RELEASE DATE: July 15, 2026

The State of Hawaiʻi

Department of Business, Economic Development, and Tourism

Hawaiʻi Tourism Authority

REQUEST FOR PROPOSALS

RFP NO. 27-04

(NOTICE TO OFFERORS)

HAWAI‘I TOURISM DESTINATION BRAND MARKETING SERVICES FOR THE

KOREA MAJOR MARKET AREA

OFFERS ARE DUE AT 2:00 P.M. HAWAIʻI STANDARD TIME (HST) ON

August 14, 2026

(Or such later date as may be established by the State of Hawaiʻi by an Addendum to this RFP)

ELECTRONIC SUBMISSION TO THE STATE OF HAWAI‘I ePROCUREMENT SYSTEM

(HIePRO) ONLY.

QUESTIONS RELATING TO THIS RFP, ISSUES RELATING TO THE ACCESSIBILITY OF THIS RFP, AND REQUESTS FOR ACCOMMODATIONS FOR PERSONS WITH DISABILITIES IN CONNECTION

WITH THIS RFP SHALL BE COMMUNICATED THROUGH HIePRO.

TABLE OF CONTENTS

SECTION ONE: INTRODUCTION, TERMS AND ACRONYMS, AND KEY DATES

SECTION TWO: BACKGROUND AND SCOPE OF WORK

SECTION THREE: PROPOSAL CONTENT AND SUBMISSION

SECTION FOUR: EVALUATION CRITERIA

SECTION FIVE: CONTRACT AWARD

SECTION SIX: ATTACHMENTS AND EXHIBITS

• Attachment 01: Budget Plan Worksheets

• Attachment 02: Activity Measures Worksheet

• Attachment 03: Subcontractor References

• Attachment 04: Offeror Check List

• Attachment 05: Proposal Transmittal Letter

• Attachment 06: Corporate Resolution

• Attachment 07: Standard Qualifications Questionnaire

• Attachment 08: Conflict of Interest Disclosures and Attestations

• Attachment 09: Contractor References

• Attachment 10: Partnership Opportunities

• Attachment 11: Confidential Information list

• Exhibit A: Brand Marketing Plan (BMP) Outline

• Exhibit B: Overview of the RFP Process

• Exhibit C: Federal Regulations

• Exhibit D: HTA Travel and Entertainment Policy

• Exhibit E: Special Provisions

• Exhibit F: General Provisions for Goods and Services

• Exhibit G: General Conditions for 103D

• Exhibit H: Form SPO-013 Certificate of Current Cost or Pricing Data

For screen reader users, the Hawaiʻi Tourism Authority uses Hawaiian orthography. Please note that screen readers may not read or pronounce the Hawaiian words correctly.

SECTION ONE: INTRODUCTION, TERMS AND ACRONYMS, AND KEY DATES

1.1 INTRODUCTION

The Hawaiʻi Tourism Authority (HTA) is the state agency responsible for representing The

Hawaiian Islands around the world and holistically managing tourism in Hawaiʻi sustainably, consistent with community desires, economic goals, cultural values, preservation of natural resources, and visitor industry needs.

The HTA was established in 1998 under Chapter 201B, Hawai‘i Revised Statutes (HRS). The

HTA is administratively attached to the Department of Business, Economic Development and

Tourism (DBEDT).

The HTA works with the community and industry to ensure that we live up to Mālama Kuʻu

Home – caring for our beloved home – by guiding Hawaiʻi’s transition to a regenerative model of tourism. The agency does this through visitor education, brand management, community reinvestment, and collaboration to maximize tourism’s economic benefit while mitigating its negative impacts. Partners include visitor industry businesses and organizations, community groups, and government agencies at the county, state, and federal levels.

Representation of the Hawaiian Islands in our primary visitor source markets, known as Major

Market Areas (MMAs), is through contracted firms collectively known as our Global Marketing

Team (GMT). HTA currently engages GMT in the U.S., Canada, Oceania (Australia & Aotearoa-

New Zealand), Europe, Japan, Korea, China, and Taiwan markets.

In addition, the HTA creates, manages, and supports the development of unique tourism experiences such as community and cultural festivals, sporting events, natural resources, and community and cultural programs. The HTA also directly affects the visitor experience through its support of workforce development, visitor assistance programs, the integration of community and residents’ considerations, and a deep respect for Native Hawaiian culture.

HTA Strategic Plan

The 2026-2030 HTA Strategic Plan frames our work with three strategic pillars: Brand

Marketing, Experience Development, and Tourism Leadership. Each of the three pillars represents a core component of Destination Management as defined in HRS 201B. Together, they promote holistic Destination Stewardship and regenerative tourism, supporting HTA’s goal of strengthening Hawai‘i’s tourism economy in ways that align with the priorities and well-being of residents, businesses, and visitors. The HTA Strategic Plan has four Key Performance

Indicators (KPIs) that the agency is responsible for advancing:

• Resident Sentiment: Improved resident sentiment toward tourism as measured in the

Resident Sentiment Survey.

• Visitor Satisfaction: Improved prospective/returning visitor satisfaction with visiting Hawaiʻi as measured by the Visitor Satisfaction Survey.

• Average Daily Visitor Spending: The average dollars spent by visitors.

• Total Visitor Expenditures: The U.S. dollar amount spent in Hawai‘i attributed to visitors. Includes direct spending by visitors while in Hawai‘i as well as any prepaid package purchased before arrival.

