Ka Wai Ola - Office of Hawaiian Affairs, Volume 40, Number 12, 1 December 2023 — Encouraging Mālama Hawai'i Tourism [ARTICLE+ILLUSTRATION]

Encouraging Mālama Hawai'i Tourism

By Nathan Hokama When Justin Naka'ahiki was growing up, his parents always reminded him about the valuable resources available to Native Hawaiians and encouraged him to take advantage of those opportunities. As a shy boy from Kekaha Hawaiian Homestead on Kaua'i , Naka'ahiki took his parents' advice to heart. And today, with the support of an Oflice of Hawaiian Affairs' (OHA) Mālama Loan for Native Hawaiian business owners, Naka'ahiki now owns his own company: Destination Marketing Hawai'i. A Loeal Company with Global Reach This small-town boy is now playing in the big leagues. Naka'ahiki's company has a vast network that eonnects Hawai'i to English-speaking audiences around the globe with compelling pre-arrival messages for travelers coming to our islands. Naka'ahiki is the ideal go-between. He capably represents Hawai'i to businesses throughout the world and represents the interests of businesses seeking support in Hawai'i. He recently organized a major conference here in Hawai'i for 300 of the world's travel industry leaders. But success didn't happen overnight. It's been a long journey full of obstacles, but Naka'ahiki has been able to move forward and has made good business decisions along the way - a a prime example of someone who turns challenges into opportunities. Thriving in Challenging Circumstances After graduating ffom Waimea High School, Naka'ahiki earned a marketing degree from UH Mānoa and hit the ground running. He worked in various positions

at a Honolulu advertising agency, whieh led to a successful career in the travel industry and tourism marketing. His 20-year career includes a decade of leading the marketing efforts for Aqua-Aston Hospitality. "I made a switch in my career just two months before the Great Recession [of 2008]," Naka'ahiki recalled. The self-described optimist didn't let the daunting challenges of visitor decline and the volitile eeonomie climate derail him. He stayed with it, developing the tenacity and an unshakable confidence that would serve him well in the future. In 2018, he left the hotel industry with a myriad of connections and contacts to join Destination Marketing Hawai'i. Naka'ahiki had known the company's owner for years through his professional network, and she had heeome something of a mentor to him. She started the eompany in 1998, but wanted to transition out and pegged Naka'ahiki to take over. For two years, Naka'ahiki worked with her, learning the business and enjoying the freedom she gave him to take on big projects. Pandemic Introspection and Rebalancing In early 2020, Naka'ahiki purchased Destination Marketing Hawai'i. No sooner had he aquired the business, when the unthinkable happened - the pandemic began, lockdowns were enforced, and the visitor industry went into a tailspin as visitors stopped coming to Hawai'i. "I saw colleagues who had been in the business for 20 to 30 years leave the industry," Naka'ahiki said. Instead of despairing, Naka'ahiki used the downtime for administrative housekeeping, getting all the paperwork in order for his newly acquired company. "Since I was now my own boss, it was a time to reassess everything," he said.

Timely Support from OHA Naka'ahiki also turned to OHA and federal funding to help his company get through the pandemic. He had learned about OHA's loan program "through ffiends of friends and through cousins of cousins," and knew he would be in good hands. The financing eame at a critical time, allowing him to create a solid foundation for his company. Loan Processor Robert Crowell with OHA's Native Hawaiian Revolving Loan Fund program said OHA was able to provide Naka'ahiki with funds to revamp Destination Marketing Hawai'i's portfolio of products and services and, critically, to provide funding to keep Naka'ahiki's assistant employed. By 2021, Destination Marketing Hawai'i was ready to move forward. A New Way of Seeing Hawai'i The pandemic was also a time for reflection. During the lockdown, Hawai'i residents had an opportunity to experience uncrowded beaches for the first time and better understand the need to protect and preserve Hawai'i's natural beauty and ecosystems. Suddenly, stewardship of our islands, destination management, and attracting the right "types" of visitors — instead of high volumes of visitors — heeame the topic of everyday conversations and high-level policy discussions. Naka'ahiki not only looked at changes within his own company, but also the way Hawai'i was being marketed and promoted in general. His abiding love for Hawai'i and genuine respect for all people guided the direction of his company. And his values-based commitment to mālama Hawai'i heeame even stronger as the pandemic challenged and broadly changed perspectives on the perils of overtourism. Naka'ahiki didn't get caught in the fray by taking sides on the issue of destination management versus tourism marketing. His seasoned industry perspective allowed him to see the intrinsic value of both views as he used his influence to personally promote efforts to "rebalance" Hawai'i's visitor industry and help others to know and appreciate the authentic Hawai'i. "Over-tourism is not unique to Hawai'i," he said. "We need both destination management and travel marketing. One ean leverage the other more effectively for storytelling. The two specialties ean work hand-in-hand." In the meantime, Naka'ahiki continues to move his business forward. Although he has big aspirations - and has even considered replicating his business model to support other destinations around the world - at the end of the day, his connection to the land and 'ohana was stronger. "This is my home," he said. "1his is where I'm meant to be." ■

Bfti • * 1 2023 HAWAII LEADERSHIP FOftUU ■ Justin Naka'ahiki speaks at the Travel Weekly Hawaii Leadership Forum in April 2023 at the Sheraton Waiklkl - Courtesy Photo