E kaupē aku nō i ka hoe, a kō mai.

Put forward the paddle and draw it back.

Established under Act 156 by the Hawai‘i State Legislature in 1998, HTA plays a vital role in supporting our communities statewide and Hawai‘i’s largest industry — tourism. A quarter century later, our important mission remains to serve the people of Hawai‘i by strategically managing tourism in a sustainable manner consistent with economic goals, cultural values, natural resource preservation, community needs and visitor industry support.

HTA's focus has shifted in recent years to regenerative tourism, aiming for a less extractive visitor industry. Our organization continues robust efforts in visitor education, destination management, community enrichment, cultural perpetuation, and environmental preservation.

The evolution of technology has transformed how HTA engages with travelers, emphasizing digital platforms and immersive online experiences. Diversity and inclusivity are integral, promoting indigenous traditions and fostering mutual respect. Challenges, including economic downturns and global crises, prompted innovative strategies, reinforcing Hawai‘i’s resilience. 

The past 25 years saw growth in visitor spending while we maintained a commitment to destination management. HTA’s legacy goes beyond numbers, emphasizing the delicate balance between economic prosperity, environmental stewardship, cultural perpetuation, and our residents’ quality of life. 

Looking ahead, HTA remains optimistic, supported by a dedicated board, knowledgeable staff, strong community partners, and a world-class visitor industry. The future of Hawai‘i’s visitor industry is bright, and HTA is honored to continue playing a key role in its ongoing success.

Hau‘oli makahiki hou!

HTA Board Approves Action Plan to Support Maui’s Recovery in 2024 

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.

HTA Board Chair Mufi Hannemann shared, “We will be flexible and make necessary adjustments throughout the year to ensure the programs and innovations that HTA puts forth are timely and geared to encourage future success. We are hopeful Maui’s tourism industry will begin seeing positive results soon, but the reality is that this plan is intended to heighten interest among mindful travelers about Maui throughout all of 2024 and beyond.”

On December 4, HTA gathered input on the proposed actions from additional Maui residents during its community meeting, which was attended by more than 200 residents. Over 100 individuals submitted feedback online and dozens of meetings were also held with Maui business and community leaders. Through this process, HTA is taking a holistic view as to how Maui will be shared globally, noting that the input received from Maui residents, nonprofits and businesses is serving as the foundation for messaging and public outreach efforts. Read more here.

Aloha ‘Āina Program: Kōke‘e Resource Conservation Program

Honoring our ongoing commitment to encourage community-based entities fostering ‘āina-kānaka (land-human) relationships and knowledge contributing to managing, preserving and regenerating Hawai‘i’s natural resources and environment, HTA proudly supported the work of the Kōke‘e Resource Conservation Program (KRCP) in 2023. KRCP is a volunteer-based alien species control program on Kaua‘i enlisting the community’s help in protecting native ecosystem resources and working to removing invasive weeds from areas that are home to rare, threatened and endangered native Hawaiian plant species. 

Since its founding in 1998, KRCP, its staff and more than 33,500 volunteers have removed more than 14.6 million invasive weeds from more than 13,100 acres of parks and forest reserves in Kōke‘e and the Alaka‘i Wilderness Preserve. In addition to funding from HTA, KRCP’s work is supported by Garden Islands Resource Conservation and Development Inc., and the State of Hawai‘i Department of Land and Natural Resources State Parks Division and Division of Forestry and Wildlife. 

HTA funds community-based projects and programs working to respect, enhance and perpetuate Hawai‘i’s natural resources. The program, renamed Kahu ʻĀina for 2024, is aligned with HTA’s Strategic Plan and plays a key role in helping meet Destination Management Action Plan (DMAP) action items on each island. 

Learn more about the Kōke‘e Resource Conservation Program here.