The Hawaiian Islands Brand & Hawai‘i Stays with You Campaign

The Hawaiian Islands brand is rooted in culture and connection. While the allure of the Hawaiian

Islands has attracted visitors for more than a century, the true power of Hawai‘i is in the people of Hawai‘i. For Native Hawaiians and Kama‘āina (residents), this special place isn’t just a vacation destination, it’s our home. As the voice of The Hawaiian Islands, we share the stories of the people and places of Hawai‘i with genuine aloha and respect for our indigenous and local culture. By seeing Hawai‘i through our eyes, welcomed guests can experience the true beauty of our islands. For the complete Hawaiian Islands Brand Guidelines, please visit:

https://www.hawaiitourismauthority.org/media/15369/2026-thi-brand-guidelines-external-final.pdf

All HTA brand marketing efforts are aligned to reinforce The Hawaiian Islands brand including the current campaign, “Hawai‘i Stays With You.” This campaign invites travelers to experience Hawai‘i to listen deeper, connect, and return home changed. It emphasizes that life in Hawai‘i moves with intention - blending tradition and innovation - and encourages visitors to participate in that rhythm with humility and respect. For an overview of the campaign, please refer to Exhibit A – Appendix 1.

1.2 TERMS AND ACRONYMS

Authority The Hawai‘i Tourism Authority. Also referred to as “HTA”.

AG Attorney General

BAFO Best and Final Offer

Board Board of Directors of the Hawai‘i Tourism Authority

Contract Administrator

The individual designated to manage the various facets of the contract to ensure the Contractor’s total performance is in accordance with the contractual commitments and obligations are fulfilled.

CPO Chief Procurement Officer, Hawai‘i State Procurement Office

CVC

Certificate of Vendor Compliance. A single document that shows compliance with the IRS, DLIR, DCCA, and DOTAX. All four approvals are required in order to contract with the State.

DAGS Hawai‘i Department of Accounting and General Services

DBEDT

Hawai‘i Department of Business, Economic Development and

Tourism

DCCA Hawai‘i Department of Commerce and Consumer Affairs

DLIR Hawai‘i Department of Labor & Industrial Relations

DMAP Destination Management Action Plan

DOTAX Hawai‘i Department of Taxation

GC

General Conditions. Rules enacted by the Hawai‘i Attorney

General’s Office.

GET General Excise Tax

GMT

Global Marketing Team. The HTA term given to its various contractors for their respective markets.

GP General Provisions

HAR

Hawai‘i Administrative Rules. State rules outlining procedures for applying statutes.

https://www.hawaiitourismauthority.org/media/15369/2026-thi-brand-guidelines-external-final.pdf https://www.hawaiitourismauthority.org/media/15369/2026-thi-brand-guidelines-external-final.pdf https://www.meethawaii.com/

HCC Hawai‘i Convention Center

HCE Hawai‘i Compliance Express

HIePRO Hawai‘i State eProcurement System

High-Value Traveler

This term is used to describe traveler segments targeted by our marketing or sales tactics. Typically, these are travelers who are likely to spend more per trip. These may include international, MCI, luxury, wedding, sports/events travelers, and other categories. By targeting these travelers, we can generate greater economic impact

(value) without large increases in visitor numbers (volume). A high value also can be placed on visitors who show desirable behaviors, such as mindfulness or a willingness to visit multiple islands. (Many

Hawai‘i visitors may not fit these definitions because not all who visit are targeted by our marketing.)

HOPA

Head of the Purchasing Agency. The Director of the Department of

Business, Economic Development and Tourism is the HOPA for

HTA.

HRS Hawai‘i Revised Statutes

HST Hawai‘i Standard Time

HTA Hawai‘i Tourism Authority

HTK Hawai‘i Tourism Korea

IRS Internal Revenue Service

Knowledge Bank

HTA’s digital asset library of licensed creative assets accessible to the public. Registration and agreement to terms and conditions apply.

KPI Key Performance Indicator

LOS

Length of Stay. The average number of days a visitor stays in

Hawai‘i.

MCI Meetings, Conventions & Incentives

Ma‘ema‘e Toolkit A collection of resources and instructions to represent Native

Hawaiian language and culture accurately and respectfully.

Mindful Traveler

Travelers who are respectful, responsible, and environmentally conscious. They seek to explore and make meaningful memories, respect the culture and environment of the places they visit, and desire to support something bigger than themselves.

MMA

Major Market Area. The geographic area to be covered under this

RFP and contract. Also referred to as simply “the market”.

Offeror

Any individual, partnership, firm, corporation, joint venture, or other entity submitting directly, or through a duly authorized representative or agent, a bid for the goods and/or services contemplated in this RFP.

OIP Hawai‘i Office of Information Practices

PPPD$

Per Person Per Day Spending. The average dollars (USD) spent per day per person in Hawai‘i by visitors.

Procurement Manager The procurement and contracting manager for the HTA

1.3 ELECTRONIC PROCUREMENT

1.3.1 The State has established the Hawaiʻi State eProcurement System (HIePRO) to promote an open and transparent system for vendors to compete for state contracts electronically.

Offerors interested in responding to this solicitation must be registered on HIePRO.

Registration information is available at the State Procurement Office (SPO) website:

http://spo.Hawaii.gov/HIePRO, then select HIePRO Vendor Registration Guide. For online assistance, on the HIePRO (https://hiepro.ehawaii.gov/welcome.html) landing page, select ‘Help Chat – online’ at the top of the page. Tyler Technologies can be reached at (808) 695-4620 or by email at: hiepro@ehawaii.gov.

1.3.2 The State will use HIePRO to issue the RFP, receive all Offers, and issue any addenda to the RFP. Addenda and the other information and materials shall be provided by the

State through HIePRO, including additions or changes with respect to the dates in

Section 1.4 RFP Schedule and Significant Dates. The State is not responsible for any delay or failure of any Offeror to receive any materials updated through the RFP process on a timely basis.

