Aloha kākou,
As the holiday season begins, we want to take this opportunity to thank you for your continued partnership and collaboration to care for our beloved home - mālama kuʻu home.

Our destination management and visitor education efforts continue as we connect with visitors from our key markets and share the value of mālama with them here in Hawai‘i and abroad. Read on below to learn more about our team’s work this month in the areas of natural resources, Hawaiian culture, community and brand management.

As a reminder, Hawai‘i is a dynamic place with ever-changing landscapes and natural environments. On Hawai‘i Island, we are continuing to monitor the recent seismic activity occurring at Maunaloa.

Maunaloa volcano is not erupting at this time, and recent news of the U.S. Geological Survey (USGS) Hawaiian Volcano Observatory (HVO) monitoring Maunaloa is no reason for travelers to alter their travel plans to Hawaiʻi Island or any of the Hawaiian Islands at this time.

HVO continues to monitor any changes, issuing daily updates until further notice, and additional messages will be issued as needed. Visitors who have questions about Maunaloa can visit the USGS website for the latest information.

On behalf of our entire team at the Hawaiʻi Tourism Authority, mahalo for reading our October E-Bulletin.
E kiʻi mai hoʻi e lei, e Kaʻiulani i ka ʻiu o luna

Come and wear your lei, o Kaʻiulani, Heavenly-one-above

A part of the chorus of “Lei No Kaʻiulani” composed by John Edwards

Princess Victoria Kawekiu Lunalilo Kalaninuiahilapalapa Kaʻiulani was born on October 16, 1875. Her parents were Archibald Scott Gleghorn – a canny Scottish businessman who was well respected and active in Honolulu’s civic affairs – and Princess Miriam Likelike, who was King Kalākaua’s sister. Because of this relationship, Princess Kaʻiulani was to become heiress apparent to the Hawaiian throne as King Kalākaua didn’t have children of his own. Following Princess Kaʻiulani’s birth, a state reception was held in the wooden palace, which was later demolished to build what is presently ʻIolani Palace.

Princess Kaʻiulani grew up in her family’s home, ʻĀinahau at Waikīkī, which translates to “cool place” because of the cool breeze from Mānoa Valley that her mother enjoyed. ʻĀinahau was also a “paradise garden” to the many malihini who were entertained there while the young Princess was cared for by her nurses and governess.

Princess Kaʻiulani’s people later fondly referred to her as their “last hope” in restoring the throne when the Provisional Government occupied ʻIolani Palace – a place she didn’t recognize upon her return in 1897 after studying abroad in England. Unfortunately, Hawaiʻi was annexed a year later and sadly, Princess Kaʻiulani died seven short months later at the young age of 23 due to inflammatory rheumatism with complications.
Japan Hawai‘i Travel Association Seminar

The Japan Hawaiʻi Travel Association (JHTA) recently invited HTA to participate in its educational seminar with over 100 travel professionals held at the Convention Center. HTA President and CEO John De Fries sat on a panel with Hawai‘i State Senator Glenn Wakai, Hawai‘i State Representative Richard Onishi, Roy Pfund of Roberts Hawaiʻi, and Mufi Hannemann of the Hawaiʻi Lodging & Tourism Association to discuss Japan travel and the outlook on destination management in Hawaiʻi. Mahalo to Chairman Tetsuya Kubo and the entire JHTA team for extending this invitation to HTA.
2022 Hawaiʻi Tourism Conference

Preparation is well underway for the 2022 Hawai‘i Tourism Conference, set for Thursday, December 8, and Friday, December 9, at the Hawai‘i Convention Center. Guided by HTA’s mission of Mālama Ku‘u Home, the two-day event’s schedule will include the Tourism Legacy Awards Luncheon, networking opportunities, and multiple educational sessions focused on topics including destination management progress, cultural tourism, sustainable tourism and research trends. Registration information and a schedule of events will be available on HTA’s website and via email announcements, stay tuned!
Hawai‘i Green Growth Partnership Event

The Hawaiʻi Tourism Authority was proud to participate in Hawai‘i Green Growth’s (HGG) Annual Partnership Event at the East-West Center on October 13. Diverse stakeholders from across Hawaiʻi gathered to have discussions on solutions for local and global issues centered around destination management, climate resiliency, sustainability, the state’s Aloha+ Challenge, and Hawai‘i’s leadership in advancing the 17 Sustainable Development Goals.

