News Releases

Hawaii Tourism Authority Launches Educational Malama Hawaii Campaign

For Immediate Release: June 1, 2021
HTA Release (21-15)

2021-06-01 HTA Launches Educational Malama Hawaii Campaign.pdf

HONOLULU – Hawaii is inviting travelers to experience the Hawaiian Islands on a deeper level with a greater emphasis on connecting with our culture, giving back to the destination and preserving it for the future, while following safe health practices. That is the message behind a series of poignant and educational videos being played to visitors before and after they arrive in Hawaii. It is part of the Malama Hawaii marketing campaign, which was recently launched through a partnership between the Hawaii Tourism Authority (HTA) and the Hawaii Visitors and Convention Bureau (HVCB).


The campaign’s target audience is the mindful traveler – those who respect the culture and environment of the places they visit and seek to explore responsibly, to make meaningful memories through enriching experiences. This is in line with HTA’s 2020-2025 Strategic Plan and its four interacting pillars: natural resources, Hawaiian culture, community, and brand management.

The Malama Hawaii campaign launched across the U.S. and includes social, digital, and video ads. The digital and video ads can be seen by audiences on the mainland and in Hawaii.

The campaign messages are delivered in a variety of versions, including longer-format videos. Working together, they highlight issues relating to the restoration of Hawaii’s natural resources, perpetuation of Hawaiian culture, and how visitors can engage in these efforts:


The videos drive visitors to the Malama Hawaii page on HTA’s Malama Hawaii  program is a statewide initiative involving nearly 100 industry partners and local organizations that provide inspiring volunteer opportunities, which ultimately leads to regenerative tourism. By making a positive impact, visitors are able to engage in an enriching travel experience and can even enjoy a free night stay at participating hotels. Importantly, visitors traveling to Hawaii with purpose will walk away with a long-lasting understanding of what it means to malama (take care) our earth, each other and ourselves. 


The Malama Hawaii videos and campaign were presented to HTA’s Board of Directors during the May board meeting, which was held last Thursday.

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