United States: Ohana Surf Project Honored with Qurator Elite Status, Setting a New Standard for Sustainable and Culturally Respectful Tourism in Hawai‘i

Published on April 25, 2025

Ohana Surf Project, a locally owned surf school in Honolulu, Hawai‘i, has achieved the prestigious Qurator Elite Status from the Hawai‘i Tourism Authority’s (HTA) Qurator certification program. This elite recognition highlights Ohana Surf Project’s dedication to Hawai‘i’s environment, culture, and community, making it one of the select few organizations in the state to earn this top-tier certification.

A Commitment to Hawaiian Values

Founded with a strong respect for the ocean, Hawaiian culture, and local community, Ohana Surf Project has been recognized for its extensive efforts to integrate sustainability and cultural awareness into every aspect of its operations. The Qurator Elite Status certification, effective until December 26, 2025, serves as an acknowledgment of the surf school’s long-standing commitment to Hawai‘i’s six core values: Environment, Cultural Support, Equity, Safety, Community, and Guest Experience.

According to Ohana Surf Project, the certification is a reflection of years of dedication to their mission. “We teach surfing, yes – but we also teach respect. Respect for the ocean, for the culture, and for the community that makes this place special,” the company shared.

The Qurator Program: Promoting Responsible Tourism

Launched in 2024, the Qurator program is an initiative by the Hawai‘i Tourism Authority (HTA) designed to help visitors identify and support businesses that align with Hawai‘i’s values of sustainability, community care, and cultural respect. Over 100 local and global groups contributed to the development of the program, including cultural experts, environmental advocates, and tourism professionals. The program provides a framework for businesses to demonstrate their commitment to responsible tourism practices that benefit the land, people, and culture of Hawai‘i.

Mufi Hannemann, HTA board chair, explained, “Qurator isn’t just a stamp of approval; it speaks to a set of brand values for the Hawaiian Islands – that we care deeply about our land, our people, our culture, and our guests.”

HTA’s interim president and CEO, Daniel Nāho‘opi‘i, emphasized the importance of this certification for visitors. “Many travelers want to make responsible choices. With Qurator, visitors can easily identify businesses that align with their values and contribute to a more sustainable, regenerative Hawai‘i.”

Ohana Surf Project’s Efforts in Sustainability and Education

Ohana Surf Project’s journey toward earning the Qurator Elite Status is a testament to their dedication to mālama – caring for the land and people. The company integrates education on ocean safety, etiquette, and environmental protection into their surf lessons. They also organize regular beach cleanups, practice inclusive hiring, and offer cultural training for staff members.

In addition to their environmental and cultural stewardship, Ohana Surf Project works with local organizations and schools to make surfing more accessible to the community. Their team includes lifeguards, educators, and cultural ambassadors who all work together to provide a safe and meaningful experience for both residents and visitors.

Looking Ahead

The Qurator certification is valid through December 2025, with a recertification process in place to ensure that businesses continue to meet the high standards set by the program. As part of the certification’s dynamic nature, businesses must adapt to evolving needs and values while maintaining accountability and excellence in their operations.

Ohana Surf Project is proud to contribute to Hawai‘i’s sustainable tourism movement, and they look forward to continuing their mission of sharing the joy of surfing while respecting the natural beauty and cultural significance of the Hawaiian Islands.