ʻUmeke Portal Now Open

‘Umeke Powered by Hawai‘i Tourism Authority are three partnership development opportunities for 501 (c)3 non-profit organizations and government agencies. In addition, the Signature Event program is geared toward for-profit businesses planning large-scale, high-profile events that attract attendees and participants from outside the state of Hawaiʻi.

Programs taking place between July 1, 2026 to December 31, 2026 are eligible to apply.

The deadline for all applications is Thursday, May 7, 2026 at 4:30pm HST

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Community Information Session

A session was held virtually on April 16, 2026. The recording is posted below.

Click here to view the presentation slides

 

 

He ‘ai leo ‘ole, he īpuka hāmama.

Food unaccompanied by a voice, a door always open.

This ‘Ōlelo Noe‘au is about the home of a hospitable person. The food can be eaten without hearing a complaint from the owners, and the door is never closed to any visitor.

What is an ʻumeke?

In ‘ōlelo Hawai‘i (Hawaiian Language) ‘Umeke is a “gourd, bowl or repository” and there are various kinds of ‘umeke in Hawaiian culture. For example, an ‘umeke poi is a bowl for poi and a huewai is a specific ‘umeke with a top that was designed for holding water. In the context of these five partnership development opportunities, ‘Umeke powered by the Hawai‘i Tourism Authority is a repository for financial support as a function of HTA’s six-year strategic plan.

HTA’s Four Pillars

At the start of 2020, the Hawaiʻi Tourism Authority (HTA) introduced a five-year strategic plan to guide HTA’s vision and HTA’s responsibilities in support of Hawai‘i tourism through 2025. HTA has been reorganized around four interacting “Pillars” supported by research and other administrative functions: Natural Resources, Hawaiian Culture, Community, and Brand Marketing.

Under the goal for each Pillar, this plan establishes several objectives and specific milestones or measures for tracking success. The Pillars are intended to support an integrated destination management system, with four overall Key Performance Indicators (KPIs), representing the most important ways HTA will be accountable to our stakeholders: Resident Satisfaction, Average Daily Visitor Spending, Visitor Satisfaction, and Total Visitor Spending.

Click Here to Learn More

Natural Resources

Hawaiian Culture

Community

Brand Marketing

‘Umeke Powered By Hawai‘i Tourism Authority Programs

Application window will be open from Thursday, April 9, 2026 to Thursday, May 7, 2026 at 4:30pm HST

Kūkulu Ola

Provides funding support to community  initiatives that contribute to protecting and enhancing the Hawaiian culture within the tourism industry.

Click here to download the Request For Proposal PDF

Community Enrichment Program

Provides funding support to unique, authentic and highly-valued visitor-related experiences, and represents activities that are developed by the community for the community and are things the community is willing to and wants to share with our visitors.

Click here to download the Request For Proposal PDF

Signature Event

Invests in projects that protect and enhance Hawaiʻi’s globally competitive brand in a way that is coordinated, authentic, and market appropriate while also enriching our communities, supporting better relations between communities and the tourism industry, and create positive resident-visitor interaction.

Click here to download the Request For Proposal PDF

FAQs

Eligibility

Who is eligible to apply to the partnership development opportunity programs?

This depends on the program you apply to. Non-profit organizations with tax exempt 501(c)(3) status and in good standing or government agencies operating within the State of Hawai‘i may apply to all partnership development opportunities. Projects not linked with a nonprofit 501(c)(3) organization may be able to partner with a 501(c)(3) fiscal sponsor. For-profit entities may apply for Signature Events only. See RFP for specific eligibility guidelines.

How do I apply for funding if my project occurs in after December 31, 2026?

The next project cycle will be January 1, 2027 to December 31, 2027, and the application period is estimated to open in September 2026.

Am I required to welcome visitors/tourists to my event or project if I am awarded?

Yes. All awardees will be required to provide a tourism product and welcome visitors.

In the past, I was not required to provide a tourism product. Why are we required to do it this year?

