Message from George D. Szigeti
President & CEO
Hawaii Tourism Authority
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Aloha mai kakou,
On February 16, Governor Ige declared 2018 as “Ke Au Hawaii: the Year of the Hawaiian” in honor of the history, traditions, language and culture of the Hawaiian people.
The timing for the governor’s proclamation was especially appropriate given that 2018 marks the 40th anniversary of the Hawaiian language immersion programs that saved the Hawaiian language from near extinction. It also marks the 25th anniversary of the formal apology from Congress and the president of the United States to the Hawaiian people, for America’s role in the overthrow of the Hawaiian Kingdom on January 17, 1893. Notably it also marks the 100th anniversary of the first Hawaiian Civic Club founded by Prince Jonah Kuhio Kalanianaole.
February is recognized annually as Hawaiian Language Month. In tribute to the month’s significance, note that the Hawaiian cultural articles below have a link showing their translation in the Hawaiian language.
HTA is proudly committed to honoring and perpetuating the Hawaiian culture as we fulfill our mission to support Hawaii tourism. The Hawaiian culture is integrated into every element of our tourism marketing, both in elevating Hawaii’s brand and highlighting the enjoyment of experiencing our islands.
Led by Kalani Kaanaana, our director of Hawaiian cultural affairs, HTA is continually striving to more deeply ingrain knowledge about the Hawaiian culture into everything we do, while also honoring the importance of a culture and people that distinguish Hawaii from every other place in the world.
In addition to Kalani, we have three other staff members who speak the Hawaiian language and dedicate each workday to bringing a greater level of awareness about their native culture to people here in the islands and around the world.
HTA spends approximately $6-million annually on programs to honor, support and perpetuate the Hawaiian culture. HTA’s support is broad-based and extends statewide, ranging from the funding of events like the Merrie Monarch Festival and Kukulu Ola community-based nonprofit programs to aiding the Polynesian Voyaging Society with its educational outreach and sponsoring the admirable work performed by the Native Hawaiian Hospitality Association (NaHHA).
A Hawaiian culture resource provided by HTA that everyone can utilize is the Maemae tool kit, which can be downloaded for free from HTA’s website (
www.HawaiiTourismAuthority.org). This is a foundational resource for accurately and sensitively presenting the Hawaiian culture and Hawaiian language.
All of this support is important and all of it makes a positive impact in how the Hawaiian culture is celebrated, respected and shared with people who embrace the spirit of these islands.
With Warmest Aloha,
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Tourism Industry Invited to HTA’s Spring Marketing Update, March 7
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The Hawaii Tourism Authority and its Global Marketing Team will present a briefing of its tourism marketing programs at the Spring Marketing Update, Wednesday, March 7, from 8:00 a.m. to 12:00 p.m., at the Hawaii Convention Center's Liliuokalani Theater, Room 310. The event is free and open to anyone interested in learning more about the State's marketing of tourism for the Hawaiian Islands.
Following the presentation, join a networking lunch and Kipa Aloha Hawaiian Culture Workshop. The cost to attend this portion is $10.
Please RSVP by Wednesday, February 28. Seating is limited. Validated parking is free.
Schedule
8:00 a.m. Registration
8:30 a.m. Welcome
8:50 a.m. Hawaii Tourism United States
9:10 a.m. Hawaii Tourism Canada
9:25 a.m. Hawaii Tourism Oceania
9:40 a.m. Hawaii Tourism Europe
9:55 a.m. Hawaii Tourism Global MCI and Hawaii Convention Center
10:10 a.m. Q&A
10:20 a.m. Break
10:30 a.m. Hawaii Tourism Southeast Asia
10:40 a.m. Hawaii Tourism Taiwan
10:50 a.m. Hawaii Tourism China and Hawaii Tourism Hong Kong
11:10 a.m. Hawaii Tourism Korea
11:25 a.m. Hawaii Tourism Japan
11:40 a.m. Q&A
11:50 a.m. Closing
Optional Session ($10 fee)
12:15-3:00 p.m. Networking Lunch (Room 306 A/B) and Kipa Aloha Hawaiian Culture Workshop (Liliu Theatre)
Olelo Hawaii: Just the Basics
Trainer: Hiilani Shibata
The Hawaiian Language or Olelo Hawaii is one of two official languages of Hawaii. Learn basic pronunciation through "Hakalama" exercises and a few vocabulary words for everyday use in the workplace and at home.
