Sustainable Tourism Association of Hawaiʻi
The Sustainable Tourism Association of Hawaiʻi (STAH) is a volunteer-run 501(c)(3) nonprofit founded in 1994 that operates Hawaii's primary independent certification program for sustainable tour operators, supported by tiered memberships, donations, and the Hawaii Tourism Authority as primary sponsor.
- Company typePrivate
- Founded1994
- HeadquartersKahului, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Sustainable Tourism Association of Hawaiʻi does
The Sustainable Tourism Association of Hawaiʻi (STAH) is a member-based 501(c)(3) nonprofit organization founded in 1994 (originally as the Hawaii Ecotourism Association, rebranded in 2019) and headquartered in Kahului, Hawaii. The organization operates without paid staff, relying on volunteers to deliver its mission of protecting Hawaii's natural environment and Native Hawaiian host culture through the promotion of responsible travel. Its core offering is an independent certification program for tour operators, which combines self-assessment via the Travelife platform with third-party evaluations, and a tiered membership program serving tour operators, tourism industry partners, residents, and visitors.
STAH monetizes through five membership tiers (Corporate $500, Business $250, Non-Profit $125, Pono Traveler $75, Individual $25 annually), tax-deductible donations, and a $200 certification application fee. The organization's go-to-market is community-led and event-driven: it engages the 'Ohana membership base, runs annual awards luncheons in Honolulu (e.g., Sustainable Tour Operator of the Year, Ecotour Guide of the Year, Travel Writer of the Year, Kupaa Hoaloha volunteer award), advocates at Tourism Day at the Capitol, and operates the Pono Traveler "secret shopper" program (currently on hiatus) for tour verification. Technology is non-proprietary; STAH uses third-party platforms Teachable for online training and Travelife for certification documentation.
STAH has certified more than 45 tour operators statewide, including Trilogy Excursions (one of only three Gold-certified operators), Valley Isle Excursions, Hawaii Forest & Trail, Hawaiian Legacy Tours, Kailua Beach Adventures, Skyline Eco Adventures, Sea Quest Hawaii, Fair Wind Cruises, and Kauai Hiking Tours. The organization's primary institutional sponsor is the Hawaii Tourism Authority, with additional strategic partnerships with the Native Hawaiian Hospitality Association, University of Hawaii College of Tropical Agriculture & Human Resources, NOAA Pacific Islands Regional Office, DLNR, and the Hawaiian Legacy Reforestation Initiative (which has planted 350,000+ native trees). Leadership includes President Aaron J. Lowe and Founder Annette Kaohelaulii.
Sustainable Tourism Association of Hawaiʻi firmographics
Firmographics- Name
- Sustainable Tourism Association of Hawaiʻi
- Legal name
- Sustainable Tourism Association of Hawaiʻi
- Website
- https://sustainabletourismhawaii.org
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Sustainable Tourism Association of Hawaiʻi (STAH) is a volunteer-run 501(c)(3) nonprofit founded in 1994 that operates Hawaii's primary independent certification program for sustainable tour operators, supported by tiered memberships, donations, and the Hawaii Tourism Authority as primary sponsor.
- Ownership category
- akta.pro rank
Sustainable Tourism Association of Hawaiʻi industry classification
Industry- Product category
- Sustainable Tourism Certification
- NAICS
- Convention and Visitors Bureaus (561591)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Eco-Certification, Auditing & Standards (Green Lodging, Tour Operator Certification) (THAAANAA)
- akta.pro secondary industries
- Sustainable Travel Booking & Distribution (Green Filters, Eco-Labels, Verified Listings) (THAAANAM), Impact Monitoring, Verification & Reporting (MRV) Tools (Impact KPIs, Compliance Reporting) (THAAANAN)
Keywords
Where Sustainable Tourism Association of Hawaiʻi is headquartered
LocationHeadquarters
- HQ city
- Kahului
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Sustainable Tourism Association of Hawaiʻi business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Technology or R&D, Others
Revenue model
- Membership Fees: STAH operates as a 501(c)(3) nonprofit generating revenue through various membership levels including Corporate Membership ($500), Businesses ($250), Non Profits ($125), Pono Traveler ($75), and Individual Membership ($25) annually.