Beginning in 2025, all projects are required to create a tourism product in alignment with the HTA’s 2020-2025 Strategic Plan.

What is considered a tourism product?

Examples of tourism products include: 

  • Voluntourism – Tourism related to travel to participate in voluntary work in the community where one is vacationing, typically for a charity or cause. Visitors may conduct community service while learning about cultural sites. 
  • Agri-tourism – Includes a farm tour, a farm to table meal at a local restaurant or food truck, or supporting a farmer’s market.
  • Festivals marketed toward visitors
  • Community events welcoming visitors
This is my first experience with the tourism industry, and I don’t know where to start. What should I do?

 

Can my organization apply to all three of the Hawai‘i Tourism Authority’s (HTA) Community Enrichment, and Kūkulu Ola, Signature Event programs?

Yes, you can apply to all HTA programs if they are for different projects. The same project may not apply to more than one of the HTA programs. See RFP for specific eligibility guidelines.

My organization is a current HTA awardee. Can we apply for the 2026 HTA programs?

Yes, current awardees may apply for 2026 programs. Current awardees must be in good standing with Kilohana. If you are unsure if your project is in good standing or in compliance with 2025 contractual obligations, please contact your Kilohana contract manager.

I have received an award from HTA and/or an HTA subcontractor (ie, HVCB, HCF) in the past. Can I apply for the 2026 HTA programs?

Yes. If you are a past awardee from HTA and/or an HTA subcontractor, you can apply for these partnership development opportunities as long as you were in compliance with past contractual obligations.

My legal entity is an LLC and a social enterprise. Am I eligible to apply for CEP or SIG funding?

For the Community Enrichment program, you must be a non-profit 501(c)(3) or government agency. For-profit entities, such as an LLC social enterprise, may apply for Signature Events only.

My 501(c)3 is based outside the State of Hawai‘i. However, the project will take place on Kaua‘i and will involve partners from the island. Am I eligible to apply for funding?

Yes, you are eligible to apply for HTA programs, as long as your project takes place within the State of Hawai‘i.

My organization is a 501(c)4. Am I eligible to apply for funding?

No. Only non-profit organizations with tax exempt 501(c)(3) status and in good standing may apply. Projects not linked with a nonprofit 501(c)(3) organization may be able to partner with a 501(c)(3) fiscal sponsor.

Differences in HTA Programs

What is the difference between the Community Enrichment, Kūkulu Ola, and Signature Events?
 

Kūkulu Ola:  Provides funding support to community  initiatives that contribute to protecting and enhancing the Hawaiian culture within the tourism industry.

Community Enrichment Program:  Primarily addresses HTA’s Community pillar within the strategic plan, with the goal to ensure tourism and communities enrich each other. The purpose of this pillar is to support programs valued by the community and aligned with the destination’s brand and image, informing both residents and visitors of these programs and events, strengthening relations between resident and visitors, and forming partnerships to build resilient tourism workforce and community.  

Signature Events:  Invests in projects that protect and enhance Hawaiʻi’s globally competitive brand in a way that is coordinated, authentic, and market appropriate while also enriching our communities, supporting better relations between communities and the tourism industry, and create positive resident-visitor interaction. Typically, projects within this pillar have a large visitor attendance and generate a significant economic impact as defined by HTA’s economic impact calculator found at https://www.hawaiitourismauthority.org/what-we-do/tools-resources/festivals-events-resources/.  

What happened to the Hoʻokipa Malihini Initiative and Kahu ʻĀina programs?

Effective with this July 2026 to December 2026 project cycle, the Hoʻokipa Malihini Initiative and Kahu ʻĀina program will be integrated into the Kūkulu Ola program and Community Enrichment Program to streamline operations and enhance overall program efficiency.

