A pivotal moment is once again unfolding in Hawaii tourism as the state navigates fast-shifting visitor demographics and the aftermath of devastating events on Maui and now in Los Angeles, Hawaii’s largest target market.
The Hawaii Tourism Authority’s latest initiative—leveraging Tourism Cares and millions in emergency funds—spotlights a targeted push to realign the visitor experience, again refocusing on mindful travel and an old theme, revitalizing relationships with travel agencies. Does this even make sense?
Free Travel Industry (FAM) Tours: Rekindling Connections or Just a Junket?
Twenty travel industry leaders participated in the free Tourism Cares FAM (familiarization) tour on Maui in December. The program showcased regenerative tourism and how to design responsible itineraries. So far, the names of the twenty leaders and their organizations have not been released.
The goal of regenerative tourism is inspiring visitors to impact a destination positively. A responsible itinerary is one that minimizes negative impacts on the environment and local communities.
Where does that leave visitors who want to vacation under the tropical sun, enjoy ocean activities, and support the local economy by choosing Maui?
With buzzwords like regenerative tourism and responsible itineraries, it sometimes feels more is required than just a vacation to visit Maui.
Tito, a longtime visitor, underscores what many believe mindful travel should encompass: “Being a mindful tourist in Hawaii means not venturing off marked hiking trails, not trespassing on private property, not disturbing wildlife, taking only photos, and leaving only footprints.”
This initiative aimed to showcase Maui Island’s resilience and cultural and sustainable tourism offerings. Participants experienced a carefully curated itinerary on Maui that included a sunset catamaran tour, emphasizing Maui’s coastal beauty and the importance of sustainable marine tourism, and the Maui Pineapple Tour, highlighting the island’s agricultural heritage and farm-to-table initiatives.
Visits to local attractions and historical landmarks offered insights into Hawaii’s rich cultural heritage. At the same time, dinner experiences and accommodations that appeared to be at prominent locations showcased the luxury and authenticity travel advisors could promote to clients.
This blend of cultural immersion, scenic tours, and high-end experiences served as a platform for promoting mindful and responsible tourism. However, the focus raises questions about whether this itinerary truly aligns with Hawaii’s broader tourism strategy of sustainability and community benefit—or if it leans more toward offering advisors an indulgent vacation to spur their sending clients to the islands.
By placing travel advisors directly in the heart of Hawaii’s recovery efforts and cultural highlights, the HTA hopes to encourage a renewed focus on fostering high-value, sustainable visitors. Still, while undoubtedly appealing, the choice of activities leaves skeptics questioning whether the program truly represents a shift in strategy or simply a re-polished public relations effort.
A disconnect prompting a deeper examination?
Are travel advisors the key to bringing high-value, mindful tourists to Hawaii? Or is this initiative simply a reflection of outdated strategies being recycled in the wake of more challenging times?
While travel agents play a role in specialized, group or luxury travel, Hawaii’s accessibility and the wealth of online resources make direct booking far more common for the vast majority of visitors. This aligns with national trends showing a relatively small but specific segment relying on travel advisors for curated experiences.
Hawaii’s tourism recovery efforts bolstered by millions in emergency funds.
Activated for only the second time since the fund’s creation in 1998, some of these emergency funds likely supported the Tourism Cares FAM tour, given the HTA’s stated focus on shoring up the industry during this continued tourism emergency.
The free FAM tour, which brought over 20 travel advisors to the islands, aligns with Hawaii’s broader strategy to refocus on high-value, mindful tourism to help support Maui’s recovery. By offering firsthand experiences of local culture and sustainable tourism initiatives, Hawaii used this vehicle in its efforts to help rebuild the visitor base, emphasizing thoughtful travel.
Critics, however, question whether such programs will yield measurable results, given that only a small percentage of Hawaii visitors use travel agents. Reader Rebecca’s comment captures the skepticism: “The tone of everything I see now coming from Hawaii is a big turn-off. It’s a big world, and there are many other tropical locales that would take me and my money with open arms.”
Others emphasize the importance of welcoming all visitors, not just high spenders or those traveling through agencies. Jen shared, “Y’all have made it clear that visitors are no longer welcome. Extra taxes and fees are chasing people away when combined with the high cost of rental cars, hotels, and food.”
Can Travel Agencies Ever Make a Comeback in Hawaii?
Despite criticisms, the renewed focus on travel advisors reflects a strategic pivot, at least by the state. In an industry heavily dominated by ubiquitous online booking platforms, few believe travel agencies still hold a significant edge in delivering curated, mindful travel experiences in the islands.
For Hawaii, partnering with agencies may open opportunities to influence and educate these travelers, ensuring they arrive with greater awareness and respect for the islands. However, how far-reaching this impact might be remains entirely unclear.
Another Critical Moment for Hawaii Tourism.