Enhancing Authentic Representation of Hawaiʻi Culture and Values with Japan Travel Partners through Ma‘ema‘e Toolkit Translation

HTA expresses its gratitude to its Hawai‘i Tourism Japan (HTJ) team for translating the Ma‘ema‘e Hawai‘i Style and Resource Toolkit from English to Japanese, sharing authentic Hawai‘i values with our travel partners in Japan. The Japanese translation is accessible on HTJ’s media and travel trade site and may be downloaded on our website.

The Japanese translation is accessible on HTA’s website and may be downloaded here.

Its creation follows the earlier release of an enhanced English-language version of the Ma‘ema‘e Toolkit in partnership with the Native Hawaiian Hospitality Association (NaHHA) for the visitor industry, businesses and community organizations to portray the Hawaiian Islands in an accurate and authentic manner. The toolkit supports HTA’s ongoing efforts to prioritize the integrity, protection and preservation of Hawaiian culture. Its topics include information on Hawai‘i’s geography, natural resources, ‘ōlelo Hawai‘i, royal heritage, Hawaiian festivals, customs and traditions, sensitivities, proper place names, and additional contacts and resources. 

Since its first edition in 2010, Ma‘ema‘e has evolved from a resource for media to a living toolkit for anyone with a role in representing Hawai‘i. Support and creation of the Japanese translation of the Ma‘ema‘e Toolkit is part of HTA’s efforts to assure it is continually refined and updated with pertinent topics and areas of interest. 

The Ma‘ema‘e Toolkit is available at HTA’s website. 

HTA Supports Kama‘āina Ticket Tier at PGA Tour’s Sentry Tournament on Maui

HTA continues its longstanding partnership with the PGA Tour this year with its support of the Hawai‘i pro-golf tournament trifecta of The Sentry, Sony Open in Hawai‘i and the Mitsubishi Electric Championship at Hualālai. Hawai‘i residents looking to catch the best in golf compete in pro play can enjoy a Kama‘āina Ticket tier specifically for The Sentry, set for The Plantation Course at Kapalua on Maui, January 4 through 7. 

The Sentry is the season-opening event of the PGA Tour’s 2024 FedExCup regular season and will this year host winners from the tour’s 2023 calendar year, including the top 50 golfers from 2022-23 FedExCup standings. Special grounds admission rates will be available to residents with a valid Hawai‘i State ID or driver’s license. 

The Kama‘āina Ticket tier for The Sentry will offer spectators access to public venues and allow them to stand alongside the rope line to watch tournament play. The Kama‘āina tier admission rate for The Sentry, with limited ticket availability each day, is $45 for Thursday (1/4) and Friday (1/5), and $55 for Saturday (1/6) and Sunday (1/7), plus applicable taxes and fees. Kamaʻāina tickets can be bought here.

In the months since the Maui wildfires, The Sentry has donated more than $1 million to address wildfire recovery, fulfill immediate needs of affected residents, and fund the work of Maui nonprofits, including the Maui United Way and Maui Food Bank. 

The Sony Open in Hawai‘i is set for January 8 through 14 at Wai‘alae Country Club on O‘ahu and the Mitsubishi Electric Championship happens January 15 through 20 at Hualālai Golf Course on the island of Hawai‘i.

HTA-Supported Events in January

1/4-1/7: The Sentry (Maui)

1/8-1/14: Sony Open in Hawai‘i (O‘ahu)

1/15-1/20: Mitsubishi Electric Championship (Hawai‘i Island)

Hawai‘i Tourism Authority Awards Contract for Island Visitor Education and Brand Management Support Services 

On December 15, HTA announced its selection of the Hawaiʻi Visitors and Convention Bureau (HVCB) for island-based visitor education and brand management support services through island representation for Kaua‘i, O‘ahu, Maui, Moloka‘i, Lāna‘i and Hawai‘i Island. The announcement follows a procurement process that included presentations made to an evaluation committee. 

