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.

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…”

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’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.

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.

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.

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.

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.

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), 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.

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.

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.

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.

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> 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.

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.