E mālama i ka ʻōlelo, i kuleana e kipa mai ai. 

Remember the invitation, for it gives you the privilege of coming here. 

At the Hawaiʻi Tourism Authority’s 2023 Spring Tourism Update in April, HTA President and CEO John De Fries reminded attendees about our collective kuleana (responsibility) to hoʻokipa (host) in Hawaiʻi and all that doing so entails. That statement resonated with all who understood the meaning of the word and that kuleana is the reason all of us at HTA are here. We have a kuleana to Hawaiʻi, our home, which continues to give us life as well as our cultural connections and upbringings that continually teach us what Hawai‘i is all about and how it should remain. Our kuleana nourishes our families and everyone who supports our being here who believe in our mission to teach the rest of the world what was taught to us about what is pono (just and right). This is why HTA’s interacting pillars — natural resources, Hawaiian culture, community, and brand management — are organized as they are. The mana (force, power) John asked the audience to bring forth is this kuleana. And we will continue to ‘auamo (carry it forth). 

During the Spring Tourism Update, we welcomed 270 attendees from across the state, including industry stakeholders, legislators, dignitaries, students, and community members who engaged on a variety of topics related to the visitor industry and collectively advancing a regenerative model for Hawaiʻi's future. We mahalo everyone who attended and contributed to the success of the event as we continue to bolster our efforts to Mālama Kuʻu Home, care for our beloved home. To view the presentation slides and John’s remarks, visit: www.hawaiitourismauthority.org/what-we-do/tools-resources/2023-spring-tourism-update/

Local2030 Islands Network Members Address Sustainability and Regenerative Tourism

HTA is a member of the Local2030 Islands Network, the world’s first global, island-led network devoted to addressing the climate crisis and sustainability by advancing the United Nations’ Sustainable Development Goals. HTA Chief Administrative Officer Daniel Nāho‘opi‘i and Public Affairs Officer T. Ilihia Gionson provided opening remarks on Hawai‘i’s regenerative tourism future during the Network’s inaugural gathering of the Sustainable and Regenerative Tourism Community of Practice which was held at the Hawai‘i Convention Center from April 2 to 6. Island leaders and experts from across the globe came together in person to discuss sustainability, climate resiliency, and initiatives toward a more circular economy for Hawai‘i and beyond. Learn more by viewing this KITV story.

Funding Opportunities Available Through Aloha ‘Āina Program

Protecting Hawai‘i's natural resources is a critical part of HTA’s Strategic Plan. Through our Aloha ‘Āina program, we continue to support the work of community organizations that steward and mālama ‘āina throughout the state. We are proud to partner with Hawai‘i Community Foundation, which is administering this year's Aloha ‘Āina program. Funding opportunities are available for programs and projects that manage, preserve and regenerate our islands' precious natural resources. ‘Āina-based projects must be occurring from July 1, 2023 to June 30, 2024 to be considered. The deadline to apply is Monday, May 24 at 4:00 p.m. For more information, visit hawaiicommunityfoundation.org/HTA.

HTA Team Visits Hilo for Merrie Monarch Festival Week

Last month, the Merrie Monarch Festival celebrated its 60th anniversary of honoring hula in the heart of Hilo. Joining the festival crowd this year were HTA board member and Hawaiʻi Island’s-own Mahina Paishon-Duarte, HTA Public Affairs Officer T. Ilihia Gionson, HTA Brand Manager Maka Casson-Fisher and our Hawaiʻi Island representatives, Destination Manager Rachel Kaiama and Island of Hawaiʻi Visitors Bureau Director of Marketing Donna Kimura. 

Participating in the festival’s Hōʻike Night broadcast, Mahina shared about HTA’s commitment to the Merrie Monarch Festival as a show of our mahalo to festival President Aunty Luana Kawelu and the legacy of her mother, Auntie Dottie Thompson, who provided a stage for all to perpetuate Hawaiian culture through hula and all the ʻike accompanying it. HTA continues to proudly sponsor each year’s Merrie Monarch Festival broadcast, which engages and educates our community and visitors, and instils a sense of pride in all who connect to Hawaiʻi through hula. 

