Hawaii's tourism marketing undergoes a significant transformation


Around The Planet

The Hawaii Tourism Authority (HTA), the state body in charge of tourism, has awarded the Council for Native Hawaiian Advancement (CNHA) a multimillion-dollar marketing contract for the US market (CNHA).

After more than two decades of partnership, the Hawaii Visitors & Convention Bureau has lost the contract.

According to the HTA, the contract includes support services for Hawaii's official travel website, app, social media channels, and creative material, as well as a variety of brand management and visitor education services.

According to the CNHA's website, the organization's aim is to "improve the cultural, economic, political, and community development of Native Hawaiians."

The CNHA expressed its gratitude to the HTA for "entrusting us as the entity to bring the transformation that Hawaii has long sought of our visitor industry" in a statement.

The multiyear agreement between HTA and the CNHA runs from June 30 to December 31, 2024, with HTA having the option to extend the agreement for another two years.

In an email to HVCB members, CEO John Monahan said, "We are highly dissatisfied with the decision and are determining the best course of action. This is in no way a criticism of the collaborative effort we've done to chart a new path - Malama Ku'u Home."

HTA also verified that HVCB's existing contracts with Global MCI (Meet Hawaii), Destination Management Action Plans, and the Island Chapters will continue to be in effect, according to Monahan.

On April 15, the HTA released a request for proposal (RFP) for the US market, stating that an evaluation committee composed of HTA, community, and industry leaders determined the finalists and selected the winner.

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