Photo source: © Globetrender (globetrender.com)
Excerpt from globetrender.com
Fiji has launched an innovative sustainable tourism initiative called ‘Loloma Hour’, inviting travellers to dedicate an hour of their holiday to environmental, cultural or community projects.
Launched on April 8, 2025, ahead of Earth Day, the programme reimagines the concept of ‘happy hour’, encouraging visitors to swap cocktails for conservation activities during their stay in the Pacific island nation.
The term “Loloma” comes from the Fijian language, meaning “to act with generosity, driven by love” – a principle that underpins the initiative’s approach to responsible tourism.