The state’s Hawaii Tourism Authority (HTA) announced that their latest publication, the Ma’ema’e Toolkit, has been released. So we dove into the 64-page document, which you can read below. “Ma’ema’e” means cleanliness and purity in the Hawaiian language. And it references that Hawaii should be portrayed as “clean, attractive, and pure.”
While that’s excellent in theory, some of the places they suggest not visiting or tagging in social media include most of Kauai, famous Waikiki Beach, Volcanoes National Park, and more. There are 67 places on the list below, many of which are fundamental to why people come to Hawaii. We wonder what the hotels along Waikiki Beach, for one, are thinking when they read this. Obviously, some of the places listed are mentioned due to safety (Haiku stairs, for example) or for reasons related to cultural sensitivity.
HTA says that the toolkit, available to everyone but essentially intended for those who will market Hawaii, is depicted as “your guide for basic knowledge about Hawaii.”
HTA says that “Our home has often been misrepresented or inaccurately portrayed through the use of incorrect information, spelling errors, and inappropriate imagery. Authentically representing Hawaii is deeply important to the residents who call these islands home. Accordingly, it is important that the visitor industry do so with great care.” And so Maemae begins.
The document appears to have been created under the auspices of the HTA by the Native Hawaiian Hospitality Association. It comes in the midst of the tug a war between the Council For Native Hawaiian Advancement and the more than century-old Hawaii Visitor and Convention Bureau (HVCB) for the state’s hotly contested US marketing contracts. That award has been disputed and is now into its third and hopefully final RFP.
“HTA encourages everyone with an interest in the Hawaiian culture – be it learning more about the Hawaiian people, music, language, individual islands or history – to utilize the Maʻemaʻe Toolkit.”
BOH: We can’t say we weren’t surprised by some of the mentioned locations. There’s obviously well-meaning intention behind some parts of this, including cultural sensitivity, safety, environmental impact and overcrowding which gets obfuscated. This document also gets caught up in the vast Hawaii tourism marketing mess of the state legislature, HTA, HVCB and NHHA. We’re hopeful that some good can come out of it all.
Could state’s Hawaiian Tourism Authority soon see its own demise?
The Hawaii legislature has the long-troubled HTA in sight this year and hopes to remake or retake its authority. Some say that the HTA has successfully completed its mission to market Hawaii and that something entirely different is needed now.
We have a few too many tourists and that residents are being crowded out of public resources. — Rep Sean Quinlan.
Quinlan, who heads the House Tourism Committee, said of HTA, “They did so well that the public feels we have a few too many tourists and that residents are being crowded out of public resources. It’s about putting the local community first, which we’ve not done for a long time.”
One measure seeks to refocus HTA, formed in 1998, as a tourism management organization instead of a tourism marketing agency. Changes may also include the HTA being governed by a 3-person governor-appointed group instead of the current 12-person board, which includes 5-tourism industry members.
HTA continues to suffer from internal dissatisfaction as well, and has seen an exodus of executives and staff. The most recent departure last week was of the executive responsible for handling of the botched US marketing contracts.
Hawaii “Does Not Encourage Visiting:” Waikiki, Diamond Head, Volcanoes, Poipu, Etc.
The state’s document says, “There are locations and activities throughout Hawai‘i that HTA does not market, will not photograph, does not encourage visiting, and should not be tagged in social media. These locations or activities are called “hot spots” and attract visitors due to their popularity, which may result in overcrowding, congestion, degradation of resources, safety hazards, and a negative experience for both residents and visitors. Some of the photos in their document included those locations in the do not market, do not photograph list.
“While HTA is not an enforcement agency, it can be a catalyst to bring together respective state and county agencies, the community, and the private sector to develop solutions that address hot spot sites, areas, and activities. Included in the DMAP (Destination Management Action Plan) for each island are listings of hot spots that were reviewed based on input from the community, surveys and meetings, feedback from each county, island chapters of the various Island Visitor Bureaus, and the respective island’s Steering Committee.”
“Each island’s DMAP identifies areas, sites, and activities of utmost concern—however, there are other areas, sites, and activities that may be also considered hot spots that are not listed here. HTA, together with the respective agencies, will monitor these as needed to help mitigate issues.”