1.3.3 As part of this procurement process, Offerors are informed that awards made for this

Regenerative Tourism

§201B-1: “Regenerative Tourism” means a tourism model that:

(1) Is designed and carefully managed to bring net benefits to local communities and destinations; and

(2) Implements an innovative and sustainable economic development plan to:

(A) Make net positive contributions;

(B) Create conditions that allow communities to flourish;

(C) Engage in collaborative efforts that provide visitors with genuine and meaningful experiences in Hawai‘i; and

(D) Improve destinations for current and future generations for the well-being of the environment, residents, indigenous communities, and visitors.

Resident Sentiment

Survey

The surveys gathered and reports published regarding Hawai‘i resident sentiment towards tourism in the State.

RFP

Request for Proposals, including all parts, Sections, Exhibits, Attachments, and Addenda.

ROI Return on Investment

SPO Hawai‘i State Procurement Office

State State of Hawai‘i, including its departments, agencies, and political subdivisions.

Total Arrivals The total number of visitors that arrive from the market.

Total Expenditures

The U.S. dollar amount spent in Hawai‘i attributed to a visitor.

Includes direct spending by visitors while in Hawai‘i as well as any prepaid package purchased before arrival. Does not include transpacific air costs to and from Hawai‘i, commissions paid to travel agents, or portions of the package in another state or country.

Airlift Development Monitoring seat inventory and working with carriers to expand routes and frequency to improve accessibility statewide

Route Maintenance Monitoring load factors and supporting underperforming routes

Multi Island Utilization Monitoring and generating more multi-island itineraries within the state http://spo.hawaii.gov/HIePRO https://hiepro.ehawaii.gov/welcome.html mailto:hiepro@ehawaii.gov solicitation, if any, shall be done through the HIePRO and shall therefore be subject to a mandatory .75% (.0075) transaction fee, not to exceed $5,000 for the total contract term.

This transaction fee is payable to Tyler Technologies (formerly known as NIC Hawai‘i

) and shall be based on the original award amount. Refer to the “Instructions” tab in the

HIePRO solicitation for more details. The mandatory transaction fee shall be at the

Contractor’s sole cost and expense.

1.3.4 Offerors shall review all special instructions located in HIePRO. Offerors are responsible for ensuring that all necessary files are attached to their offer prior to the proposal deadline. Offerors are advised not to wait until the last minute to submit their proposal on HIePRO. Offerors should allow ample time to review their submitted proposal, including attachments, prior to the proposal deadline. The State shall not be responsible for responses/attachments that were not uploaded by the due date/time.

1.3.5 Changes to the RFP, including but not limited to answers to questions and procurement requirements, shall be changed via formal written addenda issued by the State. The State accepts no responsibility if a prospective Offeror does not receive solicitation documents and/or revisions to the solicitation. It is the responsibility of the prospective Offeror to monitor HIePRO to obtain any RFP addenda or other information relating to the RFP.

1.3.6 Tyler Hawaiʻi is the vendor contracted by the State of Hawai‘i to provide the HIePRO application only and cannot respond to any questions regarding procurement or a particular solicitation. Payment must be made to Tyler Hawai‘i within thirty (30) days of receipt of invoice. The invoice is generated based on the date the award is posted.

1.4 RFP SCHEDULE AND SIGNIFICANT DATES

The schedule represents the State’s best estimate of the schedule that will be followed. All times indicated are Hawai‘i Standard Time (HST). If a component of this schedule, such as "Proposal

Due Date/Time" is delayed, the rest of the schedule will likely be shifted by the same number of days. Any change to the RFP Schedule and Significant Dates shall be reflected in and issued in an addendum. No questions will be received after the Written Questions deadline.

Release of Request for Proposals July 15, 2026

Deadline to Submit Written Questions (must be submitted in HIePRO)

July 22, 2026

Deadline to Submit Notice of Intent to Offer July 22, 2026

State’s Response to Written Questions (will be posted in HIePRO)

July 24, 2026

Proposal Due Date/Time, Evaluation Period Begins August 14, 2026 at 2:00pm, HST

Priority Listed Offeror Selection & Notification Week of August 17, 2026

Oral Presentation with Priority Listed Offerors (if needed) Week of August 24, 2026

Best and Final Offer Deadline (if necessary) Week of August 24, 2026

Notice of Award (estimate) Week of August 24, 2026

Start of Contract Performance September 15, 2026

1.5 NOTICE OF INTENT TO OFFER

Notice of intent to offer is not required but is highly encouraged. By registering your company, any applicable addenda will be sent to you. If you are interested in responding to this solicitation, for confidentiality reasons, please email the information specified below to procurement@gohta.net with “HTA RFP 27-04 Notice of Intent to Offer” in the subject line by the deadline noted in the RFP Schedule. This email will serve as your intent to submit an offer.

Submission of your intent to offer does not mean you must submit an offer.

• Name of Company

• Name of Contact Person

• Email Address

• Company Address

• Telephone Number

• Solicitation (RFP) Number

1.6 QUESTIONS AND ANSWERS PRIOR TO OPENING OF PROPOSALS

All questions must be submitted through HIePRO. Questions must be submitted by the deadline shown in Section 1.4, RFP Schedule and Significant Dates. Each question shall identify the page, section number, paragraph, and line or sentence of such provision(s) of the RFP to which the question applies. HTA reserves the right to consolidate, reconfigure and address questions as we deem appropriate, or to disregard questions altogether. Answers shall be issued as an addendum to the RFP via HIePRO and become part of the RFP, as appropriate.

1.7 PROTEST OF RFP CONTENT

Any protest concerning the solicitation or solicitation content shall be submitted in writing before the proposal due date in accordance with HRS §103D-701 and HAR Chapter 3-126. Offerors are encouraged to submit questions, requests for clarification, or concerns as early as possible and no later than the deadline for written questions identified in the RFP.

