The Hawai‘i Tourism Authority (HTA) is enhancing its efforts to attract Japanese travelers by introducing three key partnerships as part of its Qurator certification program. Leading tour operators HIS, JALPAK, and JTB Hawai‘i have earned Qurator status, recognizing their dedication to sustainable and responsible tourism. This certification celebrates each company’s efforts to prioritize the preservation of Hawai‘i’s natural and cultural heritage while providing meaningful travel experiences for Japanese visitors. HTA’s ongoing collaboration with these operators strengthens its commitment to promoting tourism that benefits both the environment and local communities, ensuring a more mindful approach to travel in the Hawaiian Islands.
Qurator, the official mark of excellence from the state of Hawai‘i, helps guide visitors toward businesses and experiences that prioritize responsible tourism. It recognizes and rewards those companies making positive contributions to the environment, local communities, and the economy. To earn Qurator certification, businesses are assessed across six key categories: Environment, Cultural Support, Equity, Safety, Community, and Guest Experience.
HIS, JALPAK, and JTB are now part of an exclusive group of nearly 50 businesses in Hawai‘i that have achieved this prestigious certification. With these tour operators onboard, Japanese travelers can now book complete vacation packages—including flights, accommodations, and activities—all through Qurator-certified providers, ensuring a more sustainable and mindful travel experience.
Launched in June 2024, the Hawai‘i Tourism Authority’s Qurator program has quickly become one of the most comprehensive quality certification initiatives of its kind. It has earned recognition for its innovative approach to environmental protection, inclusivity, and safety standards. By August, over 70% of visitors to Hawai‘i were served by businesses proudly holding Qurator certification, highlighting the program’s significant impact on promoting responsible tourism across the islands.
