Hawaii visitors are set to receive an education on arrival in Hawaii, whether they want to or not. Is this good or bad? But this is just the beginning of what’s in store as the more controversial aspects of Hawaii’s Destination Management Action (DMAP) Plans begin. And how do you feel about geotargeting and geofencing. Those are coming to Hawaii tourism, too, as you’ll read below.
UHERO, the University of Hawaii research arm for the state, takes a rather critical take on HTA and the DMAP. They’re concerned that Hawaii Toursim Authority’s (HTA) controversial plans don’t have either the backing of the state or the authority needed to ever be implemented. But the contentious HTA appears to be moving full speed ahead nonetheless.
On a lighter note, their latest messaging about “Pono” travel tips and “Malama Hawaii” is set to be prominently featured on your next Hawaii vacation. Expect to see these presented in baggage claim and public areas at all of the island airports and many other places.
The HTA’s goal for these videos is to be “connected with visitors on every leg of their travel journey – from the planning stages, in transit, upon their arrival, and throughout their stay,” according to its press release.
Wow, that makes it sound like you’re going to be followed.
“We are doing everything we can to communicate the right message to our visitors…Through various media platforms, over time we hope to see a shift in how travelers engage with our communities and home.”
Geotargeting and Geofencing: Hawaii tourism marketing’s new buzzwords.
HTA said this about some of their new technologies: “This form of post-arrival outreach enables us to use geotargeting technology (and) targeting zip codes with an above-average composition of visitors, as well as geofencing which identifies mobile devices within designated visitor hot spots on each island. Therefore, we can continue to share our pono travel messaging with the right people at the right time.” Huh?
If you’re not familiar with it, geofencing lets you market to a target audience based on where they are located. It’s a type of location-based technology wherein you connect with smartphone users in a contained geographic area, such as in specific tourist areas, typically communicating through mobile apps or websites. It uses Wi-Fi, GPS, Bluetooth, etc. Now how they’ll use geofencing, and how they’ll share “pono travel messaging with the right people at the right time, remains to be seen.
And, by the way, for those visitors using Waze mapping instead of Google Maps, HTA’s messaging will also be served to you there.
Controversial Hawaii Destination Management Action (DMAP) Plans.
This new outreach is just one small part of what’s upcoming at HTA. They’ve developed island-by-island plans. The Oahu DMAP states, for example, that, “the visitor industry will be rooted in mālama — to take care of this place and each other. Oahu will live in joy, abundance, and resilience because visitors and residents understand what is pono, and have respect for each other and the environment.”
An admirable vision. At the top of the Oahu plan is simply a reduction in the number of tourists.
Following that, Oahu’s plan calls for a “Regenerative Tourism Fee (which) directly supports programs to regenerate Hawaii’s resources, protect natural resources, and address unfunded conservation liabilities. In other words, so-called “green fees,” in one form or another, are coming to Hawaii.
UHERO is not so sure.
Among other things mentioned by UHERO is that the Oahu plan wants to “decrease the total number of visitors to Oahu to a manageable level by controlling the number of visitor accommodations and exploring changes to land use, zoning and airport policies.”
UHERO states, however, “we are not convinced that HTA can achieve this or many of the other actions because they lie beyond HTA’s capacity… We set aside for another day a discussion of whether reducing the number of visitors would actually be good for the community.”
Hawaii has been crafting tourism plans for more than forty years. However, as UHERO also pointed out, “until now, the State’s policy toward tourism has been to accommodate its growth. With HTA’s new [plans]… that is about to change!”
Beat of Hawaii: We’d add to the concerns, the sense that visitors to Hawaii are already tending to feel marginalized in a multitude of ways including Hawaii’s highest accommodation taxes, new visitor-only fees, skyrocketing prices, and the general concern about being welcome. Valuing visitors never seems to play a significant role in HTA messaging.
Also, the HTA is conflicted when it is talking about reducing visitors to Oahu. Its chief brand officer was recently quoted as saying “if people aren’t coming, then we’re not doing our job.” It is, after all, the job of the HTA to promote tourism.
HTA’s lastest “Hawaii Is Our Home.”
HTA released another in its Malama Hawaii series entitled “Hawai‘i Is Our Home,” which is being shown to visitors on-island via social media targeting. That video is intended to reinforce “reciprocal responsibility” such that visitors learn to protect Hawaii’s wildlife, natural resources and community.
Promote more Hawaii tourism or reduce it?
We aren’t sure how you can have it both ways, as appears to be the case at HTA. At least not successfully, and without, as you’ve said countless times in the comments, biting the hand that feeds you. How do you feel about geotargeting and geofencing and other latest strategies designed to manage Hawaii tourism?
