Adventure.com Launched New Wave Tourism Campaign
The tourism initiative highlights local Hawai'i residents across Maui and O'ahu through October.
Updated on Sept. 28, 2026 in Surfing
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Adventure.com and Hawai'i Tourism Oceania have launched the New Wave campaign to promote tourism that supports the local economy. The initiative features profiles of three Hawaiians, including a paniolo cowgirl, a waterman, and a chef.
Why it matters
The campaign aims to foster tourism practices that directly support local communities and promote long-term economic resilience. By highlighting local individuals, the project seeks to encourage more mindful travel within the islands.
The New Wave campaign features 3 specific local Hawaiians, including a paniolo cowgirl, a waterman, and a chef. The project encompasses content captured during production visits to Maui and O'ahu.
The players
Adventure.com
This is a travel media company that produced and hosted the campaign content.
Hawai'i Tourism Oceania
This organization partnered to launch the campaign promoting local tourism.
The details
Production teams traveled to Maui and O'ahu to interview subjects and capture footage for the campaign. The content is being distributed via editorial features, social media, newsletter integrations, and display advertisements.
Timeline
The New Wave campaign officially launched in September.
The distribution period for campaign content runs through October.
Season Trajectory
This campaign follows a pattern set by the Hawaii Tourism Authority's Regenerative Tourism Framework. It aligns with shifting industry efforts to prioritize community-centric promotion over traditional volume-based tourism models.
Visitors to Maui and O'ahu can expect to see increased visibility of local narratives as the campaign persists through the month of October. The project influences how travelers engage with local businesses and cultural figures featured in the series.
The takeaway
Travelers looking to support local resilience should seek out community-led experiences that highlight the voices of residents. Engaging with these stories provides a deeper understanding of the local culture beyond typical tourist attractions.
Further reading
Learn more about the local culture and current travel trends in the Surfing section.
Source note: This article includes information reported by B&T.
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