Budget cuts end VoX's 11-year partnership with Hawaiʻi Tourism Authority

VoX International's role representing the Hawaiʻi Tourism Authority (HTA) in the Canadian market is coming to an end after more than a decade, the company confirmed in an email to industry partners on Monday (July 6).

In the email – from Susan Webb, president, Colin Wood, senior account and business strategy director, and Samantha Carreira, PR account manager, on behalf of the team – VoX said the decision was driven by budget cuts at the HTA.

"Unfortunately for now, VoX won't be continuing. This is purely a budget decision the HTA has made," the company wrote. "The intention is to let a U.S.-based team handle Canada although no definitive decisions have been made."

The move comes as Canadian visitation to the United States continues to face challenges while the two countries navigate a critical trade conflict.

VoX has represented the HTA in Canada for the past 11 years, promoting Hawaiʻi to travel advisors, tour operators and media while helping strengthen the destination's presence in one of its key international source markets.

The agency acknowledged it was disappointed by the decision, noting Canada's importance to Hawaiʻi's tourism industry.

“Understanding that changes and budget adjustments happen, we can't help but be sad about what is being lost and its potential impact on Hawaiʻi’s position as a top destination for Canadian visits,” the message reads. “As Hawaiʻi's #2 international market, we're very proud of what we've accomplished, and we couldn’t have done it without you.”

VoX thanked its industry partners for their support over the years.

"Mahalo (Thank You) for everything," the email began.

While a permanent contact has not yet been announced, VoX said it will continue to assist partners during the transition.

“While long-term contacts cannot be provided at this time, please don’t hesitate to reach out and we’ll provide interim contacts as appropriate,” the company said.

The HTA has not yet publicly announced who will oversee its Canadian market representation going forward.

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