The word kūʻonoʻono, as it is used here, is translated as “make it deep,” emphasizing the process of applying knowledge so deeply ingrained that it becomes innate and makes one able to face all situations with confidence.

As we advance our 2020-2025 Strategic Plan and the community-generated Destination Management Action Plans for each island, we build on a kahua (foundation) of a regenerative model of tourism that gives back.

We will continue to lawe i ka maʻalea a kūʻonoʻono so our relationships with our people, place and kuleana continue to hoʻokūʻonoʻono (prosper).

On March 10, HTA presented the sixth annual Tourism Day at the Capitol alongside our partners, the Hawaiʻi Lodging and Tourism Association, Council for Native Hawaiian Advancement, Hawaiʻi Visitors and Convention Bureau, and Native Hawaiian Hospitality Association. HTA ended the event proud of the day’s industry representation, which showcased the reach and depth of Hawaiʻi's tourism ecosystem with community nonprofit organizations in working on everything from invasive species and cultural perpetuation to working with major employers, farmers, lei makers, musicians, hula practitioners and our industry’s future leaders.

Representatives of the many organizations in attendance embraced Tourism Day’s opportunities to educate Hawai‘i’s government officials and legislators about the work they do that positively contributes to destination management, our local economy, and a more resilient future for Hawaiʻi. Mahalo to the staff and volunteers who supported Tourism Day at the Capitol and made it a success.

The Hawai‘i Tourism Authority continues to work with the Hawai‘i State Legislature this Legislative Session as well as the City and County Councils year-round to fulfill our 2020-2025 Strategic Plan, community-led Destination Management Action Plans, and mission to holistically manage tourism in a sustainable manner consistent with community desires, economic goals, cultural values, preservation of natural resources, and visitor industry needs.

We are monitoring various measures relating to HTA, regenerative tourism, natural resource protection, agriculture and sustainable food systems, and accommodations. We encourage the visitor industry and community to engage in the legislative process, voice your opinion, and provide testimony.

You can find HTA's latest State Legislature testimony by visiting www.hawaiitourismauthority.org/what-we-do/tourism-policy/2023-hta-testimony-state-legislature/.

HTA continues to support and integrate the ‘Āina Aloha Economic Futures’ guiding principles into our daily efforts to build toward a more resilient, sustainable future improving our community’s quality of life. Incorporating ‘ĀAEF into our work is essential to the regenerative model of tourism we strive for as it also aligns with our 2020-2025 Strategic Plan and Destination Management Action Plans (DMAPs). Since HTA’s Board of Directors adopted ‘ĀAEF in June 2020, we have integrated its framework into our procurement process by incorporating the principles in evaluation criteria for services procured by HTA. In doing so, we also ensure our contractors are aligning their work plans accordingly. In addition, we are developing a Program Logic Model to demonstrate specific short- and long-term ‘ĀAEF outcomes and measures of success and will conduct a survey to track stakeholder engagement for future program adjustments and improvements. We encourage the visitor industry and other organizations to learn more about ‘ĀAEF and utilize its assessment tracker at www.ainaalohafutures.com.

Each March 26, Hawai‘i honors the birthday and legacy of Prince Jonah Kūhiō Kalanianaʻole. His name, Kalanianaʻole, meaning “a chief never satisfied,” foretold his tireless quest as a servant leader. For this he has become known as Ke Aliʻi Makaʻāinana (“the citizen prince”). Following the overthrow of the Hawaiian Kingdom, this kuleana led him to a career in politics — he served in Washington, D.C., as a Hawai‘i territorial delegate to the House of Representatives in Congress for 10 consecutive two-year terms, from 1903 until his death on January 7, 1922. Prince Kūhiō reestablished the Royal Order of Kamehameha I in 1903, established the Hawaiian Civic Club in 1918 and ensured the signing of the Hawaiian Homes Commission Act (HHCA) in 1921. Prior to the passing of the HHCA, Prince Kūhiō wrote to U.S. Senators: “After extensive investigation and survey on the part of various organizations organized to rehabilitate the Hawaiian race, it was found that the only method in which to rehabilitate the race was to place them back upon the soil.” And he went on to do just that. Prince Kūhiō’s unwavering will to do what is pono for Hawaiʻi, especially in changing times and political climates, reinforces our kuleana as the Hawaiʻi Tourism Authority in destination management. Community is at the heart of Hawaiʻi and, therefore, tourism. HTA recognizes that importance.

