Spread the love
Post Views: 20

Hawai‘i Tourism Authority ( HTA ) - LogoIn a move as spirited as a hula at sunset and just as timely, a $6 million statewide campaign has been rolled out to pull Maui’s tourism industry out of its post-pandemic doldrums and back into the warm embrace of visitor confidence. It’s bold. It’s strategic. And it’s got just the right mix of island charm and economic punch.

The “Maui Emergency Marketing Campaign,” as it’s formally known, has been launched with all hands on deck—funded by the Hawai‘i Tourism Authority (HTA) and orchestrated with military-grade coordination by the Hawai‘i Visitors and Convention Bureau (HVCB). This isn’t your garden-variety marketing push. It’s a full-throttle, multi-channel assault on apathy, hesitation, and the chilling aftershocks of a tourism slump that’s seen Maui’s visitor numbers still trailing 21% below their pre-pandemic heights.

And let’s be honest—on an island where the economy leans more on tourism than a surfboard on sand, that’s no minor wobble.

UNITED FOR MAUI: WHEN ECONOMICS MEETS ALOHA

This campaign doesn’t just throw money into the air and hope for sunshine. Backed by Governor Josh Green, Department of Business, Economic Development and Tourism (DBEDT) Director James Kunane Tokioka, and HTA’s interim CEO Caroline Anderson, it’s been built on the foundation of public-private unity, where hotels, airlines, wholesalers, and media muscle have rallied for the cause.

The president and CEO of HVCB, Dr Aaron J. Salā, struck just the right chord, stating:

“With urgency and clear intention, we are working to deliver meaningful results for Maui’s families and local businesses.”

Poetic, yes—but not just words. This is a campaign with boots on the volcanic ground and eyes on the horizon.

THE CAMPAIGN COMPONENTS: STRATEGY, SCALE & SOUL

Let’s unpack what this $6 million buys you in the land of aloha:

  • National Wholesaler Program: The campaign’s marketing artillery is targeting the mainland with precision, partnering with powerhouses like Expedia, Costco Travel, Delta Vacations, Classic Vacations, Pleasant Holidays, and ALG/Apple Vacations. Their mission? Push Maui to the top of the holiday wish list from California to Kalamazoo.

  • Media Blitz: No namby-pamby ads here. Think robust destination showcases, pulsing social media campaigns, public relations manoeuvres with an ocean breeze—and all curated to highlight Maui’s rich, distinct offerings.

  • The Hawai‘i Special Offers Program: This is where the rubber meets the reef. With attractive deals across hotels, activities, and ground transport—bundled and broadcast through paid media—the goal is to convert dreamers into bookers.

  • Maui Nui Kākou Multi-Market Collaboration: This glossy cross-brand production (starring Nexstar Media and 15 top US markets) includes a “Maui Week” television takeover—something akin to Oprah’s Favourite Things, but with more hibiscus and fewer giveaways.

  • The L.A. Rams Partnership: Yes, those Rams. HTA’s ongoing deal with the NFL team ensures Maui is top-of-mind for America’s sports-loving, holiday-booking public. Call it gridiron meets hibiscus lei.

A CALL TO ACTION FOR LOCAL BUSINESS

HTA’s Caroline Anderson summed it up with the sort of clear-eyed optimism rarely heard in bureaucratic briefings:

“This campaign… represents a unified effort across government leadership, tourism partners, and national brands to support Maui’s recovery. It’s a vital step toward restoring confidence in travel to Maui.”

And if you’re a business owner in Hawai‘i with something to offer—be it a hotel room, a scenic tour, or a plate of loco moco—you’re being urged to get involved. Whether through the wholesaler network or by listing your best deals on the Hawai‘i Special Offers platform, there’s room at the marketing table.

WHY THIS CAMPAIGN MATTERS

Let’s not beat around the bush. Tourism is Hawai‘i’s lifeblood. Every surf lesson sold, every sunset cocktail served, every hotel bed turned down with a chocolate on the pillow—it all matters. Maui’s recovery isn’t just a local concern; it’s a state priority.

And this campaign, with its breadth, its partnerships, and its sense of cultural stewardship, is about more than filling flights and hotel rooms. It’s about telling the world: Maui is open. Maui is safe. And Maui is still the paradise you remember—and always will be.

TO PARTICIPATE OR LEARN MORE:

Local tourism businesses are encouraged to email [email protected] or visit the HVCB website to get involved in the Maui Emergency Marketing Campaign and contribute to the Special Offers Program.

By Michelle Warner

======================================