Hawaii Provides Tourism Updates, Tools, and Resources for Advisors

With much of the travel industry still reeling from the impact of the COVID-19 pandemic, and destinations worldwide enforcing new restrictions and health protocols, Hawaii has instituted a series of new measures to help safeguard visitors, local residents and the various natural habitats and resources found on the islands.

From new health and safety measures, to its ongoing sustainability campaigns, Hawaii is gearing up in preparation for the steady return of tourism.

Robyn Basso, senior director of Travel Industry Partnerships for The Hawaiian Islands, discussed what’s new with the destination during last week’s ASTA Global conference. 

Responding to the pandemic
“We have all had to quickly adapt, both personally and professionally due to the COVID-19 pandemic. It has changed the way we live, interact with others, work and travel,” said Basso.

Prior to the COVID-19 crisis, the Hawaiian Islands were welcoming a record number of visitors, topping 10 million visitors for the first time in the destination’s history just last year, but all that changed as pandemic began to really impact the industry, and the travel restrictions were being implemented.

Basso provided updates on the ways that the Hawaiian islands have been navigating the COVID-19 crisis since then, instituting a mandatory quarantine order, pre-testing protocols, and contact tracing and monitoring outbound calls to ensure visitors are complying with the health measures.

Hawaii will begin enforcing its pre-testing protocols starting October 1 for all mainland travelers, requiring visitors to take a COVID test within 72-hours of departure and present a negative result in order to bypass the quarantine order. Travelers arriving in Hawaii prior to October 1 will be subject to the manditory quarantine. Testing will not be provided on-site, and those who don’t take a test ahead of time will also have to quarantine.

Basso said she feels optimistic about the future of travel, in no small part, because she fully expects travel advisor to take the lead and usher eager travelers back to the islands.

“Travel advisors have always shown their innate ability to pivot and adapt. Times of uncertainty are when travelers seek up-to-date travel information and answers from a trusted source.”

Sustainable travel initiative 
In addition to ensuring the protection of visitors, Basso also discussed the destinations efforts to protect the welfare of the local residents, and the natural ecosystems and habitats that call Hawaii home.

“We needed to shift our focus to be more mindful of the impact of tourism on the local residents. It is crucial we be thoughtful about how we can better work to manage our resources and the destination to balance the interests of the residents and the visitors that we invite to the islands.”

To aid in that effort, the Hawaii Tourism Authority, and Hawaii Visitors and Convention Bureau has introduced the Kuleana campaign, designed to help visitors understand the culture of Hawaii and educate them on respectful travel practices when visiting the islands.

“Kuleana in Hawaiian means responsibility… and It is our responsibility to make sure Hawaii is the special place that it is for generations to come, and visitors leave Hawaii better than they found it,” said Basso. 

“Our goal shouldn’t necessarily be for visitors to live like locals for a week, that’s impossible, but maybe we can help them understand like locals.”

The Kuleana campaign focuses on the preservation of the island’s natural resources by educating and encouraging visitors to make smart and eco-minded decisions while abroad, like reducing their carbon footprint, and staying along hiking trails to avoid disrupting natural habitats.

The campaign also emphasizes perpetuating the local culture, and sharing it through native Hawaiian festivals and events, and traditional experiences visitors can enjoy like hula or ukulele lessons.

“Our hotel and activity partners continue to incorporate Hawaii’s unique culture into their programming to provide a more enriching experience for our visitors. This is important, as 80% of our visitors want to incorporate some type of historical or cultural experience in their vacations.”

In addition to encouraging visitors to adhere to best practices, Basso said the Hawaiian islands are also aiming to welcome the right kinds of visitors to the destination.

“We also understand that our infrastructure can only accommodate a certain number of visitors, and we need to be sure that they are the right type of visitors. High value visitors that stay longer, spend more in destination, and of course responsible travelers.”

Advisor resources
She also discussed the tools and resources available to travel advisors to help them learn about, stay up-to-date with, and sell Hawaii. From destination information, sales and marketing resources, and training and certification programs.

The Hawaiian Island advisors resource site features master island specialist courses, Interactive maps of the various islands, and even an e-newsletter to keep subscribers in-the-know.

“Advisors continue to deliver the high value visitors to the Hawaiian islands. And we want them to know the Hawaiian Islands are so much more than sun, sand and surf. They truly offer unlimited surprising experiences for those seeking adventure, health and wellness experiences, foodies, families and of course couples.

“We are confident that Hawaii’s tourism industry and extended travel community, and especially advisors, are creative and resilient enough to help ensure that Hawaii continues to be one of the premiere destinations on the planet.”