October 2017 E-Bulletin
Message from George D. Szigeti
President & CEO
Hawaii Tourism Authority
Aloha kakou,

Embracing sustainable tourism is key to maintaining Hawaii’s future success as a travel destination.

Thi s month, HTA proudly supported Hawaii’s sustainability by awarding more than $3.5 million to 124 nonprofit groups, community organizations and individuals for programs being enacted statewide in 2018.

These awardees earned HTA’s funding support with their commitment to improving Hawaii’s future by perpetuating Hawaiian culture, protecting the State’s natural resources, and sharing island traditions.

The recipients submitted proposals to HTA earlier this year about the initiatives they will be fulfilling in 2018, a diverse collection of programs that will make the Hawaiian Islands a better place for residents to live and visitors to experience.

Funding was provided through three HTA programs, Kukulu Ola, Aloha Aina and Community Enrichment, all of which were created to improve the Hawaiian Islands for future generations.

A total of $1,240,000 was awarded to 33 recipients to perpetuate Hawaiian culture through the Kukulu Ola program, with $1,150,000 presented to 26 recipients to protect Hawaii’s natural resources through the Aloha Aina program, and $1,153,300 awarded to 65 recipients to support community-inspired experiences through the Community Enrichment program.

Of all the marketing efforts that HTA manages globally, of everything we do to bolster Hawaii’s tourism industry annually, the support we provide these community-based efforts is what brings us the greatest satisfaction.

It is an honor for all of us at HTA to support these hardworking, community-minded groups, individuals and volunteers on all islands.

Mahalo to our 124 awardees for 2018. We applaud your devotion to caring for Hawaii and its future.

With Warmest Aloha,
George D. Szigeti
L.A. Clippers and Hawaii is a Classic Pairing
Bringing the L.A. Clippers to Hawaii for training camp made a lot of people happy – starting with the players and coaches.

The entire organization appreciated the aloha spirit extended to them throughout their stay and it showed.

The players noted that being in Hawaii helped inspire them to bond as teammates while preparing for the regular season. The team also made time to experience Hawaii when not practicing, enjoying activities like paddle boarding, sight-seeing and dining out.

The two pre-season games against the Toronto Raptors were thrilling and filled with amazing skills, dunks, three-pointers, and lots of memories. The Fan Fest at the Hawaii Convention Center was a hit, bringing the community together to interact with the players.

For HTA, the biggest highlight of all was the donation of the new computer lab by the Clippers Foundation to Stevenson Middle School. A former storage room was completely refurbished, air-conditioned, and installed with 30 state-of-the-art desktop computers connected to the web.

Star players Blake Griffin and DeAndre Jordan took part in the ceremony opening the computer lab. They warmly embraced the occasion and students, and felt their aloha in return. It was a joyous event that helps improve the educational future for a school full of students.

Mahalo L.A. Clippers!
Hawaiian Stories: Did You Know
Surfers in Waikiki
Surfers in Waikiki today are the latest in a long history of wave riders. Long before Waikiki’s own Duke Kahanamoku raised the profile of surfing in popular culture, surfing was one of the principal attractions for both chiefs and commoners. In fact, surfing was so important in Waikiki that a major heiau (temple) was dedicated to the surf and its riders.
 
According to George Kanahele’s excellent work “Waikiki 100 B.C. to 1900 A.D., An Untold Story,” Papaenaena Heiau was built at the foot of Leahi, more popularly known as Diamond Head. Surfers brought offerings to Papaenaena Heiau in the hopes of gaining skill and knowledge of the Waikiki surf.
 
The heiau overlooked what surfers today call "First Break," the start of the Kalehuawehe surfing course. When the waves were running, the steward of Papaenaena Heiau would fly a kite to let surfers know.
Restoring Historic Fishponds on Molokai
Centuries ago, Hawaiians developed aquaculture systems that sustained a population comparable to today. A cornerstone of those systems was the loko ia, shoreline fishponds. With large stone walls and gates designed to entice small fish in until they grow too large to exit, the loko ia ’s carefully managed ecosystems produced steady and ample supplies of seafood.
 
