Hawaii is offering travellers and travel partners a window into its unique wellness culture.
Hawaii Tourism Europe (HTE) has launched a new campaign, The People. The Place. The Hawaiian Islands., designed to inspire, educate, and engage travellers through mindfulness and storytelling.
In partnership with brands Headspace and Happier, and featuring advertising across Calm’s content on Spotify, the campaign includes a sponsored podcast series.
This is designed to create a connection with Hawaii while promoting well-being.
The campaign features video and audio content that explores Hawaiian culture and the stories behind the people of Hawaii’s four major islands: Maui, Island of Hawai‘i, Kaua‘i and O‘ahu.
Hosted by Dora Kamau, a mindfulness and mental health expert, the podcast aligns with travellers’ increasing desire to prioritise destinations that offer more meaningful, restorative travel experiences.
It showcases Hawaii’s nature, traditional practices and cultural heritage.
It aims to foster a connection with nature on hikes, meditating on the beach, engaging with communities in cultural workshops, or taking part in mālama-focused activities, such as beach clean-ups and native tree planting.
The campaign is supported by a strategic tactical and social phase with key operator partners Kuoni, American Sky, Freedom Destinations, Travelbag and Kenwood Travel.
“This campaign is about more than Hawaii as a destination, it’s about creating a meaningful connection through its people and culture” said Amy Waller, Account Director Europe, Hawai‘i Tourism Europe.
Travel agents are encouraged to listen to the video series and to access resources via the Travel Trade Portal on gohawaii.com to learn more about Hawaiian culture and also become a Destination Specialist.
HTE is offering a free 60-day trial of Happier where agents can take advantage of this resource to improve their own mental health.
The offer can be redeemed at: www.meditatehappier.com/d/gohawaii.
They are also offering a free 30-day Headspace trial using promo code HAWAII2025 at the checkout.
