Hawai‘i Tourism Authority Launches Educational Malama Hawai‘i Campaign
HONOLULU – Hawai‘i is inviting travelers to experience the Hawaiian Islands on a deeper level with a greater emphasis on connecting with our culture, giving back to the destination and preserving it for the future, while following safe health practices. That is the message behind a series of poignant and educational videos being played to visitors before and after they arrive in Hawai‘i. It is part of the Mālama Hawai‘i marketing campaign, which was recently launched through a partnership between the Hawai‘i Tourism Authority (HTA) and the Hawai‘i Visitors and Convention Bureau (HVCB).
The campaign’s target audience is the mindful traveler – those who respect the culture and environment
of the places they visit and seek to explore responsibly, to make meaningful memories through
enriching experiences. This is in line with HTA’s 2020-2025 Strategic Plan and its four interacting
pillars: natural resources, Hawaiian culture, community, and brand management.
The Mālama Hawai‘i campaign launched across the U.S. and includes social, digital, and video ads.
The digital and video ads can be seen by audiences on the mainland and in Hawai‘i.
The campaign messages are delivered in a variety of versions, including longer-format videos. Working
together, they highlight issues relating to the restoration of Hawai‘i’s natural resources, perpetuation of
Hawaiian culture, and how visitors can engage in these efforts:
• Episode 1: Noelani Lee on Aquaculture: Mālama Hawai‘i
• Episode 2: Ki‘ai Collier on Habitat Stewardsip: Mālama Hawai‘i
• Episode 3: Sam Ohu Gon III on Reforestation: Mālama Hawai‘i
• Episode 4: Rick Barboza on Sustainable Farming: Mālama Hawai‘i
• Brief version: A New Way to Travel: Mālama Hawai‘i
The videos drive visitors to the Mālama Hawai‘i page on www.gohawaii.com. HTA’s Mālama Hawai‘i
program is a statewide initiative involving nearly 100 industry partners and local organizations that
provide inspiring volunteer opportunities, which ultimately leads to regenerative tourism. By making a
positive impact, visitors are able to engage in an enriching travel experience and can even enjoy a free
night stay at participating hotels. Importantly, visitors traveling to Hawai‘i with purpose will walk away
with a long-lasting understanding of what it means to mālama (take care) our earth, each other and
The Mālama Hawai‘i videos and campaign were presented to HTA’s Board of Directors during the May
board meeting, which was held last Thursday.
About the Hawai‘i Tourism Authority
The Hawai‘i Tourism Authority is the State of Hawai‘i agency responsible for strategically managing its
support of the tourism industry. Established in 1998 to support Hawai‘i’s leading industry and largest
employer, HTA continually strives to help ensure tourism’s sustainability and the benefits it brings to
residents and communities statewide.
June 1, 2021 (21-15)
For more information about HTA, please visit www.hawaiitourismauthority.org. Follow updates from
HTA (@HawaiiHTA) on Facebook, Instagram, Twitter and its new YouTube Channel.