More than 60 such loko ia were once in operation on the southern coast of Molokai, an island where many families still rely on subsistence fishing. The nonprofit Ka Honua Momona is stewarding two of those fishponds - Alii and Kalokoeli, both built in the 1400s. Projects to restore healthy, working fishponds include removing invasive algae and mangrove from the pond and walls, and rebuilding portions of the pond walls. Student interns work side by side with community volunteers, and more volunteers are always welcome.
 
Learn more at KaHonuaMomona.org.
Growing A Stronger Community In The Taro Patch
It started with a vision of people connecting with the land, perpetuating Hawaiian culture through the cultivation of kalo, and bringing healing to people, especially youth facing challenging life circumstances. 

Over the past decade and with the help of many community collaborators, Hookuaaina restored nearly eight acres of land in Windward Oahu to grow kalo and a stronger community.
 
Since 2011, Hookuaaina has been mentoring teens referred by the juvenile justice system, teaching values through farming along with life coaching. The program promotes growth and development by strengthening identity, self-esteem, life skills, and community engagement.

Building on the success of this mentorship, Hookuaaina has developed an internship program for young adults, ages 18-23, providing an opportunity for participants from the mentoring program to continue their personal development, engage in educational or career goal setting, demonstrate vocational competencies, and build their resumes for future opportunities.

Learn how you can get involved at  hookuaaina.org.
HTA-Supported November Events
Top Canadian Journalists Experience Hawaii
Hawaii Tourism Canada (HTCAN) hosted five journalists representing top publications, including Elle Canada, The Globe and Mail, WestJet Magazine, Dreamscapes and S Magazine , who visited Kauai and the island of Hawaii in September. They enjoyed a variety of outdoor adventures and experiences on both islands. By all accounts, the group had an incredible time and great editorial coverage is expected to result.
Canadian Geographic Travel Says Aloha
HTCAN is thrilled to have Hawaii featured on the front cover of Canadian Geographic Travel’s Fall 2017 issue. Canadian Geographic is the third-largest publication in Canada reaching approximately 3.1 million readers per issue.

In addition, the Travel edition featured a six-page article on Oahu.
Entertainment Tonight Canada Showcases Hawaii
The week of September 23 was officially Hawaii Week on Entertainment Tonight Canada. With the support of HTCAN and key industry partners, Matte Babel, the talented ET Canada host, experienced 10 incredible days of filming in the islands, which produced five segments that were broadcast throughout the nation. To enhance viewer engagement and excitement, a seven-night vacation prize was awarded to one lucky viewer.
Classic Vacations' Star Performers Celebrated on the Island of Hawaii
Classic Vacations honored 50 of its top producing front-line selling agents at its Star Performers event at the Fairmont Orchid on the island of Hawaii, Sept. 7-10. Hawaii Tourism United States (HTUSA) conducted a presentation and participated in a supplier trade show, networking events and functions. Hawaii suppliers that attended included Fairmont Orchid, Mauna Lani Bay Hotel and Bungalows, and Prince Resorts Hawaii.
Hawaii Cuisine Showcased in Bon Appetit
As a result of HTUSA’s Taste of Aloha press trip in May, journalist Ashley Mason published a three-page story in the September print issue of Bon Appetit (circ. 1,514,077). The “Aloha, Poke” story is presented as a Honolulu City Guide and highlights poke from a variety of eateries, including Ahi Assassins Fish Co., Alicia’s Market, Tamashiro Market, Da Hawaiian Poke Co., Mahina & Sun’s, Helena’s Hawaiian Food and more. In addition to covering the wide ranging flavors of poke, the story provides historical and cultural background information and highlights regional ingredients found throughout Hawaii.
Hawaii Tourism China Travel Trade FAM
to Maui, island of Hawaii and Oahu
Hawaii Tourism China (HTC) secured 10 representatives from China’s top online travel agencies and six corporate executives from leading Chinese luxury travel agencies to attend HTA's Global Tourism Summit.