17 Oahu Hotspots HTA does not encourage visiting or tagging.
- Haiku Stairs
- Halona Blowhole
- Hanauma Bay
- Kaena Point
- Kaohao, Lanikai Pillbox Trail
- Kailua Beach and Town
- Kaniakapupu Ruins
- Koko Crater Trail/Koko Head Stairs
- Kukaniloko Birthstones State Historic Site
- Laniakea/Turtle Beach
- Leahi/Diamond Head
- Lulumahu Falls
- Maelieli Trail/Ahuimanu/Kahaluu
- Makapuu hike
- Maunawili Falls
- North Shore/Haleiwa
- Waikiki
11 Maui Hotspots HTA does not encourage visiting or tagging.
- Awalua
- Awehi Trail
- Kanepuu Reserve
- Kaunolu
- Keomoku Village
- Lapaiki
- Lopa/Kikoa Beach
- Manele: Hulopoe Marine Life Conservation District
- Munro Trail
- Naha Trail Overlook
- Polihua
15 Kauai Hotspots HTA does not encourage visiting or tagging.
- Polihale State Park
- Kokee and Waimea Canyon
- Napali and Kalalau Trail
- Salt Pond Beach Park and the surrounding area
- North Shore – From Hanalei Bridge to Kee Beach
- Hanalei Bay
- Kee Beach
- Haena
- Hanakapaai
- Anini Beach
- Poipu Beach
- Queen’s Bath
- Kapaa
- Old Koloa town
- Wailua River State Park
24 Big Island Hotspots HTA does not encourage visiting or tagging.
- Waipio Valley
- Kau – Papakolea/Green Sands Beach
- South Kona – Hookena, Milolii
- Kahaluu Bay
- Kumukahi
- Keaukaha
- Maunakea
- Punaluu
- Alii Drive
- Pololu Valley
- Mahukona
- Kalae (South Point)
- Kailua Pier
- Kealakekua Bay State Historical Park
- Hookena Beach
- Laaloa Beach (Magic Sands Beach)
- Akaka Falls State Park
- Keauhou Bay
- Banyan Drive
- Hawaii Volcanoes National Park
- Honaunau Bay, Captain Cook Monument
- Wailuku River State Park
- Hapuna Beach State Recreation Area
- Kiholo State Park Reserve
Loco. Loco. Loco. The list is comprehensive and eliminates what visitors want to see. Seriously? This is out of touch with reality. Just one example: How do you get to Princeville without driving through Kapa’a? All tourists take the bypass? Ridiculous. What about the local businesses? Driving Kuhio highway used to be part of the charm. Now there are so many vacant and run-down places representing all the small businesses that have gone bust. The best bakery on the island is in Old Koloa. I went to Guangzhou province. The tour operator told us he hated American’s, he hated freedom, and creepy people “secretly” followed us at each stop. In Hawai’i that’s done via phones. It’s more than the environment that is deteriorating.
I had never heard of the Ma’ema’e Toolkit until I saw this article, and I’m glad I took the step of seeking it out for myself. I think your representation is potentially misleading – and it seems clear from the angry comments below that people thing they are being ‘forbidden’ from going to these sites. Unless the document has changed (in which case, you should update this article) – the sites are not listed in the Toolkit, which looks to me like a useful resource document.
The list of sites is from a strategic planning document, which names sites *most identified by residents* as presenting a concern, and gives the reason(s). Having read it, I agree. For example, safety. Three places immediately pop to mind where visitors have died. Locals know the dangers; Instagrammers don’t and promote a site without accountability.
The document says they will ‘monitor’ these situations, not forbid them. This seems a sensible minimum, since there is serious environmental or community impact and it ruins places for everyone, including visitors. There are many other beautiful places that have better infrastructure, like parking lots (instead of residential streets) that can handle crowds. Promote these on social media!
This confirms the message and vibe I got: Our money is welcome, but we are not. Very well then; we will not visit.
Since Hawaii so desperately wants less tourism, why don’t they restrict all tourism from outside the United States, and outlaw foreign investment? It’s a state, yet all I hear is placing restriction on tourists from other states. If Americans were the only tourists permitted, there would be a lot less total tourism! And there would be no need for the HTA at all; we’re all Americans, we learn about all 50 states in school – think of the savings in visitor marketing (oh sorry, it’s visitor Management in Hawaii) if only Americans were allowed to cross Hawaii’s borders. Funny how I now feel welcome in every state in America except Hawaii, although I’ve been traveling to Hawaii since the early ’90’s and our daughter and son-in-law live there!
As a resident of Waikiki (of only 9 years I married into a family here) we love when the area is packed, it means more $ for our friends and loved ones in service industries.I would think they would want more of the tourists diverted to Waikiki than roaming around others parts of the island.
I just took a photo of the discouraged sites on Kauai, to be sure and fit them in on my next trip. They’re obvious must-see locations and I’m grateful to the HTA for compiling the list in a convenient fashion for me.
It’s amazing how those of us who have banked more time there via schooling, living there and visiting, than many who post anti-tourist comments and are simply ignoring how much land China, Oprah, Zuckerberg, Ellison and Gates are gobbling up almost daily.