HTA Public Affairs Officer Ilihia Gionson emceed the event and moderated an insightful panel on “The Future We Want for Hawai‘i and Island Earth,” featuring Hawai‘i State Lieutenant Governor Josh Green, Hawai‘i Department of Education Superintendent Keith Hayashi, and youth representatives from Kamehameha Schools, Waipahu High School, and Project Kuleana.
Aloha ‘Āina Project: Maui Nui Botanical Gardens’ Bringing Kanaloa to Light 

The Maui Nui Botanical Gardens is working to construct planters and a public interpretive display in Kahului surrounding a critically endangered plant from Kahoʻolawe called Kanaloa kahoolawensis (Ka Palupalu o Kanaloa). The purpose of this effort, which involves partners on Maui and throughout the state, is to nurture new seedlings — marking the first successful increase in the population of this endemic species since its discovery in 1994.

Now extinct in the wild, the seedlings represent a rare opportunity to increase genetic diversity enough that the population may recover as a wild species. Plants will be established at Maui Nui Botanical Gardens, Olinda Rare Plant Facility, and National Tropical Botanical Garden’s Kahanu Garden in Hāna. Learn more about Maui Nui Botanical Gardens’ seed banking efforts here.
NaHHA Celebrates its 25th Anniversary

Ho‘omaika‘i to the Native Hawaiian Hospitality Association (NaHHA) for its 25 years of service and commitment toward Mālama Ku‘u Home, caring for our beloved home, and working to shape Hawai‘i’s visitor industry by instilling Hawaiian cultural values and foundational knowledge among the islands' diverse workforce.

HTA was proud to join NaHHA’s 25th anniversary event at Kualoa Ranch on October 1, which honored NaHHA’s visionary founders – the late State Senator Kenneth Brown and Dr. George Kanahele – and all those who have since supported the nonprofit organization over the past quarter century. The event itself was a reflection of the relationships that continue to thrive in Hawai‘i’s tourism industry.
IRONMAN Organizers Encourage Attendees to Live Aloha
The VinFast IRONMAN World Championship returned to Hawai‘i Island after three years for a weeklong slate of events, including the Kona Town Fun Run, Ho‘āla Training Swim, Ironkids Keiki Dip-n-Dash, Parade of Nations, and championship triathlon racing among world-class athletes. In partnership with HTA and as part of its return, IRONMAN launched its Live Aloha initiative to support responsible tourism and encourage event attendees to act mindfully, respect Hawai‘i’s culture, and take Hawai‘i Island’s Pono Pledge.
Hoʻoilina Scholarship Program Celebrates our Future Industry Leaders

On October 14, the Kahala Hotel & Resort hosted the Hoʻoilina Scholarship Social where industry leaders and scholarship recipients celebrated the relationships developed through the scholarship program. In attendance was current Hoʻoilina Scholarship recipient and HTA Intern, Taylor Ledgerwood who said, “It was an opportunity for us to really say thank you to those who provide us with this wonderful opportunity.” Taylor has been assisting HTA’s Brand Management team with programs related to the community and brings her excitement about regenerative tourism into her work.
HTA Issues Visitor Industry Workforce Needs Assessment 

HTA commissioned Anthology Research to assess the current and future workforce needs of Hawaiʻi’s visitor industry and related sectors. This initiative is a part of HTA’s 2020-2025 Strategic Plan, supporting the Community pillar to build a resilient visitor industry workforce and community. The final report can be read here.
Community Enrichment Program: Hawai‘i International Film Festival

Throughout November, the 42nd Annual Hawai‘i International Film Festival (HIFF) will present a world-class international film and industry series of events and screenings available online and in-person on O‘ahu, Kaua‘i, Maui and Hawai‘i Island. Featuring a high-quality film program, HIFF will host international guests and the best creatives in the Pacific region. HIFF’s main events and year-round initiatives play a vital role as a forum for showcasing local, national and international filmmakers and creative entrepreneurs to gather, exchange and network in Hawai‘i. Click here for HIFF event schedules and online screenings.
Sharing Destination Management Efforts with Hawai‘i’s Residents

HTA Director of Planning Caroline Anderson recently joined HI Now host Kainoa Carlson in this segment to share the work of the Surfrider Foundation Maui Chapter through its “Rise Above Plastics on Vacation” initiative, and how visitors are being encouraged to contribute to sustainability and natural resource protection. The Maui Visitors and Convention Bureau provides co-branded reusable water bottles to support this effort and is actively inviting other vacation rental units and condominium complexes to join the program. This is one of many programs HTA is supporting under its Natural Resources pillar to better manage tourism in our beloved home in Hawaiʻi. See other segments like this below.