Where can I find information on HTA’s 2020-2025 Strategic Plan?
The strategic plan can be found at https://www.hawaiitourismauthority.org and
What are HTA’s 4 Pillars? How are the 4 Pillars connected to the partnership development opportunity I’m applying for?
All projects must align with at least (1) of the (4) pillars of HTA’s 2020-2025 Strategic Plan. The Four Pillars are brand marketing, community, Hawaiian culture, and natural resources. These pillars are used to guide HTA’s work throughout the state.
My organization would like to propose a hula performance that runs every Friday night during the summer of 2026. Do I apply to Community Enrichment Program or Kūkulu Ola?
Looking at the objectives of the Community Enrichment and Kūkulu Ola programs, you will need to determine which one fits best with your mission and goals of your project.
  • If your project leans more towards enhancing the visitor experience, such as a hula performance, you would apply to the Community Enrichment program.
  • If your program is more about strengthening and perpetuating the Hawaiian culture through education, such as a free hula class, you should apply under the Kūkulu Ola program.
I have a 2-day Hawaiian Steel Guitar event to celebrate the music and instrument. Should I apply to the Community Enrichment program?
Yes, since this is a stand-alone event, you should apply to the Community Enrichment program.
We would like to offer free hula classes to malihini every Saturday morning throughout the year. What HTA program should I apply to?
Looking at the objectives of the Community Enrichment and Kūkulu Ola programs, you will need to determine which one fits best with your mission and goals of your project.
  • If your project leans more towards enhancing the visitor experience, such as a hula performance, you would apply to the Community Enrichment program.
  • If your program is more about strengthening and perpetuating the Hawaiian culture through education, such as a free hula class, you should apply under the Kūkulu Ola program.
My organization produces a festival to celebrate Japanese culture. Am I able to apply under the Community Enrichment program?
Yes, Community Enrichment supports all multi-ethnic festivals and events.
Are only festivals and events eligible for Community Enrichment funding?

No. Community Enrichment supports projects and experiences that bring residents and visitors together. Past projects have included:

  • Agricultural tours
  • Weekly educational programs
  • Voluntourism activities
  • Theatre & musical productions
  • Audio/App Tours
  • Community sports events
  • Arts & Culture festivals & exhibits
  • Culinary events
  • Walking tours
  • Signage to provide cultural/historical significance
  • Ethnic festivals
  • Film festivals
  • Rodeo celebrations
  • Sports events
Who manages each program?
HTA has contracted Kilohana by Hawaiian Council to administer all HTA partnership development opportunity programs for calendar year 2026.

Application

How do I apply for the different HTA programs?
Applications must be submitted online through the ʻUmeke portal available at www.umeke.kilohana.com. New users must register for an account. Registered users may login to their account to apply. Please give yourself adequate time before the submission deadline to access the system and familiarize yourself with the application process and requirements.
Can I mail in a paper application?
No, applications must be submitted online. Only under certain circumstances of technology, language, or disability barriers, we will consider alternatives to the online application portal. This will be considered on a case-by-case basis and may be requested by contacting us at umeke@kilohana.com or at (808) 596-8155.
If we want to propose an event for O‘ahu and one for Hawai‘i Island, do we submit one large proposal or two separate for each Island?
If the events are different, you should submit two (2) separate proposals – one for O‘ahu and one for Hawai‘i Island. However, if these two (2) events are part of an overall event, then you should submit one proposal and identify the project locations in the application process.
Will I get confirmation that our proposal was received?
Yes, you will receive email confirmation that your proposal was submitted and received.
Does the online portal accept diacritical marks?
No, although we recognize the significance and importance of diacritical markings in written Hawaiian culture and language; the ʻUmeke Portal cannot accept diacritical marks and therefore have been omitted throughout the online application portal. In all other aspects, diacritical marks are encouraged and highly recommended.
How long will it take to complete an application?
This depends. We recommend you thoroughly review the RFP you are interested in, drafting your responses in a separate document, and locating the required documents prior to starting the application process in the ʻUmeke portal. All questions from the application can be found on the coinciding RFP. All RFPs can be downloaded at www.kilohana.com/umeke.