1.8 CANCELLATION

The RFP may be canceled, and any or all proposals rejected in whole or in part, when determined to be in the best interest of the State, pursuant to HRS 103D-308 and HAR §3-122-96 through

§3-122-97. The State shall not be liable for any costs incurred by Offerors in the preparation or submission of proposals.

1.9 WEBSITE REFERENCE

Item Website

Hawai‘i Electronic Procurement

System https://hiepro.ehawaii.gov/welcome.html

HTA Website https://www.hawaiitourismauthority.org/

The Hawaiian Islands Brand

Guidelines https://www.hawaiitourismauthority.org/media/15369/2026

-thi-brand-guidelines-external-final.pdf

HTA Brand Assets/Knowledge

Bank (photos, videos, b-rolls) https://hawaii.barberstock.com/

Ma‘ema‘e Toolkit https://bit.ly/2MrqonN

HTA Research https://www.hawaiitourismauthority.org/research/

HTA Resident Sentiment

Surveys https://hawaiitourismauthority.org/research/evaluation-performance-measures/

Consumer Website www.gohawaii.com

Travel Trade Website https://agents.gohawaii.com/

Media Website http://media.gohawaii.com/statewide/

MCI Website https://www.meethawaii.com/

YouTube – GoHawaiʻi Channel https://www.youtube.com/gohawaii mailto:procurement@gohta.net https://hiepro.ehawaii.gov/welcome.html https://www.hawaiitourismauthority.org/ https://www.hawaiitourismauthority.org/media/15369/2026-thi-brand-guidelines-external-final.pdf https://www.hawaiitourismauthority.org/media/15369/2026-thi-brand-guidelines-external-final.pdf https://hawaii.barberstock.com/ https://bit.ly/2MrqonN https://www.hawaiitourismauthority.org/research/ https://hawaiitourismauthority.org/research/evaluation-performance-measures/ https://hawaiitourismauthority.org/research/evaluation-performance-measures/ http://www.gohawaii.com/ https://agents.gohawaii.com/ http://media.gohawaii.com/statewide/ https://www.meethawaii.com/ https://www.youtube.com/gohawaii

Hawai‘i Compliance Express https://vendors.ehawaii.gov/ eHawaii.gov YouTube Channel https://www.youtube.com/user/eHawaiigov1/videos

Hawai‘i State General

Conditions https://hiepro.ehawaii.gov/static-resources/103D-

1%20General%20Conditions.pdf

HRS Chapter 201B HRS -

HTA’s inception statute.

https://www.capitol.hawaii.gov/hrscurrent/vol04_ch0201-

0257/HRS0201B/HRS_0201B-.htm

The Hawaiʻi Tourism Authority is not responsible for broken links.

https://vendors.ehawaii.gov/ https://hiepro.ehawaii.gov/static-resources/103D-1%20General%20Conditions.pdf https://hiepro.ehawaii.gov/static-resources/103D-1%20General%20Conditions.pdf https://www.capitol.hawaii.gov/hrscurrent/vol04_ch0201-0257/HRS0201B/HRS_0201B-.htm https://www.capitol.hawaii.gov/hrscurrent/vol04_ch0201-0257/HRS0201B/HRS_0201B-.htm

SECTION TWO: BACKGROUND AND SCOPE OF WORK

2.1 MARKET OVERVIEW AND BACKGROUND

According to preliminary 2025 data, the industry generated more than $21.75 billion in total visitor spending, up from $20.58 billion (+5.7%) in 2024. Total visitor arrivals reached 9,642,991, down slightly from 9,701,499 visitors (-0.6%) in 2024.

Market Statistics for the Korea MMA

Korea - Total 2024 Final 2025 Preliminary YOY Change

Visitor Spending ($mil) 399.7 426.3 7.0%

Daily Spend ($PPPD) 318.5 321.2 1.0%

Arrivals 150,432 163,509 9.0%

Length of Stay (LOS) 8.34 8.12 -2.6%

Airlift (Scheduled Seats) 278,982 303,973 9.0%

Average Islands Visited

(Per Person)

1.24 1.25 0.3%

The HTA will track actual data throughout the contract term and will review them against historical data and forecasts for the applicable period to assist in assessing the appropriateness and the success of the Contractor’s programs and activities.

2.2 SCOPE OF WORK

The HTA is soliciting a qualified contractor to provide a comprehensive range of destination brand marketing services for the Hawaiian Islands within the Korea major market area. The scope of services shall be limited to leisure travel marketing.

Marketing services and activities pertaining to the Meetings, Conventions & Incentives (MCI) market segment are expressly excluded from the scope of this RFP.

In preparing proposals, Offerors shall consider and address the destination brand marketing directives outlined below:

a. Strengthen brand awareness of the Hawaiian Islands as a premier leisure travel destination, while showcasing the distinct identities of Kauaʻi, Oʻahu, Lānaʻi, Molokaʻi, Maui, and

Hawaiʻi Island, as defined in The Hawaiian Islands Brand Guidelines.

b. Drive travel demand to the Hawaiian Islands by promoting multi-island itineraries and focusing marketing efforts toward shoulder periods to smooth seasonal fluctuations in arrivals across each island.

c. Develop and manage airline partnerships to monitor and optimize load factors, maintain and expand airlift capacity, and enhance multi-island utilization.

d. Target high-value mindful travelers while cultivating the next generation of travelers through targeted engagement.

e. Increase per-person expenditure and overall visitor spending in alignment with HTA’s Key

Performance Indicators.

f. Achieve an annual growth rate in visitor spending that exceeds the growth rate of visitor arrivals.

g. Drive visitor spending into Hawai‘i-based businesses and organizations to support a healthy local economy.

h. Promote Hawai‘i’s cultural festivals, events, and programs supported by HTA.

i. Educate visitors pre-arrival on safe, responsible travel, and respect Hawai‘i’s culture, people, and environment, in coordination with the HTA’s Destination Stewardship Branch to ensure consistency throughout the visitor journey.

j. Maintain the cultural integrity of the Hawaiian language, customs and practices, cultural and historic sites, and imagery in all brand marketing initiatives.

k. Engage local communities and stakeholders and pursue strategic partnerships to strengthen destination marketing capacity.

l. Leverage market insights and stay adaptable to changing trends and technology and continuously innovate to maximize return on investment.

m. Assist HTA and designated partners in crisis communication for the visitor industry, safeguarding the destination’s brand image.

n. Ensure that initiatives are metric driven.