The groups participated in pre-event FAM trips on Maui, the island of Hawaii and Oahu from Sept. 16-21.
The China travel agencies toured three hotels and experienced 10 attractions on Oahu and the island of Hawaii. In addition, the corporate excutives from China toured three hotels and participated in more than 15 attractions and activities on Maui and Oahu. The FAM has already produced results, as one corporate executive has selected Hawaii as the final destination for an upcoming group of 100 travelers.

During the Summit, more than 300 one-to-one meetings were conducted between agents and local suppliers. All agents were encouraged to explore opportunities and include more programs into their itineraries and products.
"Aloha – Music for the Mind" Concert Held in Shanghai
HTC, along with partners Air China and Tom Ukulele, hosted the “Aloha – Music for the Mind” concert featuring Sasa, one of China’s popular ukulele musicians. Held at MAO Livehouse in Shanghai, the live performance showcased Hawaii's unique culture and music on 16 online media channels, including Tudo.com, Travel.Sohu.com, Channel Young TV and Eastday.com, successfully generating 3.14 million impressions. In appreciation for Sasa’s generosity, HTC presented her with the Happy Healthy Hawaii – Ukulele Artist Award at the concert.
Hawaii Tourism Europe Partners with Germany Tour Group
Hawaii Tourism Europe’s (HTE) Germany office and DER Tour, one of the largest tour operators in Germany, partnered to promote the Hawaiian Islands in its product portfolio brochure featuring travel destinations in North America.

In addition to showcasing Hawaii's range of tour offerings, HTE Germany added targeted story ideas to heighten interest in each island, such as culture and history on Oahu, movie locations and activities on Kauai, and nature and culture on Maui.
Cuisine was a highlight on each island as well as the opportunities for outdoor exploration. The group expressed an appreciation for being able to experience each island’s unique characteristics.
All participants expressed a strong desire to return to the islands to do more research and explore other parts of the islands.
Sharing Maui with European Product Managers

HTE worked with the Maui Visitors and Convention Bureau to host 10 product managers from the United Kingdom, Germany and Scandinavia to experience Maui's diverse attractions, Sept. 1-6.
The week long trip allowed these key product decision makers to visit iconic hotels and learn about the island, its culture and the different products available to their clients. Partners supporting the FAM included Virgin Atlantic, Delta, United Airlines and the Kaanapali Beach Hotel.
Kauai and Island of Hawaii FAM Engages Travel Agents from Europe
HTE worked closely with the Kauai Visitors Bureau and the Island of Hawaii Visitors Bureau to host a Travel Agent FAM comprised of attendees from Germany and Switzerland from Sept. 7-13.

The FAM consisted of a wide variety of activities and experiences that provided participants with an excellent understanding of the islands' appeal.
Attendees conducted site inspections of several hotels, experienced a host of activities and feasted on the cuisine of Hawaii, all while enjoying the aloha spirit.

Mahalo to travel partners Hawaiian Airlines and United Airlines for their support.
HTHK and Expedia Partner on Romance Themed Online Campaign
Hawaii Tourism Hong Kong (HTHK) and Expedia partnered on an online campaign capitalizing on Hawaii's romantic allure, which debuted in August. Featured elements included enticing video, photos, and information regarding the top romantic destinations and activities available throughout the islands. Thus far, the campaign has generated nearly 1.5 million impressions.

The campaign's objective was to serve as a resource in providing information to viewers about the tips and must-see sights throughout the islands when planning a honeymoon or special vacation with loved ones.
HTHK Joins United Airlines in Global Tourism Summit Trade FAM
HTHK partnered with United Airlines to host a FAM in conjunction with the Global Tourism Summit, Sept. 15-21.

The objective of the FAM was to introduce travel agents to various Hawaii partners, while simultaneously promoting the diversity of the different islands.

Over the course of the FAM, the group met with more than 50 Hawaii partners in hopes of generating new group packages that appeal to travelers.

Agencies represented by the partners included Swire Travel, Lightfoot Travel, Hutchgo.com and KKday .
Hawaii Tourism Japan Conducts B2B Summit
Hawaii Tourism Japan (HTJ) recruited 40 Honolulu agents and airline partners to participate in HTA’s Global Tourism Summit, Sept. 19-21. More than 90 travel partners attended the keynote presentation, while 36 agent booths were secured for the Japan Summit’s B2B session, with over 50 total stakeholders participating.

