Fiji just kicked off a nationwide program to get tourists involved in sustainability projects.
Fiji's Loloma Hour: can your trip leave a lasting legacy?
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For those seeking to combine distant travel with meaningful contributions,
Fiji, comprising over 330 islands, is geographically remote. Despite this isolation, the country's tourism continues to grow. In 2024, Fiji welcomed 1 million visitors for the first time, marking a nearly 6% increase from the previous year. With a recently introduced direct route from Dallas, the destination is more accessible to American travelers.
While travel offers positive aspects – connections, new experiences, and lasting memories – it also presents challenges. In addition to increased carbon emissions, Fiji faces environmental issues, such as microplastic pollution and degradation of the Cakaulevu Reef, the world's third-largest continuous barrier reef.
Through Loloma Hour, Fiji aims to integrate tourism and sustainability effectively, leveraging its growing popularity for positive impact and capitalizing on the enthusiasm and desire for deeper engagement beyond typical beach vacations.
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Loloma Hour is designed to be a "happy hour for the soul." "Following the pandemic, we observed a significant shift in traveler behavior," stated Srishti Narayan, Tourism Fiji's Chief Marketing Officer. "People began seeking more purposeful, responsible experiences that create a positive impact."
The initiative was shaped by traveler feedback and local community discussions. While past visitors have informally contributed to Fiji through community donations, there was no official, unified approach to channeling this desire to give back through tourism.
Over 20 partners, including boutique hotels, dive lodges, resorts, and tour operators, have joined forces to launch the initiative, offering tangible, accessible, adventurous, and enjoyable ways for guests to contribute. Activities fall under 4 key pillars: Wildlife Contribution, Community Contribution, Coastline Contribution, and Reef Contribution.
Loloma Hour experiences are tailored to specific locations, offering activities, such as coral gardening at Kokomo Private Island, guided tours of salt and oil making at Viani Bay Resort, mangrove planting at Shangri-La Yanuca Island, Fiji, Fijian Crested Iguana conservation at Six Senses Fiji, shark diving at Barefoot Kuata Island Resort, beach cleanups at InterContinental Fiji Golf Resort & Spa, and clam farming at Viani Bay Resort.
Through Loloma Hour, Fiji aims to integrate tourism and sustainability effectively, leveraging its growing popularity for positive impact and capitalizing on the enthusiasm and desire for deeper engagement beyond typical beach vacations.
Source: Nicolas Weldingh/Unsplash
While guests contribute just one hour, Fiji relies on the collective impact of this time, multiplied by its million visitors. "This is not merely about the hour," Narayan explained. "It's about the mindset it fosters."
The goal is to expand program partnerships, with Tourism Fiji aiming for at least 5,000 hours dedicated to sustainability in the first year. Regardless of the activity, the hope is to foster lasting connections between visitors and the country.
On a national level, Loloma reflects Fiji's commitment to sustainable environmental investment that complements, rather than conflicts with, its tourism growth. Globally, it encourages travelers to recognize their role in broader environmental sustainability.
"Our vision is that this spirit of giving, meaningful connection, and cultural respect spreads across the Pacific," Narayan stated. "If we can inspire similar programs in neighboring island nations, we can collectively protect the very attractions that draw travelers: our culture, people, and natural environment."
This is a cause worth traveling for.
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