HTA’s recently launched Holomua website is an online platform for sharing collective updates and progress on each of our community-based Destination Management Action Plans (DMAPs). The word holomua means “to go forward or progress.” HTA is dedicated to embodying this value to advance collaboration between the industry, community and all levels of government, while also fostering a regenerative tourism model prioritizing the well-being of Hawaiʻi’s communities.

The Holomua website is a valuable resource to learn about the initiatives and activities HTA undertakes in close partnership with our fellow state agencies, the four island counties, island visitors bureaus, community organizations and other partners to better manage tourism. HTA extends our gratitude to the destination managers in each island county who have been instrumental in facilitating destination management progress. We sincerely appreciate all their efforts in helping us share their work with the community through the Holomua website on an ongoing basis.

Learn more about our collective progress in destination management by visiting the Holomua website at holomua.hawaiitourismauthority.org.

HTA Brand Manager Maka Casson-Fisher and Maui Nui Destination Manager Meagan DeGaia joined Molokai residents for the second-annual Molokaʻi Community Resource Fair, held at the Lanikeha Community Center inHoʻolehua on March 18. The HTA team engaged with residents about resources available to them, our 2020-2025 Strategic Plan, community programs and DMAPs. The team also shared updates on the Molokaʻi Taskforce and upcoming meetings. Hawai‘i Lieutenant Governor Sylvia Luke, Hawai‘i Congresswoman Jill Tokuda, County of Maui Mayor Richard Bissen, and Hawai‘i State Senator; Hawai‘i State Legislature Energy, Economic Development and Tourism Chair and Ho‘olehua resident Lynn DeCoite also attended the resource fair.

The 36th meeting of the Council of Pacific Arts and Culture (CPAC) was held March 14-17 at the East-West Center’s Imin International Conference Center, convening representatives from 32 countries across the Pacific community to deliberate on preparations for the 13th Festival of Pacific Arts and Culture (FestPAC), to be hosted in Hawaiʻi next year. Hawaiʻi Tourism Authority Chief Brand Officer Kalani Kaʻanāʻanā attended in his role as the festival’s commission chair and in support of current CPAC Chair Kumu Hula Mapuana de Silva. The Council addressed multiple topics over the three days it convened, attended a welcome reception hosted by Governor Josh Green and First Lady Jamie Kanani Green at Washington Place, and conducted six site visits for FestPAC 2023 — among these, the Hawaiʻi Convention Center. At the center of CPAC’s discussions, however, was how indigenous peoples can continue to strengthen the voice of the Pacific throughout the world. HTA looks forward to sharing more about next year’s FestPAC in Hawaiʻi in the months ahead.

HTA proudly supported the 27th annual Honolulu Festival and its organizers in their goal of once again welcoming kamaʻāina and visitors to experience the diverse cultures of Hawaiʻi and the Pacific region in-person. With many of the festival’s traditional events again hosted at the Hawaiʻi Convention Center, attendees enjoyed an array of culinary exhibits, craft displays and cultural performances from artists, musicians and dancers from throughout the Pacific region during the three-day event, March 10 through 12. The Honolulu Festival annually honors the long-standing history and deep connections of friendship between Hawai‘i and the people of Japan shared for more than a century. HTA President and CEO John De Fries shared the video message included here welcoming Honolulu Festival participants back for in-person events in 2023 and connecting with the festival’s theme, “Connect with Aloha, Forward to the New Future.”

On March 14, the Hawai‘i Tourism Authority issued a Request for Proposals (RFP 23-02) to procure visitor education and brand management services for the Canada major market area. The RFP’s scope places an emphasis on educating visitors about traveling mindfully and respectfully and supporting Hawai‘i’s communities.

