On March 31, Sue Kanoho will be retiring from her role as executive director of the Kauai Visitors Bureau after leading the organization since 1997, while also serving as managing director of island chapters for the Hawaii Visitors and Convention Bureau.
Over her nearly three decades in the job, she helped shape Kauai's tourism industry, while guiding it through both growth and challenges.
"I've loved every minute of it, and I'm really just grateful that I had this opportunity," Kanoho said. "Those are experiences that I'll carry with me forever. The teamwork we have here on Kauai is just extremely amazing."
Travel Weekly Hawaii editor Christine Hitt spoke with Kanoho to learn more about milestones, the changes she's seen on the island since she began her role and what the future holds for the island.
Q: What are some of your proudest accomplishments during your time at Kauai Visitors Bureau?
"You cannot get bored of this job," Kanoho said, pointing to her public relations work with travel writers, press trips and special events, including a 50th anniversary celebration of the 1958 movie "South Pacific" with star Mitzi Gaynor, who hadn't been back to Kauai since she made the film there. She also highlighted the 50th anniversary of the Elvis Presley film "Blue Hawaii," saying she was "surprised how many people are still Elvis fans," as well as a 25th anniversary celebration of 1993's "Jurassic Park."
"And then of course, we just did 'Lilo & Stitch,'" she said, referring to an event honoring Disney's 2002 animated feature that took place on Kauai. "It's been a lot of public relations, and I'm just proud of the work that we've been doing at Haena [State Park], and how we were able to transform that place, as well."
Q: What has been the most significant change with marketing Kauai?
"Kauai many, many years ago was just not known for much," Kanoho said. "We didn't have a lot of activities back in the day, and so I think that's one thing that has really significantly changed the island."
She explained that when she started, experiences for visitors included golf, hiking and kayaking and that "we didn't have ATVs, we didn't have ziplines, we didn't have any of that."
Some adventure attractions, like ziplining, were not available on Kauai when Sue Kanoho first took the reins at the island's visitors bureau in 1997. Photo Credit: Hawaii Tourism Authority (HTA)/Ben Ono
Q: How are things going with the Destination Management Action Plans (DMAP), and integrating Kauai residents into the tourism-planning process?
"I feel it's been so helpful in two ways," she said, explaining that in the past, the visitor's bureau wasn't "really charged with meeting with the community."
The new approach with the DMAP "allowed us a chance to really sit with them and share what we're doing ... and to hear from them about what's happening in their respective areas of where they live, where they work," Kanoho said.
"It's been tremendous, and I think it's something that should continue forever," she said.
Q: You've been vocal about visitor safety on trails, especially in places like the Kalalau Trail. What do you want people to know?
"The Kalalau Trail is not for everyone, you really need to be trained for it," Kanoho said. "You need to be able to get in and get out the 11 miles on your own, and if it's your first time camping, this is not the trail to do it on. There are other places on the island where you can camp and have a great experience."
She gave credit to the Hawaii State Department of Land and Natural Resources, which she said have done a better job of closing the park during periods of inclement weather.
Q: What do you hope your successor will focus on?
"I always try to put the place and the people in my forethought of anything we do, especially with any pictures we share, or [marketing language]," she said. "I think some places really should be left without getting exposed to the whole wide world. There are just certain places that can't handle, and shouldn't handle, [mass tourism]. They're sacred and special."
"I have a great team here, so hopefully that will work out for the new person, and they'll appreciate them as much as I did," she added. "It's just an honor to live and work here. I hope that [my successor] has the same feeling for what Hawaii is to all of us."
Q: Do you have a positive outlook for Kauai's tourism future?
"I do, and I think everybody has to take responsibility for how much an island can handle," she said. "And I would say, we have a couple shortfalls right now, which is housing and [in the] labor workforce, so everybody needs to take that into consideration for anything in the future. To just continue to build, with no consideration for that, will not go well."
Q: Do you have any final tips for travel advisors?
"I'm very grateful for every single one of them ... They're an extension of us," Kanoho said. "They're at the frontline for the work that we do."
Kanoho added that she encourages travel advisors or their clients to reach out to the visitors bureau at anytime with questions.
Correction: Disney's 2025 live action/animated film "Lilo & Stitch" was shot on Oahu; the 2002 animated feature took place on Kauai. Incorrect information appeared in an earlier version of this article.