Video Message From 
HTA President and CEO John De Fries
He hoʻokele waʻa no ka lā ʻino.
A canoe steersman for a stormy day.

Said of a courageous person who “weathers the stormy seas.” We all have kuleana (responsibility) to tend to the wa‘a (canoe) that we belong to. Not everyone onboard is a navigator, but we contribute our collective action to move the waʻa in the right direction.

As mentioned by HTA President and CEO John De Fries at the recent Mālama Kuʻu Home: HTA Update on October 1, 2021, "What’s important is that we all navigate our own canoe, but we agree on a destination. And that destination is mālama Hawai‘i... Hawai‘i 2030... a Hawai‘i that is resilient and sustainable."

The Hawai‘i Tourism Authority (HTA) recently announced the resumption of its Kūkulu Ola and Aloha ‘Āina programs and intention to seek proposals from the community. HTA has issued two Request for Proposals (RFPs) to provide funding support to qualified nonprofit organizations and programs perpetuating the Hawaiian culture and preserving natural resources in 2022.

The Kūkulu Ola and Aloha ‘Āina programs are a part of HTA’s commitment toward Mālama Ku‘u Home (“Caring for My Beloved Home”) and the interacting pillars of its 2025 Strategic Plan. RFPs for these programs were not issued for 2021 due to the COVID-19 pandemic and unavailability of funding.

“The purpose of the Kūkulu Ola and Aloha ‘Āina programs is to reinvest in our people and place by supporting the work of various community-based organizations throughout the state,” said Kalani Ka‘anā‘anā, HTA’s chief brand officer. “We’re eager to bring back these important programs and provide funding directly back into our communities.”

The Kūkulu Ola program provides funding support to community-based awardees enhancing, strengthening and perpetuating the Hawaiian culture through genuine experiences for residents and visitors.

The Aloha ‘Āina program provides funding support to responsible community-based entities placing emphasis on ‘āina-kanaka (land-human) relationships and knowledge managing, preserving and regenerating Hawai‘i’s natural resources and environment.

HTA has selected the Hawai‘i Community Foundation (HCF) to administer its 2022 Kūkulu Ola and Aloha ‘Āina programs.
The Hawai‘i Tourism Authority (HTA) recently announced the resumption of its Community Enrichment Program (CEP), which supports community-based projects, festivals and events enhancing resident and visitor experiences, and creating opportunities for meaningful economic development.

HTA is partnering with the Hawai‘i Visitors and Convention Bureau (HVCB) and Island Chapters to administer its 2022 CEP process. HVCB has issued a Request for Proposal (RFP) to provide funding support to qualified nonprofit organizations and projects in 2022 and is seeking proposals from the community.

CEP is a part of HTA’s commitment toward Mālama Ku‘u Home (“Caring for My Beloved Home”) and the Community pillar of its 2025 Strategic Plan. An RFP for this program was not issued for 2021 due to the COVID-19 pandemic and unavailability of funding.

“HTA’s Community Enrichment Program exemplifies various ways in which tourism can drive diversification for our economy by supporting community-based projects and experiences that are intertwined with other industries and sectors,” said Kalani Ka‘anā‘anā, HTA’s chief brand officer. “CEP awardees will also be integral in moving forward each island’s Destination Management Action Plan.” 

Proposals must correspond to one of the following tourism niche categories:

  • Agriculture Tourism: Tourism related to experiencing and appreciating agricultural products, settings and lifestyles.
  • Cultural Tourism: Tourism related to Hawai‘i’s multiethnic cultures providing residents and visitors with enriching experiences and insights into the history, customs, arts and traditions of the Islands.
  • Culinary Tourism: Tourism related to exploring unique and memorable food and drink experiences offering a sense of the Islands.
  • Nature Tourism: Tourism related to experiencing Hawai‘i’s natural attractions, unique flora and fauna, and culture in a manner which is ecologically responsible, economically sustainable, encourages the well-being of the community, and is infused with the spirit of aloha ‘āina.
  • Education Tourism: Tourism related to formal and informal education and training in lifelong learning experiences connected to Hawai‘i’s unique natural and multicultural environment.
  • Health and Wellness Tourism: Tourism focused on travel enhancing the mind, body and spiritual wellness of individuals, families and groups.
  • Sports Tourism: Tourism focused on attracting participants or spectators in community-based sporting events, such as running, swimming, cycling, surfing, stand-up paddling, and wa‘a (canoe) paddling.
  • Voluntourism: Tourism related to travel involving participation in volunteer work, typically for a nonprofit organization or community group.

