Sustainable Tourism Initiatives
Fiji Unveils the 'Loloma Hour' Initiative for the Eco-Conscious
Kanesa D — April 15, 2025
Fiji has introduced Loloma Hour, an innovative sustainability-driven initiative that invites travelers to spend one meaningful hour of their visit contributing to the island’s environmental, cultural, or community well-being.
Spearheaded by Tourism Fiji, this pioneering program draws its name and inspiration from the Fijian concept of Loloma. More than just a tourism initiative, Loloma Hour serves as a heartfelt invitation for visitors to connect deeply with Fiji’s land and people.
During Loloma Hour, guests can take part in curated activities ranging from coral reef restoration and beach cleanups to participating in traditional arts or supporting community-led initiatives. This hour of purpose helps preserve the archipelago’s pristine ecosystems and cultural heritage.
As the global tourism industry evolves to meet rising demand for more conscious and regenerative travel experiences, Loloma Hour positions Fiji as a trailblazer in eco-tourism.
