Lacey Faltz
Last updated: Thursday, June 27, 2024 at 11:10 AM
Qurator, Hawaii Tourism Authority’s new standard of excellence. (Photo courtesy of Hawaii Tourism Authority)
The Hawaii Tourism Authority (HTA) has launched an official certification program for responsible tourism businesses based in Hawaii called Qurator.
Qurator-certified businesses are assessed based on the program’s six criteria: Environment, Cultural Support, Equity, Safety, Community, and Guest Experience. Qurator certification is based on each of these pillars. Businesses conduct a comprehensive self-assessment and then commission an independent third party to evaluate them.
The pilot program launched in May and is one of the first 13 businesses to receive Qurator certification, including Alaska Airlines, Bishop Museum, Four Seasons Resort Lanai, Hana and Beyond, Hawaii Forest and Trail, HI Honey Farm, Hawaiian Airlines, Holo Holo Charters, Keoki’s Paradise, Maui Chocolate Tours, Southwest Airlines, Stargazers of Hawaii and Trilogy Excursions.
The Trilogy IV boat, part of Hawaii’s Qurator-certified Trilogy Excursions. (Photo courtesy of Hawaii Tourism Authority)
“Qurator embodies HTA’s commitment to supporting businesses and organizations that enrich our entire community,” said Daniel Naho’opii, HTA interim president and CEO. “Many travelers want to make responsible choices, and Qurator makes it easy for visitors to identify businesses that align with their values and contribute to a more sustainable, regenerative Hawai’i.”
Companies that are certified in all categories are awarded three levels of certification based on their self-assessment ranking: “Qurator Certified” is the basic level, “Qurator Honored” is the second highest level, and “Qurator Elite” is awarded to companies that achieve the highest scores in all pillars.
Qurator was created with external input from more than 100 organizations and a 24-person advisory board made up of local governments, nonprofits and the tourism industry. It is considered the most extensive tourism industry quality mark in the world because the only criteria for a company to begin the certification process is to have a physical presence in Hawaii, be fully licensed and be in good legal standing.
The organization is also purpose-neutral and can assist small businesses through flexibility in the certification process when they might find themselves in difficulty under a more rigorous certification program.
“As Maui’s oldest family-owned yacht company, Trilogy has strived to be a leader in the marine hospitality industry for decades,” said Riley Kuhn, Director of Sustainable Tourism for Trilogy Excursions. “We protect and embrace our compassion for the marine environment, educating our guests and staff about Hawaii and how to minimize our impact on the environment. Guided by our guiding principle of ‘O Ka Pono O Na Kai’ (improving the health of our oceans), we are thrilled that the HTA has highlighted the positive impacts of our industry through their Qurator program.”
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