Video Message From 
HTA President and CEO John De Fries
Hili hewa ka manaʻo ke ʻole ke kūkākūkā. 
Discussion brings ideas together into a plan. 
ʻŌlelo Noʻeau #993 

Each Destination Management Action Plan (DMAP) is a kuleana we at the Hawaiʻi Tourism Authority (HTA) share with residents of the respective county, its island visitors bureau, as well as other county, state, and federal agencies, nonprofit organizations, and the larger visitor industry. We remain haʻahaʻa (humble) in these engagements, recognizing that the perspectives and passion shared inspires the kūkākūkā (discussions) that are important in this collective pursuit to improve and preserve the natural, cultural, and community resources of our Hawaiʻi.
Hawaiʻi is a special place, with a strong history and culture that today hosts a blend of cultures, activities and experiences unique in the world.

Authentically representing Hawaiʻi is deeply important to the residents who call these islands home. Accordingly, it is important the visitor industry do so with great care.

The Maʻemaʻe Toolkit is a concerted effort to address this concern as it relates to the way Hawaiʻi is identified as a global visitor destination. The toolkit provides accurate, authentic and essential information about the Hawaiian Islands. From geographical and cultural information to descriptions of Hawaiʻi traditions and customs, this is your guide for basic knowledge about Hawaiʻi.

The toolkit’s name, Maʻemaʻe, translates as “cleanliness and purity” in ʻōlelo Hawaiʻi (the Hawaiian language). The word’s meaning is of particular significance to this project as it represents the idea that descriptions of and publicities relating to Hawaiʻi should be “clean, attractive and pure.” That is to say, they should be free from misrepresentations and inaccuracies.

HTA encourages everyone with an interest in the Hawaiian culture — be it learning more about the Hawaiian people, music, language, individual islands or history — to utilize the Maʻemaʻe Toolkit. It is free to download and bookmark, and available to everyone.

HTA has partnered with Kupu and the State of Hawai‘i Department of Land and Natural Resources’ Division of Forestry and Wildlife’s Nā Ala Hele Trails and Access program on Hawai'i Island, along with the lineal descendent community of Pololū, Makanikahio and neighboring ahupuaʻa, to help steward and protect Pololū Valley by informing and educating those who visit the beautiful area. The aim of this pilot project is to utilize local stewards to assist in interpreting to all visitors the historic nature of the area as well as mitigate unwanted behaviors and ensure safety.

Given the recent influx of visitors in the area, HTA is funding a program aiming to mitigate impacts to the valley’s natural and cultural resources. 

“Any time we can move resources to empower community, I think that that's the way to go,” said Kalani Kaʻanāʻanā, HTA’s chief brand officer. “They know what’s best. They know [the area] like the back of their hand. They understand the issues. They know the history. And this puts them in the best position to manage these places.” 

Since the program’s August launch, its stewards have seen positive impacts in the valley. One of these stewards, Keoni Lorenzo, put it best when he said, "One of the benefits that has come from this program is the pilina (connection) that is built in the community. For the local people and even those visiting, theyre really grateful for the information that were sharing with them."
Hawai‘i Tourism USA
HTUSA Wins Two TravelAge West WAVE Awards

Hawai‘i Tourism USA (HTUSA) was recognized with the honors of “U.S. Tourism Board Providing the Best Travel Advisor Support” and “Best Pandemic Community Response by a Tourism Board” at the TravelAge West 2021 WAVE (Western Agents’ Votes of Excellence) Awards on October 7. HTUSA also received an Editor’s Pick honor for “Best Travel Advisor Engagement Program by a Tourism Board.” All three honors were in the Tourism Board category of the annual awards competition.
Travel by Americans Continues to Regain Normalcy Lost to the Delta-Variant Surge 

There is continued optimism among potential travelers who feel that the U.S is now safer for leisure activities. The majority feel confident in their ability to travel safely, and sentiment towards tourism in their own communities has improved. The near-term outlook for travel is also continuing its positive momentum with more than 50 percent of American travelers currently planning to take at least one trip in the next three months.

Source for information: Destination Analysts Wave 76 — November 1, 2021
Hawai‘i Tourism Japan
HTJ Mālama Hawaiʻi Video Messages on YouTube a Success

Seeking to share the Mālama Hawaiʻi message with the Japanese market, Hawai‘i Tourism Japan (HTJ) distributed four Mālama Hawaiʻi video advertisements with Japanese subtitles to YouTube, to run from October 18 through 31. The videos collectively earned 647,210 views, 7,555,837 impressions and 2,296,485 engagements. HTJ engaged with major industry partners for their support in communicating the Mālama Hawaiʻi message as well. In October, eight travel agents posted Mālama Hawaiʻi banners and videos on their owned media and played videos in their locations. HTJ will continue these pre-arrival educational efforts. 
HTJ and OVB Teams Meet to Discuss O‘ahu DMAP

The HTJ team met with the O‘ahu Visitors Bureau (OVB) team recently to go over Oʻahu’s DMAP and share HTJ’s progress on Mālama Hawaiʻi initiatives. The OVB team was also invited to attend HTJ’s three partners group meetings — comprised of the Japan sub-committee, PR and Marketing partners, and attraction partners — on October 13 to discuss O‘ahu’s DMAP with participating stakeholders.
Support Hawaiʻi Program Results in Bishop Museum Donation