Mauka of the Merrie Monarch Festival’s Edith Kanaka‘ole Multipurpose Stadium home base, the HTA team engaged with the community at ʻImiloa Astronomy Center throughout the week, assisting them in the art of ʻohe kāpala (bamboo stamps). As ʻohe kāpala serve to share a story, the team talked about HTA’s connection to place and our commitment to Hawaiʻiʻs future. 

“It was so nice to be in the community and see those with whom I’m kamaʻāina and new faces too, and be able to share about the programs we support at HTA that to some was new information and others, diving deeper into the issues that are unique to their island,” said Maka, who coordinated the community engagement opportunity at ‘Imiloa. “He leo mahalo nui kēia iā ʻImiloa — a huge mahalo to ʻImiloa for allowing us to be a part of their programming and sharing in the celebration of Merrie Monarch and our overall Hawaiian culture with and in Hilo.” 

More than 150 residents and visitors stopped by to talk story or reconnect with the team. 

"I felt participants welcomed the engagement in learning how the ʻohe kāpala activity connects us to the Hawaiian culture, to nature, to caring for our ʻāina and the people who live here, sharing a deeper understanding of mālama,” said Hawaiʻi Island Destination Manager Rachel Kaiama. “We were able to share about how we work with our partners and communities to address visitor impact on our precious and sacred places, and the sentiments shared by the community were of appreciation for the Hawai‘i Island Destination Management Action Plan progress, HTA, and our work together.”

On Saturday, HTA Public Affairs Officer T. Ilihia Gionson provided the very first bilingual announcement of the Merrie Monarch Royal Parade, in ʻŌlelo Hawaiʻi and English. In addition to those watching on Kīlauea Avenue, over 12,000 watched a livestream online.

HTA Announces Kūkulu Ola Program Supporting Hawaiian Culture

Through the Kūkulu Ola program, HTA directly reinvests in our people, place and Hawaiian culture. We encourage community members, groups and nonprofit organizations to apply for funding opportunities being made available to awardees that will enhance, strengthen and perpetuate Hawaiian culture through programs and projects happening from July 1, 2023 to June 30, 2024. This year’s Kūkulu Ola program is being administered by our partner Hawai‘i Community Foundation. The deadline to apply is Monday, May 24 at 4:00 p.m. For more information, visit hawaiicommunityfoundation.org/HTA.

Let’s Go ‘Bows!

In 2020 as part of our sports strategy, HTA became the official corporate partner and presenting sponsor of the Big West. Now in its third year of the partnership, HTA’s sponsorship includes the Big West Conference for men’s volleyball as well as men’s and women’s basketball. 

HTA was proud to support the University of Hawai‘i men’s volleyball team and provided lā‘ī (ti leaf) for fans to wave during the 2023 OUTRIGGER Big West Men’s Volleyball Championship, presented by the Hawaiian Islands, where they were crowned Big West Champs. In addition, through an ongoing partnership with the UH Alumni Association, HTA supported the pre-game Aloha Rally alongside Outrigger Resorts & Hotels for UH alumni and West Coast friends in Irvine, California on April 20.

Community-Based Proposals Sought for East Maui Tourism Management Pilot Program

Through an ongoing partnership and funding provided by HTA, Maui Visitors and Convention Bureau (MVCB) is working collaboratively with the residents of East Maui to develop the East Maui Tourism Management Pilot Program. MVCB put out a request for proposals from the East Maui community with innovative, community-driven management projects to address tourism’s impacts at highly trafficked hotspot areas — Nā‘ili‘ilihaele Stream (also known as Bamboo Forest), Waikamoi Falls, Kaihalulu (also known as Red Sand Beach), Wai‘oka (also known as Venus Pools), and Honolewa (also known as South Wailua Falls). This pilot program is an outcome of the Maui Destination Management Action Plan. The contract award notification will be announced in June.

HTA Announces Keaukaha Community Cultural-Based Education Program

Due to the increase of visitors to Keaukaha, residents identified in their Hawai‘i Island Destination Management Action Plan a growing need to mitigate the impacts to their community through place-based education of ‘āina (place), mo‘omeheu (culture), mo‘olelo (history) and kānaka (people).

