Aloha energy: Hawai‘i makes the case for meaningful travel to Canadians

Hawai’i Tourism Canada brought the aloha spirit to Toronto’s Lulu Bar Tuesday (Dec. 2) as the venue played host to travel advisors and media at its annual Aloha Canada roadshow.

The audience was serenaded by a live Hawaiian band, the Kumuola Serenaders and guests enjoyed snacks from the bar’s Polynesian and Pan-Pacific menu. 

Amid heightened geopolitical tensions between Canada and the United States, Canadian travel to the U.S. has declined over the past year. However, Hawaiʻi may be less affected by this trend.

“I think Canadian travel agents and potential travellers see us differently than the continental U.S.,” said Colin Wood, senior account and business strategy director at Hawai’i Tourism Canada, which is represented by VoX International in Canada.

“Why? Because it’s different. It’s Polynesia! Yes, it’s an American state, but when you go, you get a feel for the aloha energy. It’s just different.”

Canadian travellers may share that perspective as well. Hawai‘i welcomes nearly 400,000 visitors from Canada each year, making Canada consistently one of the top source markets—often second only to Japan.

“Hawaiians appreciate Canadians,” Wood told PAX. “We tend to come during a quieter shoulder season, which is good for local businesses. We also stay for longer durations, roughly 11 days, versus Americans who tend to spend only four and a half.”

Hawaiians also appreciate Canadians for their mindful perspective on travel. “They don’t want fly and flop visitors,” said Wood. “All-inclusives aren’t allowed in Hawai’i. The idea is to go out and explore. Hawai’i is incredibly safe.” 

The Hawaiian tourism model is based on encouraging visitors to experience the islands through independent exploration.

Island outskirts

Kaua’i is the oldest and one of the most under-explored islands, and often called the “best kept secret,” or last to be discovered.

It’s a sure hit for visitors who want a rural experience away from the hustle and bustle.  It’s also home to natural wonders like the Na Pali Coast that’s inaccessible by car and Waimea Canyon, nicknamed the Grand Canyon of the Pacific.

“We want visitors to come for an escape and feel rejuvenated,” said Maile Brown, director of sales and marketing at the Kau’ai Visitors Bureau. “We’re not for everybody, there’s no nightlife to speak of and we go to bed at 9 p.m. after a wonderful meal, but we’re very active during the day with kayaking, ziplining, horseback riding. All of those adventures.” 

Hanalei, Kapaa, Poipu and Princeville are the best-known towns on the island. While it’s the smallest of the four main islands, there’s a wide spread of accommodations available with some unique brands to the state such as One Hotel, Grand Hyatt, Royal Sonesta and Timbers. 

A Curio Collection by Hilton is also expected to open in 2026.

Delicious Hawaiian cuisine is available on all the islands but Kau’ai has a few specialties like Flying Saucers, toasted bread pocket filled with ground beef, and UFOs, which are sausage filled with rice and sprinkled with Japanese furikake spices.

Maui

Maui is still recovering from the devastating wildfires in 2023 but houses are being rebuilt and the community “is really re-blossoming through coming initiatives,” said Brent Lausterer, director of sales, Maui Visitors & Convention Bureau.

“The harbour is expecting to reopen in the fall of 2026. All of the typical activities like sport fishing and whale watching will be back, and they’re still available from the Lahaina side.  All of the shopping, dining and other amenities are still there of course,” he said.

Farms are starting to expand their agrotourism offerings as well.  The Maui Ocean Centre has a new initiative where visitors can join residents and learn about limu, or seaweed harvesting, a key traditional Hawaiian crop. 

There’s a real focus in Hawai'i on creating opportunities for visitors.

“Visitors should look into what kind of local festivals or musical events are happening.  A lot of organizations have created environmental community projects like planting local seedlings to restore the watershed or helping to restore unique and protected archaeological sites,” Lausterer told PAX.

What Maui really wants visitors to do right now is to take a meaningful experience home with them.

O’ahu

“Canadian travellers have been important to Oahu for years,” said Karishma Chowfin, director of sales, O’ahu Visitors Bureau. “Canadians travel mindfully, stay longer, and are really our cousins to the north.”

O’ahu positions its self as the only island with a unique blend of town and country experiences.  Waikiki and Honolulu are only small urban pockets on the island. 

“Waikiki, Honolulu and Pearl Harbour often get pigeon-holed into a get-in-and-get-out scenario but we are that and beyond. The Winward coast has the Kuoloa private nature reserve with ATV and horseback riding. The North shore brings in surf contests but there’s also farm touring and eco-touring on private lands.” Chowfin told PAX.

Artisan tours are of course popular as well on the fertile volcanic soil. Plumeria, cacao and honey farm tours are all very popular excursions.

Cirque du Soleil recently signed a 10-year contract in Waikiki, making it a great compliment to the nightlife, restaurant and craft cocktail scene.

“The beauty of O’ahu is that we’re a destination for all different passion points, age groups. There’s something for everyone’s interest level, from single travellers looking for safety and of course the classic couples getaway experience. We’re not a one-dimensional island. There’s a real depth of product. No two sides of O’ahu look the same.”

Island of Hawai’I, the Big Island

The island of Hawai’I, commonly known as the Big Island, is the nature lover’s getaway.

“Our nightlife is spectacular because it’s outdoors,” said Deanna Isbister, director of leisure sales at Island of Hawaiʻi Visitors Bureau. “It’s stargazing! You can see 90 per cent of the southern hemisphere from the island.”

The island is also heavily focused on agricultural and environmental tourism as it’s home to four different sub-climates. “Everyone knows us for coffee but we have tea, cacao, vanilla and wine even. Anything can grow here.  We even had snow on Mauna Kea last week.”

New developments include the Mauna Kea resort that’s been completed, the OUTRIGGER Kona Resort & Spa on the lava cliffs of Keauhou Bay has completed renos, Kona Village has been reintroduced with individual thatched units. 

The food truck movement has made it to the island which has made village strolls a popular activity and good way to support local artisans.

For Canadian advisors, the takeaway is simple: Hawai’i isn’t asking visitors to just come and visit, it’s asking them to engage.