“E ʻoni wale nō ʻoukou i kuʻu pono a ʻaʻole e pau.”

“Continue the good that I have done for it is not yet finished.”



These are believed to have been the last words Kamehameha I proclaimed before his death. Widely known as the conqueror and first ruler of the Kingdom of Hawaiʻi, Kamehameha the Great ensured the unity of all the Hawaiian islands after his passing by unifying the legal system, establishing laws that would protect the elderly, women, and children, and fostering trade with Europe and the United States. While incorporating modern tools and perspectives into his rule, Kamehameha Nui remained deeply rooted in his Hawaiian culture when making decisions for his aupuni (nation). E ʻoni wale nō kākou - we must continue the good that he has done. At the Hawaiʻi Tourism Authority, we recognize that the work is not yet finished and we remain grounded in our foundational pillars of natural resources, Hawaiian culture, community, and brand management and marketing that guide our work to advance a regenerative model of tourism.

Hawaiʻi on the Hill 2023, presented by the Hawaiʻi Tourism Authority, Showcases Hawaiʻi Excellence to the Nation's Leaders

The Hawaiʻi Tourism Authority was in Washington D.C. for the 7th Annual Hawaiʻi on the Hill, a four-day initiative led by Chamber of Commerce Hawaiʻi President & CEO and HTA board member Sherry Menor-McNamara in partnership with U.S. Senator Mazie K. Hirono to connect with policymakers about the importance of Hawaiʻi's businesses by letting them meet face-to-face. This was the first year after COVID that Hawaiʻi on the Hill was held in person again.

With nearly 200 individuals from across Hawaiʻi representing our home in D.C., it was only fitting to honor Ka Naʻi Aupuni – the one who brought Hawaiʻi under one rule – Kamehameha I by celebrating Kamehameha Day at the U.S. Capitol. There to present a lei on behalf of the Department of Business, Economic Development and Tourism (DBEDT) and HTA was DBEDT Director James Tokioka. The week continued with a Fireside Chat with Senator Hirono, a Workforce Insights event for Hawaiʻi businesses, and a Welcome Reception where conversations about Hawaiʻi's unique and shared challenges were addressed. To gain more insights on a variety of issues important to businesses in Hawaiʻi, a Policy Summit was held featuring policymakers, policy experts, and Congress members. Attendees also had the opportunity to embark on a local manufacturing tour of D.C. businesses.

The highlight of the event, the Taste of Hawaiʻi on Capitol Hill, attracted over 2,000 attendees who savored local products from over 30 Hawaiʻi businesses while enjoying a special performance by Amy Hānaialiʻi as part of her 25th Anniversary Pālehua tour. As Presenting Sponsor, HTA was able to support the transporting of over 300 boxes of products from Hawaiʻi to Washington, D.C., assisting local businesses that could not be in attendance to have their products represented. HTA Chief Brand Officer Kalani Kaʻanāʻanā, Senior Brand Manager ʻIwalani Kūaliʻi Kahoʻohanohano, and HTA board member Mahina Paishon-Duarte were popular at their booth with Mauna Loa Macadamia Nuts, Anahola and Kamuela Gourmet granola, as well as Maebo's One-Ton chips, while also being able to share HTA's commitment to uplifting Hawaiʻi's businesses and the progress being made through our Destination Management Action Plans for a regenerative future.

The following evening, DBEDT Director Jimmy Tokioka and Business Development Program Manager Jamie Lum hosted Kamaʻāina Career Connect, a new event focused on workforce recruitment for economic diversification in the areas of IT and technology. Thanks to technology – we were happy to be able to, through our sponsorship, also include those who weren't able to make it in person to Hawaiʻi on the Hill via media coverage with McKenna Maduli and live streaming.

We are proud to have presented Hawaiʻi on the Hill, supporting the growth of Hawaiʻi's businesses and showcasing their importance to the nation's leaders. We look forward to next year's event, where we will once again celebrate the excellence of Hawaiʻi and continue fostering valuable connections.

HTA Educates Travel Partners and Media About the Hawaiian Islands at IPW 2023  

HTA participated in the U.S. Travel Association’s IPW 2023 in San Antonio, Texas, from May 20 to 24. The largest trade event of its kind for U.S. destinations to meet with partners in inbound international travel, IPW’s 2023 conference was packed with opportunities for industry participants and saw its attendance returning to pre-pandemic levels.

HTA Public Affairs Officer Ilihia Gionson attended the conference alongside HTA’s dedicated Global Marketing Team, Island Chapter representatives and 18 Hawai‘i partners. Team members met with more than 200 key travel industry partners and journalists via appointments, sharing HTA’s pivot to regenerative tourism, the collective efforts being made in destination management, opportunities for visitors to give back, and the guiding principle of Mālama Hawaiʻi.

Planning is already underway for IPW 2024, which will be held in Los Angeles from May 3 to 7.