With funding provided by HTA and in collaboration with the County of Hawai‘i, the Island of Hawai‘i Visitors Bureau put out a request for proposals from non-profit organizations to develop and operate a community cultural-based education program in the Keaukaha area that will help balance the preservation of cultural and natural resources with mindful visitation. The contract award notification will be announced at the end of the month.

Nonprofit Organizations Encouraged to Submit Proposals for HTA’s Community Enrichment and Signature Events Programs

HTA’s Community Enrichment and Signature Events programs directly support community-based projects that enhance resident and visitor experiences, and events that foster meaningful economic development for Hawai‘i’s communities. We are partnering with the Hawai‘i Visitors and Convention Bureau, Island of Hawai‘i Visitors Bureau, Maui Visitors and Convention Bureau, O‘ahu Visitors Bureau, and Kaua‘i Visitors Bureau to administer these two programs this year. The deadline to submit proposals is Monday, May 22 by 4:30 p.m. For details, visit hvcb.org/cep.

Global MCI

Meetings Today LIVE! Planners Engage on Hawai‘i Island

Meet Hawai‘i participated in the third annual Meetings Today LIVE! which was held at Hilton Waikoloa Resort from April 19 to 23. More than twenty meeting planners and eighteen industry partners participated in this year’s hosted buyer program. On behalf of Meet Hawai‘i, Kainoa Daines, Senior Director, Brand provided a comprehensive educational presentation showcasing the Mālama Hawai‘i program and the islands’ unique history, culture, and language. The planners who attended this training received certification credit towards their Certified Meeting Planner (CMP) designation. Over the course of the event, Meet Hawai‘i highlighted the programs and services available to support the meeting professionals who were interested in booking Hawai‘i for their programs. In addition, the meeting planners had the opportunity to experience the island of Hawai‘i with a day trip, from Pu‘ukoholā Heiau National Historic Site through Waimea, to Hilo and then Hawai‘i Volcanoes National Park.

Hawaiʻi Tourism USA

Cultural Webinar at ʻIolani Palace Educates and Inspires National Media 

The Hawai‘i Tourism United States (HTUSA) Public Relations Team facilitated a cultural webinar for media partners to help deepen their understanding of Hawaiian culture and highlight the importance of cultural representation in media. Live from ʻIolani Palace, the moderated panel discussion focused on Ka Ho‘oilina Ali‘i (Royal Heritage) and how cultural practices of mele and hula honor Hawai‘i’s ali‘i and their stories. The insightful commentary of esteemed panelists Manu Boyd and Paula Akana provided a glimpse into the lives of Hawaiian royalty and how their legacy is alive and thriving today. Newsworthy topics of conversation included the significance of the Merrie Monarch Festival and the upcoming National Portrait Gallery exhibit in Washington, D.C., that features a portrait of Queen Liliʻuokalani. Approximately 80 attendees viewed the live webinar, and a produced video was distributed to HTUSA’s media list and posted on its media site. A one-minute teaser video placed throughout the media site drives users to the full-length video.

H.I.S. Reps Participate in HTJ Mālama Hawaiʻi FAM

Hawai‘i Tourism Japan (HTJ) conducted a Mālama Hawaiʻi familiarization (FAM) Tour on O‘ahu and the island of Hawai‘i for 11 representatives from travel agency H.I.S., from March 11 to 14. The FAM included a volunteer activity at Loko Waka fishpond in Hilo, hiking at Hawaiʻi Volcanoes National Park and a visit to the ʻImiloa Astronomy Center on Hawaiʻi Island. On Oʻahu, participants volunteered in restoration activities at He‘eia Fishpond with caretakers Paepae o Heʻeia and took part in a genki ball cleanup of Honolulu’s Ala Wai Canal. The FAM provided an ideal opportunity for participants from H.I.S. to deepen their knowledge as Mālama Hawai‘i trainers and create new products.