Randy,
My trial run lasted about 3 or 4 years. But she and we get along quite well. We have stayed with her in Texas and she with us.
That’s a lot of trips to Hawaii! I have govt business here, but it’s hit and miss. This year I sent a crew over for 4 days of work and 4 days of sun and sand.
Glad your brother made it home! If he was in Vietnam in 68/69 he probably endured Tet. The media and America last crowd got that all wrong. Sure, it was a surprise, but after Tet the VC were finished -they, not us, suffered devastating losses.
We have 2 weeks planned in September – Waikiki as usual.
Semper Fi to Kev!
Hawaii is extremely expensive. The native population is unfriendly and unwelcoming. Despite that We have been visiting the beautiful islands continually for 20 plus years. If these new tourist ideas and fees are implemented we will have made our last trip. Period.
B & P, Las Vegas
Donʻt take my reply the wrong way… Iʻm only responding to your comment But, if you feel like Hawaii is too expensive, you need more money or you should try another destination. If you feel the “natives” are unwelcoming and unfriendly, you could ask yourself why? Personal direct experience? Overall atmosphere? Does it make you doubt the feeling of aloha? Itʻs a very subjective thing, but I can say you would be in the minority of visitors who believe so but again, try another destination with more “welcoming and friendly natives”. If you have been visiting for 20+ years and don’t understand the need for new fees, new regenerative tourism, and new attitudes by visitors, you definitely should find another destination: Cancun, Bahamas, PR.
While some visitors definitely need to be educated there are a few locals that could probably benefit from some educating too. Let’s be honest. If all the programs targeted at visitors only were aimed, at least in part, at locals as well they would die a very rapid death.
Used to be my favorite place on earth but I am so done with Hawaii and don’t foresee going back. The mentality of the state is beyond comprehension. They want tourism and they don’t want tourism and they’ve simply made it a more difficult place to enjoy especially Kauai. Only thing wrong with Hawaii is the people who supposedly run it.
Keep it up and I for one will bypass Hawaii for Tahiti, it’s only a couple of hours farther. The people there seemed genuinely happy to see us on our last visit. Taxing visitors and requiring reservations to enjoy state parks does not engender the Aloha spirit to say the least. I hope the state has another source of income,
Capt T.
Funny you should mention Tahiti. I had a short layover in Hawaii on the way back from Japan in 1965 (courtesy of the Marines). The next trip was 1972. I wanted to take my then-girlfriend to Tahiti. But, when we went to apply for passports the turnaround was too long. So, we went to Hawaii instead. Been to Hawaii dozens of times since and never made it to Tahiti, yet.
My wife would probably reject Tahiti – she won’t leave the USA anymore. And, that old girlfriend, well that was a long time ago. I really thought we would return to Kauai and get hitched under a waterfall we loved. Just can’t remember the name of the waterfall, but at the time it was a popular place for weddings.
Wailea Falls or Fern Grotto, maybe. Enjoy your comments, safe and enjoyable travel, ditto on your choice of Islands, but that can be our secret! A hui Hou.
Randy,
Bingo – the Fern Grotto! Thanks. I notice as I get older, my memory seems to suffer.
I never returned to Kauai. That place was for her and me only.
But, I was lucky to end up with a wonderful wife of 43+ years. We didn’t get married in Hawaii. Instead at the Forest Lawn Memorial Park (Cemetary) in Glendale, CA.
Rod, you’re very welcome. We’re approaching 34, but I had 15 years in a Trial-Run, that the State of California, County of Orange negated in ’86, know Glendale well after 8 years in San Clemente and Hermosa, brother Kev had the same path, USMC, his return was in ’68, no later then ’69. Our first Kauai stay was at the Stouffer Waiohai, which was taken out by Iniki, 3 times Hyatt Poipu, all great times beautiful Island, but now very content with Oahu as well. Fortunately I had business obligations that included Hawaii, so Oahu and Maui were up to 5X/Year from ’89-’06 and then maybe down to 3X until Retirement in ’15, now Annually, still working on the Cancelled and Postponed ’20-’21, hopefully by late Summer early Fall. All the best.
Here’s my PS.
I’ve a couple family members who are the homeless ones cause of the cost of living . I have family who are one pay check away from being on the streets as well. And guess what, as a non-resident and frequent visitor back home, I am forced to stay at hotels, rent cars to get around, and shop locally to help our peeps…so HTA and UHERO plans downsize tourism can only hurt er’body. Again, Mahalo.
This all seems like too much big brother watching our every move. And as for all the increases in fees it make it much harder for those like myself who are retired, living on a fixed income, and coming to Hawaii to visit my family who reside in Kailua!