Hā‘ena Destination Management Case Study Unveiled

Hā‘ena State Park on Kaua‘i is an exemplary model of a community-led, public-private partnership for destination management and one which HTA has been a proud partner for the past four years. On June 8, HTA Public Affairs Officer Ilihia Gionson joined Governor Josh Green, Hawai‘i State Representative Nadine Nakamura, fellow state and county officials, Hui Maka‘āinana o Makana, The Hanalei Initiative, and various north shore community leaders for a momentous bill-signing ceremony and unveiling of a Hā‘ena case study, “The Transformation of Hā‘ena State Park: A Case Study on How to Manage a Visitor Hotspot.”

Gov. Green signed into law Act 72, which aims to mitigate tourism’s impacts by exempting nonprofit parking lot and concession operators from bidding requirements for operating at certain state parks, such as Hā‘ena.

The case study was created by committee members who had an integral role in the Hā‘ena State Park Master Plan, working with HTA and Kaua‘i Visitors Bureau’s support as part of the Kaua‘i Destination Management Action Plan. The case study is a valuable resource for stakeholders seeking to develop community-based solutions to better manage capacity, protect natural and cultural resources, and improve the overall experience in their own communities.

HTA Honors Kamehameha I and His Legacy of Leadership

He inoa no ka lani Kamehameha kapu aliʻi, he inoa, he inoa no Kamehameha.



We praise the king, Kamehameha, a noble chief, we praise him. We honor the name Kamehameha.

The Hawaiʻi Tourism Authority (HTA), in partnership with the Department of Business, Economic Development & Tourism (DBEDT), had the honor of presenting a plumeria lei during the Kamehameha Day Lei Draping Ceremony on Friday, June 9. Inspired by Kamehameha’s vision and diligence to prepare Hawaiʻi for a rapidly changing world, DBEDT works toward an economy that embraces innovation and is globally competitive, providing opportunities for all Hawaiʻi’s citizens.

Public Affairs Officer Ilihia Gionson offered an oli, "ʻO ʻOe Ia E Kalaninuimehameha, at the ceremony that describes the hospitality of his people as they welcomed Kaʻiwakīloumoku – the great unifier. Understanding hoʻokipa as a cultural value is core to HTA’s work today.

HTA leadership and staff present included John De Fries, Kalani Kaʻanāʻanā, Daniel Nāhoʻopiʻi, Irina de la Torre, Micah ʻĀkau, Tyler Mejia, and lei creator Robin Dolfo of The Pretty Plumeria to honor the legacy and history of Kamehameha I.

Hawai‘i Tourism Authority Reinvests $3.78 Million to Support Community Projects, Festivals and Events Across the State 

As part of its longstanding commitment to reinvest in Hawai‘i’s communities, HTA has awarded $3.78 million in funding to support 76 community projects, festivals and events throughout the state as part of its Signature Events and Community Enrichment programs in 2023. Both programs seek to build kamaʻāina leadership capacity in Hawaiʻi’s communities and organizations.

HTA has partnered with the Hawai‘i Visitors and Convention Bureau and Island Chapters to administer its 2023 Signature Events and Community Enrichment Programs. Funded by HTA, five managers have been appointed to administer the awardee contracts – Christy Calabrese for Signature Events and multi-island programs, Michelle Pope on Hawai‘i Island, Sumithra Balraj on Maui, Taryn Pascua on O‘ahu, and Lani Kaui on Kaua‘i.

Since 2017, HTA has invested more than $11 million in over 400 community projects and events. To learn more and see the list of awardees, click here.

HTJ Hosts Hawai‘i Expo 2023 in Tokyo 

Hosted by Hawai‘i Tourism Japan (HTJ), Hawai‘i Expo 2023 was held on May 27 and 28 in Tokyo. A pre-expo media event was held on May 26 inviting media and influencers to experience the expo and boost its exposure. Hawai‘i Expo 2023 also incorporated May Day festivities, including live music and hula performances from invited Hawai‘i guests Robert Cazimero, Nina Keali‘iwahamana, Keauhou and Merrie Monarch Festival Miss Aloha Hula 2023 Agnes Renee Leihiwahiwaikapolionāmakua Thronas Brown. Stage performances were streamed live on mele.com.

A few notable Hawai‘i Expo 2023 stats:

• Total number of participants: 12,146 
• Total participating partners: 53, including 10 airlines/travel agencies, 12 hotels, nine product-sale companies, eight attractions, four wedding-related companies, and two food and beverage companies
• Event advertising included digital signage near Shibuya Station and Train Channel, taxi monitors, digital ads (on SNS and YouTube), an Aloha Tokyo event, and digital signage at Meiji Jingu Stadium and the the concurrent Tokyu Plaza Shibuya Hawaiian Festival, for a total 37,419,926 impressions. 
• All sales from a gacha game — in total, 1,101,000 million yen — will be donated to a Hawai‘i nonprofit organization. 
• Visitors posting on SNS with #HawaiiExpo and #FeelHawaiiInShibuya resulted in 3,276,425 impressions. 
• Ten cultural workshops and talk shows were held at the expo, attracting 442 participants.

