Latest news with #MauiTourism
Travel Weekly
3 days ago
- Business
- Travel Weekly
Inside the $6 million marketing campaign aimed at Maui's tourism recovery
Christine Hitt With Maui's visitor arrivals still 21% below prepandemic levels, the Hawaii Tourism Authority (HTA) and the Hawaii Visitors and Convention Bureau (HVCB) released details about a new $6 million marketing campaign aimed at supporting Maui's tourism recovery. The campaign features a national wholesaler program, an initiative that prioritizes selling Maui vacation packages, and doing so through partnerships with ALG/Apple Vacations, Classic Vacations, Costco Travel, Pleasant Holidays, Delta Vacations and Expedia. The wholesaler program requires exclusive consumer offers of a minimum 20% in value (such as fifth night free) to incentivize bookings. Wholesalers need to provide a 1:1 match of the HTA's investment, meaning they essentially double their marketing budget with the HTA's support. Marketing efforts include targeted campaigns showcasing Maui to specific destinations through media, social media and PR efforts. Additionally, the HVCB will be "amplifying its Hawaii Special Offers Program with conversion-focused paid and owned media and supporting the Maui Nui Kakou Multi-Market initiative," which includes a "Maui Week" campaign airing across 15 key markets. The "Maui Week" campaign is a takeover of lifestyle morning shows across the continental U.S. that spotlights five Maui properties over five days. Some of the key markets include Los Angeles, San Francisco, Chicago, New York and Portland. "It is indeed a privilege to lead this effort alongside our government partners, the visitor industry, and community voices," HVCB CEO Aaron Sala said in a news release. "With urgency and clear intention, we are working to deliver meaningful results for Maui's families and local businesses. This campaign is an important initial step in addressing an immediate need. Our larger journey continues — shaping the way we welcome people into relationship with Hawaii in ways that honor both community and place." The campaign was funded by the $6.3 million released by Gov. Josh Green in February for the purpose of boosting Maui's recovery efforts and increasing the number of visitors to the state overall.
Travel Daily News
5 days ago
- Business
- Travel Daily News
$6m. Maui marketing campaign top accelerate island's tourism recovery
Hawai'i launches $6m. Maui Emergency Marketing Campaign to boost tourism recovery, support local businesses, preserve jobs, and restore visitor confidence. HONOLULU – A coordinated statewide effort to support Maui's tourism recovery is now underway, with the launch of a $6 million Maui Emergency Marketing Campaign funded by the Hawaiʻi Tourism Authority (HTA). Spearheaded by the Hawai'i Visitors and Convention Bureau (HVCB), this vital campaign was made possible through the leadership of Governor Josh Green, Department of Business, Economic Development and Tourism Director James Kunane Tokioka, and HTA Interim President and CEO Caroline Anderson. With Maui's visitor arrivals still 21% below pre-pandemic levels, the initiative addresses critical recovery needs that impact the entire state's visitor industry ecosystem. By focusing efforts where they are needed most, the campaign will stimulate travel demand as early as this summer and through the end of 2025 – supporting local businesses, preserving jobs, and restoring visitor confidence in the state's most important economic driver. The initiative represents an alignment of public and private sector partners, including national travel wholesalers, airlines, Hawai'i hotels, and media partners. 'It is indeed a privilege to lead this effort alongside our government partners, the visitor industry, and community voices,' said Dr. Aaron J. Salā, president and CEO at HVCB. 'With urgency and clear intention, we are working to deliver meaningful results for Maui's families and local businesses. This campaign is an important initial step in addressing an immediate need. Our larger journey continues – shaping the way we welcome people into relationship with Hawai'i in ways that honor both community and place.' Under HTA's direction, the campaign features: National Wholesaler Program: An aggressive initiative selling Hawai'i vacation packages that prioritize Maui through partnerships with ALG/Apple Vacations, Classic Vacations, Costco Travel, Delta Vacations, Expedia, and Pleasant Holidays. Targeted Media Campaigns: Strategic destination marketing initiatives showcasing Maui's distinct offerings through media, social campaigns, and public relations efforts. In parallel, HVCB is also amplifying its Hawai'i Special Offers Program with conversion-focused paid and owned media, and supporting the Maui Nui Kākou Multi-Market initiative – a cross-brand collaboration with hotels, airlines, and Nexstar Media, including a high-profile 'Maui Week' campaign airing nationally across 15 key markets. The Hawai'i Special Offers Program, which includes vetted hotel, activity, and ground transportation offers, gains additional momentum through HTA's partnership with the Los Angeles Rams, extending reach into Hawai'i's priority visitor market. 'We are grateful to Governor Green for releasing funds that made the Maui Emergency Marketing Campaign possible,' said Caroline Anderson, interim president and CEO of the Hawai'i Tourism Authority. 'This campaign, together with HTA's partnership with the L.A. Rams, represents a unified effort across government leadership, tourism partners, and national brands to support Maui's recovery. It is a vital step toward restoring confidence in travel to Maui, revitalizing local businesses, and preserving jobs for Maui's communities.' Businesses statewide are encouraged to participate in the campaign through wholesaler collaborations or by contributing offers to the Hawai'i Special Offers Program.
