Sustainable Tourism Association of Hawaiʻi

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.

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

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

• Sustainable tourism certification
• Ecotourism education
• Travel industry standards
• Tour operator certification
• Responsible travel programs

Headquarters

HQ city

Kahului

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Others

Revenue model

1. 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.
2. 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.
3. Certification Application Fees: Tour operators pay a $200 administration fee when submitting their self-assessment checklist for Sustainable Tour Operator certification consideration.
4. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core 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

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• Hawaii Tourism AuthorityflagshipStrategic or Co-development PartnerHawaii 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)coreStrategic or Co-development PartnerNaHHA 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 ResourcescoreStrategic or Co-development PartnerUniversity 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)coreStrategic or Co-development PartnerSTAH 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 OfficecoreStrategic or Co-development PartnerSTAH 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 SanctuarycoreStrategic or Co-development PartnerPartner organization coordinating Ocean Awareness Training referenced in STAH's marine life resources for tour operators.
• Hawaiian Legacy Reforestation Initiative (HLRI)coreStrategic or Co-development PartnerNonprofit 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)coreStrategic or Co-development PartnerSTAH 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) HawaiiminorStrategic or Co-development PartnerOrganization highlighted by STAH for responsible wildlife viewing and stewardship practices, featured in marine life resources.
• Coral Reef AllianceminorStrategic or Co-development PartnerPartnership referenced for Hawaii Marine Tourism Guest Survey and coral reef conservation resources.
• West Hawaii Voluntary StandardsminorStrategic or Co-development PartnerHawaii-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

Others

• 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

• Facebookfacebook.com/SustainableTourismHawaii
• Xx.com/travelpono
• LinkedInlinkedin.com/company/hawaii-ecotourism-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&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