The Maui Emergency Marketing Campaign is a coordinated effort to support Maui's tourism recovery and restore visitor confidence statewide. Funded by the Hawaiʻi Tourism Authority (HTA) and executed by the Hawai'i Visitors and Convention Bureau (HVCB), this comprehensive initiative addresses critical recovery needs that impact the entire state's visitor industry ecosystem.
Focusing efforts on Maui, the campaign will stimulate travel demand as early as this summer and through the end of 2025—with the intent to support local businesses and, thereby, preserve jobs in the state's most important economic driver. Read more HERE.
Campaign Duration: July 2025 through the end of the year
Key Initiatives
National Wholesaler/OTA Program
Strategic partnerships with major travel wholesalers and OTAs selling Hawaiʻi vacation packages that prioritize Maui. See the Resources section below for detailed plans.
Targeted Media Campaigns
Destination brand marketing showcasing Maui's distinct offerings through social campaigns and public relations efforts.
Social Media: Organic storytelling and paid amplification on Instagram, Facebook, YouTube, and TikTok; geo-targeted to high-intent travelers in Los Angeles, San Francisco, and San Diego
Public Relations: High-impact coverage through a series of regional TV segments featuring Maui native Chelsea Davis, media visits, and participation in IMM LUX.
Enhanced Programs
Hawaiʻi Special Offers Program with conversion-focused, paid digital media targeting key West Coast markets, as well as owned media channels with national coverage.
MCI incentives to drive group business to Maui for 2025–2026
View the full presentation detailing campaign strategy, timeline, and participation opportunities.
Download marketing materials, brand guidelines, and promotional assets for industry partners HERE.
Program Details:
Investments range from $250,000 - $1,000,000 for each partner.
Promotion period: 1 June – 15 December 2025
Booking period: 2025 and 2026
Utilize integrated consumer-facing tactics, augmented by trade executions, that target high-intent travelers to drive business through the distribution channel.
Require enticing consumer offers of a minimum 20% value (i.e. 5th night fee) to incentivize bookings.
