Video Message From 
HTA President and CEO John De Fries
‘O Wākea ka i lalo, ʻo ka lā ka i luna.
Wākea is setting while the sun is at its zenith (noon at fall equinox).

This line is from the chant, “ʻO Hānau Ka Lā.” Hawaiians devised various methods of recording information for the purposes of passing it on from one generation to the next. One of these methods was the oli (chant). Elaborate oli were composed, recited and shared to record important information, including births, deaths, triumphs, losses, and good and bad times. The oli above reminds us of the different environmental elements, their kuleana (responsibilities) and the change in season as we enter the fall season.
Working in conjunction with the Native Hawaiian Hospitality Association (NaHHA), the Hawai‘i Tourism Authority (HTA) recently supported Hawai‘i-based fashion designer Micah Kamohoali‘i in the debut of his clothing company, Dezigns by Kamohoali‘i, on the storied catwalks of New York Fashion Week. A Hawai‘i Island native, renowned kapa artist (practicing the traditional skill of fashioning wauke tree bark into fine fabrics), and kumu hula (hula master) of traditional hula school Hālau Nā Kīpu‘upu‘u, Kamohoali‘i proudly represented Hawaiʻi and showcased his styles on September 9 at Sony Hall, presented by Runway 7.

Hoʻomaikaʻi e Micah Kamohoaliʻi! Mahalo for your work and commitment to perpetuate the Hawaiian culture and your craft.
Video courtesy: Hawaiian Airlines 
New Hawaiian Airlines In-flight Video Encourages Guests to Travel Responsibly

On September 13, Hawaiian Airlines debuted its new, five-minute in-flight video, “Travel Pono,” on its transpacific flights, sharing with passengers ways they can safely and responsibly enjoy their time in Hawai‘i. The video features five Hawaiian Airlines crewmembers — including a cultural practitioner, and volunteers for search and rescue operations and marine mammal protection — sharing their knowledge of ocean and hiking safety, conservation of endangered species and the environment, and cultural and community best practices.

The “Travel Pono” video is currently screening on the in-flight entertainment systems of Hawaiian Airlines’ wide-body Airbus A330 aircraft and via the wireless streaming function for personal devices on narrow-body Airbus A321neo aircraft.

HTA thanks Hawaiian Airlines for taking a leadership role in educating visitors about how to respect and nurture our people and home for the well-being of our communities throughout the state.
Travel Tips Educate Visitors at Daniel K. Inouye International Airport

As a part of HTA’s destination management efforts, educational Travel Tips are being displayed in the baggage claim areas of Terminals One and Two at Daniel K. Inouye International Airport on O‘ahu. The travel tips include important information for travelers and are focused on ways to preserve Hawai‘i’s culture, protect wildlife, hike safely and responsibly, and support ocean conservation and safety. Mahalo to the State of Hawai‘i Department of Transportation, Airports Division – O‘ahu District, for its support providing digital space for these traveler safety tips and messaging.
Hawai‘i Tourism USA
HTUSA Partners with Conde Nast Traveler and Matador for Mālama Hawai‘i Custom Content

Hawai‘i Tourism USA’s (HTUSA) leisure consumer paid media strategy includes partnering with trusted travel partners to help share the Mālama Hawai‘i campaign’s story in ways best resonating with their audiences and creating mindful travelers. Working with Condé Nast Traveler and Matador, HTUSA recently launched custom-made videos for digital and social media distribution — including accompanying feature articles — to be promoted digitally through October.
American Intent for Future Leisure Travel Slides Alongside Drop in Consumer Perceptions of Safety

A consumer traveler sentiment tracking study released by Destination Analysts in early September revealed that air travel, indoor attractions and restaurants have suffered notable declines in safety perceptions in recent months. The study found that, since early July, perceptions of commercial air travel as safe fell to 37.1% from 51.1%, perceptions of indoor attractions (e.g., museums and aquariums) declined to 44.4% from 59.9%, and perceptions of dining in at restaurants dropped to 52.8% from 67.7%. While Americans are still largely excited to travel in the next 12 months, expectations for leisure travel in the next three months has declined. In total, 71.4% of study respondents said they have a high level of excitement for travel. However, fewer Americans reported planned overnight leisure trips (52.6%, down from 56.7% in August) and planned leisure day trips (43.1%, down from 51.4% in August).

