Discovering the Spirit of Aloha on the Tourism Cares Meaningful Travel FAM Tour with Hawai’i
Hawai’i is often celebrated for its sun, sand, and surf, but there’s so much more to the islands that makes this destination special. The true beauty of Hawai’i lies in the warm spirit of its people, their traditions, and the passionate businesses dedicated to preserving them.
This past December, I had the privilege to attend a Meaningful Travel Familiarization (FAM) Tour on the island of Maui, which brought together 20 travel professionals representing a number of different agencies and consortia for an unforgettable and deeply impactful experience. Participants left inspired and excited to encourage their clients to explore and support smaller, community-focused organizations. By promoting these unique and meaningful experiences to travelers, attendees will enrich their clients' future trips to Hawai’i while bringing lasting benefits to the island’s communities.
Hosted by the Hawai'i Visitors and Convention Bureau (HVCB) and the Hawai’i Tourism Authority (HTA), the program spotlighted the Tourism Cares Meaningful Travel Map of Hawai’i, which features 24 “Impact Partners,” i.e., local small businesses, non-profits, and social enterprises that are generating positive impacts for local communities and environments through their businesses.
FAM attendees learn about growing and harvesting pineapple with Maui Pineapple Tour
Starting with Purpose and Education
Education is at the heart of every Tourism Cares program, ensuring attendees are prepared to fully enjoy their experience while becoming well-informed and respectful visitors. This focus aligned perfectly with an opening informational session led by Kainoa Daines, Senior Director of Destination Education at HVCB. Kainoa equipped participants with essential knowledge before they set out to explore and connect with the local communities. He shared the history of the islands, insights into the Hawaiian language, and an introduction to Hawaii's rich culture and traditions. “Understanding the Hawaiian language and proper pronunciation,” he explained, “is essential to fully immersing oneself in the islands and being a respectful visitor.”
During the session, each participant was asked to share one word they associated with the Hawaiian word aloha. While many initially thought of it as simply “hello” or “goodbye,” we quickly discovered it holds much deeper meaning. By the end, we had collected over 20 words—love, community, welcome, joy—that only began to capture the true essence of aloha.
You could feel the warmth and power of the word aloha in every interaction with locals. It wasn’t just about being welcomed to a hotel, restaurant, or attraction—it felt as though we were being welcomed into someone’s home as if we were longtime friends or family.
Maui’s Resilience and Responsibility as Visitors
FAM attendees enjoy a sunset catamaran with Trilogy Excursions
In 2023, Maui endured devastating wildfires that profoundly impacted its residents. Driving through the affected areas, the scars on the land were heartbreaking. Our hosts gave us a thoughtful reminder: these areas were not ours to photograph or share. The devastation was not for visitors to document, we were there to support the community through mindful travel.
Our role was to help Maui’s recovery by spending thoughtfully, supporting local businesses, and sharing the message that Maui is open and ready to welcome visitors.
Throughout the trip, we reflected on what it means to be a responsible traveler. Locals emphasized three simple yet powerful requests:
Do your research before visiting
Arrive with a willingness to learn
Treat Maui as you would your own home
As Impact Partner Iopa Maunakea, Executive Director of Imu Mea ‘Ai Food Tour, put it: “If you bring aloha, you will get aloha back.”
Beyond Sun, Sand, and Surf
Hawaii's natural beauty is undeniable, but the islands offer much more than stunning landscapes. The FAM trip provided countless opportunities to connect with the culture and values that make Hawai'i truly unique.
One of the highlights was our visit to the Maui Ocean Center. We were warmly greeted by General Manager Tapani Vuori and Hawaiian Cultural Advisor Dane Maxwell, who explained the Center’s mission: educating visitors about the ocean while honoring Hawaiian values.
The Center’s practices, guided by local consultants, ensure cultural and environmental respect are incorporated into everything they do. For example, all marine wildlife is eventually released back into the ocean. As one representative said: “We do not own them; we must return them.”
Pictured From left to right: Kati Hagedorn from Tourism Cares; Robyn Basso from Hawai’i Visitors and Conventions Bureau; John Sutherland from Tourism Cares; planting trees with Skyline Conservation Initiative
Throughout the exhibits, local presenters interact with guests and showcase traditional activities such as crafting handwoven fishermen's nets from natural resources. The on-site restaurant serves locally and sustainably sourced fish, and the gift shop showcases local, sustainable products. It became a favorite stop for attendees.
Another memorable experience was visiting Skyline Eco-Adventures, a company offering zipline adventures alongside a mission to restore Maui’s native forest at Pōhakuokalā Gulch. Their work ensures this beautiful land is conserved for future generations and its native ecosystem restored.
Our group spent the morning learning about Skyline’s conservation efforts, hearing success stories of native birds returning to the area, and planting 40 trees with the guidance of their staff. Joe Imhoff, Skyline’s Program Manager, shared that Maui’s forests are 100% dependent on human management to survive. Our 40 trees would grow to provide seeds for future generations, contributing to the forest’s expansion over the coming decades.
Skyline not only offers visitors adventure but also an opportunity to give back—leaving behind something tangible that supports the land and community.
The Power of Meaningful Travel
Maui is open and ready to welcome visitors who are willing to embrace and reciprocate the aloha spirit that will greet them throughout their time in Hawai’i. This FAM trip was an example of how meaningful travel is about shifting from being a passive traveler to becoming an engaged, immersed, and giving visitor.
Visiting Maui with open hearts and minds, we left with unforgettable memories of its beauty and a deeper understanding of traveling responsibly and with purpose.
I invite you to explore the Tourism Cares Meaningful Travel Map of Hawai’i to discover more about these initiatives and learn how you can create meaningful moments for your clients, too.