The Kapalua Resort had long been the site of the PGA Tour’s season-opening event on Maui. With the PGA Tour pulling its tournaments from Hawaii, a group of resorts have formed an alliance called Play Hawaii Golf to promote the islands as a golf destination.
Photo Courtesy Dave Sansom
With the PGA Tour recently opting to end its more than 50-year run of playing tournaments in the Hawaiian Islands, twelve resort golf properties from the Big Island to Kauai have partnered on an initiative, Play Hawaii Golf, aimed at ensuring Hawaii remains positioned as a top global golf destination for travelers.
Golf has been a significant economic driver in Hawaii (in addition to its physical, mental and social benefits), contributing an estimated $3.4 billion annually to the state’s economy through direct, indirect, and induced impacts. Golf tourism and related retail spending generate over $1 billion per year, positioning the game as a vital part of Hawaii’s visitor economy as it supports local businesses in addition to the hospitality sector.
The Play Hawaii Golf alliance will focus on promoting the islands as a golf destination in the U.S., Asia and beyond through a comprehensive marketing strategy, including digital campaigns, public relations efforts, influencer partnerships, broadcast media, events, and traditional marketing channels.
The creation of the initiative was prompted by the negative impacts of the PGA Tour eliminating both The Sentry at the Kapalua Resort in Maui and the Sony Open at Waialae in Oahu from its schedule starting in 2027. In addition, the state legislature recently voted to not fund tourism and the island visitors’ bureau chapters like they previously have, so Play Hawaii Golf is funding initiatives through annual contributions and from allied supporting partners.
“With more than more than 70 golf courses featuring dramatic Pacific Ocean backdrops, fairways carved through volcanic rock, and lush tropical greenery, Hawaii is one of the world’s top golf destinations,” said Kapalua Golf General Manager Alex Nakajima. “Play Hawaii Golf was formed to promote this incredible golf destination, our courses and all the good golf does for the Aloha State.”
Kapalua, which hosted The Sentry at its Plantation Course from 1999 to 2025, is one of the 12 founding members of Play Hawaii Golf.
Other founding members include Mauna Lani Golf, Waikoloa Beach Resort Golf, and Mauna Kea Golf Course on Hawai‘i Island; Poipū Bay Golf Course, Princeville Makai Golf Club, and the Ocean Course at Hōkūala on Kauai; Manele Golf Course on Lanai; Ka‘anapali Golf Courses, and Wailea Golf Club on Maui; and Ko Olina Golf Club and Turtle Bay Golf Course on Oahu.
Aerial of the South Course at Mauna Lani on the Big Island of Hawaii.
Erik Matuszewski
“Over the years Hawaii has been host to the top players in all areas of the game from the PGA, LPGA, Tour Champions and even the top collegiate players,” said Ross Birch, General Manager at Mauna Lani Golf & Tennis. Birch notes that the new initiative will focus efforts on making it easier and more accessible for the traveling golfer to play those same courses played previously by professional stars.
“Few destinations can compete with Play Hawaii Golf’s line up of courses and all Hawaii has to offer to the golf traveler,” added Birch.
Resort Ties
One-third of the golf facilities in Hawaii have a resort or resort-real estate component, according to the National Golf Foundation, the highest proportion of any state in the country.
Losing The Sentry and The Sony Open means those courses, those islands and the surrounding scenic areas won’t be seen on TVs come January during the prime-time window in many parts of the U.S. Many of the sights and scenes in those broadcasts were tantamount to an extended tourism commercial for the tropical beauty, perfect weather, and otherworldly escapism that appeals to families, couples, honeymooners, and more.
Poipu Bay on the island of Kauai is one of the 12 founding members of the Play Hawaii Golf alliance.
Poipu Bay
Now, the Hawaii Visitors and Convention Bureau (HVCB) is funding content capture and broadcast production for the group’s television, digital storytelling, and paid social media efforts – all aimed at keeping Hawaii golf in front of a national audience. HVCB’s support reflects a broader, strategic partnership in the years ahead. Play Hawai‘i Golf will also be focused on philanthropy and supporting local junior golf efforts with plans to donate back to Hawaii junior golf programs.
“We’re excited to bring Hawaii’s premier golf resorts together in a unified marketing effort that showcases the incredible diversity and quality of golf across the islands,” said Greg Nichols, the General Manager and Director of Golf at Ko Olina on Oahu. “By working collaboratively, we can more effectively leverage our resources to help keep Hawaii at the forefront of golfers’ travel plans and continue strengthening our reputation as one of the world’s most unforgettable golf destinations.”