Timeline/Range/Awards

If I apply to an HTA Program, when can I expect to hear a decision?
You should expect to hear a decision between June 15th and 30th, 2026. If you are awarded, you will receive an award letter with award terms and conditions via email.
If I receive an award, when can I start my project/program?

Projects can begin on July 1, 2026 and must be completed by December 31, 2026

What is the maximum amount I can apply for?

HTA has decided that there will be set award amounts for this current RFP.

1. Kūkulu Ola $30k

2. Community Enrichment $25k

3. Signature Events $100k

What if we are awarded less than the amount requested and, as a result, cannot do the work that we had originally proposed?
If you are awarded less than the amount requested, we will ask you for an updated budget, budget narrative, and an updated workplan if the reduced award amount affects what you are able to achieve. In general, your scope of work and associated key performance indicators (KPIs) will be reduced by the same percentage as your award reduction. For example, if you applied for $100,000 and are awarded $50,000, your KPIs will be reduced by 50%.
Am I required to complete reports?
Yes, if you are awarded, you will be required to submit reports. If reports are not received, payment(s) will be delayed or stopped.
Will the date(s) for my project need to be set prior to submitting my application?
Yes. All project dates need to be included with your application at the time of submission.
Am I required to register on the GoHawaii calendar?

All HTA program awardees are required to register events on the GoHawaii calendar if awarded. If the project is volunteer related, awardees are encouraged to also submit their events on the Kanu Hawaiʻi website (https://www.gohawaii.com/malama). 

What if we experience a major delay in programming once awarded?

Communicate with your designated Kilohana contract manager as soon as you experience an obstacle in meeting deliverables. Anytime you experience a crisis near your event date, contact Kilohana.

Can I amend the budget categories on the “Itemized Budget” form?
No, you cannot amend the budget categories on the “Itemized Budget” form, but you are welcome to provide additional categories according to your project expenses.
Is there a match requirement?

Yes, there will be a cash match for all three programs for this RFP.

A minimum of one to one (1:1) in matching funds to the amount of funds awarded by the HTA is required. The first 50% (.5:1) of the match must be in the form of cash. The second 50% (.5:1) of the match may be in the form of cash, in-kind contributions, or a combination of cash and in-kind contributions. 

Matching funds shall not come from other state government sources including other HTA programs or the HTA’s major contractors such as, but not limited to, the Hawaiʻi Visitors and Convention Bureau or its Island Chapters. The project may be supported by other state government funds, but these funds may not be used as part of the required match to the HTA funds.

Can I adjust my budget during the awarded program year?
This will be reviewed on a case-by-case basis. Awardees will submit revisions and explanations to the designated Kilohana contract manager for review and approval.

Key Performance Indicators (KPIs)

How do I demonstrate alignment with HTA’s objectives and goals?
A strong application will demonstrate alignment with HTA’s 2020-2025 strategic plan and at least one of the four HTA pillars. These items can be found on HTA’s website at www.hawaiitourismauthority.org. Where appropriate, it would be helpful to identify any indicators that align to the action items within the respective Destination Management Action Plans, ʻĀina Aloha Economic Futures, and Aloha+ Challenge. The scoring criteria is also provided on the RFP in Section 4.2.
 

Attachments

Can I submit recommendation and/or support letters for my program?

Yes you are required to submit a minimum of one (1) letter of recommendation. (Maximum of two)

Review Panel

Who reviews the application proposals?
Application proposals are evaluated by a selection committee, whose members are selected by HTA and include representatives of the Hawaiʻi Visitors and Convention Bureau (HVCB), Hawaiian Council, HTA, community members, industry experts, and subject matter experts throughout the state.
Who makes the final decisions?
All final decisions are made by HTA.

For any additional questions regarding the 2026 HTA programs, please contact Kilohana, a division of the Hawaiian Council, by email at umeke@kilohana.com or by phone at (808) 596-8155.