HTA awards brand management contract to Council for Native Hawaiian Advancement

June 3, 2022, 8:43 a.m. HST

Visitor education signage at Kahului Airport in Maui. PC: Hawaii Tourism Authority

The Hawai’i Tourism Authority, the state agency responsible for holistic tourism management, has awarded a new contract for a full suite of brand management and visitor education services to the Council for Native Hawaiian Advancement.

The contract covers the Hawaiian Islands in the US market, as well as support services shared by Hawai’i brand management teams around the world.

Kūhiō Lewis, President and CEO of CNHA, said, “The Council for Native Hawaiian Advancement is honored that the Hawaii Tourism Authority has entrusted us with the task of bringing about the change that Hawai’i has long demanded. of our tourism industry. We understand that there remains a process in place and we will follow HTA’s lead in the coming days to maintain the integrity of this process.

HTA issued an RFP for the US market on April 15. A list of finalists was determined and presentations were made to a judging committee comprised of HTAs, community and industry leaders.

In addition to in-market activities contracted in previous periods, this RFP (RFP 22-01) included coordination, communication, and promotion in Hawaiʻi for community-generated initiatives through Action Plans. destination management. It also included support services for Hawaii’s official travel website, app, social media channels, and creative content used worldwide for branding and visitor education.


HTA will negotiate a multi-year contract with the Council for Native Hawaiian Advancement beginning June 30, 2022 and ending December 31, 2024, with HTA having the option to extend the agreement for an additional two years.

Cathy W. Howerton