The people who’ve overseen Hawaii travel for decades are being shown the door. A new law signed on May 29 takes effect July 1, shifting control of Hawaii’s visitor oversight directly to the governor’s administration. Heads are about to roll.
This week, that transition moved from paper to reality. The governor formally called for the resignation of the entire board. Budgets remain frozen, and tourism programs are in limbo.
Starting next week, travelers may begin to see real changes in how Hawaii presents itself, promotes experiences, and funds the programs that once helped define its very travel identity.
Why this is different from past shakeups.
Unlike earlier headlines about internal disputes or mismanagement, Hawaii law now codifies this change. Senate Bill 1571 eliminates independent decision-making and places Hawaii’s travel operations under the direction of the Department of Business, Economic Development and Tourism.
The former board that helped guide policy will now serve only in an advisory role. The agency’s next CEO will be a direct political appointee, answerable to the governor and confirmed by the Senate.
That kind of structural shift means visitors may start seeing changes in messaging and what gets funded and what doesn’t.
Programs frozen. Messaging uncertain.
At the June 23 informational hearing, lawmakers questioned outgoing officials about why contracts remain unpaid, event funding is paused, and vendors are operating without clear budget guidance. One lawmaker revealed that interest charges on delayed payments have already topped $780,000.
As a result, community-based initiatives that typically engage travelers—like beach access efforts, cultural festivals, and responsible tourism outreach—have been delayed or placed on hold. Some vendors have said they’re unsure if they’ll be renewed.
Another reader, Dennis d., asked, “Where does all the money go? The tens of millions of dollars spent on the HTA, new fees that are to help make things better for everyone, and don’t. No real answers, just political film-flam.”
A reset in both tone and trust.
Hawaii’s travel messaging has always walked a delicate line between welcoming visitors and shielding and protecting what makes these fragile islands unique. However, that balance could shift quickly with program staff in limbo and a new politically driven structure taking hold.
Some insiders are concerned that messaging will become more top-down and less community-informed. Programs emphasizing cultural depth and sustainability may be replaced or repackaged under new directives reflecting administrative preferences, not local insight.
One reader, Linda K, commented, “Good to see HTA’s role diminished because their initial goal to rid Hawai‘i of ‘cheaper’ & ‘frequent’ visitors. Instead they wanted the rich to come, but they didn’t come.”
Travelers may begin to feel it.
Most visitors may not immediately notice anything dramatic, at least not yet. Hotels will still operate, and flights will still arrive, but subtle shifts are already taking hold.
Reservation platforms for beach parks and cultural sites may face delays or other changes. Stewardship programs may run with limited staff or resources. The tone of statewide marketing campaigns—already growing more cautious—may move into more generic language, or be shaped by political coordination rather than community insight.
And for travelers who return year after year, small gaps may appear in unclear communication, inconsistent signage, or the quiet disappearance of familiar programs.
In earlier leadership negotiations, a proposed $300,000 salary for the new CEO stirred concern and was later capped by the governor, an early sign of political influence over public-facing roles.
Senate Bill 1571 now places all travel operations under Hawaii’s Department of Business, Economic Development, and Tourism, led by Kauai’s Jimmy Tokioka. Thus, the way Hawaii travel is run and presented to visitors will now reflect a more top-down structure.
The weeks ahead will be revealing.
With Hawaii’s new travel structure taking effect, the key question is whether visitors will see better results or more delays, confusion, and silence. Contracts, grants, and travel programs are now routed through a new power structure. Messaging may slow while priorities shift. Politically driven choices could replace longstanding partnerships, and familiar outreach efforts may quietly disappear.
Whether that brings clarity or chaos remains to be seen. Lisa wrote, “So HTA gets downgraded to advisory status, and then the Governor controls the top hire? Feels like a power grab by Green, not a fix.”
Hawaii’s new travel system begins July 1. What it delivers—from consistent programs to confusing silence—will shape visitors’ experiences of the islands going forward.
Are you already seeing changes? Do things feel more uncertain or more tightly managed? Let us know. Your insights help us track how this shift plays out in real time.
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Dennis, When we look at top down management, concerns are which directions changes will occur. Managing tourism needs to be a fine line between protecting the aina and cultural concerns vs making visitors welcome and wanting to come back. If the priority becomes profits, then that fine line could tip in uncertain directions
Rearranging the chairs on the Titanic….
So one group of fat cat cronies is being exchanged for another?
Best regards
Thinking that presenting a more Hawaiian experience would be a welcome change for visitors. Everyone who knew the old International Market Place agrees that was a special place. Why not try to recreate that somewhere in Waikiki? Understand that money and space is involved, but give locals a chance to carve, paint, and sell their wares while once again providing a tropical enviornment for tourists. More culture, less mainland mall is sorely needed!
Hawai‘i’s economic future is too important to leave to chance. For decades, our state has relied almost exclusively on tourism as the foundation of our prosperity. This lack of diversification has left our economy vulnerable and our community exposed to risks that could be avoided with a more forward-thinking approach. Sound business acumen and strategic planning are not synonymous with “becoming the mainland,” nor should we see effective business practices as incompatible with our islands’ values. Embracing thoughtful, innovative, and pragmatic solutions is essential if we are to secure a vibrant future for both residents and visitors.
To move Hawai‘i forward, we must encourage common sense and leadership that prioritize the long-term well-being of our people. It is not enough to simply hope for better outcomes; we must actively cultivate the knowledge, skills, and policies that will allow our economy—and our community—to thrive.
We’ll see when we return for our usual 4 weeks on Kauai in January. If the requirements for reservations don’t change and the bathrooms on the beaches are clean, that will be an improvement. Anything else will be the opposite.
While everyone involved (the governor, HTA, etc) say it is about Hawaii, native Hawaiians, culture, etc. It is really about money.
They need expensive hotels booked – to pay the taxes they distribute to their pet projects.
International marketplace is way more profitable now (as a mainland clone) than it was before.
If someone figures out a way to help locals without feeding the hotels, everyone from the governor down will unite in opposition.
Hawaii is as it is for a reason.
I am a firm believer that when government gets involved you can always expect “delays, confusion and silence”, and rarely see better results. We have family there and visit several times a year-I have not been impressed with Green or his state government, and their policies have sadly not improved travel to Hawaii. Thanks BOH for keeping us up to date on these moves.
And so it begins….
Hawaii needs to house their local residents first (ie Maui as an example)…. the islands have increased room rates, dining out, rental car rates, airfares, etc have all increased their pricing…no longer making Hawaii an attractive destination.