A New Approach to Sustainable Travel Tourism Fiji created the ‘Loloma Hour’ initiative as part of the country’s overarching sustainability goals that aim to preserve its natural beauty and cultural heritage by unifying and amplifying sustainability efforts across Fiji’s vital tourism industry. The goal in the first year is for Loloma hour to contribute at least 5,000 hours towards sustainability efforts across Fiji, ensuring meaningful impact for the ecosystems, coastlines and deeper engagement with local communities.