Cruise Industry
Hawai‘i Executive Cruise Familiarization Trip

The 2022 Hawai‘i Executive Cruise Familiarization (FAM) trip took place from September 24 to October 2 in Hawai‘i. The goal of this program was to re-establish relationships between the cruise lines and local community stakeholders within the cruise industry, and to introduce partners to the concept of mālama Hawai‘i. With support from the Island Chapters, the group’s itinerary included a combination of pier inspections, stakeholder events, and select experiences unique to each island. Representatives from Norwegian Cruise Line, Princess Cruises, Holland America, Seabourn Cruise Line, and P&O Cruises Australia met with HTA staff and came away with a new understanding of the Hawaiian Islands and HTA’s pivot toward a new model of regenerative tourism.

Following the FAM, Kristina Freinik from Holland America shared with HTA, “As I sat and told stories to my family yesterday – it really hit me how fortunate I was to experience such an incredible and extraordinary trip!! What stands out the most is the people and the love for the land, and the hope that we can do more!! So many amazing people working on initiatives and influencing change – I really came away more hopeful of our future…”
Hawai‘i Tourism USA
Hawai‘i Satellite Media Tour Reaches More Than 2.5 Million Viewers

The Hawai‘i Tourism USA (HTUSA) Public Relations team coordinated a Hawai‘i Satellite Media Tour (SMT), a series of television and radio interviews conducted in a single day from a single location. During the early morning hours of September 14 at the Hawai‘i Convention Center, HTA President and Chief Executive Officer John De Fries fielded live and recorded interviews with 22 broadcast outlets across the country.

Leading with the values of Mālama Ku‘u Home, the goal of the SMT was to educate potential visitors about the value of mālama and personally inviting visitors to become part of the solution to care for Hawai‘i – its people, place and natural resources. To date, 15 of the 22 regional and national broadcast interviews have aired in key continental U.S. markets reaching more than 2.5 million viewers with an estimated publicity value of over $130,000.
HTUSA Educates and Engages with Travel Advisors at Delta Vacations University

HTUSA’s Central and Island Chapter teams attended Delta Vacations University in Atlanta, Georgia, September 17 and 18. The two-day educational event drew more than one thousand travel advisors from around the country to the Georgia World Congress Center. HTUSA conducted four destination seminars for 480 advisors sharing the importance of destination management and regenerative tourism as well as highlighting the Mālama Hawai‘i program. The seminars also featured destination updates . In addition, HTUSA showcased Hawaiian entertainment, including hula, over the course of two days at the trade show alongside Hawai‘i hotel partners.
Hawai‘i Tourism Japan
Tourism EXPO Japan

For the first time in four years, Tourism EXPO Japan was held from September 22 to 25, attracting 124,000 attendees. At the event, Hawai‘i Tourism Japan (HTJ) featured the Hawaiʻi Pavilion showcasing elements based on the concept of mālama Hawaiʻi. To educate potential visitors and encourage pono travel, HTJ incorporated a display on ʻŌlelo Hawaiʻi and Hawaiian proverbs, information on the Made in Hawaiʻi certification program with an exhibition of products, and Hawaiian music and hula performances on-site. Attendees were also able to participate in the “Mālama Hawaiʻi Station” talk show followed by educational quizzes to increase their awareness about caring for the Hawaiian Islands. Approximately 10,000 people visited the Hawaiʻi Pavilion on each public day.

A fundraising project for a local nonprofit organization was also conducted throughout the event, with a total of 139,700 yen raised. In addition, digital advertisements, posters, and hanging banners promoting Mālama Hawaiʻi were displayed, furthering Hawai‘i’s message of mālama.

As part of Tourism EXPO Japan, 43,600 people attended its industry days on September 22 and 23. In partnership with Hawaiʻi stakeholders and the Hawai‘i Promotions Committee Japan (HPCJ), 80 B2B meetings were held with 12 HPCJ companies at the Hawai‘i Pavilion. During these meetings, HTJ exchanged information on Mālama Hawaiʻi and regenerative tourism.
Mālama Hawaiʻi Focus in Asahi Shimbun

An eight-page advertisement highlighting mālama Hawai‘i was featured in the September 22 issue of Japan’s Asahi Shimbun newspaper and distributed widely in Tokyo, Osaka and Nagoya. The goal was to educate potential visitors about traveling mindfully and introducing them to each island’s unique offerings. The ad also included information on “10 Things to Do to Become a Pono Traveler,” a message from a Mālama Hawai‘i ambassador, the Aloha+ Challenge, Hōkūleʻa and its mission, and things everyone can do to nurture the earth and protect Hawaiʻi’s natural and cultural resources.
Adventure Tourism Media Gathering

