Tourism Fiji is redefining sustainable tourism with the launch of Loloma Hour—a first-of-its-kind initiative encouraging travellers to give back during their stay. Rooted in the Fijian value of Loloma—generosity driven by love—this innovative program transforms meaningful moments into lasting contributions to local communities and ecosystems.
Whether planting coral, restoring mangroves, or participating in cultural traditions, visitors are invited to create experiences that truly make a difference—both for themselves and for the places they visit. Delivered in partnership with resorts, hotels, and tour operators across Fiji, Loloma Hour offers a range of immersive activities aligned with four key pillars: Giving Back to Wildlife through conservation walks, marine research, and species protection; Giving Back to the Community through cultural storytelling, traditional weaving, and village-led programs; Giving Back to the Reef with coral planting, reef restoration, and marine habitat building; and Giving Back to the Coastline via mangrove planting, tree restoration, and beach clean-ups. Each activity provides an authentic opportunity to engage with Fiji’s natural beauty and rich culture, while contributing meaningfully to its long-term sustainability.
With over 20 resorts and more than 40 activities already involved, Loloma Hour is setting a new benchmark for responsible tourism—making it simple, enjoyable, and accessible for travellers to leave a positive footprint.
Fiji’s message is clear: true happiness lies not just in what you take from a destination, but in what you give back.
This initiative aligns closely with Tourism Fiji’s Corporate Plan 2024–2027, a bold and visionary roadmap for sustainable tourism growth, released earlier this year.
TRC Consultant Penny Spoelder collaborated closely with Maria Ronna Luna Pastorizo-Sekiguchi, Founder of The Greenhouse Studio, and the dedicated team at Tourism Fiji to shape a strategic plan that builds on the nation’s post-COVID tourism recovery.
Funded by the Asian Development Bank’s Pacific Private Sector Development Initiative (PSDI), the plan outlines a clear and actionable pathway to grow tourism in a way that is inclusive, responsible, and future-focused. With six core priorities—including strengthening Fiji’s global brand and championing sustainable tourism—the plan aims to drive economic growth while preserving the country’s unique culture and natural environment.
Crucially, the plan’s data-driven performance indicators will ensure progress is both measurable and meaningful, enabling continuous learning and adaptation.
For TRC, being part of this journey goes beyond consultancy—it represents a deep commitment to advancing sustainable and inclusive development across the Pacific.
We look forward to witnessing the positive impact this Plan will deliver through to 2027 and beyond.
Click here to read more on the launch of Loloma Hour.
Click here to read Tourism Fiji’s Corporate Plan 2024–2027
