Video Message From 
HTA President and CEO John De Fries
Hawaiʻi kuauli. (ʻŌlelo Noʻeau #501)
Hawaiʻi with the verdant country.
A poetic phrase referencing Hawaiʻi Island’s verdant countryside.
HTA recently launched its educational Mālama Hawaiʻi marketing campaign. The campaign’s target audience is the mindful traveler – those who respect the culture and environment of the places they visit and seek to explore responsibly, to make meaningful memories through enriching experiences. This ʻōlelo noʻeau is a pleasant reminder to us all that we have a responsibility, whether visitor or resident, to protect our finite resources of this beautiful landscape.
HTA 2020-2025 Strategic Plan
HTA is organized around four interacting “pillars” supported by research and other administrative functions: natural resources, Hawaiian culture, community, and brand marketing. To see HTA’s Strategic Plan,
Mānoa Falls Trail Reopens

Mānoa Falls, one of Hawaiʻi’s most popular trails, reopened on June 5, nearly two years after being closed for a rockfall hazard mitigation fence next to the falls. The Department of Land and Natural Resources’ Nā Ala Hele Program also installed some long overdue trail safety improvements – made possible with financial support from HTA and the Federal Highways Administration. The trail was widened, the trail bed was resurfaced, new steps were added, and erosion and water runoff control measures were put in place. There are also new rest areas with benches and interpretive signs to educate the hikers. For more information, please visit: http://dlnr.hawaii.gov/blog/2021/06/01/nr21-105/
NaHHA's Ka Huina Conference Goes Virtual

Hawai‘i lies at the crossroads of a rapidly changing world – the intersection of heaven and earth, of east and west, of tradition and innovation. Ka Huina is the Native Hawaiian Hospitality Association’s annual conference to explore this intersection, where community, culture, tourism and sustainability meet. In partnership with HTA, NaHHA has held two virtual editions of Ka Huina this year, on the topics of community and culture. On June 4, Ka Huina focused on regenerative tourism, and on June 18, sustainability. Register for upcoming gatherings and see recordings of past ones at NaHHA.com/kahuina.
Destination Management Action Plans
HTA has completed the DMAPs for Kaua‘i, Maui Nui, and Hawai‘i Island. O‘ahu’s DMAP process is still underway.
Kaua‘i DMAP

The Kaua‘i DMAP was published in February. HTA is actively working internally, along with the county, the Kaua‘i Visitors Bureau (KVB), and other state agencies to move the actions forward. These are some of the projects that have or will be implemented this summer:

 - HTA, the county, and KVB created a visitor information safety brochure that will be distributed to incoming visitors at Līhu‘e Airport.

 - HTA is providing funds to the county for retail space and opportunities for business capacity building and networking for Kaua‘i Made businesses and products.

 - HTA is supporting the county’s efforts with transportation mode changes to address alternative modes of transportation for visitors.
Maui Nui DMAP

The Maui Nui DMAP was published in March. HTA is working with the county, Maui Visitors and Convention Bureau (MVCB), HVCB, and other state and federal agencies to address the actions and identified hotspots.


- HVCB will relaunch the free GoHawaii mobile app this summer, using suggestions from the Maui Nui DMAP.

- HTA held multiple meetings with the Maui mayor’s office, the Maui Police Department, the county’s planning department, the DLNR, the Department of Transportation – Highways Division, Haleakalā National Park, and MVCB to come up with immediate solutions to mitigate the visitor impact in Hāna.


- HTA is funding a Mālama Maui County Pledge Card for Lāna‘i.

- HTA is supporting the enhancement of the Lāna‘i Guide app. In partnership with the Lāna‘i Culture and Heritage Center, the app will provide more content, including places that visitors should not go to.

- A visitor kiosk will be placed at Lāna‘i Airport to provide visitor and destination information, thanks to MVCB.


- HTA is funding a Mālama Maui County Pledge Card for Moloka‘i.
Hawai‘i Island DMAP

The Hawai‘i Island DMAP was published in April. The county and Island of Hawai‘i Visitors Bureau (IHVB) determined three priority hotspot areas to address at this time:

- HTA funding will help with mediation efforts to address the challenges at Waipi‘o Valley.

- In partnership with the DLNR (Division of Forestry and Wildlife's Nā Ala Hele Trail and Access Program) and Kupu, HTA is supporting a Pololū Trail Steward pilot program to have community stewards share the history of the area, deter unwanted behavior, and assist with public safety.