This initiative comes at a time of reckoning for Hawaii’s tourism-dependent economy. The state faces mounting challenges, from climate-related crises to mainland financial concerns. Wendy M., a resident of Oahu, highlights frustrations with messaging: “Telling tourists to be ‘mindful’ is patronizing and offensive, especially when that same message doesn’t get delivered to locals who vandalize public restrooms, kill Hawaiian monk seals, and break into vehicles to steal.”
The FAM tour and Tourism Cares partnership aim to counteract such perceptions, though their ultimate impact remains debatable. Hawaii hopes to rebuild trust with visitors who share these values by prioritizing cultural respect, ecological sustainability, and local community support.
Yet whether these efforts can genuinely shift perceptions or address deeper concerns is unclear. Critics argue that Hawaii’s tourism strategies often emphasize ideals without translating them into measurable change. As challenges to the state’s tourism industry continue to grow, this moment could mark a test of tactics and a critical juncture in redefining Hawaii’s relationship with its visitors.
We welcome your input.
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Maybe think outside the box. Look at early Microsoft PCs. They came with a bunch of free software – because nobody was writing the software yet to make the product successful. Or look at Apple Stores – created when computer stores were seen to be failing to support computer sales. And every big company has strategic partnerships or wholly subsidized or owned partners. So if travel agents don’t exist for segments, or are failing in their offerings, perhaps that implies a needed direction? (Though, to be honest, government may be intrinsically structured to fail at such efforts. An even bigger problem.)
How ridiculous and a total waste of time. As several BOH readers have rightly opined, this is virtue signaling, faculty Lounge theorizing, and tourist lecturing from a perspective that has long past. Travel agents and travel planners are for the 1960s and ’70s. They are totally out of date today. Everyone in the world knows about Hawaii, and if they want to visit they know how to do it. They make their reservations online or through major hotel/airline website platforms. This is nothing more than out of touch politicians and state government officials trying to appeal to the 1% of the population who are really only seeking Ultra luxury vacations. This is the Oprah, Zuckerberg, Bezos crowd. These people will not do anything that will help the citizens of Hawaii recover from the Maui fire or the tourist downturn and economic challenges of the day. Really sad!
I read about state agencies, thencn real estate associations, the Tourism associations, Merchants all bemoaning the decreasing tourism and trying all sorts of clever schemes like “regenerative tourism” but missing the basic problem – the white elephant in the room which is never discussed. The outrageous price gouging and nickel and dimeing tourists who do come to Hawaii only to realize that Hawaii has priced the middle-class out of coming to Hawaii. Prices need to be lowered but they won’t be- they keep increasing. Why? Again, we’re back to sheer greed
When we vacation in Hawaii, we have our own clear agenda. We don’t need or want a high priced travel agent or tourism authority telling us how we should spend our time and money. For the HTA to do so is patronizing and insulting. I have no desire to be influenced or educated, and it’s worth noting that respect and trust go both ways. There are days when all I want to do is relax at the beach and other days when I want cultural immersion. But it’s my choice and for the HTA to say otherwise, and pander to the big spender is a huge turn off.
Dumb. All the counties have the power to flex on these outrageous hotel room rates. They need do remind those hotels that they don’t exist without local support. Enough is enough.
If the Kauai costal path was completed from the harbor to Anahola it would be the top destination attraction in the state I think 🤔! Everyone would enjoy riding it plus a true bike to work transportation route.
Travel agencies died with the internet and they’re not making a come back.
Well if they’re using emergency funds for this, I hope there’s transparency. Residents should know how these tours are helping the islands recover.
Travel agencies might help luxury travelers, but for the rest of us, it’s just not relevant anymore. I’d rather see efforts that make Hawaii more affordable.
Bringing back travel advisors might work for destinations that are lesser-known, but for Hawaii? Most people know exactly what they want to do there and head straight for it. Airlines, hotels, Airbnb make it incredibly easy.
I appreciate the focus on mindful tourism, but I wonder if it’s too little and late to change perceptions. Hawaii’s already battling over-tourism and rising costs.
Honestly, this feels more like a vacation for travel agents than a real effort to improve tourism. Are they seriously expecting big results from this?
FAM tours are great for boosting awareness, but they should include places that highlight sustainability. A pineapple farm and boat trip don’t seem like the right message.
This seems like a smart move if it genuinely helps bring in respectful, high-value visitors and help tilt the scale. But I’m curious how they measure success—does anyone know?
I love the idea of educating travel advisors, but does Hawaii really need them when most of us plan trips online? It feels like a throwback to an earlier era and yet another waste of money.
Who needs a travel agent? Anyone can go online for information? Most agents do just that. Talk to your neighbors, friends or relatives, Read ahead for ideas. Tourists should visit Upcountry, small Hawaiian churches, small businesses to get a “feel” for Maui. Yes the upscale hotels and restaurants are nice but we have been disappointed in many of them.
Aloha and hope you enjoy your stay on Maui, a true heaven on earth and get to know the people.