Christine Hitt
I received an email recently from someone who doesn't feel like he's welcome in Hawaii. He is canceling plans, he said, and his friends are, too. This was brought up at the Travel Weekly Hawaii Leadership Forum earlier this month. Travel industry professionals said clients are still unsure about returning, since the last major message that came out of Hawaii was to stay away.
Understandably, the message that "Maui is closed" proliferated on social media after one of the most devastating events in Hawaii's history. However, it's now been eight months since the wildfires ravaged Lahaina.
For anyone with uncertainty about traveling to Hawaii, I can tell you that the governor, mayors, the Hawaii Tourism Authority, hotels, tour operators and restaurants have all made it very clear that they want visitors to return. Even businesses in Lahaina, like the Old Lahaina Luau and Mala Ocean Tavern, are open and welcome bookings.
The story I wrote in February about my visit to West Maui is still relevant today. Tourism businesses are open across Maui, but it's important to be sensitive. And remember, the other Islands are open for business and operating as usual. My recent travels to the Big Island of Hawaii and Oahu felt no different than before the fire.
Jay Talwar, the Hawaii Visitors & Convention Bureau's senior vice president of marketing and chief marketing officer, addressed this topic at the forum, sharing that they are working on various social media campaigns to spread the message that "Maui is open for mindful travelers."
Talwar said that the negative sentiment expressed through social media following the fire has a long tail. The bureau is working to spread awareness that Maui is not closed, and the organization is aggregating visitor social media posts showcasing experiences on Maui as they return.
In March, the Hawaii Tourism Authority also launched the Makaukau Maui campaign to foster economic recovery. "Makaukau Maui" means "Maui is ready." A video that is part of the campaign features businesses and Maui residents who are saying they are "ready to work" and ready to welcome visitors back.
"We acknowledge that not everyone on the island is in a position to return to work, that some families continue to struggle in a search for housing," Daniel Nahoopii, interim president and CEO of the Hawaii Tourism Authority, said at the forum of the Makaukau Maui campaign.
"This campaign is meant to ensure that those who are ready to get back to work and get back to business have the opportunity to do so, providing a platform for those voices out there," he said.
Positive messaging, such as "Maui is ready," will probably not get the same amount of reach as those that said to stay away. The negative sentiment will have a long tail, as Talwar said, since it was not a message people were used to hearing and so will be remembered more.
It will take time and education before people stop asking if travelers are welcome back to Maui. Word of mouth will also be key, so if or when you are asked, pass it along.