As European stakeholders prepare to discuss a new Directive on Green Claims at an upcoming trilogue, the hospitality industry has urged policymakers to allow destinations and businesses more freedom to boost their eco-credentials using new environmental initiatives.
One example could be drawn from Fiji, where 21 resorts across the South Pacific archipelago are inviting visitors to take part in an initiative that organisers hope could boost various sustainability projects by around 5,000 person-hours.
Loloma Hour
Tourism accounts for around 40% of Fiji’s GDP but islanders no longer simply want visitors’ money. Named for the Fijian word for “generosity through love”, Loloma Hour is a nationwide commitment by resorts and activity providers to include guests in some of the sustainability activities that they champion. All it involves is asking visitors to give at least one hour of vacation time over to caring for the land, the ocean, and “each other.”
The idea is that “True happiness comes not just from what you take, but what you give,” says Srishti Narayan, chief marketing officer, Tourism Fiji. As such, even properties marketed as luxury holiday resorts, such as InterContinental Fiji Golf Resort & Spa, Kokomo Private Island Fiji, and Six Senses Fiji are signed up.
Four ways to “give back”
The scheme offers four ways to “give back”: to wildlife, to the community, to the reef, and to the coastline.
Wildlife-based efforts that visitors can get involved in include going on guided nature walks to learn about conservation and planting native trees. Community-focused activities meanwhile include taking traditional cooking classes, listening to local storytelling, and making village visits – which all help to keep local traditions alive and support rural populations.
To give back to the reef, guests are invited to take part in marine conservation through coral planting, reef-safe snorkelling, and even simply wearing reef-safe sunscreen. And giving back to the coastline could include participating in beach clean-ups or mangrove restoration projects to help safeguard the Fijian coastal ecosystems that provide a home for marine life and protection from erosion.
No special skills required, just time
To get involved, would-be givers of the loloma-style love can simply ask participating resorts or tours about their Loloma Hour activity. “Each property offers something unique, so you can find an experience that speaks to you,” the official Fiji travel website says, adding “there are no special skills required, just some interest and a little time.” By taking part, Tourism Fiji promises, “you’ll play a small but meaningful part in preserving everything that makes Fiji so special.”
