ʻAʻohe hana nui ke alu ʻia.

No task is too big when done together by all.

The commencement of the Legislative Session marked the beginning of critical discussions and decisions that will undoubtedly impact the future of our state. The Hawaiʻi Tourism Authority is steadfast in its commitment to working alongside our lawmakers and the community to advance measures that support a resilient and regenerative tourism model. Now, more than ever, the call for teamwork is strong, emphasizing the need for open dialogue and shared perspectives as we collectively navigate the path forward. Our tone is one of unwavering dedication to the shared goal of a sustainable and thriving future for our islands. When appropriate, HTA is offering testimony to provide information and share our perspective on key bills affecting tourism’s future. To make it easier for the public to be aware of our positions, we have created a page on our website dedicated exclusively to sharing our testimony on proposed legislation. Please bookmark this link to read HTA’s testimony on bills involving the visitor industry.

On December 21, the HTA Board of Directors furthered its ongoing commitment to

support Maui’s recovery by approving an immediate six-month action plan for 2024 to help address major challenges confronting residents, small businesses, visitor industry

providers, Maui’s economy, and families seeking housing. Developed in partnership with SMS Hawai‘i, the plan outlines a strategic roadmap for the recovery and revitalization of Maui's tourism sector, guided by input from residents. To view the full plan on our website, click here.

We are also pleased to share HTA's 2023 Annual Report, which was presented to the Hawaiʻi State Legislature in January. This document serves not only as a retrospective of our achievements but also as a roadmap for the journey that lies ahead. It underscores the importance of collaboration, innovation, and community engagement in achieving our goal to manage tourism in a way that addresses current impacts while continuing to deliver the economic benefits that thousands of kamaʻāina families and local businesses rely on.

We ended the year with total visitor spending and visitor arrivals being down slightly in December 2023 compared to December 2022, demonstrating the continuing effects of the Maui wildfires and need to remain focused on rebuilding meaningful travel. Our 2024 marketing recovery efforts to stabilize Hawai‘i’s visitor market mix and grow visitor spending are well underway with additional work being done in the U.S., Canada and Japan, and ongoing visitor education and brand management in Korea, Australia, New Zealand, China, and Europe.

On the road ahead, the emphasis is on unity – a collective commitment to diligently work toward a brighter future. Together, we have the plans in place, and with unwavering determination, we move forward.

Save the Date for HTA's 2024 Spring Tourism Update

The Hawaiʻi Tourism Authority will present the Spring Tourism Update on Wednesday, March 6, streamed live from the Hawaiʻi Convention Center. The program will offer insights into our ongoing work to foster a regenerative tourism model that brings the desired economic and social benefits to Hawai‘i’s residents.

During the update, our dedicated team and partners will discuss progress and future plans for implementing the community-based Destination Management Action Plans. We will also share updates from our Global Marketing Team and engaging panel sessions featuring key leaders discussing pivotal topics for Hawaiʻi and our visitor industry. 

Be sure to save the date and stay tuned for more information and registration details, which will be shared in the weeks ahead. 

Hawai‘i Tourism Authority Invests Over $7.5 Million in 163 Projects, Programs, and Events Statewide, Strengthening Tourism's Reinvestment in Community

The Hawai‘i Tourism Authority is partnering with 163 nonprofit organizations, community groups, practitioners, projects and events throughout the state to provide more than $7.5 million in support as part of our ongoing commitment to invest in our islands' people, culture, and places.

Our five key programs—Kahu ‘Āina, Kūkulu Ola, Resort Area Hawaiian Culture Initiative, Signature Events and Community Enrichment—uplift the preservation of natural resources, perpetuation of Hawaiian culture, promotion of authentic Hawaiian culture in resort areas, and the enjoyment of community programs and signature events that showcase the spirit of Hawaiʻi.

These initiatives complement HTA’s efforts to strengthen workforce development in Hawai‘i’s visitor industry, assist nonprofits and small businesses with capacity-building tools to enhance their engagement in tourism, and provide technical assistance training.

We take pride in partnering with Kilohana to administer these programs as we strive to build strong kamaʻāina leadership across our communities.

Explore the full list of awardees here.

Hawaiʻi Tourism Authority Embarks on Governance Study 

With a goal of ensuring a sustainable, community-focused future, HTA is initiating a comprehensive study exploring diverse tourism governance models globally and nationally. The initiative, supported by HTA in previous Hawai‘i State Legislature sessions, aligns with our commitment to optimizing resources and enhancing an effective governance structure for Hawai‘i’s tourism industry. Better Destinations LLC, a contractor selected through a competitive bidding process, will lead the comprehensive study. 

