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Wednesday, June 4, 2025Hawai’i launches a $6 million marketing campaign to revitalize Maui’s tourism, targeting US visitors and driving recovery after the devastating wildfires.The Hawai’i Tourism Authority (HTA) has committed $6 million towards a critical marketing campaign aimed at boosting Maui’s tourism industry. This initiative is part of a larger statewide strategy designed to aid in the island’s recovery. Despite the ongoing recovery efforts, Maui’s tourism numbers remain 21% lower than pre-pandemic levels, nearly two years after the devastating wildfires that ravaged homes, schools, forests, and tragically took lives.This emergency marketing initiative is essential for rebuilding Maui’s tourism sector, which is a vital part of the island’s economy. The campaign, scheduled to run from this summer through the end of the year, is aimed at increasing travel demand to the island. It includes a national wholesaler program in partnership with major travel companies such as ALG/Apple Vacations, Classic Vacations, Expedia, and others. Additionally, the campaign will feature targeted media strategies designed to attract visitors and encourage bookings to Maui’s rejuvenated attractions.The Hawai’i Visitors and Convention Bureau (HVCB) plays a key role in driving the promotion of Maui through its Hawai’i Special Offers Program. This program collaborates with a wide array of industry partners, including hotels, airlines, and media organizations, such as Nexstar Media. As part of the marketing initiative, a “Maui Week” campaign will be launched across 15 different markets, showcasing the unique travel experiences and attractions Maui has to offer. The objective is to rejuvenate interest and increase bookings during the crucial post-summer travel period.Following the destruction caused by the wildfires, Maui has received significant financial aid to support its recovery. According to FEMA, the island secured nearly $3 billion in direct assistance during the first year after the fires. This emergency aid was used to provide immediate relief and support rebuilding efforts. Furthermore, the Small Business Administration (SBA) contributed more than $396 million in federal disaster loans to businesses, nonprofits, and residents across Hawai’i, helping to stabilize the local economy and provide financial assistance to those most impacted by the disaster.In addition to the recovery funds, Hawai’i has implemented innovative solutions to address long-term challenges, particularly in environmental sustainability. In May, the state became the first in the U.S. to establish a climate change relief fund. This fund was created by increasing hotel and accommodation taxes, utilizing the revenue generated from tourism to directly support conservation efforts and climate disaster mitigation programs. This pioneering initiative reflects Hawai’i’s commitment to tackling climate change while simultaneously investing in its tourism infrastructure.The HTA’s emergency marketing initiative and the state’s forward-thinking approach to sustainability highlight Hawai’i’s resilience in the face of adversity. By leveraging tourism revenues to address both immediate recovery and long-term environmental challenges, the state is setting an example for how tourism can support not only economic recovery but also critical environmental stewardship. Through the concerted efforts of various stakeholders and innovative solutions like the climate change relief fund, Maui and the larger Hawai’i tourism sector are on the path to recovery, ready to welcome visitors once again.The $6 million emergency marketing initiative, combined with financial assistance and the state’s new sustainability efforts, demonstrates a comprehensive approach to addressing the challenges faced by Maui’s tourism sector. With the ongoing support from both public and private partners, the island is poised to recover and regain its status as a premier travel destination. As the campaign kicks off this summer, it will undoubtedly play a crucial role in revitalizing Maui’s tourism and strengthening its long-term resilience in the face of future challenges.
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