The Hawaii Tourism Authority (HTA) has rolled out new global campaigns to promote Hawaiian culture and responsible travel, with the goal of increasing visitor demand and supporting local communities. The initiatives aim to showcase the unique experiences and people of Hawaii, encouraging travelers to explore the islands responsibly.
Mufi Hannemann, HTA board chair, emphasized the importance of highlighting Hawaii’s people, culture, and experiences to attract travelers in a competitive global market. The campaign, titled “The People. The Place. The Hawaiian Islands.,” will feature individuals such as Chef Kyle Kawakami, Creative Director Meleana Estes, and Musician Kainani Kahaunaele, who represent different facets of Hawaiian culture.
Targeting eco-conscious travelers interested in learning about local cultures, the campaign will first launch in the continental U.S. before expanding to other markets. In Japan, campaigns like “Beautiful Hawai‘i” and “Yappari Hawai‘i” are already underway, utilizing digital and TV advertising to drive bookings and promote regenerative tourism.
According to industry research, every dollar spent on these campaigns in the U.S. and Japan resulted in significant visitor spending and state tax collections. The new campaigns, managed by HTA’s global marketing teams, build on past initiatives like “Hawai‘i Rooted” and “Mālama Hawai‘i,” focusing on educating visitors about Hawaiian customs and encouraging responsible travel practices.
With a strong emphasis on supporting local businesses and preserving Hawaii’s natural resources, these campaigns aim to attract travelers who are mindful of sustainability and cultural preservation. By showcasing the beauty and diversity of the Hawaiian Islands, HTA hopes to create a positive impact on both visitors and local communities.