Kauai Now: Hawai‘i Tourism Authority Introduces Fresh Initiatives to Boost Travel Interest

The Hawai‘i Tourism Authority is ramping up its efforts to attract responsible travelers to the Hawaiian Islands with the launch of new targeted campaigns. The goal is to showcase the unique people, culture, and experiences that make Hawai‘i a one-of-a-kind destination.

Under the theme of “The People. The Place. The Hawaiian Islands.,” the campaign will highlight local musicians, chefs, farmers, culturalists, and more who rely on the visitor industry for their livelihood. This initiative aims to appeal to eco-conscious travelers who are interested in learning about the local culture and protecting the Islands’ natural resources.

While the campaign will initially focus on supporting Maui, it will also promote each island’s unique brand. The campaign will be rolled out in the continental U.S. first, utilizing various marketing channels to reach potential travelers.

In Japan, the HTA has already launched the “Beautiful Hawai‘i” and “Yappari Hawai‘i” campaigns to entice Japanese visitors to return to the Islands. These campaigns have been successful in generating millions of impressions through digital and TV advertising, social media, and partnerships.

According to HTA’s interim president and CEO, Daniel Nāho‘opi‘i, redeveloping higher-spending international markets like Japan is crucial for balancing the visitor mix in Hawai‘i. The new campaigns aim to promote regenerative tourism by encouraging visitors to support local businesses and enjoy a range of experiences while caring for the Islands.

Overall, these campaigns represent a shift towards visitor education messaging that focuses on sharing the stories of Hawai‘i’s people, cultures, and customs. By highlighting the unique aspects of the Islands and promoting responsible travel, the HTA hopes to attract travelers who will contribute positively to the local economy and community.