“HVCB and the Island Chapters are proud to support and administer HTA’s Community Enrichment Program for Kaua‘i, O‘ahu, Maui Nui and Hawai‘i Island, respectively,” said John Monahan, HVCB’s president and CEO. “It aligns well with our commitment to destination management by enhancing the unique offerings and treasured experiences developed by the community, for the community.”

The deadline for applicants to email proposals to their respective Island Chapter is 4:30 p.m. HST, November 5, 2021. Applicants are encouraged to review and download the RFP at www.hvcb.org/cep.
Hawai‘i Tourism USA
HTUSA Meets and Educates Over 700 Travel Advisors at Select Events

In September, Hawai‘i Tourism USA’s (HTUSA) travel trade team focused on educating qualified travel advisors, attending in-person events including the Global Travel Marketplace West, the Affluent Traveler Symposium, and the Travel Agent Forum. The team conducted webinars with two of HTUSA’s top consortia partners Virtuoso and Signature Travel Network. Each event provided HTUSA opportunities to engage with and educate more than 700 qualified travel advisors via appointments, roundtables and destination presentations. The team provided updated information on Safe Travels Hawai‘i protocols and travel advisor resources, focusing on the meaning and importance of the Mālama Hawai‘i program and ways travel advisors can encourage their clients to travel mindfully and give back while in Hawai‘i through voluntourism opportunities.
U.S. Citizens’ Travel Marketability Continues Gradual Recovery from Delta-Variant Downturn

A survey of U.S. travelers released by Destination Analysts in early October revealed that many are feeling more financially stressed, with some expressing lack of confidence in protections provided by their COVID-19 vaccines, fueling a strong likelihood for boosters. This, even though the travel marketability of Americans continues to recover. The survey also revealed that given the recent rash of poorly behaved passenger incidents on flights, the concept of a national no-fly list of troublemaking passengers enjoys the wide consumer support of 63.4% of travelers. The creation of such a list would make 44.9% of U.S. travelers more or much more interested in traveling.

Source for information: Destination Analysts Wave 75 — October 4, 2021
Hawai‘i Tourism Japan
Mālama Hawaiʻi Videos Earn Significant Views on Japan Social Media and TV

Hawai‘i Tourism Japan (HTJ) posted Mālama Hawaiʻi videos on social media platforms and conducted campaigns in September that were ultimately viewed more than 65,000 times, receiving over 254,000 impressions for the month. In addition, HTJ placed social networking strategy (SNS) advertisements on Facebook and Instagram to increase viewer numbers and successfully earned 112,090 views on Facebook ThruPlay. The most-viewed Mālama Hawaiʻi video Facebook ads featured Kiai Collier sharing information on habitat stewardship and Rick Barboza discussing sustainable farming. On Instagram, Noelani Lee’s Mālama Hawaiʻi video on the subject of aquaculture earned most views followed by Barboza’s sustainable farming video.

The month also saw the positive results of HTJ’s continuing collaboration with Japan’s travel trade industry and media. Four Mālama Hawaiʻi videos with Japanese insertion were showcased on the Hawai‘i-focused TV programs “Hawaii ni Koishite,” earning 2.15 million impressions. Another industry collaboration saw Hawaiian Airlines distributing e-magazines to their email subscribers with Mālama Hawaiʻi/Pono traveler messages.
HTJ “Our Island” Video Wins Top Cinematography Prize at shots Awards Asia Pacific

