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Home » TOURISM NEWS » Maui’s Bold Six Million Dollar Campaign Powers Tourism Recovery With Targeted, High-Impact Efforts To Revive Visitor Numbers And Fortify The State’s Most Vital Economic Sector Thursday, June 5, 2025Maui’s tourism sector is headed towards historic and irreversible recovery following the roll out of a powerful six million dollar stimulus marketing initiative to revive the local economy and increase visitor arrivals. The ambitious and daring campaign, which is intended to stimulate travel demand and restore visitor confidence, has been established to activate global travelers with high-impact advertising and strategic travel alliances. Created to drive acceleration and benefit local businesses, the campaign promises to boost Maui’s tourism industry, providing a sustainable basis for long-term economic resilienceMaui Launches \$6 Million Tourism Recovery Campaign to Revitalize Visitor Arrivals and Boost Local EconomyA statewide effort to accelerate Maui’s tourism recovery is officially underway with the launch of a \$6 million Maui Emergency Marketing Campaign, backed by the Hawai‘i Tourism Authority (HTA).This all-encompassing The initiative, led by the Hawai‘i Visitors and Convention Bureau (HVCB), aims to address the persistent challenges confronting the island’s tourism industry, which is still grappling with lower visitor numbers. arrivals. that remain 21% below pre-pandemic levels. Thanks to the leadership of Governor Josh Green, Department of Business, Economic Development and Tourism Director James Kunane Tokioka, and HTA Interim President and CEO Caroline Anderson, the campaign is set to reinvigorate Maui’s tourism industry and contribute to the broader recovery of Hawai‘i’s visitor economy.Aiming for Swift Recovery and Long-Term SustainabilityThe Maui Emergency Marketing Campaign is designed to address the critical recovery needs of the tourism sector, aiming to rejuvenate the local economy and stimulate growth. By stimulating travel demand through strategic initiatives, the campaign aims to attract visitors starting this summer and continuing into the end of 2025. The goal is to support local businesses, safeguard jobs, and rebuild visitor confidence in Hawai‘i as a premier destination for leisure and business travel. The initiative acknowledges the essential role tourism plays in the economic well-being of the state and is a critical step in regaining momentum for an industry that has seen considerable disruption over the past few years.The campaign represents an unprecedented collaboration between public and private sector entities, including national travel wholesalers, airlines, Hawai‘i hotels, and media partners. Together, these stakeholders are pooling their resources and expertise to launch a marketing effort that will drive both immediate and sustained growth in tourism for Maui.Key Elements of the Marketing CampaignThe HTA has outlined a multifaceted strategy to drive tourism back to Maui through targeted programs and media initiatives. A central component of the campaign is the National Wholesaler Program, which focuses on selling Hawai‘i vacation packages with an emphasis on Maui. This program is powered by strategic partnerships with well-known national travel wholesalers, including ALG/Apple Vacations, Classic Vacations, Costco Travel, Delta Vacations, Expedia, and Pleasant Holidays. By promoting Maui through these established travel channels, the program seeks to reach potential visitors who may not yet be considering the island as their next destination, while also encouraging repeat visits from previous travelers.In addition to the wholesaler program, the campaign also includes a robust Targeted Media Campaign, which aims to amplify the island’s appeal to potential travelers through media partnerships, social media campaigns, and public relations efforts. These initiatives will spotlight Maui’s unique offerings, such as its pristine beaches, vibrant culture, and outdoor activities, that appeal to a diverse range of tourists.Moreover, the Hawai‘i Special Offers Program is being expanded to provide conversion-focused paid media, making it easier for travelers to access deals on accommodations, activities, and ground transportation. This program is strategically designed to drive immediate bookings by offering exclusive travel packages and discounted rates. The program’s success is further enhanced through HTA’s collaboration with the Los Angeles Rams, a partnership aimed at extending its reach into Hawai‘i’s priority visitor market.Cross-Brand Partnerships and Multi-Market CollaborationsParallel to these initiatives, the campaign includes the Maui Nui Kākou Multi-Market Initiative, a dynamic cross-brand collaboration between hotels, airlines, and media partners like Nexstar Media. This initiative includes the prominent “Maui Week” campaign, set to be broadcast nationally across 15 major markets, establishing a strong presence for Maui and capturing the attention of potential visitors. This high-profile initiative will highlight Maui’s rich cultural heritage and diverse attractions, reaching millions of viewers and emphasizing the island’s appeal as a top destination for an unforgettable vacation experience.The campaign’s focus on multi-market outreach is particularly important as it supports the recovery of Maui’s tourism industry while simultaneously engaging new travelers who may not have previously considered the island as a vacation destination. By leveraging national platforms and broadening its marketing reach, the campaign is positioning Maui as an irresistible destination that is both welcoming and ready to accommodate international visitors.Collaboration with Local Businesses and Broader Statewide EngagementAs part of the campaign, businesses across the state are encouraged to participate and collaborate with wholesalers or contribute offers to the Hawai‘i Special Offers Program. These contributions are vital to the success of the initiative, as they allow local businesses to play an active role in Maui’s tourism recovery. The program’s emphasis on discounted travel packages and exclusive offers ensures that the campaign benefits both businesses and travelers, providing incentives to visit while also creating economic opportunities for local industries.The active participation of local hotels, restaurants, activity providers, and transportation companies is crucial to maximizing the campaign’s reach and impact. With support from businesses across the state, the initiative has the potential to create a sustained increase in visitor arrivals and ensure the long-term vitality of Maui’s tourism economy.A Comprehensive Plan for Maui’s Tourism FutureThe Maui Emergency Marketing Campaign is not just a short-term solution, but part of a comprehensive effort to restore and grow Hawai‘i’s tourism sector. The tourism industry is vital to the state’s overall economic health, and through this campaign, Maui is taking proactive steps to recover from the challenges posed by the pandemic and other disruptions. By fostering partnerships across sectors and targeting key visitor markets, the campaign sets the stage for a sustainable tourism model that benefits the entire island and its residents.As the marketing efforts take root, the collaboration between public agencies, local businesses, and national partners will continue to grow, bringing greater visibility to Maui’s unique offerings. The ultimate goal is to elevate the island as a global destination that attracts visitors not only for its natural beauty but also for its vibrant culture, sustainable tourism practices, and strong sense of community.Conclusion: A Strong Path Forward for Maui’s Tourism IndustryMaui is poised for a strong tourism rebound with the advent of a dynamic six million dollar campaign to boost visitor arrivals and spur the local economic climate. The ambitious program will capture the attention of international travelers and showcase the destination’s world-famous landmarks to fuel expansion and rekindle confidence in Maui’s tourism sector.In summary, the six million dollar Maui Emergency Marketing Campaign represents a pivotal moment in the island’s efforts to recover and revitalize its tourism sector. By strategically targeting the most critical areas of need, this initiative seeks to stimulate visitor arrivals and boost economic growth through a series of dynamic, high-impact programs. With strong support from both the public and private sectors, the campaign is well-positioned to drive sustainable tourism growth in Maui, ensuring that the island remains a world-class destination for years to come. As the campaign rolls out, it is expected to not only restore confidence in Maui’s tourism industry but also to pave the way for a brighter, more resilient future for Hawai‘i’s visitor economy.
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