For over 50 years, Hawaiian Airlines have been sponsoring the Merrie Monarch Festival. In 2026 this celebration lasted from April 5–11, and the carrier was able to strengthen its brand identity as the “hometown carrier”.
The Merrie Monarch Festival
The 63rd Annual Merrie Monarch Festival was held in Hilo, Hawaiʻi, from April 5-11, 2026. Known as the premier hula competition worldwide, this week-long event is a three-night competition featuring traditional (kahiko) and modern (‘auana) hula.
This cultural event was founded in 1963 to encourage tourism to Hilo, it features the world’s largest, most renowned hula competition, alongside arts fairs, performances, and a parade. The festival is named after King David Kalākaua, the “Merrie Monarch,” who revived Hawaiian traditions and hula during his reign.
A total 19 hālau participated this year, including 17 wahine (woman) and 12 kāne (male) groups. On Thursday night, Faith Kealohapauʻole Paredes was named Miss Aloha Hula 2026.
Hawaiian Airlines Role
Hawaiian returned its shopping shuttle for festivalgoers between Hilo International Airport (ITO) and the Merrie Monarch Arts & Crafts Fair in downtown Hilo. It also operated a complimentary shuttle between the Edith Kanakaʻole Stadium and select Hilo hotels throughout the three competition days.
This year Hawaiian Airlines added 46 additional roundtrip flights to accommodate the influx of travellers to Hilo. They also gifted the festival organisers dozens of complimentary tickets to support the hālau.
Hawaiian Airlines have stated on its website:
“Hawaiian Airlines connects communities, families and cultural practitioners while perpetuating Hawaiʻi culture and traditions — showing the world that hula is not merely a performance, but a living history.”
Local artisans from around the state also rely on Hawaiian Air Cargo to transport their goods to the various craft fairs and markets that pop-up during Merrie Monarch.
Have you ever celebrated at this festival? Let us know in the comments below!