The process will begin with an analysis and review of literature, and include conducting interviews and meetings with staff, board members and stakeholders to identify an ideal governance structure and strategic organization of HTA, including recommendations for policy reform and modifications to HTA’s Hawai‘i Revised Statutes, Chapter 201B.

As we conduct this study, HTA’s focus will continue to be serving Hawai‘i residents and ensuring a resilient, community-centric approach to tourism governance. Through this study, HTA aims to create a governance structure effectively managing tourism and driving meaningful economic diversification for our state.  

Learn more about HTA’s governance study here. 

HTA Participates in Agriculture Awareness Day at the Capitol

The Hawaiʻi Tourism Authority was proud to participate in Agriculture Awareness Day at the Hawaiʻi State Capitol, sponsored by the Hawaiʻi Farm Bureau, on February 8. This event provided policymakers and the public with invaluable insights into Hawai‘i’s vibrant agriculture industry.

Our team had the opportunity to host an educational booth, showcasing our unwavering support for local agriculture and our partnerships within the state’s ag industry. These partnerships are pivotal in driving forward our efforts towards diversification and strengthen the nexus between agriculture and the tourism industry.

As a proud signatory to Hawai‘i Green Growth’s Mālama Mandate, HTA remains dedicated to advancing Hawaiʻi’s Aloha+ Challenge and the United Nations Sustainable Development Goals. Additionally, we fully embrace the ʻĀina Aloha Economic Futures principles, envisioning a circular economy where food and agriculture play integral roles.

Celebrating Mahina ʻŌlelo Hawaiʻi and the Perpetuation of Hawaiian Language

As we enter the month of February, the Hawaiʻi Tourism Authority celebrates the start of Mahina ʻŌlelo Hawaiʻi (Hawaiian Language Month). This is a special time for us to celebrate and perpetuate our indigenous language which resonates with the rich cultural heritage of our beloved islands.

Mahina ʻŌlelo Hawaiʻi is not merely a month-long celebration for us; it's a commitment to honoring and strengthening the usage and authentic representation of ʻōlelo Hawaiʻi in our community and industry. At the core of our mission is a dedication to contributing to the vitality of the Hawaiian language today and for generations to come.

As part of our dedication, HTA’s strategic plan, board and committee meeting agendas, and other products are translated and presented in ‘ōlelo Hawai‘i. Additionally, we have implemented Hawaiian orthography across all of our work, including our digital platforms. In support of a vibrant ʻōlelo Hawaiʻi, we take pride in having multiple staff members fluent in ‘ōlelo Hawai‘i. Their expertise not only enriches our organization but also seamlessly integrates the language across all areas of our work.

HTA Extends Commitment to Destination Management with Next Round of DMAPs

In January, HTA kicked off work on the next iterations of its six Destination Management Action Plans (DMAPs) to continue the community-based strategic direction and management for tourism called for by kamaʻāina of Hawai‘i Island, Maui, Moloka‘i, Lāna‘i, O‘ahu and Kaua‘i.

Building upon the collaborative DMAP efforts first launched in 2020, current work has begun with soliciting proposals from qualified companies to assist HTA in working with communities statewide to facilitate discussions and develop the next round of DMAPs. Based on resident needs, the DMAPs will again identify and prioritize clear actions, articulate the roles of the agencies responsible for implementation, and set measurable outcomes. In addition, residents will again be asked to identify sites in need of further capacity management.

HTA is committed to working diligently to create space for the public to provide their input as we want to gather as much feedback as possible to inform our future destination management work in communities statewide. 

The development of each DMAP emphasizes a collaborative process with government agencies, the visitor industry, community and other sectors to support a regenerative tourism model that brings the desired economic and social benefits to Hawai‘i’s residents, minimizes negative impacts, and provides an exceptional experience for visitors.  

The contract awarded through RFP 24-10: Development of Destination Management Action Plans for 2024-2027 will begin in March 2024 and end on September 30, 2024. Proposals from interested qualified companies are due to HTA by 4:30 p.m., February 19, 2024.

For more information on this next RFP process and submitting a proposal, click here. To learn more about HTA’s progress in advancing destination management in your community, visit holomua.hawaiitourismauthority.org.

