Hawaii Considers Travel Ambassador to Strengthen Tourism Ties with Canada

Hawaii is exploring a new strategy to strengthen tourism ties with Canada as visits from Canadian travellers decline. State lawmakers are currently reviewing a proposal to create a travel ambassador role dedicated specifically to the Canadian market.

The initiative was introduced as a bill in the Hawaii State Legislature and, as of early March 2026, has reached roughly 50 percent progression through the legislative process.

Under the proposal, the travel ambassador would work within the Hawaii Department of Business, Economic Development, and Tourism (DBEDT). The position would be honorary and appointed by the governor for a four-year term.

Rather than focusing on large advertising campaigns, the ambassador’s primary role would be to maintain relationships with Canadian travel industry partners. This includes building and sustaining connections with travel agencies, tourism organizations, and other industry contacts that help drive Canadian visitors to the islands.

The goal is to keep communication and collaboration active within the Canadian travel market, ensuring Hawaii remains a visible and appealing destination for travellers.

The proposal remains under discussion, and several details have yet to be finalized. It is still unclear whether the ambassador would be based in Canada or Hawaii, and there are currently no plans to introduce similar ambassadors for other international markets.

If approved, the initiative could become a new approach for Hawaii to maintain strong ties with one of its historically important tourism markets.