Hawaii Tourism Aims to Transform How Visitors Think of Vacationing in the Islands

The Hawaii Tourism Authority wants to change how visitors think of vacationing in the Islands.

Nearly a year into its new Malama Hawaii campaign, the HTA has plans for a large-scale rollout of its new branding complete with education for the travel trade as well as visitors.

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

During the Hawai'i Tourism Authority's Winter Tourism Update, the organization went into detail about how it plans to fulfill HTA's Strategic Plan, which would use approximately $34 million for branding.

A good portion of the presentation focused on its brand marketing pillar aimed at protecting and enhancing its competitive brand in a way that is coordinated, authentic and market-appropriate in addition to an update on the state of tourism in Hawaii.

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

The multi-year strategic plan for building back tourism calls for "regenerative tourism," which seeks to balance the economics of tourism with the wellbeing of Hawaii's communities and natural resources.