Fiji Becomes the First Nation to Join the Leading Destinations of the World Program by Earthcheck

Fiji has officially become the first nation to join the Leading Destinations of the World™ program by EarthCheck. Pioneered by EarthCheck, the Leading Destinations of the World™ program is a global network of destinations that work collaboratively to benchmark and certify their environmental, cultural, social, and economic performance. 

Fiji becomes the first nation to join the program, joining sustainable cities, regions, and  communities such as Zurich, Switzerland; The Azores, Portugal; Sierra Gorda, Mexico; Westfjords, Iceland; Gero Onsen, Japan; Ras Al Khaimah, United Arab Emirates; and EarthCheck’s hometown of Brisbane, Australia.  

Tourism Fiji CEO Brent Hill said Fiji’s inclusion in this program reflects Fiji’s firm dedication to  preserving its abundant natural beauty, unique ecosystems, and rich heritage.  

“We are thrilled to have the backing of EarthCheck as we progress our sustainability journey,” he  said. “Fiji’s rich biodiversity and culture are not only our greatest assets, but also our  responsibility to protect. Through science-driven strategies, a focus on capacity building and  sustainability efforts aligned to international best practices, we aim to ensure our paradise  remains a cherished destination for generations to come.”  

As part of benchmarking and certifying the destination, EarthCheck’s partnership with Tourism  Fiji will include Loloma Fiji, an accreditation program for Fiji’s tourism industry. Loloma Fiji is our roadmap to Sustainability, it will focus on education, awareness, an industry framework for best sustainable practices, and offer visitors a chance to get involved on our sustainability initiatives.

Loloma Fiji gives local tourism businesses the ability to benchmark their performance in 10 key  areas, including water, waste, and energy usage, and have their efforts audited and certified by  an independent third party. 

Tourism Fiji’s partnership with EarthCheck will also include sustainability training for their personnel, for businesses participating in the Loloma Fiji program and for the wider community.  

By empowering local communities and businesses with the knowledge and skills to participate  in and benefit from sustainable tourism practices, Fiji aims to encourage ‘Loloma’ – to ‘act with  generosity, from a place of love’.  

The word encompasses Tourism Fiji’s approach to sustainability – a desire to involve the entire  industry, as well as visitors, in efforts to protect the country now so future generations can thrive. 

This approach safeguards the environment and enhances socio-economic opportunities that build resilient communities.

Stewart Moore, the Founder and CEO of EarthCheck, said participating in the Leading Destinations of the World™ program will allow Fiji to monitor its sustainability journey over time and put credibility behind its claims.  

“Fiji’s commitment to sustainability aligns with EarthCheck’s mission to create a more resilient  and sustainable future,” he said.  

Having joined the Leading Destinations of the World™ program, Fiji will now begin the process of  benchmarking, performance tracking and working towards Silver (1-4 years), Gold (5-9 years),  Platinum (10-14 years) and eventually Master (15+ years) certification.  

“We’re the first country in the world to go down this path of certification, but we want to set an  example for destinations across the Pacific,” said Hill. “Together with EarthCheck, Fiji is poised to set new standards for responsible travel. We’re ready to show the world that a balance between nature, culture and commerce is not only achievable, but absolutely essential for a brighter future.” 

About Tourism Fiji 

Tourism Fiji is the destination marketing organisational arm of the Fijian Government agency responsible  for marketing Fiji as the ideal destination for leisure travel globally. Tourism Fiji has established a presence  in seven key markets around the globe, and its activities include advertising, public relations, media  initiatives, trade shows, and programs for the tourism industry and consumer promotions to better  showcase Fiji. 

About Earthcheck 

EarthCheck is the world’s leading scientific benchmarking, certification, and advisory group for the travel  and tourism sector. Working with a wide range of clients across more than 70 countries, EarthCheck helps  businesses, communities, and governments to deliver clean, safe, prosperous, and healthy destinations  for travellers to visit, live, work, and play. To learn more about EarthCheck, visit earthcheck.org.