Kirk Smith moved to Hawai'i in 1966 to catch a wave. He wound up riding one of the state's biggest economic waves as well.

The travel industry executive promoted some of the state's biggest hotels, visitor attractions and tour wholesalers in a career that spanned nearly four decades. Most recently, he served as Hawaiian Airlines' vice president of marketing and sales.

Smith died Sunday while surfing near Waikiki. He was 60.

"Kirk brought a wide range of talent and imagination to Hawaiian," said Mark Dunkerley, the airline's chief executive officer. "He was such a fantastic individual."

Dunkerley said Smith played a vital role in making Hawaiian "the single most recognizable airline brand traveling to Hawai'i."

Smith, who joined Hawaiian Airlines in December 2003, was in charge of marketing and promotions for the state's largest airline.

Prior to joining Hawaiian, he spent six years at Starr Seigle Communications, where he supervised the ad agency's advertising and promotional activities for Hawaiian and other travel-related accounts.

Dunkerley said Smith's "easygoing" manner was a steadying presence during Hawaiian's two-year stint under bankruptcy protection. Hawaiian emerged from Chapter 11 reorganization in June 2005.

"He had that rare and valuable ability to put people around him at ease and to give everybody the sense that everything will be all right in the end," said Dunkerley, who noted that Smith taught him how to surf and was a regular surfing partner.

"In my years of becoming friends with Kirk I learned how much he truly cherished surfing, so it's some small solace that he died doing what he loved and enjoyed so much," Jim Donovan, executive director of the Sheraton Hawai'i Bowl, said in an e-mail.

Smith is survived by his daughter, Tara Smith, and his longtime partner, Audrey Higuchi. Services are pending.

Reach Rick Daysog at rdaysog@honoluluadvertiser.com.