s Local Floral Garden Tour
- Nukubati Private Island
- Barefoot Kuata Island Resort
- Lomani Island Resort
- Plantation Island Resort
- Captain Cook Cruises Fiji
- Vatuvara Private Islands
- Seventh Heaven Floating Bar
- VOMO Island Fiji’s ‘Counting Coral Gene Bank
- Jean-Michel Cousteau Resort Fiji (JMC)
- Viani Bay Resort
- Shangri-La Yanuca Island
- Wakaya Club & Spa
- Outrigger Fiji Beach Resort
- Likuliku Lagoon Resort and Malolo Island Resort
- Mana Island Resort & Spa
- Sofitel Fiji Resort & Spa
- Kokomo Private Island Fiji
These resorts and operators are committed to integrating Loloma Hour into their guest experiences, further strengthening Fiji’s leadership in sustainable tourism.
