Seeds of Transformational Tourism Found at Fairmont Orchid in Hawai‘i

Hawai‘i is open for holiday travel, and a surge in tourist arrivals is imminent. But many living in Hawai‘i are frustrated with the effects of “over-tourism.” Locals say that Hawaiian values and lifestyle are eroding due to the sheer number of visitors and that many are disrespectful to their island home. Are some visitors willfully rude or only ignorant of the culture? How do we direct change in a state that has built most of its economy on tourism? Can the seed of a paradigm shift to Hawai‘i‘s tourism woes be found in a quiet garden on the Kohala Coast of Hawai'i Island? We think so. But first, here’s the backstory.

In July of 2021, tourist arrivals reached a high of over 879,551. Islanders reported over-crowded beaches and impassable roads in popular sightseeing areas. Shortages of supplies and food caused rural residents to drive miles away for the basics. Rental cars were scarce, and rates were astronomical. Tourists rented U-Hauls and pick-up trucks for touring, making it impossible for locals to rent them for household moves. Visitors in rental vans slept illegally in state parks and on neighborhood streets. They trespassed through private property to hike, following the advice of pay-for-play tour apps. Feeling that the State of Hawai‘i was placing tourism before their quality of life, residents and native Hawaiians rallied, holding protests at airports and government offices.

Pent-up demand for travel and low airfares are attracting more first-time tourists to Hawai‘i. Many are not ideal visitors. In checking social media channels and groups, images show tourists ignoring mask directives, harassing endangered wildlife, stepping on live reefs and trespassing in culturally sensitive areas. The natural resources are stressed. Hawai‘i is home for residents, but most tourists come for that “good time” vacation promised by the advertising hype. It is at this intersection of visitor expectation vs. quality of local life that Hawai‘i now finds itself. So what to do?

Some airlines, hotels, the Hawai‘i Tourism Authority (HTA) and the Native Hawaiian Hospitality Association (NaHHA) have implemented initiatives to inform tourists of proper behavior while being a guest in Hawai‘i. Visitors can take the Malama Pono Pledge or sign up for volunteer programs via the Malama Hawai‘i Program. Albeit these are voluntary and there is no way to ensure their efficacy. But they are the start of a redirect and revamp of the broken tourism model, which focuses primarily on increased visitor numbers to Hawaii.

Most feel this fractious “selling of aloha” has played out, and the time is right for a thoughtful change. To this end, much of the visitor advertising messaging has evolved from “party in paradise” to one of more profound appreciation for this unique place. Instead of “taking” from Hawai‘i, caring for Hawai‘i via voluntourism is the new message. Many moving parts of Hawai‘i tourism must be overhauled, but reaching out to visitors directly with education about Hawai‘i seems to affect the most immediate change.

Charles Head, General Manager of the Fairmont Orchid, says, “Respecting and caring for the land is integral to the Hawaiian culture. Visitors who engage in the practice of malama (caring for) Hawai‘i enjoy a more meaningful experience during their time here. It’s a priority for us to promote practices that protect our land and sea. We have a deep respect for this special place we call home and aim to take strides to build a more sustainable world for future generations.”

Many resorts and hotels share Hawai‘i‘s unique stories and experiences through their cultural programs, encouraging their guests to become conscious travelers. The Fairmont Orchid on the Kohala Coast of Hawai‘i island offers an exceptional array of enjoyable Hawaiian cultural activities that nurture the creation of a personal relationship with Hawai‘i.