Hawaiʻi’s tourism industry is once again attempting a reset. With Makana Eyre, a Native Hawaiian cultural practitioner and communicator, stepping into a prominent marketing leadership role, state tourism officials say they want to tell a more authentic story about the islands — one rooted in culture, responsibility, and respect rather than postcard clichés.
But critics argue that while the messenger may be new, the message and structure remain largely unchanged. Beneath the refreshed language and cultural framing, they say, Hawaiʻi’s tourism model still prioritizes volume, profit, and external interests over local well-being.
This article looks beyond the headlines to explore what’s really changing in Hawaiʻi tourism marketing, what isn’t, and why this debate matters for residents, visitors, and the future of the islands.
A New Voice in Hawaiʻi Tourism Marketing
Makana Eyre’s appointment was welcomed by many as a symbolic shift. For decades, Hawaiʻi’s tourism campaigns were shaped primarily by corporate branding logic, often flattening Hawaiian culture into easily consumable imagery: hula silhouettes, beaches, leis, and sunsets.
Eyre represents something different:
- a Native Hawaiian perspective
- lived cultural knowledge
- an emphasis on language, protocol, and place
- a public commitment to mālama (care) and kuleana (responsibility)
The stated goal is to move tourism messaging away from “paradise consumption” and toward relationship-based travel — where visitors are guests, not customers.
What the Rebrand Is Trying to Do
Hawaiʻi tourism officials say the new marketing direction focuses on:
- Quality over quantity of visitors
- Encouraging travelers to respect local customs and environments
- Promoting lesser-known areas to reduce overcrowding
- Highlighting cultural education rather than pure entertainment
- Framing tourism as a reciprocal relationship
On paper, this aligns with long-standing calls from residents for a more sustainable, respectful tourism model.
What Critics Say Hasn’t Changed
Despite the new tone, many locals and observers argue that the core issues remain untouched.
1. The Economic Structure Is the Same
Tourism revenue still:
- flows largely to large hotel chains and external investors
- prioritizes short-term visitor spending
- leaves many residents facing high living costs and low wages
Marketing alone cannot fix structural inequality embedded in the industry.
2. Cultural Framing Without Power Shift
Critics warn of “cultural window dressing” — using Hawaiian language and values in branding while decision-making power stays centralized in state agencies and tourism authorities.
Without transferring authority to local communities, culture risks being repackaged rather than respected.
3. Visitor Volume Remains the Goal
Even with softer language, the state still depends heavily on tourism numbers to support the economy. Infrastructure strain, housing shortages, and environmental damage continue to be linked to high visitor counts.
Many residents argue that true reform would require intentional limits on tourism growth, not just better storytelling.
4. Responsibility Is Placed on Visitors, Not Systems
The new messaging often asks visitors to behave better — respect nature, follow rules, be mindful.
While important, critics note this shifts responsibility away from:
- government planning
- corporate practices
- land use policy
- enforcement mechanisms
Individual behavior alone cannot solve systemic problems.
The Deeper Issue: Who Is Tourism Really For?
At the heart of the debate is a fundamental question:
Is Hawaiʻi tourism designed to serve residents first — or visitors and investors?
For decades, many Native Hawaiians and longtime residents have said:
- tourism drives up housing prices
- strains water and energy systems
- erodes access to land and beaches
- commodifies culture
- reinforces colonial power dynamics
A marketing refresh does not automatically address these realities.
What Real Change Could Look Like
Critics and community advocates often point to deeper reforms that go beyond branding:
1. Community-Led Tourism
Giving local communities real authority over:
- visitor numbers
- tour permits
- land use decisions
- cultural access
2. Economic Diversification
Reducing Hawaiʻi’s dependence on tourism by investing in:
- local agriculture
- renewable energy
- education and research
- technology and remote work infrastructure
3. Enforceable Visitor Limits
Implementing:
- reservation systems
- caps on daily visitors in sensitive areas
- stricter short-term rental regulations
4. Cultural Protection Laws
Ensuring Hawaiian cultural practices are protected by law, not just promoted in ads.
Why Marketing Still Matters — But Isn’t Enough
Marketing does shape visitor expectations. When travelers are told they are guests with responsibilities, some do behave differently. A respectful narrative can:
- reduce harmful behavior
- increase cultural awareness
- attract travelers aligned with sustainability values
But marketing cannot substitute for policy. Without structural reform, even the most culturally sensitive campaign risks becoming another layer of branding over an unchanged system.
Frequently Asked Questions
Who is Makana Eyre?
A Native Hawaiian cultural practitioner and communicator now involved in shaping Hawaiʻi tourism messaging.
What is Hawaiʻi trying to change with its tourism marketing?
The state aims to promote respectful, culturally informed, and sustainable travel rather than mass tourism.
Why are some residents skeptical?
Because past rebrands did not meaningfully change visitor volume, economic inequality, or decision-making power.
Is the tourism industry still essential to Hawaiʻi’s economy?
Yes. Tourism remains a major economic driver, which complicates efforts to reduce dependence on it.
Can tourism ever be truly sustainable in Hawaiʻi?
Many believe it can — but only with limits, local control, and economic diversification.
Does this rebrand benefit Native Hawaiians?
That depends on whether cultural voices gain real authority, not just visibility.
Are visitors responsible for Hawaiʻi’s problems?
Visitors play a role, but systemic issues stem from policy, planning, and corporate practices.
Final Thoughts
Hawaiʻi’s latest tourism rebrand reflects a growing awareness that the old “paradise” narrative is broken. Featuring Native Hawaiian voices like Makana Eyre is a meaningful step — but symbolism alone will not resolve decades of tension between tourism and local life.
True transformation will require more than new language or imagery. It will require shifting power, redefining success, and placing community well-being at the center of tourism policy.
Sources Honolulu Cvil Beat