Don’t forget Bezos – although he isn’t the greedy landowner Ellison, Zuckerberg, and Oprah are in terms of acreage, he’s sliding in the back door through his large stake in Arrived Homes. This is potentially a bigger threat not just to Hawaii but to the entire United States (and the world?) via its purchase of single family homes to turn into fractional ownership investment shares. It has the potential to decimate affordable housing stock and turn the lower and middle class into renters for life. This is already happening in Hawaii through investors purchasing available housing and driving up prices beyond what island residents can afford; turning houses into fractional investments has the potential to be the death of the American dream.
This is incredibly shortsighted. There would be an enormous amount of unemployment if tourists didn’t visit many of these locations.
Chris I do agree that people would likely lose their employment, their livelihood. My “guess” would be that they are counting on the places that might benefit from this shift would need to hire a similar amount of people. However they are “Assuming” that things will occur there is still a plaguing question and accompanied complication, these “no tourism allowed” areas won’t be totally closed. Residents of Hawaii will be allowed to use the areas, why? We’ve been told that the areas are Environmentally Endangered, Etc. so why can Anyone be allowed to use them? Discrimination is Alive, Aloha is Dead and Buried in Hawaii.
That’s quite a big list for Kauai. Where do you promote for visitors to go?
Mahalo,
Pamela
Hi Pamela.
We are not “promoting” where visitors should go. We are merely reporting what state tourism is saying. You can enjoy your visit and go wherever you choose. We wish you a good trip.
Aloha.
Keep allowing the richest cultures/people/countries in the world to buy up islands and huge parcels of land, I.e. Oprah, Ellison, Gates, Zuckerberg, China, and your problems w/tourism will be solved!! It will all be privately owned and inaccessible to all!!
What Do they want tourists to see and stay?
Should similar restrictions be made for Hawaiians visiting the mainland?
The exact same restrictions that effect the Tourists should definitely be Applied to Residents. What Mainland States decide to implement against Hawaiian Residents is up to them. I truly Doubt that any State will be as Penile as Hawaii.
The economic results would be catastrophic for local business owners. Imagine if NYC restricted visitors from going to Central Park, Times Square, the Statue of Liberty, etc. Economic suicide. Clearly not thought through.
True, however, the 85%??? Of Residents who are vocal about eliminating tourism will finally get what they want. Within that large number (85%???) there’s a High Number of “well educated” people that “should” recognize any and all potential problems with doing this. I would tend to allow them to follow the path that they have chosen, they Are the Majority of Hawaiian Voters, aren’t they! Imagine all of the Benefits to them. Don’t be a neighsayor of Public Opinions.
Chris R, not much is clear or thought out in Hawaii from the State and Local Governments right on down to the residents that desire to break away from the US. Without Any US Military on the Islands the less than 2,900 Hawaiian Guard will be left to defend the Islands on their own, that works if China or Russia doesn’t need a Great Outpost to Claim. Surely the Hotel Industry will survive, the new tourists less friendly, but the beaches will be less crowded.
I’m so grateful I got to visit during COVID when there were no crowds. I’m curious how Hawaii will generate meaningful revenue if they start imposing restrictions on tourism. They already charge lots of fees for haoles at places like parks and huge resort fees and I read they were trying to create even more fees. I sympathize with the locals but I think the tourism industry is an important source of income. Rough situation.
Resort fees? That has nothing to do with Govt fees and taxes.
Last I checked, and a concensus agreed, Fee’s Are Taxed. Parking Fees are subject to every applicable Tax that They Level against it. You’re totally “Mistaken!”
If that were true the hotels wouldn’t tout their favorite line that resort fees save us from paying tax like we do on rooms.
How do resort fees save us from paying tax? My bill last with “amenity fees” was indeed taxed. Where am I missing something?
Nancy, that is what I said. People tend to forget, or never care enough to realize, this inconvenient truth about what is Taxable in the State of Hawaii. It certainly “seems like” Every Conceivable Item in Hawaii is Taxable to a Tourist!
Peg, something is lost in that. If those are the Exact Words in Correct Order, it makes for an unintelligent response and answers nothing. If they were attempting to say that the Taxes levied and collected on the Imposed Fee’s actually Subsidizes the Property Taxes in Hawaii, I would want to see the Data. I Don’t Believe Them! That is a Distressing Amount of Money.
The Hotel/Resort Industry has Never been known to be the “Last Bastion of Truth or Common Sense.” Isn’t believing that a good portion of how everything went awry from the beginning? Never minimize Their Complicity.