Opu Alii: Chiefly Hawaiian Leadership and Hawaiian Values
Trainer: Kainoa Horcajo, Native Hawaiian Hospitality Association
The Chiefly Leadership curriculum emphasizes development of personal potential through the appreciation and practice of traditional Hawaiian leadership principles that are still relevant today. Learn the basic concepts and components of chiefly leadership in old Hawaii, lessons that can be applied to leadership in contemporary work culture in Hawaii's hospitality industry.
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Ruth Keelikolani, Defender of Tradition
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Mahina Olelo Hawaii (Hawaiian Language Month) is recognized each February in the Islands. February is also the birth month of Princess Ruth Keelikolani, one of the Hawaiian language’s staunchest supporters. Born in 1826, Keelikolani was the great-granddaughter of Kamehameha the Great and served as royal governor of the island of Hawaii. Through her royal lineage, the bulk of the Kamehameha dynasty’s land holdings became part of Keelikolani’s estate.
Keelikolani was known for her steadfast commitment to traditional spirituality, lifeways and language in a time when Hawaii was enduring a strong incursion of Western lifestyle and values. She could fluently speak and understand English, but chose to speak only Hawaiian.
Upon Keelikolani’s death, the entirety of her wealth – including 353,000 acres of land throughout Hawaii – was bequeathed to Princess Bernice Pauahi. Pauahi’s final wishes were to use her trust to establish Kamehameha Schools, which has helped shape the minds of thousands of young Hawaiians since opening in 1887.
Graduates of Kamehameha Schools are among the pioneers and still at the core of the ongoing Hawaiian language revitalization movement. In addition to supporting Hawaiian language classes at the institution’s three campuses, the Kamehameha Schools trust has strongly supported Hawaiian language education in other forms and settings, creating a fitting legacy for Keelikolani, one of Hawaii’s strongest defenders of tradition.
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Jonah Kuhio Kalanianaole, Prince of the People
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Prince Jonah Kuhio Kalanianaole was born into royalty, served in Congress and left a legacy for generations of Hawaiian people. Even his birth names prophetically conveyed the good he would eventually accomplish in life: Kuhio, meaning to lean forward as he stood, and Kalanianaole, meaning to always seek more for his beloved Hawaiian people.
Kuhio was in his early 20s when the Hawaiian kingdom was overthrown. After serving jail time for rebellion against the new government, he became active in pro-Hawaiian politics in post-annexation Hawaii. He was elected to the United States Congress and served nearly two decades, from 1903 until his death in 1922. In his life, Kuhio established the Hawaiian homestead program, instituted Hawaii’s county governments, reorganized the Royal Order of Kamehameha and founded the first Hawaiian Civic Club.
Kuhio Day will be celebrated this year on March 26. Watch for events across Hawaii celebrating Ke Alii Makaainana (“the prince of the people”) throughout the month.
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OAHU
March 9-11
March 30-April 8
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MAUI
Ongoing through Dec. 2
March 30-31
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ISLAND OF HAWAII
Ongoing through Dec. 31
April 1-7
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KAUAI
Ongoing through Dec. 31
Ongoing through Dec. 31
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Protecting Ohia in our Native Forests
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The ohia tree is the backbone of Hawaii’s native forests. It is among the first to grow on freshly hardened lava flows. It provides habitat to native flora and fauna.
It captures rain and fog to recharge the Islands’ aquifers. Its ecological significance is even celebrated in the traditions and stories of Hawaii, which honor the ohia tree and its lehua blossoms as physical manifestations of the gods.
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Sadly, however, the ohia is currently in a battle for its life. The recent threat of Rapid Ohia Death, a fungal disease currently attacking ohia trees and spreading at an alarming rate on the island of Hawaii, is concerning conservationists and cultural practitioners statewide.
Hundreds of thousands of trees across more than 30,000 acres on the island have already been ravaged. Widespread loss of ohia forests would be an environmental catastrophe.
HTA is supporting outreach efforts to stop the spread of Rapid Ohia Death.
Before stepping foot or driving in Hawaii’s forests, visit
RapidOhiaDeath.org to learn more about ohia trees and protecting them.