The scope of work for the entire contract period outlined below is not exhaustive and is intended to give Offerors a general understanding of the project expectations to help inform staffing and resource allocation. Offerors shall develop a comprehensive brand marketing plan that may include additional actions, initiatives, and innovative approaches to achieve the established KPI targets.

Consumer Marketing

a. Execute multi-channel marketing campaign(s) to increase awareness and intent to travel to Hawai‘i.

b. Develop consumer-facing content, including video, written, and interactive materials, to promote Hawai‘i experiences.

c. Manage direct-to-consumer promotions, contests, sweepstakes, and special offers to encourage travel bookings and support demand during shoulder seasons.

d. Develop and implement co-branding initiatives with consumer brands that align with the

Hawai‘i values to expand reach among target audiences.

e. Maintain consumer email marketing programs, if applicable, including consumer database.

f. Implement event-driven promotions aligned with travel trends and major Hawai‘i events.

g. Integrate marketing campaigns with public relations and media initiatives to maximize consumer engagement.

h. Participate in consumer travel shows, as appropriate, to promote Hawai‘i.

i. Monitor and report campaign performance using analytics to optimize effectiveness.

j. Explore and test new marketing channels and technologies, including AI-powered tools, to enhance reach and engagement.

k. Support 2026 ITOP Forum and its global island festival in Jeju and the 2026 World Island

Exhibition in Yeosu.

Public Relations

a. Target appropriate consumer and trade media aligned with Hawai‘i’s brand to secure positive publicity. Provide an annual “most wanted” media list of key targets.

b. Develop partnerships with key media influencers to extend the Hawai‘i welcoming message to target audiences.

c. Issue and distribute news releases and media newsletters regularly to highlight “What’s

New in Hawai‘i.”

d. Develop and maintain an electronic media database accessible by HTA.

e. Organize press familiarization (FAM) trips.

f. Schedule media appointments at trade shows.

g. Coordinate media receptions and special events, as applicable.

h. Proactively develop and execute media pitches promoting leisure travel to Hawai‘i.

i. Provide creative ideas for unique partnerships to leverage resources.

j. Leverage in-market contacts to explore new promotional partnerships to expand the

Hawai‘i brand.

k. Provide a monthly press clippings report.

l. Assist HTA with crisis communications as needed.

Travel Trade

a. Develop and maintain an electronic database of top-producing tour operators accessible by

HTA

b. Maintain regular contact with key travel trade partners through sales calls, meetings, and other channels.

c. Develop and distribute a regularly scheduled travel trade newsletter to key travel trade partners.

d. Organize individual or group travel trade familiarization (FAM) trips.

e. Conduct educational seminars for the travel trade.

f. Promote and support airline-sponsored or wholesale company–sponsored programs, including training and familiarization trips.

g. Represent Hawai‘i at selected travel trade shows and events in markets jointly determined by HTA.

h. Maintain membership in key professional associations that promote travel and tourism.

i. Develop and manage Hawai‘i travel trade missions in designated markets, as applicable.

j. Coordinate cooperative travel trade programs with select travel partners to drive conversion and maximize impact.

k. Form an advisory group, including HTA as a member, and hold meetings at least quarterly.

Partnerships

a. Identify and develop strategic partnerships with key distribution partners to promote

Hawai‘i and drive travel demand, with a focus on shoulder periods.

b. Identify and develop strategic partnerships with key airlines to monitor and optimize load factors and support the sustainability and growth of high-value air routes from the market.

Owned Channel Management

a. Develop and maintain a social media content calendar and create localized social media posts.

b. Manage and maintain existing social media platforms.

c. Work closely with HTA on the development and execution of the content strategy and content creation, involving HTA during the planning stage and obtaining HTA’s approval before content is finalized.

Account Administration

a. Submit the following reports to HTA each month:

i. A written monthly activity report

ii. A monthly activity measures tracking report

iii. A monthly and year-to-date expenditure report

b. All monthly reports must be submitted by the 10th day of the month following the month in which the activities occurred. Report templates will be provided upon contract execution.

c. Provide detailed supporting documentation and appropriate receipts for all expenses upon

HTA’s request. All expenses are subject to audit by HTA.

d. Maintain a dedicated business phone number and email address for consumer, trade and media inquiries related to Hawai‘i, and ensure timely dissemination of appropriate information.

The Scope of Work identified in this RFP represents HTA’s anticipated service needs at the time of solicitation issuance. Due to the evolving nature of tourism market conditions, strategic priorities, and legislative appropriations, HTA reserves the right to adjust, expand, reduce, defer, reprioritize, or phase work activities during the Contract term, provided such adjustments remain within the general scope of services contemplated by this RFP.

Additional funding, if appropriated or otherwise made available during the Contract term, may be applied toward:

a. Expansion of services already identified within the Scope of Work;

b. Additional campaigns, activations, media placements, market research, trade initiatives, or strategic programs contemplated under this RFP: or

c. Increased service levels, deliverables, or geographic coverage within the awarded Major

Market Area.