I am a native islander who happens to reside out of my home state. I understand the need to keep our island beautiful, clean, and respect the environment in its entirety. The bulk of tourism understand that too. However, HTA and UHERO just may be shooting itself in the foot with what this article seems to be suggesting. The problem is not tourism. . The problem is rent control and sustainable housing for the locals. With that in place, homelessness would not be cluttering our streets, beaches, parks, and the like. So get to the root of the problem. The rest will follow.
Mahalo.
It hurts my heart that this is what Hawaii is doing now. I was first introduced to Hawaii back in 1977 via the US Army and fell in love with the place. I have been back 9 times over the past 15 years and have another trip planned in less than 3 months. I respect the land, I respect the people and their culture but now the approach is to tax me to death, doesn’t seem to be the aloha spirit now does it? Mahalo.
Unfortunately, the tourists (like myself) who will take this sort of messaging to heart–and also follow this blog, for instance–are probably already respectful travelers. I guarantee the problem tourists that infuriate everyone so much are either not going to get the message, or will be unlikely to change their behavior even if they do. Those people exist everywhere and they are too self-obsessed to care how their actions affect others. I run a shop at a tourist destination in Texas and we get our share of horrible guests, too.
I’d like to think we have been responsible and understanding during 20 years of visiting Hawai`i I consider your new program to be a little hurtful. I’m not sure we need to be managed. I suppose I can take my money and find another place to go…. Thanks for offering your thoughts.
Randall,
Been coming to Hawaii since 1965. Although, after ’65 not again until the ’70s. But probably 3 dozen or more times since. So, my family likes the place.
But, of all the countries and islands I’ve visited (27), I would say Cancun does the best job of making tourists feel welcome.
For the greatest relaxation, I vote for Sankt Johann im Pongau, Austria. For the most fast-paced fun, I choose London. For a look back in time, Cairo, Egypt.
But, my wife insists we no longer travel overseas. So Hawaii gets most of our vacation dollars.
Hi Rod.
You do get around. We’d love to exchange travel stories sometime. Especially if you’re over here. We both have a lifetime of world travel adventures as well. And some big trips are coming up soon.
Aloha.
BOH,
Are you close to Waikiki? We’ll be there in September. Would be nice to meet and chat about travel experiences.
Aloha,
Rod
Hi Rod.
Close and not close unfortunately – 100 miles away on Kauai.
Aloha.
BOE,
Haven’t been there since around 1976. Took a boat ride up the river to a stunning waterfall with my then-girlfriend. Can’t recall the name of that waterfall.
We were going to return and get married there. She dumped me the next year and in 1978 I met and married my forever wife – a simply wonderful woman.
The video seems like a good idea But it should be shown on the airplanes going to Hawaii instead of at the baggage claim areas in Hawaii where people are more concerned about finding their luggage and getting on with their vacation than watching a video.
As to the other “restrictions” they are trying to put in place, Nothing could be more unamerican than that nonsense.
Bottom line if you cannot be respectful if you come here with an attitude of we don’t have to do what you say then see yourself out
Wondering if any of this is even Constitutional. Would seem privacy laws would prohibit harassment.
Also wondering if visitor only fees infringe the right to travel in other states. Can the mainland states charge Hawaiians only fees?
Maybe it’s time for the Hawaiuan public to decide if they want to limit tourism.
With the price of hotels and condos plus the cost of rental cars, add in increased air fare pricing, tourism will fall because it becomes unaffordable for many who have supported the islands since the re-opening from Covid. This will accomplish what apparently they really want, tourists with a lot of money. However an average income tourist is the majority at this time. So, I wish you good luck with your plan, added fees for out of state visitors and all of the costs mentioned above. The income of locals will be drastically affected if tourism drops substantially which it looks like the direction things are progressing. I feel very sad…
Nancy,
Yes, it is sad and dumb also.
My wife has insisted on Hawaii only (in recent years) because it’s a State. Well, Americans can have a great experience in the Caribbean as well. And, go to the American Virgin Islands or Puerto Rico. Not states, but US territories. And, closer to the US Mainland for many.
Let’s hope the next governor of Hawaii is a little more friendly to the average American tourist and not just millionaires and billionaires. It’s funny, billionaires can buy Hawaii land in the hundred and thousands of acres, and that is a time to rejoice. But, try to come over for an affordable vacation and the “not welcome” sign is going up.
Hmm. BOH boys should first check with the numerous advertisers on its blog site before suggesting that Geo targeting and fencing follows one throughout one’s visit. They would find that every single one employs the same social targeting tactics for commercial gain. In the case of visitor education, a message about the risks of hiking the Na Pali Coast trail, just before embarking on what could be a one way hike seems a prudent suggestion with little commercial gain.