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Honolulu Festival Showcases Asia-Pacific Culture
The Honolulu Festival is set for its 24th annual weekend-long celebration of Asia-Pacific culture, from March 9 to 11 on Oahu. The festivities will include an array of multicultural performances and activities, all taking place at multiple locations throughout Honolulu.
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In line with Honolulu Festival’s goal of helping perpetuate the strong cultural and ethnic ties between the people of the Asia-Pacific region and Hawaii, this year’s theme, “Harmony over the Ocean, Journey to Peace,” will continue festival organizers’ mission of creating unique experiences for both residents and visitors.
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An estimated 5,000 people are expected to participate in this year’s Honolulu Festival, including more than 150 cultural groups from the Pacific Rim and Hawaii. The weekend’s festivities will culminate in Waikiki on Sunday, March 11, with a Grand Parade on Kalakaua Avenue and Nagaoka Fireworks Show over Waikiki Beach.
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Event Organizers Receive International Festivals and
Events Association Training
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In early February, more than 110 organizers of festivals and events held in the Hawaiian Islands attended the International Festivals and Events Association’s (IFEA) professional development program, which is supported by HTA and the Maui County Mayor's Office of Economic Development. IFEA’s Certified Festival and Event Executive core curriculum program are being offered in two phases on Oahu and Maui this year.
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Program participants received certificates of achievement following the completion of each of the courses, which included Project Management, Non-Sponsorship Revenue Programs, and Sponsorship and Sponsorship Service. The next phase of courses is scheduled for April. For more information about the program, click
here.
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Top Travel Agents Take Away Warm Memories of the
Island of Hawaii and Kauai
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There’s arguably no better time than January for a group of nine high-performing Canadian travel agents to experience the Hawaiian Islands. And that’s just what happened when a group of destination specialists brought to the Islands by Hawaii Tourism Canada (HTCAN) in January raved about their warm winter experiences at Hawaii Volcanoes National Park and Ueshima Coffee Co. on the island of Hawaii, a helicopter ride on Kauai, and more. While visiting, the group also toured select hotel properties popular with its Canadian clients.
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Hawaii’s Romantic Side Showcased at Western Canada Wedding Shows
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HTCAN is continuing its promotion of romance-related offerings in the Hawaiian Islands, recently attending wedding shows in Vancouver, British Columbia, and Edmonton and Calgary, Alberta.
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Couples attending the shows were intrigued by the many unique options presented, encouraging them to set plans for their weddings, honeymoons or both in Hawaii.
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Island of Hawaii Promotion with Tully’s Coffee Shops
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On February 2, Tully’s Coffee Shops began selling Hawaii Tourism Japan (HTJ) certified 100 percent Kona Arianna Farms coffee beans at its 685 locations throughout Japan.
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Additionally, HTJ secured 150 Japan Tully’s shops to distribute 30,000 copies of a new flier featuring a map with information on the island of Hawaii, and simultaneously launched a new customer campaign offering consumers participating in an online survey a chance to win a trip to the destination.
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Educational Tourism FAM Tour with Scoot Airlines
HTJ collaborated with Singapore-based air carrier Scoot to host an educational tourism familiarization tour
for Japan travel agents on Oahu, from January 16 to 20. The collaboration marked HTJ’s first-ever FAM partnership with a low-cost carrier. Participants were offered opportunities to inspect a variety of edu-tourism related locations on Oahu during their visit, including downtown Honolulu, the Hawaii Convention Center, the Battleship Missouri Memorial, Kualoa Ranch and the Japanese Cultural Center of Hawaii.
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The group’s visit resulted in opportunities for rediscovering potential venues for edu-tourism, and ended on the high note of participants actively exchanging information with local partners for future opportunities.
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HTUSA’s Hawaii Rooted Campaign Launches on Social Media
In January, Hawaii Tourism United States (HTUSA) launched its 2018 marketing efforts, which encompass national cable television, video, cinema, print and golf programming all aimed at Hawaii’s target traveler audience.
A key part of the marketing lineup was the launch of
Hawaii Rooted, a 10-part series of video episodes, each featuring a Hawaii storyteller sharing his or her unique experiences.
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“Honolulu Layover Guide” featured in Food and Wine Magazine
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In its continuing work to bolster Hawaii's reputation as a unique culinary destination, HTUSA recently reached out to national food and travel journalist Jenn Rice, inviting her to Oahu. During her visit, Rice gathered research for a “Honolulu Layover Guide” feature recently posted on the website of
Food and Wine magazine.