Any additional work or funding allocation shall be implemented through written authorization or contract amendment executed by HTA, subject to applicable procurement requirements and availability of funds.

2.3 KEY PERFORMANCE INDICATORS (KPI) & ACTIVITY MEASURES

For this RFP, HTA has identified three key performance indicators that the Contractor is responsible for: Total Visitor Arrivals, Total Visitor Expenditures, and Average Number of Islands

Visited Per Person. Target values for each KPI are outlined below. Offerors may propose alternative targets supported by relevant data and analysis.

1. Grow total visitor arrivals by 4.0% year over year in 2027, 2028, and 2029.

2. Grow total visitor expenditures by 5.5% year over year in 2027, 2028, and 2029.

3. Increase the average number of islands visited per person by 0.3% year over year in 2027, 2028, and 2029.

HTA’s KPI targets are preliminary and may be revised due to market conditions, external factors, and budget constraints. HTA may update these targets annually or more frequently at its discretion.

Upon notice of any updates, the Contractor shall promptly submit revised marketing plans aligned with the new targets, subject to HTA’s review and approval.

Offerors are also required to propose quarterly targets for activity measures, aligned with the proposed Brand Marketing Plan, subject to HTA’s approval.

In addition, HTA will track and measure visitors’ recall of pre-arrival messages about safe, responsible travel and respect for Hawai‘i’s culture, people, and environment through its Visitor

Satisfaction and Activity Survey, and Percentage of People “Intent to travel to Hawai‘i within the next 12 months” through its Hawai‘i Brand Health Trends Study.

HTA may fund a 3rd party study to measure the incremental trips, spending and taxes generated on spending as a result of the major campaign(s).

2.4 COMPENSATION

This shall be a Fixed-Price contract, inclusive of all taxes and expenses, for an amount not to exceed

TWO MILLION NINE HUNDRED-FIFTY THOUSAND AND NO/100 DOLLARS

($2,950,000.00 USD), for the entire contract term and shall be funded with Hawai‘i State General

Funds, subject to the availability of funds.

Offerors shall submit a total proposed price that does not exceed the maximum compensation stated herein. The total proposed price submitted in the Offeror’s cost proposal shall exactly match the amount entered in HIePRO. Failure to comply may result in the proposal being deemed nonresponsive.

• Initial Contract Period (September 2026 to December 2027): The total amount shall not exceed NINE HUNDRED THOUSAND AND NO/100 DOLLARS ($900,000.00 USD), tax inclusive.

• Second Contract Period (January 2028 to December 2028): The total amount shall not exceed SIX HUNDRED FIFTY THOUSAND AND NO/100 DOLLARS ($650,000.00

USD), tax inclusive.

• Third Contract Period (January 2029 to December 2029): The total amount shall not exceed

ONE MILLION FOUR HUNDRED THOUSAND AND NO/100 DOLLARS

($1,400,000.00 USD), tax inclusive.

The fixed price shall be inclusive of all other costs necessary to perform the scope of work.

Notwithstanding anything in other sections of this RFP, the not-to-exceed amounts listed in this section shall prevail.

The budgets for the second and third contract periods are estimates and may be adjusted based on available funding. Notwithstanding any such adjustments, the scope of work shall remain unchanged. HTA reserves the right to modify the level of marketing activities accordingly. The

Contractor shall promptly revise and update marketing plans, expenditures, and operations to align with any changes in funding, KPIs, and program priorities. All such revisions shall be submitted for HTA’s review and approval.

Compensation under the Contract may be adjusted during the Contract term based upon:

• Availability of funds;

• Changes in HTA program priorities;

• Addition or reductions of authorized services:

• Legislative appropriation levels; or

• Other operational needs determined by the HTA.

HTA reserves the right to increase or decrease funding levels and corresponding services during the

Contract term through written contract amendment, provided such changes remain within the general scope of the procurement and are permitted under applicable law.

No minimum amount of work or compensation is guaranteed beyond the amount expressly authorized by HTA, and the not-to-exceed contract amount shall not be exceeded unless formally amended in accordance with HRS Chapter 103D and applicable HAR.

Cost Factor & Cost Reasonableness Determination In accordance with HAR §3-122-52 and HRS Chapter 103D, the proposal with the lowest cost factor must receive the highest available rating allocated to cost.

The awardee will be required to submit a Certificate of Current Cost or Pricing Data Form, after which the HTA will make a Cost Reasonableness Determination.

No award is final until a contract is signed. If the HTA and the awardee fail to come to an agreement, HTA may enter into an agreement with the next highest-scoring Offeror.

2.5 TERM OF CONTRACT

This shall be a multi-term contract pursuant to applicable Hawaii procurement laws and rules. The total contract term shall be forty (40) months, starting September 2026 through December 2029, unless otherwise terminated in accordance with the contract terms. The contract term breakdown is as follows:

1. Initial Contract Period: sixteen (16) months, from September 2026 to December 2027.

2. Second Contract Period: twelve (12) months, January 2028 to December 2028.

3. Third Contract Period: twelve (12) months, from January 2029 to December 2029.

The Contractor acknowledges and agrees that the availability of funds for this Contract shall be subject to legislative appropriation and allotment of funds by the Governor, through the Director of the Department of Budget & Finance, State of Hawai‘i for each fiscal year. If sufficient funds are not appropriated, allotted, or otherwise made available, the State may reduce the scope of services or terminate the Contract without liability for consequential damages. All State funds not expended in accordance with the provisions set forth in the Contract shall be returned to the State.

2.6 HTA CONTRACT MONITORING & EVALUATION

HTA contract monitoring and performance evaluations shall be conducted in accordance with the HAR Chapter 3-125, the General Conditions, and the terms of the resulting contract.

The HTA staff will conduct annual written evaluations of the Contractor’s performance during the contract term. Such evaluations may be considered in determining whether to exercise any contract extension, if applicable.

