In an effort to educate travellers on cultural etiquette, the Hawaii Tourism Authority and the Hawaii Visitors and Convention Bureau have partnered for a new video campaign showcasing the customs of the islands.
The Kuleana Campaign (meaning ‘responsibility’) will feature a series of 15-, 30- and 60-second videos on the HTA’s YouTube channel, each featuring Hawaii residents, that are aimed at curbing some of the challenges each county is facing. Videos were created for O‘ahu, Maui County, Kaua‘i, and Hawaii Island, covering topics such as ocean safety and conservation, culture, land safety, astute renting, and ‘pono’ (responsible) tourism.
“Many travelers visiting the Hawaiian Islands don’t necessarily understand why we stay on the trail when we hike, why we care about protecting our reefs, and many of the dangers they need to be mindful of,” said Jay Talwar, HVCB’s chief marketing officer. “Rather than scold them, we felt that if our residents shared the ‘whys’ behind appropriate behavior then most visitors would follow along; in other words, if we don’t show them the trail, how can we expect them to stay on it? That’s what our new Kuleana Campaign aims to do.”
Getting the message out
According to the HTA, some of the messages include:
- Swim, surf and snorkel only when a lifeguard is on duty and be aware of ocean conditions before entering the water;
- Be mindful of the impact plastics and sunscreens have on Hawaii’s coral reefs
- Research legal vacation rentals thoroughly online before booking to avoid scams; and
- Respect nature by taking only photos as mementos and leaving only the smallest of footprints behind.
Several airlines including Alaska Airlines, All Nippon Airways, Hawaiian Airlines and Southwest Airlines are showing these videos to passengers before they arrive in the islands. In addition, some hotels across the state are also showing the “Kuleana” videos in their rooms. The HTA and HVCB are working to expand the reach of these videos to more airlines and hotels. The videos have also been translated into Japanese, Chinese and Korean.
In addition, when visitors log in to their Facebook and Instagram accounts, they will see the “Kuleana” videos pop up on their feeds while they’re in Hawaii through geo-targeting technology.
Tourism dollars through the Transient Accommodations Tax (TAT) are being used to pay for the creation and distribution of the videos.
Don't miss a single travel story: subscribe to PAX today!