Beautiful, tropical Fiji has become increasingly popular with tourists. And that has had an impact on the tiny nation’s carbon footprint. The solution is ingenious. Fiji is asking visitors to give back with just one hour of their time on the islands.
Fiji Loloma Hour
According to the Fiji tourism website, Loloma means “to act with generosity, driven by love, and reflects the deep care that Fijians have for their land, ocean, and each other.” What a beautiful word! For tourists, Loloma Hour is the way to be a part of that connection. There are many ways to give back, depending on where you are.
Four key pillars are part of Loloma Hour. These include Give Back to Wildlife, Give Back to the Community, Give Back to the Reef, and Give Back to the Coastline. More than 20 businesses have partnered to make this all possible. Activities include coral gardening, mangrove planting, Fijian Crested Iguana counting, beach cleaning and more.
Through giving back, visitors to can leave with a connection to the islands that lasts for a long time after they’ve gone home.
Why Now?
Fiji had over 1 million visitors for the first time in 2024, and it’s easier than ever for American travelers to visit because of a direct route from Dallas. It’s good for tourism but takes a toll on the environment. Additionally, environmental changes like pollution from microplastics and the third-largest barrier reef, Cakaulevu Reef degrading, are having a major impact.
The small nation of over 330 islands chose to bring tourism and sustainability together to take advantage of the positive feelings of guests to experience something deeper than just the typical beach vacation activities. Now, visitors can use a small part of their vacation to leave a lasting impact on the islands and themselves.
