Maui News


February 5, 2009, 10:28 AM HST
* Updated February 5, 2:41 PM
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(By Wendy OSHER © 2009)

The Maui Hotel & Lodging Association (MHLA) is expanding its “I Work for Aloha” campaign.  With many of the jobs in the county directly tied to the visitor industry, MHLA launched the campaign to heighten awareness of the connections between the visitor industry and the average county resident.

The campaign features a wide spectrum of island residents – from farmers and accountants to bus drivers and food workers – all sharing the message that “family, friends, neighbors and likely you” are connected to the county’s visitor industry.

The concept was crafted by the award-winning Kahului-based advertising agency Gilbert & Associates and featured in local publications.
Industry officials say the visitor industry is the economic engine for the island and directly encompasses approximately 40% of all jobs in Maui County.

“Tourism is everyone’s business,” said Carol Reimann, MHLA’s executive director. “It’s not just hospitality employees. There’s a symbiotic relationship with nearly the whole community. A healthy, robust visitor industry benefits our entire county, and it’s now – during these tough economic times – that it’s more important than ever that we support each other.”


The Maui Hotel & Lodging Association is a nonprofit organization founded in 1987 to advocate for the Visitor Industry. MHLA’s membership is comprised of visitor accommodations and allied businesses in the County of Maui. The organization also provides educational opportunities via the Academy of Hospitality & Tourism and scholarship grants, and benefits the community via the annual Visitor Industry Charity Walk, Excellence in Education golf tournament and Kupuna Dinner.

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