Gathering Place
Laura Crites
Let Hawaii be a healer
during times of crisisAs Governor Lingle pulls the tourism industry together for a summit asking for a larger vision, I suggest that vision is wellness tourism. In a society with increased stress, fear and uncertainty, Hawaii has a unique and special gift to offer the visitor that should be recognized and incorporated into all marketing of Hawaii. It should also be the central focal point for all marketing trips to Japan. This gift is Hawaii's ability to quiet the mind, heal the heart, relax the body and feed the soul -- a gift of healing.
Gov. Ben Cayetano recognized it when, after 9/11, he brought New Yorkers who had experienced personal loss to Hawaii to heal. Others have commented on it in various ways. President Kennedy said, "Hawaii is everything that the world wants to be." Mark Twain described Hawaii as a place where you can get drunk without drinking. Garrison Keillor, airing one of his Prairie Home Companion radio shows from Hawaii, said, "When you return home from a vacation to Hawaii, you just want to be a better person." One of the early astronauts described experiencing two intense emotions as he looked down on Earth: despair as he saw smoke from the burning of the Amazon jungle, and hope as he saw "those exquisite emerald jewels in the middle of the Pacific Ocean."
Recently, Patricia Harrison, a State Department official, said of Hawaii, "More and more, what Hawaii represents is an antidote to global terrorism. Hawaii, which is an experiment of so many coming together, is the atmosphere that could be the prototype for the future."
Many have tried to describe this unique quality. I suggest it stems from three things: aloha (the generosity and loving spirit of the Hawaiian people), aina (the beauty and energy of the land and environment) and mana (the spiritual energy present in this most isolated land in the world.) These intertwined qualities are deeply influenced by the Hawaiian culture. In addition, the unparalleled diversity of Eastern and Western life philosophies and health practitioners, and the world-class spas and resorts combine to make Hawaii a place of healing and pursuit of wellness.
The Hawaii Wellness Tourism Association defines wellness travel as having "the intention of enhancing balance and harmony mentally, emotionally, physically and spiritually." This includes seven categories of wellness travel: inner pilgrimage, lifestyle modification, travel to serve others, nature as healer, integrative treatment therapies, relaxation and rejuvenation, and fitness and sports. Thus, wellness resources include tropical botanical gardens and aquariums, volunteer opportunities such as Habitat for Humanity, spas and massage, fitness counselors, and treatment therapies that include preventive medical screening as well as acupuncture and Hawaiian healing.
Wellness resources throughout the state are identified in Zento Magazine, a statewide magazine of transformational travel; in "The Call to Hawaii," a wellness vacation guidebook; and through the Hawaii Wellness Tourism Association, the professional association of wellness resources.
During this time of crisis in our country, marketing Hawaii should contain a gentle message offering the gifts of healing, health and wellness. Our genuine interest should be to help promote balance and harmony worldwide. Tourist money will follow this sincere offering.
In addition, rather than sending a high-level political delegation to Japan with the not-so-subtle message that "in spite of your economic crisis, come to Hawaii and spend your money because we need it," Hawaii should send a delegation focused on the messages of balance and harmony. Hawaiian healers and leaders such as those involved with the Native Hawaiian Hospitality Association should lead this delegation.
Now more than ever, the opportunity exists to manifest the vision of Hawaii as a premier destination for wellness travel. While doing good, we can also do well -- the economy of Hawaii will benefit from the gift we offer the visitors to Hawaii.
Laura Crites is co-author of "The Call to Hawaii: A Wellness Vacation Guidebook" and a founding director of the Hawaii Wellness Tourism Association.