Hawaii To Tourists: Malama Our Land And Culture. Tourists: What’s ‘Malama’?… Eight months after the Hawaii Tourism Authority shifted the focus of its branding effort, our unscientific survey found most tourists are still unfamiliar with its message.
The Hawaii Tourism Authority wants $60 million for operations during the next fiscal year, with more than half of the money meant for branding. The goal: to attract more thoughtful, respectful tourists — well-heeled types who’ll volunteer their time giving back to the islands while connecting to the land, people and culture.
But go down to Waikiki, and you’ll be hard-pressed to find any tourists who’ve heard of the HTA’s “Malama Hawaii” campaign, which is at the center of the tourism authority’s efforts. In fact, you’ll probably have trouble finding anyone who knows what “malama” means at all.