- Donations and Contributions: As a registered 501(c)(3) nonprofit organization, STAH accepts tax-deductible donations from supporters to fund their mission of protecting Hawaii's natural environment and culture through sustainable tourism promotion.
- Certification Application Fees: Tour operators pay a $200 administration fee when submitting their self-assessment checklist for Sustainable Tour Operator certification consideration.
- Pono Traveler Program Membership: Yearly Travel Pono Membership Fee of $75 for travelers who want to participate as evaluators of certified sustainable tour operators, including benefits of enjoying local activities with a friend or family member.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Corporate Membership - $500/year |
| Subscription | Annual | Business Membership - $250/year |
| Subscription | Annual | Non Profit Membership - $125/year |
| Subscription | Annual | Pono Traveler - $75/year |
| Subscription | Annual | Individual Membership - $25/year |
| One time/ perpetual license | Pay-as-you-go | Certification Application Fee - $200 |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
Sustainable Tourism Association of Hawaiʻi product offering
Product offeringCore offering
STAH operates a Sustainable Tour Operator Certification Program that independently verifies tour operators' sustainability practices through self-assessment and third-party evaluation. The organization also runs the Pono Traveler evaluation program and the Travel Pono educational initiative, which promotes responsible travel that respects Native Hawaiian culture, wildlife, the environment, and local residents. These offerings are supported by online training delivered through the Teachable and Travelife platforms.
Product overview
The Sustainable Tourism Association of Hawaiʻi (STAH) is a member-based 501(c)(3) non-profit organization operating a certification program for sustainable tourism operators. The organization's core offerings include a Certification Program for tour operators, the Pono Traveler Program (currently on hiatus) for secret-shopper evaluations of certified tours, and the Travel Pono Program promoting responsible travel. Supporting these are the Tour Operator Resource Guide, the E Malama Ecotourism Manual, and various Travel Pono training modules covering marine protection laws and eco-friendly sun protection. STAH also utilizes the Travelife Platform and Teachable Platform to deliver online certification and training courses. The organization connects certified tour operators with travelers through its Travel Planner tool and hosts annual awards recognizing sustainable tourism excellence.
Differentiator
Problem solved
Functional benefit
Products and services
- Sustainable Tour Operator Certification Program Independent verification system that certifies Hawaii tour operators as sustainable through self-assessment, third-party evaluation, and reporting. Includes a $200 application fee and recertification cycle.
- Travel Pono Program Educational initiative promoting conscious and respectful travel that respects Native Hawaiian culture, wildlife, environment, and local residents. Includes the Travel Planner tool for finding certified operators.
- Pono Traveler Program Annual membership program where residents and visitors act as 'secret shoppers' to evaluate certified sustainable tours for authenticity, quality of information, safety, and enjoyableness, providing feedback for operator recertification. Yearly fee: $75.
- Tour Operator Resource Guide Online resource guide providing training, certification resources, cultural references, business references, and marine life/terrestrial environmental resources for tour operators.
- E Malama – Original Ecotourism Manual for Hawaii Foundational ecotourism manual developed by Barbara Mills, serving as an educational resource for sustainable tourism practices in Hawaii.
- 'Ohana Membership Program Tiered annual membership program with Corporate ($500), Business ($250), Non-Profit ($125), Pono Traveler ($75), and Individual ($25) levels for businesses, nonprofits, and individuals supporting sustainable tourism in Hawaii.
- Annual Sustainable Tourism Awards Luncheon Annual event held in Honolulu that recognizes Certified Ecotour Operator of the Year, Ecotour Guide of the Year, Travel Writer of the Year, and dedicated volunteers. Includes the Kupaa Hoaloha volunteer appreciation award.
- Online Training via Teachable Platform Online training and certification platform hosting courses for sustainable tourism education, including NOAA Marine Protection Law Training and Eco-Friendly Sun Protection Training modules.