Why not the road to Hana? Pahoa? Puna? Hilo? The traffic is soooo overcrowded and congested. I hope HTA focuses on educating visitors and develop media to be played on every plane coming to Hawaii & in every car rental place. They should produce an incentivized online education class on history, culture, Olelo and pono behavior for tourists – like after they successfully complete they get free entrance to a park or something. Such an educational program could also be used for students to get extra credit! They should develop an app for this. The content should be produced by OHA with Kanaka educators. Making a list like this is useless, because people are going to go so the focus should be on educating and managing the tourists.
So, I guess this means don’t travel and visit Hawaii anytime soon. They should just shut down tourism instead of placing unrealistic constraints on tourists.
They are attempting to decrease tourism short term to Reward voters that want all tourism gone forever. If tourism was reduced and eventually ceased, what would be the reason for all of the New Construction? Is it to sit there Empty? Not a Chance! Much like everything else, Hawaiians will believe what they’re told. Their suffering is in direct correlation with Their own choices. Fools and Their Islands shall eventually be parted!
Stay home and save thousands of dollars.
Go Somewhere Else and Save Thousands of Dollars!
Basically all places listed as not to be seen are the current attractions to which visitors visit and bring money to the islands tourism industry- instead of discouraging this Industry and visitors, change the sites listed to have more educational background for the Hawaiian culture such as is with other tourist spots like Bishop museum or Hawaiian cultural center. The sites you’ve listed to not see as a tourist in Hawaiian islands is like saying ‘don’t visit Venice’ or the Eiffel Tower as it’s too crowded with tourists and doesn’t depict anything about the Italian culture or French culture- beautiful places are beautiful and tourists should be able to see them if they want
I’m awaiting the announcement that Razor Wire and Fencing will be utilized to keep tourists away from the areas. Maybe the State of Desperate Ideas, Hawaii, will hire Security Specialists with Drone Technology to Keep the Dangerous Tourists at least 2 blocks away and stop them from taking pictures too. State hired Hacker’s can troll social media sites to ensure that no one posts pictures and comments about these Restricted Areas, they could also Boost Profits by nefarious means. Sounds Doable!
This leaves just about nothing left to see or do. I get it, I live there, and it was great during Covid being there with no visitors, but these lists are not doable.
Deborah you are absolutely correct, however, how would anyone enforce this bunch of new Edicts? Will Police, or some kind of New Security Force, be deployed to ensure that Tourists are turned away but Allow Residents Only Access to these popular places? I see a Highly Discriminatory Situation Arising in Hawaii. It will be interesting to learn of the Ultimate Plans that shall ensue.
As Hawaii is an American State we all own this land period. We are all allowed to visit any public site period. We will not be limited by some visitors group . So buckle up Hawaii you except federal dollars we expect united cooperation. We will use the public areas as is allowed by our joint government United States Of America.
California had the same problem now they are begging people to visit
I think the issue is tourists who lack respect for the land, environment, culture and people and it’s not just Hawaii that has issues with tourists. American tourists have bad reputations all over the world. We are entitled, privileged and can often times be uncivilized.
American tourists seem to bring out the pent-up frustrations of childhood, disrespecting other Countries while on vacation. The current plan to reduce, or eliminate, tourism in Hawaii leaves me wondering why the HTA exists at all. With the Millions of Dollars inviting tourists, are they working against this? If done away with and All of the Money spent on Housing each year, that would be beneficial to residents. The State owns plenty of land, use some for Building Affordable Housing. Let the Hotel/Resort/Timeshare Industry spend their money advertising, it primarily Benefits Them Anyway. Exclude who/How you want Constitutionally, the problem isn’t going away!
Ernie, I think the problem is that we have all forgotten the true meaning of the word “aloha.” Most mainlanders don’t know the word’s true Polynesian roots, denoting “pity” or “compassion.”
I for one I am strongly in favor of reviving the custom of greeting each and every single visitor to the islands with a lei around the neck as they disembark the aircraft. Imagine how that would make the tourist feel, warmly welcomed by a local Hawaiian!
Note: The $49.99 Lei Procurement Fee could be paid by each tourist at kiosks prior to claiming checked luggage. Mahalo for your kokua!
