Hawaii Contemplates Travel Ambassador to Canada

by Jen Mallia
Last updated: 11:55 AM ET, Tue March 17, 2026

As Canadians avoid travel to the U.S., some states are feeling the pinch more than others. Hawaii, as a traditionally strong tourism destination has seen Canadian visits fall and is floating a new idea to combat the slump.

The proposed travel ambassador initiative would create a new role aimed at driving more tourism from our country to the Hawaiian Islands. The idea was introduced as a bill in the Hawaiian state legislature and is listed as having “50% progression” as of March 5, 2026.

According to Beat of Hawaii, the position would be a part of the Department of Business, Economic Development, and Tourism (DBEDT). The honourary ambassador would be appointed by the governor for a four-year term. 

The role would focus on “maintaining direct relationships with travel industry organizations and tourism contacts” in the market rather than running advertising campaigns. Hawaii wants someone whose job is to “keep those connections alive on an ongoing basis, not to promote the islands from a distance.”

The idea is still undergoing debate. Ambassadors to other countries or states are not being proposed at this time and details, including if the ambassador would be based here or in Hawaii, have not yet been hammered out.

Related: Hawaii Wins Latest Battle Over Tourism Tax Impacting Cruise, Hotel Industries

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