Enough Talk: Why Hawai‘i Tourism Needs a Real Local Reset
For over two decades, I’ve worked in the heart of Hawaii’s tourism industry, not from a boardroom or behind a podium, but face-to-face with the people who come here and the community that calls this place home. And after 23 years of building custom Hawaii vacations with a team of only local travel advisors, I’m tired of hearing the same speeches about "transforming tourism."
At the recent Travel Weekly Hawaii Leadership Forum (which I've never been invited to, even though I've appeared in their magazine for 20 years), Aaron Sala, CEO of the Hawaii Visitors and Convention Bureau, made headlines by declaring, "Tourism as we have known it is over." While I applaud the sentiment and the passion behind his words, I couldn’t help but feel that we’ve been here before. I’ve heard similar statements from every new face in Hawaii tourism leadership. Yet time and again, the execution falls flat.
The Real Hawaii Tourism Problem
The Disconnect Between Words and Action - The core issue isn’t the messaging—it’s the follow-through. We’re still allowing mainland companies to dominate how Hawaii is sold to the world. They control the packages, the distribution, the experience—and they do it without authentic local input. Most travelers are still funneled into mass-produced experiences: big bus tours, tourist traps, travel scams, and surface-level entertainment. Meanwhile, the local voice—the one that truly understands Hawai'i's land, culture, and values—is pushed to the margins.
What Makes Us Different -
At Hawaii Aloha Travel, we do what no mainland company is doing: We require that every vacation we book is created by someone who either was born here or has lived here for a meaningful part of their life. It’s not marketing—it’s our foundation. Because we live here, we know the difference between a tourist itinerary and a meaningful Hawaiian experience. We build every trip with care, knowledge, and cultural respect. And we believe that if you’re going to sell Hawaii, you need someone from Hawaii in that conversation.
At Hawaii Aloha Travel, we do what no mainland company is doing: We require that every vacation we book is created by someone who either was born here or has lived here for a meaningful part of their life. It’s not marketing—it’s our foundation. Because we live here, we know the difference between a tourist itinerary and a meaningful Hawaiian experience. We build every trip with care, knowledge, and cultural respect. And we believe that if you’re going to sell Hawaii, you need someone from Hawaii in that conversation.
A Real Solution: The Certified Local Travel Advisor Program
I’m not just here to criticize. I’ve proposed a concrete, scalable solution: a Certified Hawaii-Based Travel Advisor program. This would ensure that anyone creating, selling, or designing Hawaii vacation packages includes a certified local expert in the process.Under this program, certified advisors would be required at a minimum:
Be Hawaii-born or long-term residents- Update Seller of Travel Regulations- Make it a requirement that any Hawaii-bound vacation package include a state-registered travel advisor -Licensed and regulated by the DCCA (Department of Commerce and Consumer Affairs) - Complete cultural competency and stewardship training
This is how we move from buzzwords to benchmarks, from performative allyship to genuine local partnership.Let’s Stop Polishing the Rust and Rebuild the EngineIf we want regenerative tourism in Hawai‘i, we can’t just keep tweaking the same broken model. We need a reset—and that reset must start with locals leading the experience.
Let’s Stop Polishing the Rust and Rebuild the Engine
If you’re in a position of leadership, I invite you to stop talking about transformation and start building it. Partner with people like me. We’re ready, we’re experienced, and we’re already doing the work. If you’re a traveler, ask who’s planning your trip. If they don’t live here, ask why.
Österreich