HTJ provided support during a media gathering that was focused on Hawai‘i’s adventure tourism experiences on September 21. During the event, HTJ gave a presentation to 52 media representatives about the state’s sustainability goals, tourism guidelines, Mālama Hawaiʻi initiatives, and various case studies and trends throughout the islands. Participating attraction stakeholders were able to network with media and discuss future opportunities. As a follow-up, HTJ assisted with several media who visited Hawai‘i.
Hawai‘i Tourism Canada
Market Update

Canada has ended all COVID-19 border and travel restrictions, including mandatory vaccinations and random testing on-arrival, and has made the ArriveCAN app optional. Foreign nationals and residents are no longer required to show proof of an approved series of COVID-19 vaccinations to enter the country. In addition, travelers entering Canada are no longer be subject to random mandatory COVID-19 testing. The prior requirement for unvaccinated travelers to isolate upon entry also no longer applies. This policy came into effect on October 1, 2022.

In addition, travelers are no longer required to undergo health checks for travel via air and rail, or wear masks on planes and trains. Although masks are now optional, travelers are still being advised to wear one.
In-Person Trade Shows Resume

Hawai‘i Tourism Canada (HTCAN) recently participated in the first series of in-person trade shows in Canada, which were well-timed to reconnect with travel agents prior to the start of the fall and winter booking season. Canada’s three largest tour operators held the following events, some of which included a virtual component allowing HTCAN the opportunity to reach out to agents in smaller markets.

WestJet Expos – HTCAN and seven Hawai‘i partners participated in events held in Toronto, Calgary and Vancouver, with a total attendance of 925 agents.

Air Canada Vacations’ ACV Dream Makers Event – HTCAN participated in the in-person and virtual trade shows with an attendance of more than 500 in Montreal and over 800 who participated online.

TravelBrands’ Agent Appreciation Events – HTCAN participated in the in-person and virtual portions of these shows with a total attendance of more than 800 in-person agents in Toronto and Montréal, and an additional 500 travel professionals who joined virtually.
Hawai‘i Tourism Oceania
HTO and Hawaiian Airlines Mālama Hawai‘i Familiarization Trip

Hawai‘i Tourism Oceania (HTO), in partnership with Hawaiian Airlines, showcased the diverse Hawaiian Islands to seven targeted Mālama Hawai‘i travel advisors from across Australia and New Zealand during a week-long familiarization trip. This was HTO’s first travel trade FAM in over two years and a truly memorable trip for the attendees.

During the trip, the group explored O‘ahu, Maui and Lānaʻi while learning more about the Mālama Hawaiʻi initiative by participating in various activities. Attendees experienced Aloha Festivals’ Royal Court Investiture and Opening Ceremony in Waikīkī which kicked off the month-long celebration, visited Bishop Museum, enjoyed a day of adventure on UTVs at Kualoa Ranch, and participated in the Planter’s Experience at Gunstock Ranch to mālama ‘āina, care for the land. On Maui, the group visited Maui Ocean Center to learn about regenerative efforts and responsible tourism. On the last day of the trip, attendees volunteered at the Lānaʻi Cat Sanctuary.

The travel advisors had an opportunity to experience the aloha spirit and hospitality while staying at renovated properties, including ‘Alohilani Resort Waikiki Beach, Sheraton Waikiki, Royal Lahaina Resort & Bungalows, and Kā‘anapali Beach Hotel. They were also impressed during site inspections at The Royal Hawaiian, a Luxury Collection Resort, The Kahala Hotel & Resort, Courtyard by Marriott O‘ahu North Shore, The Ritz-Carlton Residences, Waikīkī Beach, Hyatt Regency Maui Resort & Spa, Sheraton Maui Resort & Spa, Westin Maui Resort & Spa, Four Seasons Resort Lānaʻi, and Sensei Lānaʻi – A Four Seasons Resort.
HTO Targets International Coastal Clean-Up Day to Emphasize the Need to Care for Our Oceans

International Coastal Clean-Up Day, held annually on September 19, provides an opportunity for HTO to highlight the connection and responsibility we have as people of the Pacific to look after the oceans that connect us. This year, the HTO team recommenced a very special initiative involving Sea Cleaners, a New Zealand nonprofit environmental leader, and working with aligned Hawai‘i organizations and local youth leaders to focus on the importance of reducing plastics in the Pacific.

This year’s partnership included 10 youth ambassadors from Australia, New Zealand and Hawai‘i who came together on the island of O‘ahu to participate in beach clean-ups and talk story sessions with schools and communities about a collaborative approach to solutions. The initiative included participation and support by a number of partners including Hawaiian Airlines, Marriott Hotels & Resorts, Sustainable Coastlines Hawai‘i, Nā Kama Kai, Take 3 For The Sea, and the Consulates of Australia and New Zealand.