HTJ’s Aloha Program



The Aloha Program (training program) donated $3,000 each to ‘Iolani Palace, Bishop Museum, the Polynesian Voyaging Society, Hawai‘i Land Trust, Coral Reef Alliance and ‘Imiloa Astronomy Center from Hawai‘i Specialist intermediate- and advanced-level examination fees. HTJ informed each of these Aloha Program nonprofit members about the donations and will continue to support them.

Canadian Journalists Engage in Mālama-Focused Experiences on Maui and Hawai‘i Island

Hawai‘i Tourism Canada hosted a group media familiarization (FAM) trip on Maui and the island of Hawai‘i, from May 28 through June 4, for four journalists representing Toronto and Western Canada. Their resulting Hawai‘i stories are expected to appear in the Calgary Herald, Range Magazine, Daily Hive and Montecristo Magazine.

The FAM itinerary highlighted Hawaiian culture and the Mālama Hawai‘i program. The journalists participated in Hawai‘i Volcanoes National Park’s Stewardship at the Summit volunteer program, spending a morning removing invasive ginger from the park landscape and learning about the many ways visitors can mālama ‘āina. The group also took part in the Lahaina Restoration Foundation’s Hands-on History: A Mālama Hawai‘i Program to learn more about Maui’s rich history through artifacts and documents from Lāhainā’s past. 

Another travel trade product manager FAM was focused on showcasing Hawai‘i’s agriculture industry and the importance of buying local. The group took part in a coffee-roasting experience at Kona Joe Coffee and visited Maui Ku’ia Estate for a tour and chocolate tasting. Other highlights included an evening of stargazing at Haleakalā National Park and visits to farmers markets in Hilo and Kona.

Month of Lei Destination Training Resumes for First Time Since 2019 

Hawaiʻi Tourism Oceania (HTO), the Island Chapters and Hawaiian Airlines kicked off Month of Lei — The Hawaiian Islands Destination Training in Sydney on April 27.

The lunch-and-learn event offered travel advisors a great opportunity to learn about the Hawaiian Islands, Mālama Hawaiʻi and recent progress updates on HTA’s Destination Management Action Plans directly from the on-island destination managers. The training — HTO’s first Month of Lei celebration since 2019 — was designed to share aloha and knowledge and reinforce Hawai‘i's commitment to the Oceania market.

Month of Lei training continued in Melbourne, the Gold Coast, Brisbane and Auckland on May 1, 2 and 4. These remaining events were well-attended, drawing 35 to 50 travel advisors in each city.

In addition, HTO hosted a media day with the Island Chapters in Sydney, with representatives meeting for interviews with Karryon, Travel Weekly and journalist/podcaster Helen Hayes. In Melbourne, the Island Chapters met with Justin Jamieson, publisher of get lost Magazine.

Hana Card Introduces Mālama Hawaiʻi Campaign 

In line with a recent trend of Koreans spending more on credit cards when traveling abroad, Hawai‘i Tourism Korea partnered with Hana Card — a leading Korea-based credit card company with more than 5.8 million members — to spread the Mālama Hawai‘i campaign message. Hana Card’s promotion offers its card holders Mālama Hawai‘i travel tips and special payment discounts on flights, hotels, activities, restaurants, shopping centers and more in Hawai‘i. Hana Card is also actively marketing the promotion via social and paid media, as well as video ads on exterior walls of Hana Financial Group.

HTC Participates in U.S. Travel and Tourism Roadshow in Beijing

Hawai‘i Tourism China (HTC) participated in the U.S. Travel and Tourism Roadshow in Beijing on April 11 and 12. A B2B travel and tourism reception on the first day featured 16 U.S. travel and tourism industry companies and organizations — including HTC — providing key destination information to more than 50 key personnel from Chinese travel trade partners, the IPW 2023 delegation and key opinion leaders. Following the reception, the U.S. Embassy provided a comprehensive social media post of the event’s highlights and key messaging, a short survey post polling Chinese netizens on their U.S. dream destinations, and a tweet from U.S. Ambassador to China Nicholas Burns with #ReconnectWithUS. The posts, in total, generated nearly 500,000 views and 3,700 engagements across Weibo, WeChat and Twitter. The #ReconnectWithUS hashtag earned more than 2.4 million impressions in total.

The event’s second day included a morning travel and tourism seminar hosted by the U.S. Commercial Service Beijing, bringing together 30 China travel trade representatives from 19 Chinese outbound travel agencies specializing in U.S. tourism businesses. The seminar included 15 rounds of engaging one-on-one meetings with HTC and multiple U.S. travel and tourism industry companies and organizations. The afternoon schedule featured a special presentation to 80 staff members from China CYTS Tours, one of the leading Chinese outbound travel agencies specializing in the U.S. tourism business. HTC presented a general discussion and overview to CYTS of the Hawaiian Islands, flight information, and the core branding message of Mālama Hawaiʻi.

Read more stories about our work to advance a regenerative tourism future at holomua.hawaiitourismauthority.org.