The HTA (Hawaii Tourism Authority) has launched a new visitor industry certification programme called ‘Qurator’, aimed at evaluating tourism businesses based on six key criteria: environment, cultural support, equity, safety, community, and guest experience.
This initiative was announced by HTA board chair Muffi Hannemann during a press conference on June 26 in Honolulu. Qurator is designed to reflect Hawaii's commitment to preserving its land, culture, and community, while enhancing the visitor experience.
"Qurator isn't just a stamp of approval," stated Hannemann. "It represents a set of brand values for the Hawaiian Islands, showcasing our dedication to our land, people, culture, and guests.
“It recognizes the interconnected relationship between businesses, visitors, and our broader local community." To achieve Qurator certification, participating businesses must first conduct a self-evaluation using a comprehensive survey with up to 220 questions tailored to various sizes and focuses within the travel industry.
These self-assessments are then reviewed and scored by an independent third party, which also conducts further audits to ensure accuracy and truthfulness. The programme includes several tiers of certification to honour outstanding tourism businesses.
These tiers are "Qurator Certified," "Qurator Honored" for top performers, and "Qurator Elite" for the highest-scoring companies. The initiative was developed in collaboration with the Council for Native Hawaiian Advancement's (CNHA) Kilohana tourism division.
Hawaii businesses have the flexibility to participate in as many or as few certification categories as they choose. This inclusivity allows small and local businesses to be celebrated for their contributions, whether they provide good jobs, protect wildlife, or nurture Hawaiian culture.
"Qurator seeks to broaden the playing field, so that small, local businesses can be equally celebrated," the HTA stated. In May, 13 businesses were certified during a pilot program for Qurator.
These included Hawaiian Airlines, Four Seasons Resort Lanai, Trilogy Excursions, Hawaii Forest and Trail, and the Bishop Museum in Honolulu. This pilot programme set the stage for the broader rollout of Qurator, highlighting the program's potential to recognize and celebrate businesses that contribute positively to Hawaii's tourism industry and community.
