Tourism Fiji has introduced an innovative initiative called “Loloma Hour.” This program invites visitors to devote an hour of their stay to engage in activities that positively impact the environment, culture, or community of Fiji. Participants may choose activities such as coral planting, mangrove restoration, or immersing themselves in local cultural traditions.
Brent Hill, Chief Executive of Tourism Fiji, emphasized the initiative’s significance, stating that it reflects a collective commitment from industry partners to maintain Fiji as a sustainable and vibrant destination. He noted that “Loloma Hour” is more than just a set of activities; it aims to weave sustainability into the tourism experience, providing travelers with a deeper and more meaningful vacation.
Tourism Fiji has set an ambitious target of achieving 5,000 hours of contributions towards these sustainability initiatives in the first year. The initiative aligns with Fiji’s broader commitment to eco-friendly practices, responding to the growing demand for meaningful, responsible travel experiences.
In the past, similar efforts have been made by Tourism Fiji, such as the “If You Can’t Bin It, Bag It” campaign aimed at encouraging proper waste disposal among tourists. These initiatives not only elevate the travel experience but also position Fiji as a leader in eco-tourism, creating opportunities for visitors to make a positive difference while enjoying their time in this beautiful archipelago.
By fostering a culture of environmental stewardship among both residents and tourists, “Loloma Hour” stands to reinforce community ties and enhance the ecological integrity of the islands, ensuring that Fiji remains a breathtaking destination for generations to come.
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