Hawai‘i Tourism USA

HTUSA Satellite Media Tour Brings Nationwide Message of Mindful Maui Travel

Continuing its contributions to ongoing Maui recovery efforts, the Hawai‘i Tourism USA (HTUSA) public relations team organized and executed a Satellite Media Tour (SMT) in November to deliver critical messages to potential Maui visitors in key regional markets. The media tour, held at the Maui Ocean Center, facilitated 23 live and taped interviews for TV and radio stations nationwide with Mike White, a longtime Maui resident, travel industry veteran and HTA board member.

Emphasizing the importance of encouraging potential Maui visitors to support the island in its recovery, media interviews conveyed heartfelt encouragement for mindful and compassionate visitation. Resulting shared messages from attending media underscored the importance of visitors being conscious of their impact on the island and fostering a sense of responsibility to contribute positively to Maui's recovery. The communication outreach program was similar to previously successful efforts disseminating strategic messaging to potential Hawai‘i visitors following the Kīlauea volcano eruption in 2018 and the COVID-19 pandemic in 2020.

Global MCI

Meet Hawai‘i Launches Strategic Partnership with HIS Japan 

In December, Meet Hawai‘i announced the signing of a yearlong strategic partnership with HIS Japan targeting the major Japanese travel wholesaler’s corporate clients to promote Hawaiʻi as a premier destination for corporate meetings, conventions and incentive travel, and boosting citywide and single-property bookings.

Meet Hawai‘i’s partnership with HIS Japan, dubbed HIS New Way of Incentive Travel, marks an industry milestone — Meet Hawai‘i is the first convention and visitors bureau (CVB) entity to have entered a yearlong strategic partnership with a major Japanese travel wholesaler.

Through their new partnership, HIS Japan and Meet Hawai‘i will leverage corporate familiarization (FAM) tours for HIS sales executives to teach and echo the message of mālama Hawai‘i, incorporate mālama Hawai‘i activities, engage in site visits at key meeting venues such as the Hawai‘i Convention Center, implement educational programs sharing the depth and breadth of Hawai‘i as a destination, provide opportunities to give back to the local community, and encourage traveling pono.

HTCAN's Fall 2023 Media FAM Tour Proves a Success 

Hawai‘i Tourism Canada’s (HTCAN) Fall 2023 Media FAM Tour, held November 2 through 9 on Maui and Kaua‘i, was a resounding success, epitomizing the spirit of mālama and impactful storytelling. The familiarization tour’s mindfully curated itinerary featured a mixture of outdoor adventures, enlightening farm tours, vibrant festivals, tantalizing food excursions and a meaningful mālama experience. Participating media enjoyed the unique opportunity of volunteering their time and work at distribution centers for Maui recovery, forging deeper connections to the communities they were serving. 

The journalists HTCAN was honored to host on the FAM included: 

• Robynne Trueman from The Travel 
• Ann Ruppenstein, representing Baxter Media and Offshore magazine 
• Jackee Kasandy from Post Media 
• Helen Hatzis, representing Trip Jaunt

The FAM’s impact has so far proven substantial, resulting in four published articles from the invited journalists, with an estimated reach of 5,000,000 impressions. HTCAN is looking forward to additional articles from the invited journalists in the months ahead, inspired by their travels and experiences on the tour.

Hawai‘i Tourism Europe

Hawaiʻi Tourism Authority Reenters Key European Markets

On January 1, HTA resumed its visitor education and brand management work in Europe with Hawai‘i Tourism Europe (HTE) representing the Hawaiian Islands in the United Kingdom, Germany and Switzerland.

Led by Germany-based Katharina Dorr who brings a wealth of experience and knowledge to the team’s representation of Hawai‘i in the European travel market, HTE is working to rebuild Hawai‘i branding efforts in the key markets it works in. Its efforts include educating travel trade and journalists about Hawai‘i and its cultures, and supporting the mālama Hawaiʻi mission. HTE's initiatives in the market are aimed at attracting responsible and respectful travelers to the Islands and fostering increased visitor spending to bolster economic growth.

As part of its 2024 Brand Marketing Plan, HTE will organize immersive FAMs (familiarization tours) for journalists and the travel trade, inviting participating media and advisors to share in fun and meaningful Hawai‘i experiences. HTE also aims to host an Aloha Europe training mission in four European cities during the third and fourth quarters of 2024.

HTE is excited to be back at the forefront of representing the Hawaiian Islands in Europe and is dedicated to educating potential visitors on responsible travel in Hawaiʻi. For partnership inquiries, please contact Katharina Dorr at katharina@hawaiitourismeurope.com.

Read more stories about our work to advance a regenerative tourism future at holomua.hawaiitourismauthority.org.