Hawaii chose nonprofit for tourism marketing

 Wednesday, July 13, 2022 


For many tourism-dependent destinations, it’s weird to say but the pandemic has been therapeutic for them. Hawaii is one among them.

Almost two-third of the state residents surveyed in the fall of 2020. They said that on the islands of Hawaii, they did not want visitors back in spite of high rate in unemployment of the local tourism workers. It was effective for the state agency or the Hawaii Tourism Authority which carried on the survey in terms of the rising anxieties regarding overtourism and the way disconnected locals have felt from being a part of this process of tourism.

The authority in early June, awarded a multiyear agreement to the Council for Native Hawaiian Advancement. It’s a local nonprofit that would help to market the islands to the U.S. In December 2024, the agreement would expire and is worth $34 million. Also, one component of the contract is destination management.

The president of Marketing Management, Frank Haas said that what the Council for Native Hawaiian Advancement did is brought a group of marketing organizations under one roof which balanced their ability to work with the community.
In the slippery world of politics, that the authority selected the group over the legacy contract winner. The Hawaii Visitors and Convention Bureau, were extremely noteworthy, if not a historic shift. For the state, the bureau had done the marketing for over century and is supported by the hotels and airline industries. Now, the same decision is objected.

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