Fiji is setting a new global standard in sustainable tourism with the launch of Loloma Hour. This first-of-its-kind initiative encourages visitors to dedicate one hour of their stay to making a positive impact on the environment, culture, or local communities.
Dubbed a “happy hour for the environment,” Loloma Hour is rooted in the Fijian spirit of Loloma, a deep expression of love and generosity. Whether it’s coral planting, mangrove restoration, cultural storytelling, or engaging in traditional crafts, travellers are offered meaningful ways to contribute to Fiji’s preservation while immersing themselves in its authentic island way of life.
Developed by Tourism Fiji as part of its broader sustainability strategy, Loloma Hour aims to unify and amplify eco-conscious efforts across the country’s vital tourism industry. As global travellers increasingly seek purpose-driven experiences, this initiative reinforces Fiji’s role as a trailblazer in cultural and environmental stewardship.
“True happiness comes not just from what you take, but what you give,” said Srishti Narayan, Chief Marketing Officer, Tourism Fiji. “Loloma Hour gives visitors a chance to help preserve what makes Fiji so special—its people, environment, and traditions.”
How it Works
Loloma Hour activities are offered through a growing network of participating resorts, hotels, and tour operators, and are structured around four key pillars:
- Giving Back to Wildlife – Activities include guided conservation walks, marine research, and species protection programs.
- Giving Back to the Community – Visitors can engage in cultural storytelling, traditional weaving sessions, and community outreach in villages.
- Giving Back to the Reef – Guests can take part in coral planting, reef restoration, and marine habitat building.
- Giving Back to the Coastline – Initiatives such as mangrove planting, coastal reforestation, and beach clean-ups allow travellers to directly impact the ecosystem.
Leading resorts across Fiji are embracing Loloma Hour, offering guests a chance to participate in meaningful sustainability initiatives during their stay. Participating properties include InterContinental Fiji Golf Resort & Spa, Six Senses Fiji, Nukubati Private Island, Barefoot Kuata Island Resort, Barefoot Manta Island Resort, Lomani Island Resort, Plantation Island Resort, Captain Cook Cruises Fiji, Vatuvara Private Islands, Seventh Heaven Floating Bar, VOMO Island Fiji, Jean-Michel Cousteau Resort Fiji (JMC), Viani Bay Resort, Shangri-La Yanuca Island, Wakaya Club & Spa, Outrigger Fiji Beach Resort, Likuliku Lagoon Resort, Malolo Island Resort, Mana Island Resort & Spa, Sofitel Fiji Resort & Spa, and 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
Loloma Hour offers a replicable and impactful model for other destinations aiming to blend tourism with purpose by inviting travelers to give back during their leisure time. It highlights Fiji’s belief that travel can, and should, leave a destination better than it was found.
