Despite a post-Covid reset to lean into Hawaiian culture and volunteering, those aspects of visiting the islands are sparse in new HTA materials. Who is the ideal European visitor to Hawaiʻi in 2025? According to Hawaiʻi Tourism Authority’s marketing strategy, it’s a mindful yet wealthy person keen on inner balance, self-reflection and stress relief. As a resident of France, I am fascinated by how HTA markets Hawaiʻi to people in Europe. This year, its efforts have been centered around “The People.