On Oahu, Rice participated in a meet-and-greet with MW Restaurant chef-owners Wade Ueoka and Michelle Karr-Ueoka, and enjoyed a personalized culinary tour of Honolulu’s Chinatown district. Her feature ultimately included numerous eateries, cafes and bars, including Kai Coffee, Hank’s Haute Dogs, Village Bottle Shop and Tasting Room, MW Restaurant, The Street: A Michael Mina Social House, Pioneer Saloon, O’Kims Korean Kitchen, Wing Ice Cream Parlor, Piggy Smalls, Dukes Lane Market and Eatery, Mai Tai Bar, and more.
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Hawaii Tourism Korea Hosts MCI Best Partner Awards and
Aloha Movie Night
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At a recent special event, Hawaii Tourism Korea (HTK) recognized its partners sending the largest number of incentive groups to Hawaii in 2017. HTK invited 14 top Korean meetings, conventions and incentives (MCI) agencies to attend the event, which also introduced them to the 2018 MCI incentive program.
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HTK delivered a meetings-focused Hawaii destination presentation and introduced attending Korean partners to its MCI team. To increase awareness of the Hawaii Convention Center among the group, HTK emphasized the center’s standing as one of Oahu’s largest and most accessible venues.
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Following the presentation, HTK hosted a screening of the 2017 adventure-comedy
Jumanji: Welcome to the Jungle, which was filmed at Waimea Valley and Kualoa Ranch on Oahu. To cap off the evening, the agents received HTK’s 2018 MCI brochure and were treated to Hawaii giveaways.
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Joint Promotion Targets Leisure Travelers in Korea
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In December, HTK launched a joint promotion with Hawaiian Airlines and Hertz targeting the leisure and family market, with a mission of maximizing Hawaii visitor arrivals in this travel category. The promotion, which offers complimentary one-day use of a Hertz rental car, is open to passengers flying to Hawaii on select airlines from January to May 2018 who purchase package products through participating partner travel agencies during the promotion period. The promotion runs through February 28.
The 11 participating travel agencies in the promotion include Hana Tour, Tour Baksa, Webtour, Online Tour, YB Tour, Interpark, Naeil Tour Co., KRT, Hawaii No. 1, Gaja Hawaii and Blue Hawaii. Participating travel agents are also invited to take advantage of supporting sales incentives and discounted special rates.
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Online Promotion with Travel-holic and LG Mobile
Spotlights Kailua-Kona
HTK recently organized a film shoot with online travel platform Travel-holic and Korea mobile phone maker LG Mobile to promote Kailua-Kona as a must-visit Hawaii destination. The video was shot on location using only a LG V30 Phablet to emphasize the device's menu of film functions. (Phablet, in case you’re wondering, is a portmanteau of the words “phone” and “tablet.” The video, which featured two girls enjoying a getaway on the island of Hawaii, was released in January on the official channels of Travel-holic, LG Mobile and HTK.
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Hawaii Tourism Europe Collaborates with Bon Voyage Travel and Tours
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Hawaii Tourism Europe (HTE) partnered with Bon Voyage Travel and Tours to feature the Hawaiian Islands at the Destinations Holiday and Travel Show in London in February. The travel agency is the call-to-action booking partner of HTE United Kingdom and Ireland, and currently engaged with HTE on a joint in-market campaign for Brand USA. Bon Voyage recently reported that Hawaii was its top-selling U.S. state for January.
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Cooperative Campaign with La Route d’Hawaii and
Surf Session Magazine
HTE France collaborated with French surf magazine
Surf Session on an initiative resulting in four pages of print coverage and inspiring articles on SurfSession.com featuring Hawaii. The partnership was also expanded to include La Route d’Hawaii, a France-based tour operator offering four new Hawaii itineraries.
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Wholesaler Consumer Campaign with Explorator
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HTE France is working with Paris-based tour operator and travel agency Explorator to promote the Hawaiian Islands through targeted Facebook and Messenger ads, and enhance its social media presence. With advertising via Facebook Messenger still a new concept, the initiative is HTE France’s first foray into utilizing the channel.