Responding positively to a January 2021 HTJ-conducted Support Hawaiʻi program showcasing Bishop Museum via virtual tour, the program’s participants recently donated $4,000 to benefit the museum. HTJ presented the donation to Bishop Museum in October.
Hawai‘i Tourism Canada
HTCAN Hosts Successful Aloha Canada 2021 Virtual Trade Event

Hawai‘i Tourism Canada’s (HTCAN) hosting of the Aloha Canada 2021 virtual trade event on October 27 and 28 proved a great success. On the event’s first day, the Island Chapters participated in interviews with key travel trade media, while the second day’s digital-platform virtual event gathered 450 agents from across Canada with 19 exhibitors. Agents were able to chat with representatives from Hawai‘i hotel properties and activity companies, the Island Chapters and the Native Hawaiian Hospitality Association (NaHHA). Travel professionals also heard updates from each of the Island Chapters and were able to access NaHHA webinars on the topics of poi, hula, and the goddess Hina. Mālama Hawai‘i videos subtitled in French for the Québec market were made available for viewing. In addition, Island Chapter teams met with meeting planners to discuss the MCI segment.
HTCAN Sponsors and Attends SITE Canada Education Day Events

On October 27, HTCAN attended SITE Canada Education Day in Toronto, a hybrid event devoted to professional development. HTCAN provided sponsorship for the event, networked with attendees and was featured in all collateral. The day’s events delivered engaging, thought-provoking and inspiring guest speakers and programming as the visitor industry continues to evolve and confront historic and far-reaching changes. The theme of SITE Canada Education Day 2021 was “Defining a New Era,” aimed at guiding attendees on a variety of subjects, including their job skills and performance, changes in services, current client expectations, and current prioritization of health and safety protocols.
Hawai‘i Tourism Oceania
E Hoʻomaka Hou Kākou! (“Let Us Begin Again!”) … With Australia-Hawai‘i Flights, That Is.

Following nearly 20 months of closed borders, Hawai‘i Tourism Oceania (HTO) excitedly looks forward to the reopening of travel between Australia and Hawai‘i commencing in December.

The Australian Government has removed travel restrictions on vaccinated Australians in line with a very successful countrywide vaccination rollout based on a vaccination threshold of over 80% of eligible Australians. While each Australian state has its own COVID-19 rules, the largest populated states of New South Wales and Victoria have been the first to open to travel again.

The Australian Government’s actions have enabled carriers Hawaiian Airlines and Qantas to schedule and market flights between Sydney and Honolulu commencing December 15 and December 20, respectively.

Though New Zealand has also seen excellent progress in its vaccination rates, the return of Hawai‘i flights to and from the country is likely to commence late in first quarter 2022.
Hawai‘i Tourism Oceania Introduces its New Team

In line with the return of travelers between Oceania and Hawai‘i, HTO is pleased to be actively marketing Hawai‘i in full force and rebuilding our team under the experienced eye of Country Manager Darragh Walshe.

HTO’s Sydney team includes familiar and new faces. New to the team is our Sydney-based Account Director, Jennifer Gaskin. Jennifer joins HTO with more than 15 years of tourism industry experience and has been with Darragh Walshe’s The Walshe Group for the past five as country manager for the Department of Culture and Tourism — Abu Dhabi (Australia).

Jennifer, who began her career in journalism, is a creative, strategic and analytical marketing communications specialist in destination, digital and content marketing and brand strategy.

She lives and breathes destination marketing and has a particular interest in responsible tourism and ensuring tourism has a positive impact on local communities.

Following his departure from HTO due to the pandemic, we are so pleased to welcome back Kris Phadungkiatipong to the team in a revised role as partnerships manager.

Kris brings passion and knowledge of Hawai‘i combined with an infectious ability to influence and inspire our target travelers and partners.

Welcome, Jennifer and Kris!
Hawai‘i Tourism Korea
HTK Partners in Joint Promotion with Korean Air and OTAs

Hawai‘i Tourism Korea (HTK) carried out co-op promotions with Korean Air and 18 online travel agencies (OTAs) in October to attract FIT travelers aligned with the air carrier’s November resumption of service between Incheon and Honolulu. HTK shared videos, still images and background information with potential OTA consumers to educate them on Mālama Hawai‘i. Within two weeks of its launch, the monthlong promotion attained 400 FIT bookings.
HTK O‘ahu and Maui Media FAM with Leading Lifestyle Magazines Happening
in December

As demand for overseas travel increases once again, HTK is preparing a group media familiarization trip (FAM) with a theme of “It’s Time for Hawai‘i Again!” under the larger message of Mālama Hawai‘i. Editors from leading lifestyle magazines Elle, Vogue and Cosmopolitan will be participating in the FAM, traveling to Maui for two nights and O‘ahu for three nights, from December 5 through 10. HTK is meeting with the O‘ahu Visitors Bureau and Maui Visitors and Convention Bureau teams to develop the FAM’s itinerary, which will include voluntourism activities as part of the Mālama Hawai‘i campaign. The FAM will be featured on official social channels in December and print issues of the magazines in January 2022.
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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 [ō] 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.