HTCAN Launches Mālama Hawai‘i-focused Campaigns with Major Tour Operators

Hawai‘i Tourism Canada (HTCAN) recently launched three parallel campaigns with major tour operators promoting Hawai‘i to extend the booking season for travel into the spring season. The campaigns with WestJet Vacations, Air Canada Vacations and TravelBrands are focused on the core brand message of Mālama Hawai‘i aiming to create visitor awareness of the value of caring for Hawai‘i during their time in the Islands. 

The WestJet campaign features Mālama Hawai‘i videos running throughout April and May on the air carrier’s flights and in its lounge in Calgary, Alberta. The videos can also be accessed on a Hawai‘i-dedicated landing page on WestJet’s website and on WestJet’s YouTube Channel. WestJet is also sharing the Mālama Hawai‘i message through newsletters and empty-cart follow-up emails, altogether generating more than 2.9 million impressions across Canada. 

Air Canada Vacations has placed the Mālama Hawai‘i message in Air Canada and Air Canada Vacations media and paid social-network ads, as well as in elevators and on lobby panels across Toronto, Ontario. The campaign is expected to produce more than 250,000 impressions in both the English- and French-speaking markets. 

TravelBrands is showcasing the Mālama Hawai‘i message on its travel trade and consumer platforms as well as third-party media with an aim of educating both segments. Its campaign is expected to reach more than 22,000 travel agents and 450,000 RedTag.com subscribers through targeted messaging on The Weather Network — Canada’s largest weather forecast platform — throughout April and May.

We Are Explorers Partnership Emphasizes Mālama Hawai‘i Island

Last year, Hawai‘i Tourism Oceania (HTO) hosted a film crew from We Are Explorers on Hawai‘i Island as the first stage of an integrated campaign that launched this spring. We Are Explorers is Australia’s largest online adventure travel publication, which was named “Publication of the Year” at the 2022 Mumbrella Awards. 

We Are Explorers created a series of short videos and editorial articles that showcased the island of Hawai‘i as an adventure and transformative travel destination, emphasizing the love and respect for its people, culture, environment and natural beauty. The stories are housed on We Are Explorers’ website Hawai‘i - We Are Explorers and the experiences can be booked through HTO’s call-to-action partner Flight Centre. The campaign also included a trip giveaway and social influencer partnerships with Jackson Groves (@jackson.groves) and Luke and Jess (@_aswewander).

The campaign was a success across all We Are Explorers platforms with a total of 1.4 million impressions and a reach of over 1 million. The campaign received 187,000 total engagements, resulting in an above-the-benchmark engagement rate of 17%.

HTK Organizes Celebrity Golf Trip for Popular Golf YouTube Channel

Hawai‘i Tourism Korea (HTK) recently finalized a Celebrity Golf YouTube campaign, inviting the film crew of the popular YouTube channel Gura’s Cuckoo Golf TV to showcase a Hawai‘i golf trip and Mālama Hawai‘i activity. With more than 364,000 followers, Gura’s Cuckoo Golf TV is Korea’s leading golf YouTube channel. During the golf trip, Korean celebrities Gura Kim and Nojoon Park competed against two guest players from Hawai‘i. Kim’s program breaks from traditional golf shows to instead present the sport in a vibrant, comic style keeping with Gura’s persona as a leading comedian in Korea. Following their golf match, the celebrities visited Kualoa Ranch on O‘ahu for a Mālama Hawai‘i volunteer experience and ocean activities on the ranch’s Secret Island.

HTC Co-hosts Talk-Story Luncheon Focused on Reopening of China 

Hawai‘i Tourism China (HTC), the Chinese Chamber of Commerce of Hawai‘i and the Hawaiʻi Fujian Business Association co-hosted a “China Re-opening Industry Talk Story Luncheon” on March 8 at Kapi‘olani Seafood Restaurant on O‘ahu. In attendance were Hawai‘i State Legislature House Tourism Committee Chair Sean Quinlan, House Representative Daniel Holt, and special guests Wang Boming, chairman of the Chinese Stock Exchange Executive Council and Caijing Media Group; Ms. Yue-Sai Kan, TV host and producer; and industry stakeholders. Participants enjoyed the networking event where many exchanged ideas about opportunities and challenges for Hawaiʻi following China’s reopening.