Fiji, the South Pacific archipelago known for its paradisiacal beaches and rich biodiversity, has just launched a proposal that redefines the tourist experience: the “Loloma Hour.” This initiative invites travelers to dedicate at least one hour of their visit to collaborate in concrete actions of environmental protection and sustainability.
The proposal includes everything from mangrove reforestation and beach cleanups to coral planting and monitoring of native species. The activities, carried out in conjunction with local communities, are designed to care for the unique ecosystems of the islands, currently threatened by climate change. “True happiness doesn’t just come from what you take away, but from what you give,” says Srishti Narayan, Marketing Director of Tourism Fiji, when presenting the campaign.
The name of the program comes from the Fijian word Loloma, which means “generosity driven by love.” Currently, more than 20 accommodations and tour operators have joined the proposal, with actions aligned with four environmental pillars: nature conservation, community support, reef protection, and coastal care.
Tourists can participate in habitat restoration walks, collaborate in coral nurseries, record sightings of manta rays, or join waste collection campaigns. The goal: to reach at least 5,000 hours of ecological volunteering by 2024.
Fiji launches “Loloma Hour”, a proposal that promotes sustainable tourism. Photo: Google Maps.
“Loloma Hour”, sustainable tourism: a strengthening trend
The rise of conscious tourism is on the rise. According to a Booking.com survey, 76% of travelers are looking for more sustainable experiences. Fiji aligns with this trend, integrating into its tourism offer an environmental dimension that strengthens its resilience to the climate crisis.
The Pacific islands face direct threats such as rising sea levels, coastal erosion, and coral bleaching. In this context, transforming tourism —which accounts for 40% of the country’s GDP— into a conservation tool becomes a key strategy.
Concrete actions to preserve a natural paradise
From luxury resorts to community eco-lodges, 21 Fijian establishments already apply the “Loloma Hour.” Some invite guests to participate in replanting native trees; others to care for organic gardens, clean beaches, or engage in marine restoration projects.
“We want every visitor to contribute to preserving what makes Fiji a unique place: its natural environment and its deep connection to the land,” concludes Narayan.
Fiji. Photo: Google Maps.
Fiji, an ideal place for ecotourism
Ecotourism in Fiji is a growing area, offering visitors the opportunity to experience the natural beauty of the archipelago in a sustainable and responsible manner. Fiji promotes practices such as solar energy and rainwater collection, in addition to protecting wildlife and natural habitats.
Examples of ecotourism in Fiji
- Eco-friendly accommodation: Resorts that use solar energy, rainwater collection, and organic gardens.
- Wildlife tours: Bird watching, dolphin sightings, and guided nature walks.
- National parks and nature reserves: Bouma National Heritage Park and Waitabu Marine Park in Taveuni, for example.
- Sustainable water activities: Snorkeling and diving on coral reefs, respecting marine life.
- Community tourism: Visits to local villages, participation in cultural activities, and support for local development projects.
Source: Euronews.
