The Hawai‘i Tourism Authority is responsible for representing The Hawaiian Islands around the world. As part of this comprehensive effort, we have updated the Brand Guidelines for The Hawaiian Islands, an educational resource for the visitor industry and partners to collectively communicate the uniqueness of Hawai‘i with a shared message and voice while differentiating our individual islands mindfully.
The Brand Guidelines cover topics including The Hawaiian Islands’ brand story entailing our collective kuleana to Mālama Ku‘u Home, identity, authentic culture, brand voice, and island brand personalities. They complement HTA’s recently updated Ma‘ema‘e Toolkit, a cultural resource for the visitor industry and businesses to portray The Hawaiian Islands accurately and authentically.
This effort supports the Brand Management pillar of HTA’s 2020-2025 Strategic Plan to ensure that Hawai‘i’s brand image is globally aligned and consistent with branding principles of authenticity, uniqueness, and responsible travel. It also advances Action G.6 of the O‘ahu Destination Management Action Plan (DMAP) in which residents called for the industry to “be intentional about what we promote to ensure that it is authentic” and also “enhance the current ‘The Hawaiian Islands’ brand guidelines for the industry partners and encourage consistent use.” This update ensured the collaboration with and reflection of community members on each island to meet their specific needs, including what is outlined in their own DMAPs.
We encourage everyone to utilize these resources globally and share them broadly throughout our visitor industry as we commit to destination management and telling Hawai‘i’s story correctly. E kuhikuhi pono i nā au iki a me nā au nui o ka ‘ike. Instruct well in the little and the large currents of knowledge for the small details are just as important as the large ones.