HVCB and its island chapters will continue to support visitor education efforts, including pre-arrival initiatives of HTA’s Global Marketing Team. Other support services include serving as on-island representatives on behalf of HTA for visitor education, visitor industry engagement and public relations activities. They will also serve as advisors to HTA on their individual islands and The Hawaiian Islands statewide brand, as well as collaborate with the Global Marketing Team to develop and implement familiarization trips and press trips. 

The partnership strengthens HTA’s mission to actively work among residents and communities statewide to holistically manage tourism with sustainable practices. Learn more here.

Hawai‘i Tourism Japan Participates in Governor Green's Japan Mission Aiming to Boost Maui Tourism Recovery 

Hawai‘i Tourism Japan (HTJ) was a participant in Governor Green's Japan Mission for travel industry representatives and media, held on November 21 and 22 in Tokyo. The Japan Mission was led by Hawai‘i Gov. Josh Green and State of Hawai‘i Department of Business, Economic Development and Tourism Director Jimmy Tokioka with a goal of meeting with travel industry stakeholders and expressing gratitude to Japan individuals who supported Maui’s wildfire recovery. The mission’s reception and seminar opened with a message of appreciation for Maui support and was followed by presentations highlighting ongoing campaigns, strategies for 2024, and updates on Hawai‘i and individual islands. The seminar’s other events included a panel discussion with Hawai‘i coordinators and tour guides sharing with attendees the critical message that Maui and all the Hawaiian Islands are welcoming visitors. 

More than half of the seminar participants responded that the event’s two days of presentations offered useful information. Attendees and participating partner companies from Hawai‘i also responded positively about the event’s B2B workshops, saying it provided meaningful opportunities to proactively exchange opinions with participants and broaden new relationships. 

On Tourism Day, HTJ organized and attended courtesy calls engaging in conversations with tourism stakeholders working toward the recovery of Hawai‘i tourism from Japan.

HTCAN’s Aloha Canada Commercial Mission Nurtures Partnerships and Raises Maui Recovery Awareness 

Hawaiʻi Tourism Canada (HTCAN) successfully conducted its 2023 Aloha Canada Commercial Mission from December 5 to 8 with visits to three key Canadian markets: Toronto, Calgary and Vancouver. The Mission was attended by representatives from three of Hawai‘i’s Island Chapters, 13 Hawai‘i partners and three major domestic tour operators, which allowed HTCAN to meet with more than 200 travel professionals and 30 consumer and travel journalists. 

The Mission’s primary objective was raising awareness of the vital role each of its participants played in Maui’s recovery and its central themes were Mālama Maui and Mālama Hawai‘i. Travel trade professionals and media were offered opportunities throughout to engage both professionally and personally with HTCAN’s Hawai‘i partners. Attendees were also immersed in subjects of Hawaiian culture facilitated by two Hawai‘i cultural practitioners participating in the Mission. 

Hawaiʻi Tourism Oceania Engages Australian Media with Mālama Hawai‘i Activities and Experiences on Maui and O‘ahu 

Hawaiʻi Tourism Oceania (HTO), in collaboration with Hawaiian Airlines, hosted five influential Australian media representatives on Oʻahu and Maui from November 2 thorough 9. Media were lodged on O‘ahu at the Sheraton Waikīkī Beach Resort and participated in the Hawai‘i Food and Wine Festival’s Crush’d dining event. The group’s explorations included time in Waikīkī and Chinatown, and a full day on the North Shore. They participated in a Mālama Hawai‘i experience at Gunstock Ranch planting trees, engaged in a fun adventure with North Shore Eco Tours, experienced a rum tasting at Kō Hana Distillers and gathered for an educational workshop on the cultural significance of lei led by Eco Mindful Lei. 

On Maui, media learned about island's wildfire recovery efforts and participated in an array of experiences emphasizing HTO’s desire to target mindful travelers and foster impactful partnerships between the media and our local partners. Accommodations at Lumeria Maui and the Fairmont Kea Lani, as well as a memorable dining experience at Mama’s Fish House, treated media participants to Hawai‘i-style hospitality. Out and about, media explored the unique underwater world of Molokini Crater with Sail Trilogy and visited the charming Upcountry Maui towns of Makawao and Pāʻia. 

