Hawaii tourism

Hawaii Tourism aims to transform how visitors think about island vacations

The Hawaii Tourism Authority wants to change the way visitors think about island vacations.

Nearly a year after the debut of its new Malama Hawaii campaign, the HTA plans a large-scale rollout of its new brand image with education for the travel industry as well as visitors.


The organization wants visitors to consider that, rather than just a vacation destination, Hawaii is a home to be respected and explored.

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During the Hawaii Tourism Authority’s Winter Tourism Update, the organization detailed how it plans to achieve HTA’s strategic plan, which would use approximately $34 million for the brand image.

Much of the presentation focused on its brand marketing pillar of protecting and enhancing its competitive brand in a coordinated, authentic and market-responsive manner, in addition to a status update. tourism in Hawaii.

“Our mission is to strategically manage Hawaiian tourism in a sustainable manner consistent with economic goals, cultural values, preservation of natural resources, community desires and visitor industry needs,” said the CEO. of the Hawaii Tourism Authority, John De Fries.

The multi-year Strategic Plan to Rebuild Tourism calls for “regenerative tourism,” which seeks to balance the tourism economy with the well-being of Hawaii’s communities and natural resources.

Some of the ways in which these efforts are accomplished are through management efforts, including improving infrastructure and facilities, ensuring that local communities benefit from tourism, reviewing and improving regulations, and involving local communities. tourism decisions.

Beyond local impact, the HTA attempts to educate travelers on how to travel responsibly, manage visitor movement, and manage tours.

Volunteering in Hawaii
Volunteering in Hawaii. (photo via Heather Goodman, Hawaii Visitors and Convention Bureau)

While tourism has stalled in 2020, it is rebounding and Hawaii wants to be better prepared for the influx of travelers than it was in 2019 when the islands welcomed around 10 million visitors.

“We demonstrated in 2019 that we don’t have all the policies and systems in place to properly manage 10 million people, but that doesn’t mean we can’t,” De Fries said.

Recent data suggests tourism is recovering, but a full rebound is still a long way off, with domestic travel possibly returning to normal by the end of 2022, but international travel possibly not returning to full steam until 2024.

In the meantime, the HTA is focused on educating the public and the travel industry with plans for a training event at the end of the second quarter that will begin on the West Coast.

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