The Maui News 

The Hawai’i Tourism Authority, the state agency responsible for “holistically” managing tourism in the Hawaiian Islands, awarded three contracts Monday to advance Hawaii’s progress toward regenerative tourism through destination management and visitor education, according to a news release from HTA.

The Council for Native Hawaiian Advancement was awarded a $27.1 million contract for services including post-arrival visitor education; administrative support for HTA community programs like Aloha ‘Aina, Kukulu Ola, and community enrichment; technical assistance and capacity building for community organizations and local businesses; and technology-enabled solutions to manage tourism hotspots.

The funding is for the initial two and a half year term with an option for two one-year extensions. Contract set to begin June 20. 

The Hawai’i Visitors & Convention Bureau, which will continue its work on HTA’s behalf as Hawai’i Tourism United States was awarded nearly $38.4 million for an initial two and a half year term with an option for one two-year extension. HVCB will provide brand management and marketing services in the United States, Hawaii’s largest visitor source market. 

The contract also calls for a pre-arrival communications program to educate visitors with specific information about safe, respectful, and mindful travel. In 2022, visitors from the United States spent $16.2 billion in Hawaii, an average $231 per visitor per day, a news release said. Contract scheduled to begin June 22. 

A contract was also awarded to VoX International, which will continue its work on HTA’s behalf as Hawai’i Tourism Canada. The new contract is worth $2.4 million for the initial two and a half year term with an option for one two-year extension. 

The contract calls for educating Canadian visitors about traveling mindfully and respectfully while supporting Hawaii’s communities. Focus will also be placed on driving visitor spending into Hawaii-based businesses as a means to support a healthy economy, and promoting festivals and events, “agritourism” programs, and “voluntourism” activities. In 2022, visitors from Canada spent $928.2 million in Hawaii, an average $188 per visitor per day, the news release said. Contract is scheduled to begin June 30. 

The contractors’ work will advance a regenerative model of tourism for Hawaii which is in alignment with HTA’s guiding principle of Malama Ku’u Home (caring for our beloved home), its 2020-2025 Strategic Plan, and the community-driven Destination Management Action Plans being implemented on each island, the news release said.

John De Fries, HTA’s president and chief executive officer said in a news release, “These three awards are made possible by a collaborative effort between the state administration and the Legislature to secure funding for HTA, which we deeply appreciate. For now, it is appropriate to reserve further comment until we have completed these active procurement processes.”

Contract terms, conditions, and amounts are subject to final negotiations with HTA and the availability of funds. The state procurement process allows for a period of protest that will expire no later than June 14, after which contracts may be finalized, the news release said.