Generated media coverage by publications in Japan resulted in more than 755 million impressions.

HTJ plans to further expand participation next year by increasing the number of representatives in the group sales and package planning divisions.
HTJ Launches First Outdoor VR Dome
HTJ launched the first outdoor virtual reality (VR) dome at Tabi-Matsuri on Sept. 3 with 7,600 adults, ranging in age from their 20s to mid-30s. This promotion was the first of its kind held in Japan, with more than 800 consumers experiencing 360-degree Hawaii video without VR goggles.
Hawaii Tourism Korea Promotion
Celebrates Daily Flights by Asiana Airlines
To celebrate Asiana Airlines’ increased airlift from five flights weekly to daily service beginning Oct. 29, Hawaii Tourism Korea (HTK) introduced an online consumer promotion in partnership with the carrier.

Asiana Airlines is the second-largest carrier in Korea.

The promotion was conducted on Asiana Airlines’ website from Sept. 18-22, with the objective of boosting the airline’s Incheon to Honolulu online ticket sales and increasing awareness of major travel attractions in Hawaii. HTK provided winners with travel pouches and Kona coffee along with a three-night accommodation voucher at Hilton Waikiki Beach hotel.

More than 200,000 consumers visited the airline’s website during the promotion timeframe and 8,130 people participated. Total sales have soared 700% compared to the same period last year.
Hawaii Tourism Oceania Hosts Three-Island Group Media FAM

From Sept. 4-11, Hawaii Tourism Oceania (HTO) hosted a group media FAM on Maui, Kauai and Oahu. Four Australian journalists representing leisure and MCI publications participated. Thanks to the support of island chapter partners as well as accommodation and activity providers, attendees enjoyed several iconic Hawaii experiences, including a sunrise viewing at Haleakala, snorkeling at Molokini, a helicopter adventure over the Napali Coast and stand up paddle boarding at Waikiki Beach.
HTO Brings Australia, New Zealand
Travel Partners to Global Tourism Summit
HTO representatives participated in the Global Tourism Summit, Sept. 19-21, accompanied by 16 partners from Australia and New Zealand.

HTO also organized a pre-Summit FAM to Maui, with the focus on Upcountry Maui – featuring Maui Wine, Ocean Vodka, Alii Kula Lavender Farm and Maui Ocean Center. Attendees appreciated the opportunity to experience a different side of Maui.
Malaysia Student Debate Team Scores High at Global Tourism Summit
Hawaii Tourism Southeast Asia (HTSEA) hosted the winners of the Malaysia World School Debate Championship at this year’s Global Tourism Summit Student Debate. The team had a successful showing, coming in second place overall.
The students from Malaysia were excited to make it to the finals and thrilled with the opportunity to visit Hawaii and interact with fellow student debate participants from Hawaii and other parts of the world.

A total of 18 teams participated in the competition.
Malaysian and Singapore Travel Trade Partners FAM Hawaii
HTSEA coordinated a FAM trip for a group of 12 travel trade partners from Malaysia and Singapore on Oahu and the island of Hawaii in September. Timed to coincide with the Global Tourism Summit, the FAM trip featured an exciting array of activities on both islands including visits to Bishop Museum, Pearl Harbor, Kualoa Ranch, Hawaii Volcanoes National Park and more.

The Oahu Visitors Bureau and Island of Hawaii Visitors Bureau and Philippine Airlines provided key partnership support.
Hawaii Tourism Taiwan Hosts Agent FAM in September
Hawaii Tourism Taiwan (HTT) organized a FAM trip bringing five tour operators to Oahu, timed in conjunction with the Global Tourism Summit. This was the first time the agents visited Hawaii.

They conducted site inspections of various hotel properties and enjoyed several activities including a tour of Kualoa Ranch, a Circle Island Tour, shopping at Waikele Premium Outlets and visiting the Battleship Missouri Memorial and Pacific Aviation Museum at Pearl Harbor.
The agents noted that the FAM trip provided them with a more in-depth understanding of the Hawaiian Islands, equipping them with the tools to design better Hawaii packages for their clients.
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.