News Releases

Hawai‘i Tourism Authority Issues RFP for Visitor Education and Brand Management Services for Japan Market

For Immediate Release: September 26, 2022
HTA Release (22-20)

HONOLULU – The Hawai‘i Tourism Authority (HTA), the state’s agency responsible for managing tourism and enhancing The Hawaiian Islands brand globally, has issued a Request for Proposals (RFP) seeking strategic visitor education and destination brand marketing & management services for the Japan major market area.
Through this procurement process, HTA will select a qualified contractor to provide visitor education and brand management services in Japan.
Guided by HTA’s mission to Mālama Ku‘u Home (care for our beloved home), its 2020-2025 Strategic Plan, and the community-driven Destination Management Action Plans, the contractor’s work will support a new, regenerative model of tourism for Hawai‘i.
Work performance will be measured against Key Performance Indicators (KPIs) in alignment with HTA’s Strategic Plan, including increased average daily visitor spending and increased total visitor spending.
All interested applicants must register and participate in HTA’s pre-proposal conference via Zoom to be briefed on the procurement process and to ask questions. The pre-proposal conference will be held at 3:00 p.m. HST on September 30. To register, visit
Interested applicants must also register their intent to submit proposals by 4:30 p.m. HST on October 3, and proposals are due to HTA by 2:00 p.m. HST on October 28, 2022.
The new contract will commence on January 1, 2023 and replace the current contract which is scheduled to end on December 31, 2022.
RFP 23-01 and its associated attachments can be downloaded from the Hawai‘i State eProcurement System (HIePRO) at, or from the RFP page of the HTA website at
Inquiries regarding the RFP should be directed to [email protected].

Media Contacts:

T. Ilihia Gionson
Public Affairs Officer
Hawai‘i Tourism Authority
(808) 973-2255 (o)
[email protected]