The State reserves all rights and remedies available under the contract and applicable law, including but not limited to issuance of a stop work order, termination for default, or termination for convenience. Refer to the General Conditions for details.

Each Evaluation Review will cover the following topics:

• KPIs - The Contractor must meet all three (3) KPI targets. If any KPI is not met due to circumstances outside of the Contractor’s control, the Contractor must provide a written explanation detailing the reason(s) the KPI was not achieved.

• Activity Measures – The Contractor must meet 85% of the total number of activity measures in the approved Brand Marketing Plan. If any Activity Measure is not met due to circumstances outside of the Contractor’s control, the Contractor must provide a written explanation detailing the reason(s) the Activity Measure was not achieved.

• Brand Integrity – Review Contractor's alignment with the HTA Brand Guidelines.

• Financial Accountability – Review any significant variances between budgeted and actual expenditures.

• Reporting – Review all required reports for accuracy, completeness, and timely submission.

Evaluation meetings, either in person or virtually, will be conducted as deemed necessary by

HTA.

2.7 OWNERSHIP RIGHTS

Pursuant to the General Conditions attached hereto and made a part of the RFP, and any resulting contract, all reports, studies, data, photographs, videos, recordings, documents, materials, deliverables, and other work product developed, prepared, assembled, created, or conceived by the

Contractor in the performance of the contract shall become the property of the State of Hawai‘i.

The Contractor shall not use, reproduce, distribute, publish, or otherwise exploit such work product for purposes unrelated to the contract without the prior written consent of the State.

The State shall retain all ownership rights in materials produced under the contract, subject to any approved third-party intellectual property rights or pre-existing proprietary materials identified by the Contractor and expressly approved by the State in writing.

2.8 SUCCESSION OF ADDITIONAL CONTRACTORS

In the event the State procures a successor contractor(s) or additional contractor(s) for the same or related services upon expiration, termination, cancellation, or completion of the Contract, in accordance with applicable procurement laws and procedures, the Contractor shall provide reasonable transition assistance to the State and cooperation with any successor contractor(s) as requested by the State.

Transition assistance may include, but not be limited to, transfer of work products, records, reports, data, documentation, and other materials necessary to ensure continuity of services.

The Contractor acknowledges that any extension or renewal of this Contract is at the sole discretion of the State. The Contractor shall have no claim for compensation for costs, investments, or other expenditures incurred in anticipation of any extension or renewal unless expressly authorized through a written contract amendment executed by the State.

Transition assistance shall be considered part of the Contractor’s obligations under the Contract and shall be included in the contract price unless otherwise approved in writing.

2.9 GENERAL RESPONSIBILITY TO COMPLY WITH STATE REQUIREMENTS

Unless otherwise provided in this RFP, the Contractor is responsible for obtaining all official licenses, approvals, clearances, and similar authorizations required by any local, State, or federal agency to perform the work required in this RFP.

2.10 INHERENT GOVERNMENT FUNCTIONS

However, it is important to recognize that the State has fundamental inherent government functions that should not be delegated to a Contractor. Governmental personnel should be the only people making final decisions on the proposed Contractor’s services. Federal Procurement

Law defines inherent functions to be performed only by government employees. The HTA considers the following responsibilities inherently governmental:

2.10.1 Determining what supplies or services are to be acquired by the Government;

2.10.2 Approving any solicitation documents, to include documents defining requirements, specifications, incentives, and evaluation criteria. This includes issuance and conduct of this procurement pursuant to HRS section 103D-303, competitive sealed proposals;

2.10.3 Negotiating cost and pricing;

2.10.4 Awarding contracts;

2.10.5 Approving post-award contract changes to include, but not be limited to, ordering changes in contract scope, schedule, and budget;

2.10.6 Responding to evaluations of Contractor performance and accepting or rejecting

Contractor products or services; and

2.10.7 Terminating contracts.

2.11 HAWAI‘I TOURISM AUTHORITY RESPONSIBILITIES

2.11.1 Provide direction and guidance as required.

2.11.2 Provide general information in a timely manner.

2.11.3 Pay invoices within 30 days upon verification of satisfactory performance.

2.11.4 Maintain an oversight and advisory role for each task outlined above.

2.12 POINT OF CONTACT

The Procurement Manager or designee is the single point of contact (POC) during the procurement process. Offerors shall direct all questions regarding the procurement process and any other procedural questions that may arise related to this solicitation to be submitted in HIePRO by the due date/time referenced in the RFP Schedule. The reference number is RFP-27-04. This number must be referenced in all proposals, correspondence, and documentation related to the

RFP.

SECTION THREE: PROPOSAL CONTENT AND SUBMISSION

3.1 PROPOSAL CONTENT

3.1.1 CONTENT FORMAT

• Slide shows and PowerPoint Presentations will not be accepted. The proposal should be compact and substantive. Proposals may include a web address that evaluators can review. However, evaluators will not be required to review your website, so do not omit essential information in reliance on website content.

Video, audio, or other similar multimedia materials will not be considered during the evaluation of written proposals, although they may be accepted or even requested in Round 2 of the procurement process.

• The format must be U.S. standard 8.5 by 11 inches. This is a U.S. buyer and, therefore must be oriented to U.S. document sizes. Orientation should be primarily portrait, though landscape is welcome for data or visual presentations as appropriate. No odd-sized pages allowed.

• Page limit. The body of the proposal must not exceed the page limit outlined below. Proposals exceeding the page limit may be disqualified, or the extra pages may be excised prior to review.

• Font size should be 12 pts.

• Ensure all content is submitted in the proper format as described below and note that the maximum single file size that HIePRO can accept is 100MB;

multiple files may be uploaded.

• All submittals must be provided in English.