Eldo, What an Awesome and Amazing Idea. I believe, as you do, that bringing back Aloha via Lei Placement upon deplaning can make positive changes. Can the Polynesian Musicians accompany them? If there’s a $49.95 charge shouldn’t there be a nice, cool, non-alcoholic drink be included per passenger? At least make it appear that they’re getting something for their money! Great thinking ^5@Eldo
Ernie, I like the way you think! Liquid refreshments along with the leis is a brilliant idea. But tourists love options, so why limit it to non-alcoholic? In a perfect world we’d do away with sky bridges and have the passengers descend a staircase to the tarmac, whereupon they’d be greeted by hula dancers bearing Mai Tais, Margaritas or (for the keiki) Dr. Peppers (additional fees apply). That alcoholic buzz will make the check in process at the hotel and the realization of the additional 38% resort fee much easier to bear. I’m calling the Four Seasons right now to see if they’re interested in bankrolling this. Are you in?
Eldo, I was simply considering the impact of alcoholic beverages on Tourists about to embark on Hawaiian Roadways, that’s all. Shuttle Bus Service, for a Fee with a built-in gratuity, would be great for the indulgent tourists. I do like the way that you plan this out, it makes it flow like fen-shui! Do they have to pay a Delivery Fee for their Rental Vehicle drop at the Hotel/Resort? I am seeing new corridors of Employment Opportunities popping up, Eldo….you’re a genius and it’s showing!
It just really sucks that those of us who are respectful of our surroundings get lumped in with those that are disrespectful. Not all of us are ugly Americans…
At least once a day I tell myself that, typically prior to looking in the mirror, and yet I continue not being able to shake the feeling that I’m Lying to Myself. I “Attempt” to do the proper things, be a good steward of the planet, be respectful and courteous to others. My problem with this is, at My age I am Not, repeat NOT, living life like a 14 year old Boy Scout! Just forget it, that ship sailed and promptly sunk a long time ago. I still have the Plug from the keel of the Ship to prove it. Over time I have come to realize that my younger self has given way to different, aging, versions and cynicism that has no bounds. Am I alone in this? Don’t expect Miracles, I’m losing hair as I comment! All humor intended.
Tourism is important. Hot spots are important. They boost the economy!
Rachelle you’re right, no one that knows enough to wipe the drool from the corners of their mouth recognize that, yet the Deniers will undoubtedly challenge you. Their motivation is one of a past point in Hawaiian History that only partially existed, the rest being with a purpose and grudge. Tourism, Tourists, bring a Needed Economy that supports the Entire State. Think of Hawaii as a Pyramid Scheme, call Hawaii the “Madoff Islands” in the future, as that’s close to what it is. If Tourism collapses so goes the State. It would become, in short order, cheap Real Estate and the inhabitants would find themselves being shipped out except for the Necessary Workers. I’m thinking Cuba post Castro!
David L, for the Amounts of Federal Dollars flowing into Hawaii you would believe that we own the place. The State of Hawaii actually owns most of the land, the Federal Government hardly any at all because they are “Guests” that Lease Land. Many residents want the State to Evict the Military by not renewing. Fools and “Their Islands” may soon be parted! Not my problem, I only visit occasionally. We lose Hawaii, make Puerto Rico the 50th State, and Save money..a Win/Win. Creating a new infrastructure for the new country, passports and all. I wonder if the US will require a “Visa” for entry? Hawaiians just don’t consider the facts of this, but that’s them!
Has anyone seen the letter from HTA in their email today. A very interesting read if you have it. It’s too long for me to copy and paste it here but here is some of it.
All four of our key performance indicators are trending in a good direction, all while visitor arrivals were down 3.2 percent in January 2023 compared to January 2019.
As global travel is rebalanced and restored in the years ahead, it’s imperative that we maintain our proactive presence and communication in our key markets to amplify our statewide message of mālama Hawai‘i for the well-being of our community.
Visitor spending continued to increase in January 2023, contributing $1.89 billion to the state compared to $1.40 billion (+35.0%) in January 2022
Nancy S it seems like the HTA is laser focused on just the 2 numbers which represent the number of Tourists and the Gross amount spent, which they compare year over year. What they aren’t saying is that despite the increased spending per less Tourists, the Economy is in the “Tank” driving Costs Higher. This increase tells a story of increased spending to purchase the same or Less, the Gross should have been Higher than it was if people were purchasing additional or the same. HTA chose what Numbers were Best for releasing to the public to make themselves look better. Sorry to insert the opposing, but truthful, view of Reality.
I agree with you!
Figures that the state always in the running for the championship would generate this sort of no-go list. I understand the sentiment – with hoards of “ugly tourists” again roaming the planet. But if you dont want tourists, dissolve the tourism board and its ilk, and enforce a permanent freeze on more hotels. Better yet, slap, say $500 per round trip surcharge on flights. That ought discourage us undesirables!
Instead of an extra $500 added to ticket prices, if they send some lollipops, fruit by the foot, and a week’s worth of ice cream (good flavors only) to my house I will go elsewhere. Not a bad deal! The grandkids would be happy.