The Hawaii Tourism Authority (HTA) has launched a tourism industry certification program called Qurator, which evaluates participating state tourism businesses across six criteria: environment, cultural support, equity, safety, community and guest experience.
The program was announced at a press conference in Honolulu on June 26, where HTA officials, along with members of the Council for Native Hawaiian Advancement’s (CNHA) Kilohana Tourism Division, presented details of Qurator’s certification.
“Qurator is more than just a seal of approval,” HTA board chair Mufi Hannemann said in a statement. “It speaks to the Hawaiian Islands’ brand values: that we care deeply about our land, our people, our culture and our guests. It acknowledges the interdependence between businesses, visitors and the broader local community.”
According to a June 27 statement from the HTA, Qurator certification first requires participating tourism businesses to “self-assess” using a survey with up to 220 questions designed for businesses of all sizes and specializing in the travel industry.
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These self-assessments are then handed over to an independent third party who will independently score them and carry out further audits for truthfulness and accuracy, the HTA said.
The Qurator program also offers individual levels of recognition for outstanding tourism businesses, including the “Qurator Certified” designation, “Qurator Honored” recognition for top performers and the “Qurator Elite” award for the highest scoring businesses.
CNHA’s Kilohana Tourism Division worked with the HTA to create the Qurator, and officials said Hawaii businesses “can participate and receive recognition in as many categories as they wish,” according to an HTA statement.
“Businesses are recognized for their contributions, whether they provide good jobs, protect wildlife or foster Hawaiian culture,” the HTA statement reads. “Small businesses in particular can sometimes struggle to meet the ambitious certification goals set by other programs, but Qurator seeks to widen the playing field so that small, local businesses can be celebrated as well.”
The Qurator pilot program, which launched in May, certified 13 businesses, including Hawaiian Airlines, Four Seasons Resort Lanai, Trilogy Excursions, Hawaii Forest and Trails and Bishop Museum in Honolulu, according to the HTA.
