We believe technology can be used with humility — not to replace human interaction, but to support and elevate it. Rooted Hawaiʻi exists to shift tourism from consumption to contribution, from escapism to ethical connection.

We’re building this platform alongside community members and local practitioners. Our focus is a future where visitors give back, local businesses flourish, and Hawaiʻi’s stories are shared with protection and care.

Pono First.
Everything begins with what’s right for the land, the people, and the culture. What’s pono is not a checklist — it’s a compass. Hawaiʻi deserves a tourism model rooted in responsibility.

Future-Minded.
We design for longevity. Every decision today shapes the Hawaiʻi future generations will inherit.

Rooted in Respect.
We uplift Native Hawaiian and local voices not just in name, but in authorship, leadership, and decision-making. We observe and listen more than we speak.

Invitation, Not Extraction.
Visitors can be welcomed warmly — but they must be guided with intention. Tourism cannot continue to take without giving back.

Health of the ʻĀina = Health of Us.
Regeneration is cultural, environmental, and relational. When the land thrives, so do the people.

Collaboration Over Control.
Rooted Hawaiʻi is not defined by one person’s vision. It’s shaped through conversations with cultural practitioners, kūpuna, local business owners, and community members. Real change requires shared authorship.

We are committed to creating a new standard for how visitors engage with Hawaiʻi — grounded in responsibility, respect, and reciprocal care.

Our team is deliberately small at this early stage, and we're bringing in the right thinkers, creators, and community voices to shape Rooted Hawaiʻi from the ground up.

Rooted Hawaiʻi was founded in Hawaiʻi in 2025 by Shannin Solie, a Maui resident focused on designing innovations for community wellbeing and social impact. With a systems-level lens and a deep personal connection to the islands, our founder is committed to ensuring this work is built to serve the community first.

Our initial cultural and strategic review was conducted by Emma Koa (Hilo). Emmaʻs evaluation of our research, plans, messaging, and early prototype affirmed our direction and helped us move forward with intention and alignment.

Our prototype reflects our emphasis on collaboration: our prototype UX design and early brand direction are being led by Hunter Nahoʻoikaika of Kawailiʻulā Designs (Maui). Our early prototype artwork was created by Wailani Artates of Aristry 8 (Maui).

Every contributor to Rooted adds perspective that helps shape Rooted’s foundations and informs our responsibilities, values, and approach. We actively seek community members and reviewers to challenge our assumptions, validate our thinking, and add ideas that strengthen the value we can offer to the community.

We are actively seeking additional consultants, small business owners, artists, and educators to help guide the first public-facing product.

A critical element of our approach is developing a Native Hawaiian–led Board of Advisors to provide ongoing cultural leadership, accountability, and oversight.

This work is complex, emotional, and essential. Our mission is to make values-aligned travel a meaningful force for social and environmental good — and the community is our strongest ally.