As for impact or green fees, all of us know the fragility of an archipelago isolated from the rest of the world. Does the article suggest that impact fees for Haunauma Bay aren’t accomplishing the desired result — limiting the destructive footprints of too many?
James,
“Does the article suggest that impact fees for Haunauma Bay aren’t accomplishing the desired result — limiting the destructive footprints of too many?”
Do they? Have visitor stats been released for the 5 years before and 5 years after the implementation of the video requirement?
The answer to your response took about 2 minutes: (from Honolulu Magazine)
“A new reservation system at Hanauma Bay did curb numbers there. In May, the first full month since the online portal was launched in late April, 19,869 people visited, 75% of them nonresidents, compared to the 64,459 visitors in May 2019. In the first six months of this year, 110,361 people visited the snorkeling spot versus 844,974 in all of 2019. But the smaller numbers are paying twice as much for parking.”
Being an off island owner of property on Ohau since 1979 and a former resident, how does this new tourist plan affect this category. Living and visiting for so many years and I will be staying at my property during Nov and December 2022, I do not consider myself a tourist. I am aware of the current concerns about the issues and am in agreement of educating first time tourists. I too have the same concerns hawaii is a very beautiful place and find myself distressed when I see people who don’t live in hawaii have little regard for the land and the people. Can you give me any information about my concerns.
BOH Bro’s thanks for another rile old folks topic.
Literally the day you bought a smart phone, late model car or shopped on the internet you were being tracked and data mined.
So enough with the 1984 references that ship sailed long ago.
As I’ve stated in past posts I’m an obsessed vacation bargain hunter. If you have flexible travel times they’re still some excellent Hawaiian travel deals. Just today I re-booked our October Oahu trip for the 4th time saving us 1k over our original booking that was a very good deal. If you have time to post you have time to shop for a great deal on Hawaii.
Hi Richard.
Thanks. Good point about bargain hunting for your Hawaii vacation. We’re with you on that. Yes tracking exists everywhere, although with HTA, it is unclear what their intention is. Especially given the plethora of HTA problems, past and present.
Richard,
“If you have time to post you have time to shop for a great deal on Hawaii.”
Most workers can’t change their travel plans willy-nilly.
My problem is different. I can’t handle coach seats. So, I upgrade to Priority. But, those seats rarely go on sale. Ditto for business and first-class.
If visitors are not wanted or are not made to feel welcome, then their dollars are not wanted or welcomed either. We are very long time Kauai tourists – over 20 years. We love the island and as such do all we can to keep the island safe and sane while spending lots of $$$$$. If we are not welcome….. then our $$$$ can be spent elsewhere. Another government intrusion… taking and spending tax dollars that are needed for the people of Hawaii. More money wasted. Sorry to hear about this. We’ll be back in 2023 to enjoy our home away from home, and will pay No attention to the governmental propaganda. Aloha
Love the video clips! Perfect to show them at the airport.
Keep adding taxes and fees and I may push my wife to go someplace else in the future. We have spent 4 or more weeks on Kauai every year for a number of years and I can use the Wyndham points elsewhere in the world very easily. We’ve been to Hawaii nearly 30 times over the years, most of them to Kauai. Looks like we may need to change that after next year.
Ghery,
Looks like we have been coming to Hawaii as often as you. My first visit was courtesy of the Marines in 1965. I didn’t return until sometime in the 1970s. So, dozens of times since. One trip was to 3 or 4 islands. I think Kauai is beautiful but too slow. Maui is good for golf and relaxation. But, we prefer Oahu, Waikiki specifically. If you like it loud, there’s Waikiki and the North Shore for a slower pace. We thought last July would be our last trip (even “sold” our timeshare). But we are going again in Sep and will decide if it’s the last trip.
We won’t decide our future plans until Hawaii has a new governor.
We are coming in September. Paid for air already and have hotel reservations.
If this is the future of Hawaii, I doubt we’ll return after September. If I want to be followed and lectured to.
The geotargeting and geofencing seem a little 1984ish to me. My husband’s family is from Oahu and we visit the Islands three times a year. Some of our family members work in the tourist industry and suffered a lot during the pandemic when there were few visitors to the islands. Until Hawaii has other industries to attract workers, it would appear that tourism is a necessity, but I suspect that all of the taxes, and fees will eventually drive away some visitors.That appears to be the plan. In the meantime somebody needs to clarify HTA’s mission.
