[Fiji, April 8, 2025] – Fiji is redefining sustainable tourism with the launch of Loloma Hour, a first-of-its-kind initiative that invites visitors to spend an hour making a positive environmental, cultural, or community impact during their stay.

Dubbed 'the world's first happy hour for the environment,' Loloma Hour embodies the Fijian spirit of Loloma—acting with generosity, driven by love. Whether planting coral, restoring mangroves, or engaging in cultural traditions, travelers can leave a positive mark on Fiji while holidaying and experiencing the destination's unique way of life.

With a goal to contribute 5,000 hours of time to sustainability initiatives in Fiji within the first year, Loloma Hour is a happy hour that anyone of any age can get behind - with good vibes and no hangover guaranteed.

Tourism Fiji created the 'Loloma Hour' initiative as part of the country's overarching sustainability goals and in addition to their current sustainability eco-friendly practices. With an aim to preserve Fiji's natural beauty and cultural heritage by unifying and amplifying sustainability efforts across Fiji's vital tourism industry, the initiative offers a new approach to sustainable travel.

With travellers becoming more conscious of their environmental and social impact, Loloma Hour positions Fiji as a leader in sustainable tourism. The initiative not only enhances Fiji's appeal to eco-conscious travellers but also strengthens its reputation as a destination that prioritises cultural and environmental stewardship.

“True happiness comes not just from what you take, but what you give,” says 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.”

“The whole concept is grounded in the idea of generosity and doing something for the greater good - not just committing a specific amount of time, but demonstrating goodwill and generosity, a desire to learn and leave a meaningful impact, no matter how small. We hope people who take part leave Fiji more deeply connected to the idea that they can play a role and take responsibility, even if small, for cultural and environmental preservation.”

How It Works

Visitors can take part in Loloma Hour through partnering resorts, hotels, and tour operators across Fiji, with activities spanning four key pillars:

• Giving Back to Wildlife - Conservation walks, marine research, and species protection such as taking part in the Fiji Crested Iguana Conservation Program at Likuliku Lagoon Resort, and the Awakening Shark Dive and Day Cruise with Barefoot Kuata Island Resort.
• Giving Back to the Community - Cultural storytelling, traditional weaving, and village programs, such as Fijian Culture Hour or Cooking Class at Sofitel Fiji Resort & Spa, and a Local Village Tour at Lomani Island Resort.
• Giving Back to the Reef - Coral planting, reef restoration, and marine habitat building such as Reef Restoration at Six Senses Fiji, Coral Reef Rehabilitation at Seventh Heaven Fiji, or Coral and Giant Clam Farming at Viani Bay Resort
• Giving Back to the Coastline - Mangrove planting, tree restoration, and beach clean-ups such as mangrove planting at Shangri-La Yanuca Island, or Litter for a Latte at InterContinental Fiji Golf Resort & Spa.

Participating Resorts

Leading resorts across Fiji are embracing Loloma Hour, offering guests an opportunity to take part in sustainability initiatives during their stay. Participating resorts include:

• InterContinental Fiji Golf Resort & Spa
• Six Senses Fiji's Local Floral Garden Tour
• Nukubati Private Island
• Barefoot Kuata Island Resort
• Lomani Island Resort offers a Village Tour
• Plantation Island Resort
• Captain Cook Cruises Fiji
• Vatuvara Private Islands
• Seventh Heaven Floating Bar
• VOMO Island Fiji's 'Counting Coral Gene Bank
• Jean-Michel Cousteau Resort Fiji (JMC)
• Viani Bay Resort
• Shangri-La Yanuca Island
• Wakaya Club & Spa
• Outrigger Fiji Beach Resort
• Likuliku Lagoon Resort and Malolo Island Resort
• Mana Island Resort & Spa
• Sofitel Fiji Resort & Spa
• 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.

For more information on Loloma Hour please visit fiji.com.fj/loloma-hour

Watch the Loloma Hour video here

Images can be found here. 

For more information about Fiji's tourism offerings or to plan your next holiday, visit fiji.travel

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For more information, please contact: 

Renee Verginis

renee@eviltwinpr.com.au

NOTES TO EDITORS

About Tourism Fiji: Tourism Fiji is the destination marketing organisational arm of the Fijian Government agency responsible for marketing Fiji as the ideal destination for leisure travel globally. Tourism Fiji has established a presence in seven key markets around the globe, and its activities include advertising, public relations, media initiatives, trade shows, and programs for the tourism industry and consumer promotions to better showcase Fiji.