On the Ground in Maui: Signature’s Owners’ Meeting Highlights ‘Respectful, Compassionate’ Tourism to the Island

Editor's Note: West Maui, including the areas impacted by the wildfires, will officially reopen to travel and tourism on Oct. 8, according to a statement made by Hawaii Gov. Josh Green on Sept. 8.

Although an annual event, Signature Travel Network’s Owners’ Meeting looked markedly different this year when it kicked off on Sept. 6 at Grand Wailea, a Waldorf Astoria Resort in South Maui, about an hour’s drive away from the areas of the island devastated by last month’s wildfires.

After Signature announced its decision to move forward with the event, the network doubled down on the need for its advisors to set an example of respectful, responsible and impactful tourism to the island in the wake of the tragedy. 

A Month After the Fires: Should Travel Advisors Promote Tourism to Maui?

Alex Sharpe, CEO and president of Signature, put in place several goals for the three-day conference, which takes place Sept. 6-9: to raise $400,000 in donations through Signature’s Travel Elevates silent auction and fundraiser; to bring 10,000 pounds of needed supplies from the mainland; and to volunteer during a day of service to the island, where members will sort donations and create personal hygiene kits to be distributed to the Maui Food Bank. 

“We are going to travel thoughtfully and gently this week,” Sharpe said during his opening remarks on Sept. 7. “We are going to fly the flag — not just for Signature, but for the entire travel industry, to show that Maui is here, and it’s open. Yes, we want travelers next year, but we also want them next week, and next month. It’s our opportunity to give back and serve.” 

Emotions ran high throughout the first day of the event; the opening general session saw Hawaii tourism representatives take the main stage — including Robyn Basso, senior director of travel industry partnerships for the Hawaii Convention and Visitors Bureau (HCVB); Sherry Duong, the executive director of Maui’s Visitors and Convention Bureau; and Sharon Banaag, tourism liaison for the Office of the Mayor in Maui, among others — who all shared a united message, delivered by Duong onstage: “What the fire didn’t destroy, an empty and deserted island will.”

What the fire didn’t destroy, an empty and deserted island will.

West Maui will reopen to travel on Oct. 8, according to a statement made by Hawaii Gov. Josh Green on Sept. 8. Until then, tourism is open and encouraged in unimpacted areas, which will be “critically important to keep the local residents employed, and keep local economy alive,” Basso said.

“’Malama’ is the sister value of aloha – [it means] “to care for and protect,” Basso said. “And that’s what all of us are doing here this week. Respectful, compassionate, responsible travel to accessible parts of Maui and other islands is not only welcomed, but encouraged.”

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Basso also mentioned that the Hawaii Tourism Authority recently approved $2.6 million in additional funding for Maui’s recovery, and has a campaign running through October with the aim of attracting mindful tourists.

Duong of the Maui Convention and Visitors Bureau agreed.

“When we talk about being a part of the recovery, we are talking about now, not 2024,” she said. “We need to have the visitors here now to keep us and our community employed.”

“If you were to ask me today, ‘What can we do to help?’ Well, you’re here,” added Banaag, who referenced Signature’s agency owners as “ambassadors” for the island.

“We cannot thank you enough for making time to come here,” she said. “A great excuse [not to come] would be, ‘I don’t want to be in the way, or to take resources away.’ But having you tell our story is powerful. The message from the mayor is that we do need our visitors. We don’t want to make it seem like our visitors and tourists are more important than our impacted residents. But the message is: ‘We need jobs. We need people to be working.’”

Beci Mahnken, owner of MEI Travel and a Signature member, is a former firefighter and EMT. She said she initially had mixed feelings about coming to Maui for the meeting, but after arriving, she realized the importance of being there.

"The aftermath of a tragedy of this magnitude is very complex; in an instant, people have lost their homes, their jobs, and sadly many lost their lives," she said. "The limited resources available must be focused on containing the fire, search and rescue/recovery and ensuring survivors have their basic needs met while the situation is being assessed. Given that, if you would have asked me a month ago if we should travel to Maui for this conference, I would have had serious doubts it was the right choice. However, Alex Sharpe and the Signature team went to extraordinary lengths to do the proper due diligence to ensure the decision would be thoughtful and ultimately benefit the people of Maui."

"Maui needs our support to recover," she continued. "Tourism is the foundation of the economy, and the best way to help is by bringing our tourism dollars back to the island. Of course there are some areas that are still not available to visit,  and we must be respectful given the loss and tragedy here, but there are plenty of great resorts, restaurants and activities that are open for business. The Aloha spirit is ready to welcome you."

For the latest information on travel to Maui, visit gohawaii.com/maui-travel-updates or the HCVB’s travel advisor portal.