If geo targeting and fencing seem Big Brother to you, welcome to the 21st Century. Your mobile devices are likely already tracking your every keystroke and move. In the world of “free enterprise” part of that world is getting “free” information about you so that you can buy those gems you have been searching for on your devices.
As for HI industry diversification, tourism accounts fro ~25% of the total economy, so feel free to choose another vacation destination. Replacement troops are waiting in line.
If the goal is to reduce the number of tourists why doesn’t the HTA dissolve itself?
I feel that some parts of this are good, such as letting tourists know ahead of time to respect private spaces, etc. On the other hand, it does seem like they are trying to make sure that only people with a lot of money vacation in Hawaii. When you have airfare for $79 from California, you’re going to get a lot of tourists! So how ironic is it to them have to pay $400 to $600 an night for a hotel room? Maybe people will pay more to come to Hawaii for the time being. As soon as other places around the world open up more, the HTA may need to rethink their position.
If tourists wanted to be targeted, tracked and surveilled….they could tour China. We should not be applying these tactics on US citizens.
Green fees for tourists. How do returning locals avoid these charges??
If you believe that China is the only surveillance state, Google, Amazon, Target…just about any of the advertisers on this site would say “ni-hao”. Geo-targeting and fencing are staples of the digital age, in case you didn’t know.
James,
China is a totalitarian govt. Those others are companies, we don’t have to deal with any of them.
One can take your liberty and life, the others can remove you from their mailing list. Big difference.
I understand that perhaps you don’t understand that the corporate and Chinese tracking systems are largely the same. You have little say in what tactics are used by the corporates, nor can you escape the plethora of cameras, facial recognition, surreptitious listening and and physical tracking devices employed by US law enforcement. If you think that removing your profile from a mailing list is the answer, please read about surveillance in the US.
Thank you for the helpful info you always give. My family and I haven’t been back to Hawaii since Covid began, and we have no plans to return. It seems quite clear that tourists aren’t wanted. I’d rather go somewhere that welcomes me and appreciates the money I invest in their economy.
It’s hard to know what to say. My take is Hawaii wants to 1) decrease the number of tourists and 2) track the ones who are there. In a way I understand. I think implementing mandatory “education” and tracking of individuals will go a long way to decrease tourism. I think the simplest way would be fees for tourist-related businesses like hotels and airlines. Even homes purchased by non-Hawaiians. Fees collected from tourists could be used to help native Hawaiians.
Fees already are assessed everywhere tourists turn. Currently, most our our tourists are all Americans with the right to freely travel around Our United States. If tourists are willing to pay the costs to travel here, they should be welcomed here. If we have problems with tourists let’s deal with the root cause of those specific tourists, we should not alienate and generalize comments to all persons who don’t live here. We can’t have it both ways…whine and complain when they weren’t here supporting our islands when Covid kept them away and now that is Covid somewhat controlled and tourism has opened again we can’t complain that tourists are back!
Welcome to 1984
Hawaii living off of past history not even close to what it used to be. Sad really. Been seeing it go downhill slowly every year. Soon it will be owned by all non-local folks most is already. Any local person with a dream about home ownership and not living paycheck to paycheck will have to move away. “The lucky you live Hawaii” so we can pay you less is a joke. I worked at Kaiser Permanente an they paid almost half of what people in Oregon, when Oregon was cheap were paid. Plus cost of living was about 50% less at the time. My co worker went there and basically got a 150% bump with the cost of living difference and raise and worked half as much. He was so much happier he lost 75 pounds when we saw him couldn’t believe it was him.
We shall see. Sometimes new processes need tweaking. I’m sure if visitors stop coming because they don’t feel welcome, and residents decide they do benefit from at least some tourist dollars, the process will be modified. Balance is the important thing, and sometimes adjustments are needed to get it right.
I just turn my phone off… 🙂
I totally understand that Hawaii wants visitors to respect the Island, but would expect the locals to do the same, in my recent visit to the Islands, I have noticed a lot more litter than before the Pandemic. I am just wondering is all these new fees are part of the Island way to recover some of the losses caused by COVID-19 like all the other business effected by it?
Regarding the “Regenerative” Tax, actually going back to 2019, there was already a hidden Tax in that at Foodland, ABC if purchases were made that required a Bag, the consumer was charged for the Bag. One might think if “Green” were the concept, then developing a bag that would be biodegradable would be something Hawaii would want to conceive, rather than the big plastic bags of ABC!
I love the My Home video. If it creates thoughtful behavior in just one person who otherwise would tromp off trail, it’s done its job. However, for us…. Once regular visitors to the Islands… it’s wait and see. We won’t be returning for awhile and maybe never as long as the rates are sky high. Too many other beautiful places to visit and people who want our visit.