Quantifiable outcome
- 45+ tour operators certified across Hawaii
- +2 more outcomes
Companies that use Sustainable Tourism Association of Hawaiʻi
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Sustainable Tourism Association of Hawaiʻi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sustainable Tourism Association of Hawaiʻi partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and minor.
- Hawaii Tourism AuthorityflagshipHawaii Tourism Authority (HTA) is STAH's primary sponsor, providing funding and support for sustainable tourism initiatives. HTA focuses on balancing the needs of the community and businesses supported by the tourism industry. STAH participates in HTA events and collaborates on tourism policy discussions.
- Native Hawaiian Hospitality Association (NaHHA)coreNaHHA perpetuates an authentic spirit of aloha and Hawaiian culture in hospitality industry planning, promotion and product development. STAH references their educational programs including Ola Hawaii and Hookipa Learning Center in their cultural references resource guide.
- University of Hawaii - College of Tropical Agriculture & Human ResourcescoreUniversity of Hawaii's College of Tropical Agriculture & Human Resources (CTAHR), Department of Natural Resources & Environmental Management, provides research and expertise for sustainable tourism development. Dr. Linda J. Cox serves as a key academic advisor to STAH.
- Hawaii Hotel & Lodging Association (HLTA)coreSTAH connects with HLTA at industry events like Tourism Day at the Capitol to discuss sustainable tourism policy and advocacy for responsible travel practices.
- NOAA Pacific Islands Regional OfficecoreSTAH promotes NOAA marine wildlife viewing guidelines and education programs, including the Dolphin SMART program and humpback whale protection regulations, in their operator training resources.
- Hawaiian Islands Humpback Whale National Marine SanctuarycorePartner organization coordinating Ocean Awareness Training referenced in STAH's marine life resources for tour operators.
- Hawaiian Legacy Reforestation Initiative (HLRI)coreNonprofit organization spearheading tree planting initiatives. Through Hawaiian Legacy Tours (a certified STAH operator), visitors can participate in planting endemic koa trees in Hawaii's Legacy Forest. The initiative has planted over 350,000 trees.
- Hawaii Department of Land and Natural Resources (DLNR)coreSTAH supports DLNR's Rapid Ohia Death decontamination training initiatives. The partnership helps train local tour operators on best practices to prevent spreading the deadly fungus that threatens Hawaii's native forests.
- Respect Ocean and Aquatic Resources (ROAR) HawaiiminorOrganization highlighted by STAH for responsible wildlife viewing and stewardship practices, featured in marine life resources.
- Coral Reef AllianceminorPartnership referenced for Hawaii Marine Tourism Guest Survey and coral reef conservation resources.
- West Hawaii Voluntary StandardsminorHawaii-specific standards referenced by STAH for SCUBA Diving and Snorkeling, General Boating, Wildlife Interactions, and Shoreline Activities.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Sustainable Tourism Association of Hawaiʻi competitors and assessment
Company assessmentOthers
- Leave No Trace: Leave No Trace provides outdoor ethics education and training, including programs adopted by tour operators in natural areas. It is an ecosystem peer because STAH references Leave No Trace principles in its tour-operator training resources, making it an aligned but non-competing organization.
- Adventure Travel Trade Association (ATTA): ATTA is a global trade association that promotes sustainable adventure tourism through industry standards, education, and events. It is an ecosystem peer — not a certification body itself — but its sustainability frameworks and community overlap significantly with STAH's tour-operator audience.
- Travelife: Travelife is the online sustainability certification and training platform that STAH itself uses for its operator certification program. It is an enabling technology partner rather than a competitor, but its global certification programs (including for tour operators in Hawaii) overlap with STAH's offering.
Direct peers
- EarthCheck: EarthCheck is a sustainability certification and benchmarking body for the tourism industry, certifying operators, destinations, and hotels against science-based standards. It directly competes with STAH in the tour-operator certification niche, though it operates globally.
- Sustainable Travel International (STI): STI is a nonprofit that promotes sustainable tourism through certification, education, and advocacy, including tour-operator programs. It is a direct peer because it shares STAH's nonprofit model, mission, and certification-driven approach to advancing sustainable tourism practices.