Source: Destination Analysts Wave 73 — September 6, 2021
HTUSA Receives Honor at 2021 ASTA Global Convention
Hawai‘i Tourism USA, also known as the Hawai‘i Visitors and Convention Bureau (HVCB), was honored with the distinction of 2021 Domestic Destination Partner of the Year at the American Society of Travel Advisors (ASTA) Global Convention in August. An ASTA convention sponsor, HTUSA conducted a presentation for more than 100 convention attendees, hosted an exhibition at the convention trade show, conducted one-on-one appointments, and attended general sessions and networking events. Held in Chicago from August 23 to 25, the ASTA convention attracted more than 500 retail travel advisors.
Hawai‘i Tourism Japan
HTJ Collaborates with Travel Trade Industry Partners to Amplify Mālama Hawaiʻi Message

Hawai‘i Tourism Japan (HTJ) collaborated with travel trade industries in August to spread the Mālama Hawaiʻi message. The effort involved major wholesalers — including JTB, H.I.S. and KNT-CT — placing Mālama Hawaiʻi messaging, banners and video footage on their websites and collateral materials. HTJ is continuing its Mālama Hawaiʻi messaging with other partners as well.
JCB Trolley Bus Incorporates Mālama Hawaiʻi Messaging

HTJ collaborated with JCB International Credit Card Company to promote the Mālama Hawaiʻi message with a display on the JCB Waikiki Trolley’s Pink Line, which launched services on August 19.
HTJ Presents Donor Funds to Polynesian Voyaging Society

As a show of its advocacy for the Support Hawaiʻi project, HTJ presented $3,100 in donor funds to the Polynesian Voyaging Society at an August 2 donation event. A report page for the event was created on and included a mahalo message from Polynesian Voyaging Society staff to donors.
Hawai‘i Tourism Canada
An Update on Current Canada-United States Border Policy and Travel Restrictions

On August 9, Canada began accepting fully vaccinated U.S. citizens and permanent residents into the country, and eliminated the hotel quarantine for all travelers.

The United States, however, is advising its citizens to reconsider travel to Canada for the time being citing COVID-19 risks. The Centers for Disease Control and Prevention (CDC) has a Level 3 travel advisory for Canada in effect, which indicates “a high level of COVID-19 in the country.” Level 3 is the CDC’s second-highest tier in its set of travel-advisory levels for other countries, with a Level 4 advisory essentially warning U.S. citizens against travel to a country issued that tier.

The United States got an earful from angry Canadians when it announced it would keep its side of the Canada-U.S. land border closed to non-essential travel until at least September 21. Dozens of complaints from Canadians — and their American spouses — argued that the United States Department of Homeland Security’s explanation for keeping the border closed doesn't add up because Canadians can still fly into the U.S.

The Canadian side of the border will remain open to fully vaccinated travelers from all countries, not just the U.S. Fully vaccinated travelers are also no longer required to do on-arrival and day-eight testing, but may be subject to random testing at the border.
NaHHA Webinar Sharing the Meaning of Mālama Included in New Canadian Travel Trade Campaign

A webinar hosted by the Native Hawaiian Hospitality Association (NaHHA) is one of six in a new Canadian travel-trade training campaign. NaHHA’s webinar, which shares a deep explanation of the Hawaiian cultural value mālama, can be viewed on a dedicated website created by Canada-based incentives and rates info hub Spoiled Agent through the campaign’s end in January 2022. NaHHA’s live webinar presentation drew 40 attendees on Zoom and 137 on Facebook Live.
Hawai‘i Tourism Oceania
HTO Continues Mālama Hawai‘i Rollout in Australia and New Zealand Markets

Hawai‘i Tourism Oceania (HTO) continues to introduce concepts of the Mālama Hawai‘i campaign into the Australia/New Zealand market, primarily through its social media following and in line with brand messaging aligned to HTA’s regenerative tourism approach. HTO’s Mālama Hawai‘i messaging is being well-received, showing engagement and reach among the Australia/New Zealand market’s top posts.
Hawai‘i Tourism Korea
HTK Shares Series of Mālama Hawai‘i Campaign Videos

Hawai‘i Tourism Korea (HTK) recently promoted Mālama Hawai‘i via the release of campaign video clips on Instagram and Facebook. HTK posted a video each Wednesday for five weeks, including a teaser, and videos on aquaculture, sustainable farming, reforestation and habitat stewardship. HTK localized the in-depth content in each post to make sure its messages meant to educate Korean travelers about respectful and responsible travel in Hawai‘i were clearly understood.
HTK Partners with Everland Resort Caribbean Bay for Consumer Promotion

From June through August, HTK partnered with Yongin-based indoor-outdoor water park Emerald Resort Caribbean Bay on a summer promotion as part of an integrated consumer campaign designed to inspire Korean travelers to keep Hawai‘i top of mind. The campaign, which consisted of three offline and online consumer events, also highlighted responsible travel via Mālama Hawai‘i videos and localized educational messages. The online event drew more than 2,000 participants (generating 880,000 impressions and including a mobile app push to 940,000 users). The campaign’s Aloha Photoshoot event attracted participation from over 200 water park guests, while its Instagram Sweepstakes generated more than 10,500 likes and 100,000 impressions.
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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.