- HTA, the county, and IHVB have been meeting with the state Department of Hawaiian Home Lands to address safety issues at Papakōlea (Green Sand Beach) and the surrounding area.
O‘ahu DMAP

The O‘ahu DMAP is currently in development. Community presentations were held in May and O‘ahu residents were encouraged to provide feedback. To view the PowerPoint, Q&As from the community presentations, and results from the O‘ahu DMAP online input form, visit: www.hawaiitourismauthority.org/what-we-do/hta-programs/community-based-tourism/oahu/planning-process/ The O‘ahu DMAP is scheduled to be approved during the July board meeting.
Growing Agritourism in Hawai‘i
Hawai‘i Farm Trails

HTA supported the development of the Hawai‘i Farm Trails enhanced mobile app that was launched in April. The free app allows you to connect, experience and support Hawai‘i’s agriculture industry – from exploring farms and ranches to purchasing products or contributing to the planting of trees. For more information and to download the free Hawai‘i Farm Trails app, visit your mobile device app store and search for “Hawaii Farm Trails.”
Agritourism Tours 

In May, HTA held agritourism capacity building and networking tours on Maui, Hawai‘i Island, and O‘ahu. Those attending were farmers, agribusinesses, and government and nonprofit agencies with a tie to either tourism or the agriculture industry. The purpose of these tours was to learn, initiate, and grow potential partnerships for each island’s agritourism market.
Hawai‘i Visitors and Convention Bureau
Mālama Hawai‘i

The Mālama Hawai‘i campaign launched in
mid-May, backed by an integrated marketing plan. The statewide initiative involves nearly 100 industry partners and local organizations that provide inspiring volunteer opportunities. The campaign’s target audience is the mindful traveler – those who respect the culture and environment of the places they visit and seek to explore responsibly, to make meaningful memories through enriching experiences.

I Mua Hawai‘i

Meet Hawai‘i held the second I Mua Hawai‘i MCI Virtual Event in April to promote Hawai‘i to the 58 meeting planners in attendance. Twenty-eight Hawai‘i suppliers also participated.

Travel Trade Virtual Educational Event: Mālama Hawai‘i

The Travel Trade team executed its second virtual event, Mālama Hawai‘i, May 12-13, drawing 32 supplier participants, more than 2,200 registrants and 1,486 unique viewers over two days.
Hawai‘i Tourism Japan
Mālama Hawaiʻi

HTJ’s Mālama Hawaiʻi website (www.allhawaii.jp/malamahawaii) was launched on Earth Day. Responsible Tourism, the Aloha+ Challenge, local communities and organizations are featured. All information was translated into Japanese by HTJ.

Culture Initiatives

Culture initiatives including the Aloha Program were presented at NaHHA’s Ka Huina – Culture gathering. HTJ is working to strengthen communications with local communities.

Travel Trade Education

Three online Hawaiʻi tourism forums were conducted from March to May, reaching more than 6,000 agents and industry partners.
Hawai‘i Tourism Canada
Travel Trade Education

Hawai‘i Tourism Canada distributed its quarterly newsletter showcasing the Mālama Hawai‘i Program to a large database of travel professionals. The newsletter also encourages travel professionals to become Hawai‘i Destination Specialists or to update their status.
Hawai‘i Tourism Oceania
Travel Trade Education 

Activity has returned from the Visit USA organizations in Australia and New Zealand. Hawai‘i Tourism Oceania is a committee member in both countries and is looking forward to the first physical Visit USA trade events taking place in July to educate travel professionals on the Mālama Hawai‘i Program.
Hawai‘i Tourism Korea
Visitor and Travel Trade Education

Hawai‘i Tourism Korea published an e-newsletter in May to more than 30,000 subscribers to share information about Hawai‘i’s Safe Travels program.
During the pandemic, HTA’s Tourism Research Division added several new reports to provide insights and data to help stakeholders plan and recover. These include:

- Weekly Destination Brand Index Trends for the U.S., Japan, and Canada markets 
- Weekly Destination Brand Index Trends focusing on the Responsible Traveler Segment for the U.S. market
- Coronavirus Travel Sentiment Tracker for the U.S. market 
- Travel Agency Bookings Reports for the U.S., Japan, Canada, Korea, and Australia markets 
- Symphony Dashboards, which incorporate visitor statistics, lodging data, and geolocation data for the state and each county 

These new reports can be found on the Other Research and Symphony Dashboards pages on our website.
Travel Planning Resources

State of Hawai‘i Safe Travels Program: https://travel.hawaii.gov/#/

State of Hawai‘i Department of Health FAQ: https://hawaiicovid19.com/travel/faqs/

Hawai‘i Trusted Testing Partners: https://hawaiicovid19.com/travel-partners/

HTA’s GoHawaii website: www.gohawaii.com
 Mahalo from the HTA Team 
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HTA recognizes the use of the 'okina ['] or glottal stop, one of the eight consonants of the (modern) Hawaiian language; and the kahakō [ō] or macron (e.g., in place names of Hawai'i such as Lāna'i). However, HTA respects the individual use of these markings for names of organizations and businesses. Due to technological limitations, this current communication
may not include all Hawaiian diacritical markings.