- Hawaii Ecotourism Association (historical name of STAH): STAH itself was previously named the Hawaii Ecotourism Association before its 2019 rebrand. This is the closest historical/identity peer — the same organization operating under an earlier name with a narrower ecotourism scope.
- Green Destinations: Green Destinations is a nonprofit foundation that certifies destinations and tourism businesses for sustainability using a verified criteria-based approach. It is a direct peer because it performs the same third-party sustainability certification function STAH does, but at a global scale rather than Hawaii-only.
Broad incumbents
- Rainforest Alliance: Rainforest Alliance is a large international nonprofit that certifies tourism businesses and supply-chain operators against sustainability criteria. It is a broad incumbent in STAH's space because it operates across multiple industries (agriculture, forestry, tourism) with global reach.
- Global Sustainable Tourism Council (GSTC): GSTC sets global standards for sustainable tourism and accredits national/regional certification bodies, including those operating in Hawaii. It is a broad incumbent because it functions as the umbrella standards organization rather than a competing Hawaii-specific certification, but it directly shapes STAH's operating framework.
Regional players
- Quality Tourism Australia (Quality Tourism Framework): Quality Tourism Australia runs accreditation and certification programs for Australian tour operators. It is a regional peer because it plays an analogous role to STAH — national/regional certification of tour operators — but in Australia rather than Hawaii.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Sustainable Tourism Association of Hawaiʻi social profiles
Digital presenceSustainable Tourism Association of Hawaiʻi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sustainable Tourism Association of Hawaiʻi leadership team
Management profileNumber of profiles
Profiles2 records
Sustainable Tourism Association of Hawaiʻi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sustainable Tourism Association of Hawaiʻi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sustainable Tourism Association of Hawaiʻi
What does Sustainable Tourism Association of Hawaiʻi do?
STAH operates a Sustainable Tour Operator Certification Program that independently verifies tour operators' sustainability practices through self-assessment and third-party evaluation. The organization also runs the Pono Traveler evaluation program and the Travel Pono educational initiative, which promotes responsible travel that respects Native Hawaiian culture, wildlife, the environment, and local residents. These offerings are supported by online training delivered through the Teachable and Travelife platforms.
Is Sustainable Tourism Association of Hawaiʻi a public or private company?
Sustainable Tourism Association of Hawaiʻi is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Sustainable Tourism Association of Hawaiʻi founded?
Sustainable Tourism Association of Hawaiʻi was founded in 1994. It employs 51 to 100 people.
Where is Sustainable Tourism Association of Hawaiʻi based?
Sustainable Tourism Association of Hawaiʻi is headquartered in Kahului, United States, in the North America region.
How does Sustainable Tourism Association of Hawaiʻi make money?
Four revenue lines are on record. Membership Fees are the primary driver. The others are donations and Contributions, certification Application Fees and pono Traveler Program Membership.
Who are Sustainable Tourism Association of Hawaiʻi's main competitors?
Others on record are Leave No Trace, Adventure Travel Trade Association (ATTA) and Travelife. Direct peers are EarthCheck, Sustainable Travel International (STI), Hawaii Ecotourism Association (historical name of STAH) and Green Destinations. Broad incumbents are Rainforest Alliance and Global Sustainable Tourism Council (GSTC). Quality Tourism Australia (Quality Tourism Framework) is listed as a regional player.
Does Sustainable Tourism Association of Hawaiʻi have an API?
No public API is recorded for Sustainable Tourism Association of Hawaiʻi.
What industry is Sustainable Tourism Association of Hawaiʻi in?
Sustainable Tourism Association of Hawaiʻi's product category is Sustainable Tourism Certification. Its primary akta.pro industry code is THAAANAA, Eco-Certification, Auditing & Standards (Green Lodging, Tour Operator Certification), with a secondary code of THAAANAM, Sustainable Travel Booking & Distribution (Green Filters, Eco-Labels, Verified Listings). Its NAICS code is 561591 and its SIC code is 7900.