About Us

Through our partnerships with Hawai’i schools, government agencies, non-profits and private businesses, we promote a model of economic stability for our people while perpetuating Hawaiian culture and Ōlelo Hawai’i.

Our Mission

Our mission is to teach the concept of regenerative tourism which means visitors become stewards of the land in partnership with our island communities and leave our islands better than they found it. We also aim to support the needs of agrotourism which can enrich our local culture while promoting Hawaiian agriculture.

Understanding the value of Hawai’i’s tourism post COVID-19 has allowed for the industry to redefine itself no longer as an industry, but as a system that integrates into the way of life for the Hawaiian community. We have committed ourselves to an 8-Point Action Plan to drive this model forward for Hawai’i.

Our 8-Point Action Plan

  • We will work in conjunction with government agencies and non-profits to perpetuate Hawaiian culuture and ‘Ōlelo Hawai’i through regenerative tourism and the Pono Pledge to educate visitors on stewardship principles and our mālama ‘āina ways of life.

  • We will support Hawai’i’s public schools by donating proceeds and/or co-programming with the K-12 system to expose them to agriculture and regenerative tourism themes for career and technical development.

  • We will work with the hospitality industry to promote the Mālama Hawai’i Program and educate island visitors of the numerous benefits of giving back while on vacation.

  • We will develop a product line of Kona coffee, Portuguese Bread, and other baked goods led by Chef Charles Akau to support Hawai’i’s agricultural exports such as Hawaiian salts, Hawaiian honey, Hawaiian vanilla Hawaiian cacao and Hawaiian macnuts, among other products.

  • We will work with hotels, restaurants and agricultural business to support visitor education, opportunities for collaboration with our community, and education about the culture.

  • We will promote the needs of Kona coffee farmers to make sure the integrity of Kona coffee is restored. As one of the top agrotourism crops in the state, the legacy of Kona coffee is in our hands.

  • We will work with soup kitchen, food banks and the culinary field to provide opportunities to make the islands a more food-secure place for our residents.

  • We will promote the Pono Pledge through Shyla’s ambassadorship with the Hawai’i Island Visitors Bureau to make sure tourists respect the culture while traveling to the islands.

I pledge to be pono (righteous) on the island of Hawai‘i.

  • I will mindfully seek wonder,

    but not wander where I do not belong.

  • I will not defy death for breathtaking photos,

    trespass or venture beyond safety.

  • I will mālama (care for) land and sea,

    and admire wildlife only from afar.

  • Molten lava will mesmerize me,

    but I will not disrupt its flow.

  • I will not take what is not mine,

    leaving lava rocks and sand as originally found.

  • I will heed ocean conditions,

    never turning my back to the Pacific.

  • When rain falls ma uka (inland),

    I will remain high above ground, out of rivers and streams.

  • I will embrace the concept of being a steward of the land,

    revered as my loving chief.

  • E ʻapo i ke aʻo a hoʻohana, a e ʻoi mau ka naʻauao.

    Those who apply their teachings increase their knowledge.

Our Vision

Every visitor leave Hawai’i better than they found it.

Please visit: Hawaii Visitors Bureau to take the pledge.