Hawaii Tourism Authority Launches New Campaigns to Stimulate Significant Demand for Travel: Kauai Now

The Hawaii Tourism Authority has launched new targeted campaigns as part of its global marketing and visitor education efforts to reinvigorate demand for responsible travel from key markets around the world to the Hawaiian Islands.

“We are being more assertive in our messaging strategy with inspiring campaigns that highlight the people, culture and experiences of Hawaii, like anywhere else in the world,” said Mufi Hannemann, HTA board chair. “We need to ensure that the Hawaiian Islands remain top of mind for travelers amid the competitive global market, especially as we head into summer and fall.”

“The people. The place. The Hawaiian Islands. elevates Hawaii’s musicians, lei makers, chefs, farmers, culturalists, fashion designers and others in their industries that depend on a vibrant visitor industry. Some of the people who will be a part from the campaign in the coming months include Chef Kyle Kawakami of Maui Fresh Streatery; Meleana Estes, Creative Director and Author of Lei Aloha; and Kainani Kahaunaele, Musician and Educator;

“The People. The Place. The Hawaiian Islands. is geared toward Hawaii’s target traveler, defined as one who is environmentally conscious, aware of safety precautions, interested in learning about the culture of the places they visit, and willing to protect the natural resources of the islands. The campaign will be rolled out first in the continental US through an integrated marketing effort leveraging acquired, digital, social media and travel commerce education.

While this campaign will have a greater emphasis on supporting Maui, it will also build on each island’s brand and will be utilized by the Hawaii Tourism Authority’s global marketing teams in their respective markets and by Hawaii’s partners around the world.

“The People. The Place. The Hawaiian Islands. will be available on the market in mid-May.

In Japan, the “Beautiful Hawai’i” and “Yappari Hawai’i (“It’s Gotta be Hawai’i”) campaigns are already underway with an integrated mix of digital and television advertising, social media, earned media, partnerships and education commercial to boost bookings.

“Beautiful Hawai’i” shares the characteristics and key experiences of the Hawaiian Islands to inspire visitors to Japan to return, emphasizing the notion that “travel can make the world beautiful.”

“Yappari Hawai’i (It’s Gotta be Hawai’i)” has generated more than 61 million impressions to date, including on taxi and bus signage, social media and digital banners on Yahoo! Japan and Google. Additionally, HTJ engaged 22 industry partners with special offers as part of the campaign.

“Redeveloping our highest-spending international markets, including Japan, is critical to balancing our visitor mix across the state,” said Daniel Nāho’opi’i, HTA interim president and CEO. “The campaigns promote regenerative tourism by encouraging visitors to support our local businesses and enjoy a range of experiences that are accessible to them, while strengthening the Hawaiian Islands brand and travelers’ perceptions of Hawaii. These campaigns are based on the concept of educating visitors about mālama – caring for Hawaii – which remains at the core of our efforts.”

According to industry-standard research conducted by SMARInsights commissioned by HTA, every dollar spent on strategic, paid campaign placement in the US and Japan in 2023 resulted in $399 in visitor spending and $31 in state tax revenue .

The development and implementation of new campaigns are managed by HTA through its global marketing teams: Hawai’i Tourism United States and Hawai’i Tourism Japan.

The new campaigns mark the evolution of educational messages for visitors, focused on sharing stories of the people, cultures and customs of Hawaii. In 2019, with “Hawai’i Rooted,” HTA and its global marketing teams educated visitors before their arrival, while the “Kuleana” travel tips video series educated travelers on the island on how to visit with ease. security and responsibility.

In 2021, in the wake of the global pandemic, “Mālama Hawai’i” was launched, inspiring visitors to participate in caring for the islands and community.

Following the August 2023 wildfires on Maui, “Mālama Maui” encouraged travelers to return with respect and compassion. For tourism to better support post-fire recovery, “Mākaukau Maui” was launched to support residents who were ready to return to work, reassuring visitors that Maui is ready to welcome them.