Fiyi lanza «Loloma Time» para una experiencia turística sostenible.

Fiji launches «Loloma Time,» an initiative that transforms the traveler’s experience. This Pacific island invites tourists to dedicate at least an hour of their trip to improving the environment or helping local communities. Whether it’s replanting mangroves, participating in beach cleanups, or learning to make traditional crafts with the people of Fiji.

The goal is to enhance the islands with the help of visitors. «True happiness does not come from what you take, but from what you give,» says Sishti Narayan, marketing director of Fiji Tourism.

What is «Loloma Time»?

«Loloma» is a Fijian word that means generosity driven by love, and the new program reflects that spirit. «Loloma Time» is an initiative present in dozens of hotels, resorts, and eco-tourism operators, part of a broader strategy to preserve its cultural heritage and natural ecosystems, creating meaningful exchanges between travelers and locals.

The initiative supports activities that align with four key pillars: nature conservation, community support, reef protection, and coastal care.

Guests can join a coral planting session, participate in iguana conservation hikes, snorkel on the reefs, or engage in storytelling sessions in a village. The aim is for tourists to contribute at least 5,000 hours of volunteering across the country this year.

Tourism on the Rise with Purpose

Fiji is embracing conscious tourism as part of a growing trend. According to a 2023 survey by Booking.com, 76% of travelers worldwide state they want to travel more sustainably.

In Europe, the demand is particularly high, and operators are responding to this issue. Five out of the top 10 sustainable destinations in 2024 were in Europe, according to the Lonely Planet Guide, with destinations like the Faroe Islands and Normandy being praised for their pioneering community and regenerative tourism programs.

From Thailand to Greenland, both tourism and private operators have begun to rethink everything, from wildlife interactions to diving, to make them more impactful.

Among them, Fiji’s «Loloma Time» stands out for its cultural framework, rooted in love rather than obligation. But it also holds a deeper meaning. The Pacific islands are on the front lines of the climate crisis, facing rising sea levels, coral bleaching, and extreme weather events. As tourism accounts for around 40% of Fiji’s GDP, making it a tool for change is not just good policy. It could also be essential for the country’s future.

How Can Tourists Participate?

From five-star resorts to eco-friendly tourist complexes, 21 Fiji units are part of «Loloma Ora,» each offering different activities. Some hotels invite guests to dive into coral nurseries with experts, plant native trees, or visit eco-friendly gardens.

On islands like Mallo and Wakaya, guests can document themselves observing vulnerable mantas while diving or take part in mangrove reforestation and beach cleanups. «Loloma» time offers visitors the chance to help preserve what makes Fiji so special: its people, its environment, and its traditions,» concludes Sishti Narayan, tourism marketing director in Fiji.