To kick off this new partnership, the Hawaiʻi Tourism Authority (HTA) and Hawaiʻi Visitors and Convention Bureau (HVCB) hosted a Tourism Cares Meaningful Travel Familiarization (FAM) Tour from December 2 to 7, 2024, on Maui as part of the continued efforts to promote mindful travel to the island. During the FAM, travel industry leaders, including tour operators and advisors, visited Maui organizations dedicated to preserving Hawaiʻi’s cultural heritage and vast biodiversity. Through educational opportunities held throughout the tour, attendees learned more about the pressing issues around sustainable tourism in the state and within the greater tourism industry.
“At the core of our mālama Hawaiʻi message is an invitation to visitors who care, those who seek meaningful experiences during their time in the Hawaiian Islands,” said Daniel Nāho‘opi‘i, HTA’s interim president and CEO. “We support Tourism Cares’ work to expand the Meaningful Map Program to include Hawaiʻi. As the Hawaiʻi Tourism Authority advances a vision of regenerative tourism in the islands, we’re excited to see more ways for visitors to connect with enriching opportunities that uplift our communities and environment.”
“As a force for social, environmental, and economic change in tourism, Tourism Cares shares our vision of advancing meaningful sustainable practices,” said Aaron Salā, President and CEO of HVCB. “The launch of Tourism Cares’ Meaningful Travel Map of Hawaiʻi expands our ongoing efforts to connect the travel industry with local organizations doing vital work in our communities while elevating Hawaiʻi’s regenerative tourism efforts on a global stage.”
As part of the program, more than 20 attendees visited four organizations featured on Hawaiʻi’s Meaningful Travel Map, which will help build more responsible travel itineraries by directly connecting these travel professionals with small, locally led tourism organizations that are making a positive impact within their communities. To learn more about the Map, visit tourismcares.org/meaningful-map. The organizations visited as part of the FAM tour showcase the values of kuleana (responsibility) and mālama (care), which are deeply rooted in Hawaiian culture. These included: Maui Pineapple Tour, Maui Kuʻia Estate Chocolate, Skyline Hawaiʻi, and Trilogy Excursions.
“Tourism Cares is excited to collaborate with the Hawaiʻi Tourism Authority and Hawai’i Visitors & Convention Bureau on our Meaningful Travel Program and help steward its destination in a more impactful and responsible way,” said Greg Takehara, CEO of Tourism Cares. “We know that the travel industry continues to face challenges, from global climate change and biodiversity loss to cultural degradation and economic disparities. By launching the Meaningful Travel Map of Hawaiʻi, we hope the industry will select more partners that are making positive impacts and addressing these issues in a way that is beneficial for locals and engaging for guests.”
Tourism Cares Meaningful Travel Program is aimed at providing travel companies with the proper tools to enact positive change in their operations and help communities thrive through tourism. The Program consists of Tourism Cares’ signature initiatives, which include its Meaningful Travel Summits, Meaningful Travel Map, and Meaningful Travel FAM tour, which was launched in 2024. Hawaiʻi is the second destination to host a FAM. Relaunched globally in 2023, Tourism Cares’ Meaningful Travel Map consists of more than 30 member destinations and over 400 local impact organizations from around the world.
Tags: Daniel Nāho‘opi‘i, Hawaiʻi Tourism Authority (HTA), Tourism Cares