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Flight Centre 48 Hour Destination TV Series Films in Hawaii
In January, Hawaii Tourism Oceania (HTO) supported Australia-based travel group Flight Centre in bringing its
The 48 Hour Destination television series to Hawaii for filming. The travel program follows host and Flight Centre travel consultant Greer Gardiner as she travels to the company’s top-selling client destinations. In each destination, Gardiner experiences all that she can within 48 hours, assisted by a local destination consultant. The 13-part travel series highlights each destination visited, offering local travel tips and inspiring viewers to travel.
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The series’ 22-minute Hawaii episode was filmed on Oahu and Maui, and is scheduled to air in July. Experiences captured for the episode include Gardiner participating in a hula lesson, driving Oahu’s Windward Coast, tasting local eats, visiting Kualoa Ranch, hiking Diamond Head State Monument, exploring Paia Town, driving the Hana Highway, taking a Maverick Helicopters tour on Maui and participating in the Old Lahaina Luau. The episode is expected to draw more than 250,000 views.
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Hawaii Featured in Australian Travel Publication Escape
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Freelance travel journalist Kara Murphy’s third feature about Hawaii since her HTO-sponsored familiarization trip in September was recently published in Australia travel publication
Escape. The publication’s Australia circulation is 1,017,589; and the feature has a publicity value of AUD $121,831.
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Hawaii Receives Accolades from Sina Travel
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Hawaii recently received a “Beyond The Road”
travel award based on votes from viewers of Sina Travel, the official travel channel of China’s leading micro-blogging platform Sina Weibo. More than 1.17 million active engagements were generated on the platform during the award program’s voting period.
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Echo Zhao, trade and MCI director of HTC, accepted the award in the category of “2017 Most Impressive Family Destination” on behalf of the Hawaiian Islands. More than 400 celebrities, travel bloggers, travel media and tourism industry representatives in China attended the awards ceremony.
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Hong Kong Travel Influencers Participate in
“Wild and Wondrous” FAM Tour
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With support from United Airlines, Hawaii Tourism Hong Kong conducted its “Wild and Wondrous” media familiarization tour in Hawaii, from January 17 to 24. The objective of the FAM was increasing organic online content featuring the Hawaiian Islands’ unique national parks and nature experiences.
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Five Hong Kong travel influencers with a combined total of 157,000 followers on Facebook and Instagram were invited to participate. During the FAM, participants visited 16 destinations on the island of Hawaii and Kauai, generating more than 55 engaging social media posts.
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Super Basketball League Features Hawaii Weekend in Kaohsiung
Hawaii Tourism Taiwan (HTT) worked with the Super Basketball League (SBL), a top-tier semi-professional men’s league often referred to as “the NBA of Taiwan,” on a co-op campaign that launched in December. The campaign will run through the league’s championship tournament games in May.
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With HTT one of the tournament’s main sponsors, its courtside advertisements are given prominent display during the SBL’s broadcasts each weekend. The advertisements feature a scenic image of Waikiki and HTT’s official hashtag #TakeMeToHawaii.
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From January 5 to 7, HTT also sponsored and hosted an SBL Hawaii Weekend and Hawaii-themed Skills Challenge during the league’s All-Star Game at Kaohsiung Arena. Attendees were encouraged to visit a photo booth area where they could snap an image of themselves playing in a beach sand pit with a backdrop of Waikiki and upload their images to social media for a chance to win a prize.
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Popular Singapore Rapper Promotes Hawaii in New Music Video
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Singapore-based air carrier Scoot recently filmed a music video in the Hawaiian Islands as part of a promotional effort to raise awareness of the destination among potential travelers. Starring native Singapore rapper Sheikh Haikel and featuring an original song he composed, the video celebrates Hawaii’s beauty, highlighting multiple attractions and points of interest.
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Hawaii Tourism Southeast Asia is thankful for the gracious support of its Hawaii partners – including Kualoa Ranch, Polynesian Cultural Center and Hawaii Volcanoes National Park – which provided the video crew opportunities to capture many of the elements that make the Islands unique. The video’s release is set for February.
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Keep in touch with HTA via social media:
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HTA recognizes the use of the 'okina ['] or glottal stop, one of the eight consonants of the (modern) Hawaiian language; and the kahakō [ā] or macron (e.g., in place names of Hawai'i such as Lāna'i). However, HTA respects the individual use of these markings for names of organizations and businesses. Due to technological limitations, this current communication may not include all Hawaiian diacritical markings.
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