The qualified contractor’s work will support HTA’s 2020-2025 Strategic Plan, Destination Management Action Plans, and a regenerative tourism model for Hawai‘i. Efforts will also support HTA’s commitment to advancing the state’s Aloha+ Challenge goals, the United Nations’ Sustainable Development Goals, and the principles of the ‘Āina Aloha Economic Futures Declaration.

In alignment with HTA’s key performance indicators, the awardee will help increase average daily visitor spending and total visitor spending. In 2022, visitors from Canada spent $928.2 million — an average of $188 per person per day. Focus will also be placed on driving visitor spending into Hawai‘i-based businesses as a means of supporting a healthy economy. These initiatives will include supporting local businesses and promoting Hawai‘i-made products, Hawai‘i festivals and events, agritourism programs, and voluntourism activities in partnership with HTA, other state agencies, community groups and the private sector.

Proposals are due to HTA by 2 p.m. Hawai‘i Standard Time, April 21, 2023. View the RFP here.

Hawai‘i Tourism USA

With support and assistance from Hawai‘i Tourism USA (HTUSA), writers of two recently published stories in popular travel media outlets The Lonely Planet and Matador Network stressed the importance of mindful travel in Hawai‘i.

Travel writer Sarah Sekula visited the island of Hawaiʻi on an HTUSA-supported trip and penned the feature, “5 of the Best Road Trips in Hawai‘i,” which recommended the selection of guided tour options over self-guided touring. Sekula’s story — which featured guided tours on Hawai‘i Island, Maui, O‘ahu and Kaua‘i — included recommendations aligned with HTA’s Destination Management Action Plans to help alleviate traffic and community concerns.

The HTUSA team also assisted writer Noelle Alejandra Salmi with her feature, “PSA: Hawai‘i is Not a Theme Park,” connecting her with first responders and ocean conservationist experts to learn about the importance of respecting the power of nature. Salmi’s feature also outlined the potential impacts and consequences of irresponsible visitor behavior and offered readers — and potential visitors — measurable and helpful ways they could help protect precious natural resources by heeding signage, keeping their distance from wildlife and opting for reusable water bottles.

In February, Meet Hawai‘i Asia/Pacific participated in the Asia Pacific Incentives Meetings Event (AIME) in Melbourne, Australia. AIME, the leading trade event for the meetings and event industry in the Asia-Pacific region, offers an annual opportunity for key decision makers to connect with exhibitors from across the world to exchange ideas and create business opportunities.

Over the three-day event, held February 13 - 15, Meet Hawai‘i and five of its Hawai‘i partners — Prince Waikīkī, The Kāhala Hotel and Resort, Waikīkī Beach Marriott Resort and Spa, Hilton Hawaiian Village Waikīkī Beach Resort and Alohilani Resort Waikīkī Beach — participated in 190 appointments with event planners, generating more than 100 leads for our destination. While there, Meet Hawai‘i also invited the top 10 buyers from Sydney, Australia, to an intimate luncheon to meet with our Hawai‘i partners and discuss business opportunities. Mahalo to all our partners for participating with Meet Hawai‘i to promote our beautiful Hawaiian Islands as a premier MCI destination to buyers in the Asia-Pacific region.

In preparation for its 2027 convention in Honolulu, Rotary International sent two of its staff members and an account manager from Maritz Global Events to O‘ahu in February to visit 32 hotels in the Waikīkī area. At an all-hotel informational briefing hosted at the Sheraton Waikīkī, the Rotary International representatives shared details about the organization’s upcoming Honolulu convention, including important information on contracting and working with its Global Team.

Rotary International’s annual conventions bring together a global network of volunteer leaders to learn from each other and multiple experts, and to share ideas for delivering long-term solutions to the world’s most pressing humanitarian challenges. Rotary International’s Honolulu convention, set for June 2027, will be organized by the global organization in conjunction with a Honolulu host organizing committee comprised of Hawai‘i Rotary Club members.

Pictured: Adrienne Nudo, Meet Hawai‘i; Jasmina Bajgoric, Rotary International; Cory Fransway, Maritz Global Events; and Sophia Martin, Rotary International.