Tourism reboot: What should tourism 2.0 look like in Hawaii County?

Visitors take photos of an ulu tree at the February Grow Hawaiian Festival and grand re-opening of the Amy B.H. Greenwell Ethnobotanical Garden. (Laura Ruminski/West Hawaii Today)

HOLLYN JOHNSON/Tribune-Herald Ross Birch, executive director of the Island of Hawai'i Visitors Bureau

Airline passengers to Hawaii (Island of Hawaii Visitors Bureau).

Tourism, Hawaii’s No. 1 industry, is in a reboot, and tourism officials see it as a perfect opportunity to redefine how they go about marketing the state.