The initiative is aligned with the Hawai‘i Tourism Authority’s strategic direction around regenerative tourism and the concept of mālama to care for people and place. Mālama-aligned experiences were integrated in the group’s schedule to highlight how tourism can play a part in making positive change.

HTO’s Darragh Walshe and Sea Cleaners’ Hayden Smith began this collaboration in 2018 as a way to highlight the impact that local habits in Australia and New Zealand, and all Pacific neighbors have on this precious expanse of water. The initiative is based around the connection we have as Pacific islanders and the connection and collaboration that can be created through travel and exchange.

“We are pleased to bring this important initiative and inspiring group of youth back to the Hawaiian Islands after a two-year pause, and to be able to align this trip with the important concept of mālama which is the key to the direction tourism needs to be heading in,” commented Walshe.
Hawai‘i Tourism Korea
HTK Co-Promotion with Hawaiian Airlines Attracts Honeymooners

HTK and Hawaiian Airlines ran a banner ad promotion with e-commerce firm Gmarket from August 15 to September 11, ahead of the demand for autumn honeymoon travel to Hawai‘i. Gmarket is a subsidiary of SSG group and formerly known as eBay Korea. The promotion featured Hawaiian Airlines’ extensive network to various islands and introduced Hawai‘i’s romance and relaxation experiences, such as boating along the Nāpali coast, hiking to Pu‘upehe on Lāna‘i, surfing in Waikīkī, and shopping.

Hawaiian Airlines released special fares and organized airport lei greetings to welcome honeymooners visiting the neighbor islands. Gmarket provided Hawai‘i hotel discounts for honeymooners as an additional benefit. The promotion reached more than 4 million people and a total of 187 Hawaiian Airlines tickets were issued during the promotional period.
Made in Hawai‘i Brand Co-op With SSG

Hawai‘i Tourism Korea (HTK) continued its integrated culinary co-op campaign with SSG.com online shopping mall and executed a consumer event on September 3. During the three-hour event, the chef conducted live cooking demonstrations on how to make poke and loco moco, and shared stories of Hawai‘i’s food culture. Hawai‘i sea salt was utilized in both dishes and featured as a prominent ingredient widely used in Hawai‘i cuisine.

To maximize social buzz, the event was broadcasted live on Instagram. HTK also executed a consumer event on its Instagram channel and placed advertorial content in collaboration with four leading social influencers. The campaign was promoted through SSG.com’s press release and BarNDining magazine’s print articles and social posts, which were published on the social channels of all three campaign partners generating a total publicity value of more than $400,000 USD.
Mālama Hawai‘i Advertorials

In September, HTK successfully carried out an extensive Mālama Hawai‘i advertorial campaign with a total of seven publications incorporating both consumer and travel trade media and generating a total of 11 print and online articles in Maeil Business Newspaper, Chosun Ilbo, Korea Travel Times, Global Travel News, Pitch by Pitch Magazine, Travel Daily, and Discovery News. Utilizing content from Pitch By Pitch Magazine’s individual media FAM trip, the advertorials showcased Hawai‘i’s sustainable hotels, farm-to-table culinary experiences and foods, farmers’ markets, the islands’ unique culture, and mālama-based experiences through travel2change.
Magazine <B> Mālama Hawai‘i Special Issue and Photo Exhibition

Magazine <B> is a globally known publication showcasing valued brands around the world. In celebration of Magazine <B>’s 92nd special Hawai‘i issue which was published in early October, HTK held a photography exhibition in South Korea titled, “Faces of Hawai‘i” from October 10 to 23. In partnership with the magazine, HTK featured Hawai‘i as an island community and home to our residents, and a land of unique culture and history. The event included a talk story session led by the magazine’s editor and photographer who visited Hawai‘i in August and interviewed HTA Chief Brand Officer Kalani Ka‘anā‘anā for the issue.
Hawai‘i Tourism China
HTC Participates in Beijing College Fair

As a partner of the 2022 U.S. Commercial Service Travel & Tourism group, Hawai‘i Tourism China participated in the U.S. Embassy B2B and B2C Education College Fair in Beijing on September 22. The fair was conducted together with American Airlines, United Airlines, Delta Air Lines, Visa, Dufry, Western Union, Hertz, and other U.S. destinations. The U.S. Embassy in Beijing promoted the event with flyers including participants’ logos on WeChat and Weibo for five days. The posts received more than 1.2 million views.
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