3.1.2 CONTENT LIST

All proposals shall include the following documents and titles to be considered for this

RFP. Proposals that fail to submit any of these documents may be considered non-responsive.

• Items 1-6 are to be individually labeled accordingly and submitted as one PDF file in the order listed below which is no more than fifty (50) pages to be titled

“Offeror Name_Proposal Part 1”:

1) Cover Page

2) Table of Contents

3) Cover Letter

4) Organizational Capacity

5) Professional Experience

6) Brand Marketing Plan (BMP)

• Items 7-9 are to be submitted separately as Excel/Word files to be titled individually as Offeror Name (insert titles below):

7) Budget Plan Worksheet (Attachment 01)

8) Activity Measures Worksheet (Attachment 02)

9) Subcontractor References (Attachment 03)

• Items 10-18 are to be individually labeled accordingly and submitted as one PDF file in the order listed below to be titled “Offeror Name_Proposal Part 2”:

10) Offeror Check List (Attachment 04)

11) Proposal Transmittal Letter (Attachment 05)

12) Corporate Resolution (Attachment 06)

13) Standard Qualifications Questionnaire (Attachment 07)

14) Conflict of Interest Disclosures and Attestations (Attachment 08)

15) Contractor References (Attachment 09)

16) Partnership Opportunities (Attachment 10)

17) Certificate of Vendor Compliance or Proof of Application for CVC

18) Confidential Information List - if applicable (Attachment 11)

3.1.3 CONTENT EXPLANATION

1. Cover Page

The cover page should include the following:

• The name and number of the RFP: RFP 27-04-Hawai‘i Tourism Destination

Brand Marketing Services for the Korea Major Market Area.

• Name and address of Company.

• Company Federal and State Tax ID #s.

• Name, email address, and phone number of contact person.

2. Table of Contents

Please present the materials in the order outlined above. Please include page numbers for your table of contents.

3. Cover Letter

A brief letter expressing the Offeror’s interest in the project and summarizing the company’s qualifications and relevant experience. The cover letter may also identify key strengths, capabilities, or unique qualifications relevant to the scope of work.

The cover letter shall be limited to a maximum of two (2) pages.

4. Organizational Capacity

a) Personnel Management

i) Physical Office. The Offeror must have or must establish an office in Korea.

ii) Organizational chart of proposed staffing, including position titles, names, lines of responsibility/supervision. In addition, please indicate time allocation.

iii) Project Manager (“Key HTA Point of Contact”) to be assigned to the HTA account. The project manager shall be 100% dedicated to the HTA account.

List detailed qualifications, including experience, time with the organization, and resume/bio demonstrating qualifications related to this RFP.

iv) Additional Staffing. The Offeror shall identify other key members assigned to the HTA account. List detailed qualifications for each position (including experience, time with the organization, resume/bio demonstrating qualifications related to this RFP), proposed time allocation of staff and their geographic locations. Although a Contractor, as a legal entity, may represent a competing destination within the MMA, the staff assigned to HTA account may not represent competing destinations.

Note:

The Contractor is expected to be fully staffed and operational to begin the implementation of the destination brand marketing services. Any activity, such as training and orientation, that occurs prior to the execution of an agreement with the selected Contractor shall be at the Contractor's sole cost and expense.

Also, the Project Manager or designee is required to attend HTA’s conferences in person in Hawai‘i at least twice annually for approximately one (1) week each time.

v) Supervision and Training. The Offeror shall describe its ability to supervise, train and provide administrative direction relative to the delivery of the proposed services.

b) Accounting System. Describe how the Offeror’s accounting system will:

i) Accurately estimate and timely record actual expenditures for this contract;

ii) Accurately allocate and timely record all actual expenditures to the various budget categories defined in the attachment for the Budget Plan Worksheets;

iii) Accurately estimate and timely record actual expenditures of change orders and modifications; and,

iv) Make certain that only allowable and allocable expenses are charged against any change order or modification of the contract issued under this RFP.

c) Firewalls and other Protections

i) Offeror shall describe processes and procedures to provide an information barrier, such as a “white room” or other form of firewall, within Contractor's company to prohibit the disclosure of competitively sensitive information acquired or provided through the performance of this contract on behalf of the

HTA to any of the Contractor’s clients or affiliates representing or associated with a competitor list agreed to by HTA.

ii) Offeror shall describe specific directives and procedures for its employees and other personnel assigned to the HTA to prevent the respective team, group, or individuals from using HTA information for the advantage of a competitor, either by exchanging information in either formal or informal settings with employees assigned to competing markets, or by independent use of information by those who may have other assignments outside of HTA.

iii) Management and executive decisions must not disadvantage HTA against other clients. Hawai‘i’s best interests must be judged independent of other company interests or, if not, must be placed at the highest priority within the organization.

5. Professional Experience

The Offeror shall provide a complete description of its relevant experience in destination brand marketing services described below:

a) Describe the Offeror’s experience and past performance history in destination brand marketing services:

i) Within the Korea market

ii) Within the Hawai‘i tourism industry

iii) In general

b) Creative Content: Offeror shall provide no fewer than six (6) examples of creative content representing the following areas. Examples must be reduced to 8.5 x 11 form. The Offeror may, in addition, reference web addresses; however, evaluators are not obligated to view websites.

i) Provide at least three (3) past examples of creative content prepared for clients by the Offeror.

ii) Provide at least three (3) examples of proposed creative content to be used in a future Hawai‘i campaign(s) if awarded this contract.

c) Case Studies: Offeror shall provide no fewer than two (2) case studies representing the following areas:

i) Demonstrating your familiarity with both this market and with Hawai‘i’s tourism industry.

ii) Demonstrating your familiarity with the Hawaiian Islands, the Native Hawaiian culture, the…