Hawai‘i Tourism Europe (HTE) has launched a new campaign, The People. The Place. The Hawaiian Islands., designed to inspire, educate, and engage travellers through the power of mindfulness and storytelling.
In partnership with mindfulness brands Headspace and Happier, and featuring advertising across Calm’s content on Spotify, the campaign includes a sponsored podcast series designed to create a connection with Hawai‘i while promoting well-being.
The campaign features video and audio content that explores Hawaiian culture and the stories behind the people of Hawai‘is 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, reflective and restorative travel experiences.
Hawaii’s natural beauty, traditional practices and rich cultural heritage will resonate, from connecting with nature on hikes, meditating on the beach, engaging with communities in cultural workshops, or taking part in mālama-focused activities, such such as beach clean-ups and native tree planting.
“This campaign is about more than Hawai‘i as a destination, it’s about creating a meaningful connection to Hawai‘i through its people and culture” said Amy Waller, Account Director Europe, Hawai‘i Tourism Europe. “When we see Hawai‘i through the lens of its people, exploring the traditions and stories passed through generations, we can experience it in a way that enriches both the community and its guests’.
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 become a Destination Specialist.
To support the well-being of travel agents, 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.
For more information, visit https://thehawaiian-islands.com/ or contact Joanna Cooke, PR Representative, Hawai‘i Tourism Europe.
