Hawai‘i Tourism Authority Opens New Programs for Community and Cultural Enhancement

Published on July 31, 2024

The Hawai‘i Tourism Authority (HTA) is calling for community partnerships to bolster natural resources, cultural heritage, local festivals, and major events across the state through its various programs. These include the Kahu ‘Āina, Kūkulu Ola, Ho‘okipa Malihini Initiative, Community Enrichment, and Signature Events programs. Interested applicants can find the application forms for each program on HTA’s digital portal, ‘Umeke, starting Thursday, August 1. ‘Umeke is powered by the Hawai‘i Tourism Authority, making the application process streamlined and accessible.

“Regenerative tourism plays a crucial role in driving positive change within our communities and is essential to our wellbeing and a more diversified economy that uplifts our islands’ people, culture and places,” said Mufi Hannemann, HTA board chair. “These HTA programs strategically direct tourism’s economic benefits back into community-based initiatives with a visitor nexus, thus strengthening our industry’s contributions throughout the state.”

The Hawai‘i Tourism Authority (HTA) will collaborate with nonprofit organizations, community groups, and practitioners to support projects and events in Hawai‘i from January 1, 2025, to June 30, 2025. A second round of solicitations will be held in early 2025 for initiatives scheduled from July 1, 2025, to June 30, 2026, aligning the programs with the state’s fiscal year.

Kilohana is partnering with HTA to administer several key programs as part of its dedication to destination stewardship:

• Kahu ‘Āina Program: This initiative backs responsible community-based entities focusing on ‘āina-kānaka (land-human) relationships and knowledge to manage, preserve, and regenerate Hawai‘i’s natural resources and environment.
• Kūkulu Ola Program: This program supports community-based projects that enhance, strengthen, and perpetuate Hawaiian culture through authentic experiences for both residents and visitors.
• Ho‘okipa Malihini Initiative: Previously known as the Resort Area Hawaiian Culture Initiative, this program provides support to cultural practitioners and musicians who offer culturally appropriate greetings and experiences in resort areas.
• Community Enrichment Program: This initiative supports unique, authentic, and highly valued visitor-related experiences that are developed by the community for the community, reflecting the community’s desire to share these experiences with visitors.
• Signature Events Program: This program supports major festivals and events that draw attendees and participants from outside the state, offering extensive opportunities for national and international marketing. These high-profile events are typically larger in scale than those in the Community Enrichment Program and have significant global marketing potential.

In 2024, HTA awarded over $7.5 million through these programs, supporting 163 partner nonprofit organizations, community groups, practitioners, projects, and events across the Hawaiian Islands.

“HTA’s multi-faceted approach to destination stewardship uplifts the community at all levels,” said Daniel Nāho‘opi‘i, HTA’s interim president and CEO. “In addition to providing funding support to qualified nonprofits and groups, we are also addressing the community’s needs through destination management, workforce development programs and scholarships, Foundational Technical Assistance training, and Community Tourism Collaboratives.”

HTA and Kilohana are hosting two virtual webinars on Zoom to assist applicants in understanding HTA’s programs, potential funding levels, the application process, tips for creating a strong application, and more.

Webinar Schedule:

• Webinar #1: Wednesday, July 31, 10 to 11 a.m.
• Webinar #2: Thursday, August 1, 5 to 6 p.m.

Additionally, in-person informational sessions will be held on all islands:

• O‘ahu: Monday, August 12, 5 to 6 p.m. | Location: TBD
• Maui: Tuesday, August 13, 5 to 6 p.m. | Kāko‘o Maui Resource Center, Maui Mall
• Kaua‘i: Wednesday, August 14, Noon to 1 p.m. | Līhu‘e Public Library
• Island of Hawai‘i (East Hawai‘i): Thursday, August 15, 2:30 to 3:30 p.m. | Location: TBD
• Moloka‘i: Friday, August 16, 5 to 6 p.m. | Lanikeha Community Center
• Lāna‘i: Monday, August 19, 5 to 6 p.m. | Lāna‘i Youth Center
• Island of Hawai‘i (West Hawai‘i): Tuesday, August 20, 5 to 6 p.m. | Location: TBD

Applications must be submitted on ‘Umeke (umeke.kilohana.com) by Friday, September 20, 2024, at 4:30 p.m. HST.