HTO’s familiarization trip was curated to showcase the beauty of Hawaiʻi and share with participants how visitors to both islands could make positive environmental impacts. In addition to participating in Gunstock Ranch’s tree-planting initiative, their ocean tour with Sail Trilogy shared elements of eco-conscious tourism and emphasized the importance of preserving Maui's natural resources. The group’s journeys also included Hawaiian culture with visits to the Bishop Museum, ‘Iolani Palace, ʻĪao Valley State Monument and Haleakalā National Park, which adhered to a broader narrative of preserving and promoting Hawaiʻi's rich heritage.

HTK Media and Influencer Familiarization Tour Highlights Mālama Hawai‘i Initiatives 

Hawaiʻi Tourism Korea (HTK) organized a Mālama Hawaiʻi familiarization tour for Korea media representatives and social media influencers from November 29 through December 4 showcasing participating hotels and exploring hiking trails on O‘ahu and the island of Hawai‘i. The tour’s intent was to introduce media and influencers to Hawai‘i’s natural wonders and beauty and emphasize commitment to Mālama Hawai‘i by promoting responsible and sustainable tourism practices on both islands. Tour participants included two prominent Korea media representatives and two influencers seeking to amplify the message of Mālama Hawaiʻi. The familiarization tour’s additional objective was to impart on its participants a lasting impression of the Hawaiian Islands assisting their creation of print advertorial, an online article, and up to eight content pieces across various social media platforms. 

HTC Strengthens China-Hawaiʻi Ties Through Regenerative Tourism and Cultural Exploration 

Hawai‘i Tourism China (HTC) organized a China Mālama Hawaiʻi Education familiarization tour (FAM) from November 7 through 14 for select travel media, major online travel agencies (OTAs) and social media influencers. Additionally supported by Japan Airlines, HTC’s FAM aimed to rekindle vital relationships between China and Hawaiʻi after nearly four years of separation — due to the COVID-19 pandemic — with a significant focus on introducing Hawaiʻi's regenerative tourism movement. The FAM’s main objective was to strengthen connections with HTC hotel partners, attractions and regional cuisine establishments fostering the development of new products and experiences. The FAM touched down on Oʻahu and the island of Hawaiʻi, recognizing the popularity of both islands with Chinese visitors.

Invited participants on the FAM included representatives from travel media and major OTAs — such as Ctrip, Tuniu and LY.com — and social media influencers with a million-plus active followers on platforms such as WeChat, Weibo and Little Red Book. HTC’s intention was to bring together key touchpoints from multiple travel sectors to learn about the Hawaiian Islands and its offerings. In targeting niche markets such as millennials, multigenerational families and affluent travelers, HTC aims to generate creative social media content stimulating travel demand and driving sales through OTAs. 

On Oʻahu, places the group visited included Bishop Museum, Kualoa Ranch, the Polynesian Cultural Center, the Battleship Missouri Memorial, Kō Hana Distillers, Ko Olina Golf Club, Mid-Pacific Country Club, Pearl Country Club and Hula Grill Waikīkī. Attractions the group visited on the island of Hawai‘i included Big Island Abalone Hawai‘i, Kona Sea Salt, Greenwell Farms, Kaʻū Valley Farm, Punaluʻu Black Sand Beach, Hawaiʻi Volcanoes National Park, O.K. Farms and Maunakea Observatories. Media representatives were invited on a Blue Hawaiian Helicopters tour.  

A key HTC objective for the FAM was educating participants about Mālama Hawaiʻi. On Hawai‘i Island, the group participated in a volunteer experience coordinated with Friends of Hawai‘i Volcanoes National Park cutting and pulling out invasive Himalayan ginger within the park’s forests.

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