The Hawaii Tourism Authority has launched new global campaigns to promote responsible travel and support local communities through thoughtful tourism practices. The campaigns, titled “The People. The Place. The Hawaiian Islands.” aim to showcase Hawaiian culture and experiences to attract visitors from key markets around the world.
Mufi Hannemann, HTA board chair, emphasized the importance of keeping the Hawaiian Islands top-of-mind among travelers in the competitive global market. The campaign will feature individuals such as Chef Kyle Kawakami, Creative Director Meleana Estes, and Musician Kainani Kahaunaele, highlighting their contributions to the vibrant visitor industry.
The campaign targets eco-conscious travelers who are interested in learning about the local culture and protecting the Islands’ natural resources. It will be launched in the continental U.S. first, with plans to expand to other markets globally.
In Japan, the campaigns “Beautiful Hawai‘i” and “Yappari Hawai‘i” are already underway, utilizing digital and TV advertising, social media, and partnerships to drive bookings. These campaigns aim to inspire Japanese visitors to return to the Hawaiian Islands and support local businesses.
According to industry research, every dollar spent on strategic campaigns in the U.S. and Japan resulted in significant visitor spending and state tax collections. The new campaigns mark a shift in visitor education messaging, focusing on sharing the stories of Hawai‘i’s people and customs to promote responsible tourism practices.
Overall, the Hawaii Tourism Authority’s new campaigns aim to reinvigorate responsible travel demand, support local communities, and showcase the unique culture and experiences of the Hawaiian Islands to a global audience.