WAILUKU, Hawaii -- The Maui Visitors Bureau launched Maui Loves
Kids, a campaign aimed at attracting families.
Initially, the campaign is directed at the travel press, but it
also will be a focus at trade shows and by the end of the first
quarter will be incorporated into trade advertising. "Not only do
we provide a great vacation for families, but we offer an
educational and a new cultural experience in a fun atmosphere, as
well," said Marsha Wienert, MVB executive director.
Wienert pointed to new family-oriented attractions -- the $20
million Maui Ocean Center, which opened at Maalaea last April, and
the Hawaii Nature Center, which opened in Iao Valley last year.
Maui also has such attractions as Haleakala National Park; the
Sugar Cane Train; Maui Tropical Plantation, and whale, whaling and
missionary-home museums. It has more than 30 miles of beaches;
snorkeling and whale-watch cruises, and a range of ocean sports and
Many of the island's 60 hotels and 100 resort condominiums have
family packages and year-round children's programs. "We want to
capitalize on this," Wienert said.
The campaign features a logo and an eight-panel brochure. There
is also a section on family fun in MVB's new, 64-page 1999 vacation
planner; the consumer number for single copies is (800)
Wienert said that Maui gets its fair share of families arriving
in Hawaii but added, "There is a much bigger market out there of
those who go to mainland theme parks and national parks."
More than one-third of Maui's 2.3 million annual visitors are
part of a group of three persons or more, she noted.
MVB, which promotes the Maui County islands of Maui, Molokai and
Lanai, is a chapter of the Hawaii Visitors & Convention Bureau.
With a budget of more than $1 million from the state and $3.2
million from Maui County, the visitor bureau has for the past three
years concentrated on mainland-city advertising blitzes as its main
marketing vehicle. But the group also advertises and promotes to
such individual markets as golf; honeymoons and weddings, and
meetings and incentives.
This year, it revived its Maui Golf Coast program of earlier
years, placing emphasis on the golf market and promoting new Delta
Vacations Maui golf packages. For 1999, families will be the
Wienert said that tourism to Maui is doing well this year,
considering Hawaii's overall decline in Asian visitors. For the
first nine months of the year, Maui's visitors totaled 1.75
million, a 1% increase compared with the period last year.
Statewide arrivals, at 5.12 million, were down 1.6%. For the
period, Maui's 1.43 million westbound visitors increased 3.3%,
while its 315,730 Asia/Pacific arrivals declined 8.4%.
Phone: (808) 244-3530, Fax: (808) 244-1337, Web: