Hawai‘i has launched a new global campaign, ‘Hawai‘i Stays With You’, inviting travellers to experience the islands through a deeper cultural connection, positioning Hawai‘i as more than a holiday destination and aligning with demand for more meaningful travel.
Hawai‘i has unveiled an evocative new global campaign designed to reflect how the Hawaiian Islands are experienced today, through lived local perspectives, destination storytelling and cultural insight.
The ‘Hawai‘i Stays With You‘ campaign highlights how travel to Hawai‘i extends beyond scenery and activities, focusing instead on the emotional connections and everyday moments that stay with visitors long after they leave.
It spotlights three pillars of the Hawaiian experience: adventure, culinary discovery and leisure and wellness. Visitors are encouraged to explore Hawai‘i’s natural beauty, living culture and restorative experiences more mindfully, including voluntourism opportunities.
Guided by the values of aloha (care and connection), ʻohana (a sense of belonging) and kuleana (shared responsibility), the campaign encourages visitors to engage respectfully with local communities, culture and daily life to create more meaningful and lasting connections.
Developed by the Hawai‘i Visitors & Convention Bureau (HVCB) and led by the Hawai‘i Tourism Authority (HTA), the ‘Hawai‘i Stays With You’ campaign invites international visitors to experience the islands’ everyday appeal and taps into what today’s travellers are actively seeking.
For travel advisors, the messaging reinforces Hawai‘i’s ongoing shift toward regenerative and values-led tourism, offering a framework to sell the destination beyond beaches and resorts.
HTA Interim President Caroline Anderson said the ‘Hawai‘i Stays With You’ campaign responds directly to changing traveller expectations.
“Today’s travellers are seeking deeper connections with the people and places they visit. This campaign invites visitors to see Hawai‘i through the everyday moments of those who call it home,” she said.
HVCB President & CEO Dr Aaron J. Salā added that the campaign is about the lasting impact of travel.
“‘Hawai‘i Stays With You’ is an invitation to find connection and a declaration that an encounter with Hawai‘i can profoundly affect the lives of those who come here,” he said.
For more info, visit gohawaii.com
KARRYON UNPACKS: Hawai‘i’s latest campaign signals a clear shift toward purpose-driven tourism, giving advisors a powerful narrative to attract travellers seeking cultural connection, community engagement and experiences that deliver emotional value, not just a getaway.
