Malama Maui

Launched in 2005, Mālama Maui is a campaign by the Maui Visitors Bureau inviting everyone to experience Maui in a different light, in all its authenticity, creating a more fulfilling travel experience.

Mālama is a Hawaiian word which means to care for, to preserve, to protect. Maui Nui includes the islands of Maui, Molokaʻi and Lānaʻi. The Mālama Maui campaign appeals to travelers who enjoy learning about the history, natural environment and living culture of a place; travelers who want to immerse themselves in the rich heritage that makes destination unique.

Mālama Maui desires for you to experience Maui’s rich agricultural and cultural resources and the aloha aina or love of the land. While Mālama Maui showcases the dramatic history, rich culture, and precious ecology of Maui Nui through attractions available to visitors, it also raises awareness of its fragile heritage. The campaign seeks to preserve, perpetuate, and protect Maui Nui’s wealth – to the sustainability of Island Life.

Today, in 2010 – the campaign moves on. Grassroots efforts have taken off and multiplied, and we the social media enthusiasts are here to share these unique (some even sacred) experiences and events with you. We hope you will bring Maui Nui into your heart and share the privilege of being a caretaker for Maui.

Learn more about the diverse programs that are part of Mālama Maui.