HTJ’s promotional video “Our Island” (https://www.youtube.com/watch?v=ab8zDntM2qA) was recently honored with a gold award in the Cinematography category in competition at the 2021 shots Awards Asia Pacific, which annually celebrates the travel industry’s most innovative and inspirational campaigns. The honor was HTJ’s second in the shots Awards Asia Pacific Cinematography category, having won a gold award in 2019 for the video “Moment of Island of Hawai‘i” (https://www.youtube.com/watch?v=IPKnTkAHecs).
HTJ Joins in September Promotion of Hawai‘i History Month

To promote the September recognition of Hawai‘i History Month, HTJ distributed a press release and conducted a special SNS campaign and webinar celebrating Queen Liliʻuokalani’s 183rd birthday, attracting more than 400 participants and 125,028 SNS campaign post impressions. The campaign, created to deepen public interest in Hawaiʻi history, also shared information for viewing the virtual concert "Songs of Liliʻuokalani from ‘Iolani Palace” online.
Hawai‘i Tourism Canada
HTCAN Participates in Air Canada Vacations’ #ACVDreamMakers Event for Travel Advisors

On September 9, Hawai‘i Tourism Canada (HTCAN) participated in Air Canada Vacations’ #ACVDreamMakers virtual event for travel advisors focused on the launch of the company’s 2021/2022 Sun Collection brochure. Agents were offered opportunities throughout the day to chat directly with HTCAN representatives, watch videos, download Hawaiian Islands travel guides, and learn more about Hawai‘i’s Safe Travels program. More than 900 travel advisors across the country participated in the Air Canada Vacations event. 
HTCAN Promotes Mālama Hawai‘i at WestJet and WestJet Vacations Virtual Showcase

HTCAN participated in the WestJet and WestJet Vacations virtual showcase on September 28, addressing many agent inquiries about Hawai‘i travel requirements. More than 1,000 travel advisors attended the virtual event, during which HTCAN invited travel agents to become Mālama Hawai‘i advocates by visiting the travel-professional dedicated website www.agents.gohawaii.com and completing the Hawai‘i destination-specialist program.
Hawai‘i Tourism Oceania
HTO/Sea Cleaners Partnership Continues Focus on Eliminating Ocean Plastics

International Coastal Cleanup Day, a full 24 hours annually engaging people and volunteer organizations around the world to remove trash from the world’s beaches, waterways and coastlines, was recognized on September 19. Hawai‘i Tourism Oceania (HTO) continues to work closely with not-for-profit environmental company Sea Cleaners on the task of eliminating plastics in our oceans. The partnership focuses on giving tourism an active role in bringing positive change to the issue. In 2018, HTO and Sea Cleaners began identifying and bringing future leaders to Hawai‘i to share ideas and solutions related to the impact Pacific Ocean neighbors have on their vitally important resource. The program created by the partnership provided a regenerative outlook for the ocean, integrating environmental work with cultural and community knowledge and experiences.

Watch this inspirational video from HTO/Sea Cleaners 2019 initiative as the partnership looks ahead to expanding the program even further in 2022.
Hawai‘i Tourism Korea
HTK Connects with Korean Air to Keep Hawai‘i Top of Mind with Top Travel Agents

With Korean Air confirmed to resume flights to the Hawaiian Islands beginning November 1, Hawai‘i Tourism Korea (HTK) is working closely with its trade partners to galvanize travel demand for Hawai‘i. To keep Hawai‘i top-of-mind with HTK’s top travel agents, Korean Air is hosting a high-level travel agent familiarization (FAM) tour in November. Eleven top travel agents and a Korean Air representative will visit Hawai’i Island for two nights and O‘ahu for three nights, November 14-19. HTK is reaching out to the Island Chapters to coordinate the agent FAM itineraries, which will include Mālama Hawai‘i volunteer activities.
HTK Participates in Co-op with Korean Airlines for Online Consumer Promotion 

As part of an airline co-op with Korean Air in September, HTK held an online consumer promotion ahead of scheduled resumption of the air carrier’s Incheon-Honolulu route in November. Korean Air developed a consumer events page for the promotion on its website, which included a Mālama Hawai‘i video, logo and image conveying the message of mālama to its potential passengers. A total of 2,251 comments were posted on the website, with HTK providing coffee coupons to event winners.

The promotion was seen on social media nearly 40,000 times, and appeared in over 11,000 email inboxes.
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