No press conference. No explanation to travelers. But Hawaii is quietly set to tear down the system that has run tourism for decades.
Once seen as a global model, the Hawaii Tourism Authority (HTA) is now preparing to be phased out. In its place, a new nonprofit Destination Stewardship Organization is set to take over core responsibilities. The shift is outlined in a 60-page state-commissioned document called Governance With Aloha.
Commissioned in early 2024, the report (below) is based on statewide interviews, surveys, and planning sessions. It lays out a full-blown reset of Hawaii tourism. Most travelers don’t even know it exists.
A statewide survey cited in the report found that 67% of stakeholders supported a new state-run tourism system, with “trustworthy” as the most essential quality for governance.
Visitors may think they’re booking the Hawaii they remember, but the playbook behind the experience is being thrown out and remade.
The system that shaped modern Hawaii travel: gone.
The report doesn’t propose tweaking the current agency. It proposes scrapping it. The new Destination Stewardship Organization would be a nonprofit funded by the state but housed outside Hawaii’s government. Oversight would shift directly to a Stewardship Liaison in the Governor’s Office. Island councils would help set direction. Marketing efforts may go to legacy contractors or new entities altogether.
The goal is to stop managing tourism as a commodity. Instead, the new system emphasizes community values, sustainability, and control. Residents come first, and visitors are expected to align with the destination’s needs—not the other way around.
This isn’t a small update. What’s envisioned is a ground-up rebuild for the state’s only economic engine.
Hawaii’s tourism governance collapse years in the making.
The shift is framed as progress, but the real story feels more like a slow-motion collapse. The Hawaii Tourism Authority has been hollowed out over many years. Once equipped with its own budget and strategic independence, it’s now operating under legislative restrictions, long-term political skepticism, and widespread public mistrust.
Leadership turnover became the norm at HTA. Messaging during the Maui recovery misfired badly, and campaigns have repeatedly stumbled. Visitor trust declined while residents lost patience.
The fallout from the 2023 wildfires made things worse. Visitors were confused, residents were divided, and the agency meant to bridge the parties, but it offered silence or scolding instead of the clarity that was needed.
We’ve written about this unraveling for years. The report’s authors didn’t even try to fix the agency—they acknowledged that the structure itself had failed and was beyond repair.
What the new system may look like.
Tourism remains Hawaii’s top economic driver, with the visitor economy contributing more than $20 billion annually, including over $1.1 billion in Transient Accommodations Tax revenue.
Under the new plan, Hawaii tourism would be governed by a nonprofit with a broad mandate and a different mindset. Every decision—from messaging to destination development—would be filtered through a set of stewardship values, including cultural integrity, environmental preservation, and community benefit.
The Governor would appoint a Stewardship Liaison to oversee the organization. A statewide Destination Stewardship Council would set all policy. Each island would have its own council. Their job: identify local priorities and shape how tourism operates at ground level.
The organization would still plan campaigns and manage brand strategy, but the focus would shift from attracting more visitors to attracting the right ones. The report calls them Mindful Hawaii Travelers. These are high-value visitors who, in theory, understand their impact and share the values of the place they visit.
If it works, the new structure could help Hawaii preserve its most vulnerable resources and reduce conflict. However, it also risks creating more layers of oversight and rules and possibly even more friction.
Why this matters for Hawaii visitors.
Travelers won’t notice this shift all at once. But they will feel it over time.
Those changes could be reflected in more reservation systems, higher fees, and mandatory videos like those visitors complained about at Hanauma Bay. Mobile apps could be used to access public lands. And there’s mention of selective messaging about who is welcome where. Visitors may find the spontaneous Hawaii vacation they desire is harder to achieve and more heavily managed than ever.
One reader recently commented, “Now they want us to download an app just to hike.” Another said, “We paid more than ever—and saw less than we ever have.”
These aren’t reactions to over-tourism. They’re responses to a system that no longer knows how to welcome travelers, or how to say in a positive way what’s expected of them. The new model may address that confusion, or it may deepen it. That won’t be known for some time.
Hawaii visitors saw this coming.
Recent articles on Beat of Hawaii have surfaced hundreds of comments from residents and visitors about the state’s failure to manage tourism effectively.
In one piece about stalled Hawaii tourism reform, Mark wrote, “Rather than stepping in to restore balance, the Hawaii Tourism Authority only made things worse.” Another reader asked, if visitors are such a problem, why not just shut the whole thing down?
Elizabeth, a long-time visitor, described filthy restrooms and deteriorating trails, adding that the neglect felt almost intentional. Cathy, who’s been coming since childhood, asked for a chance to give back, whether by cleaning trails or helping distribute food. She wrote, “That way we have a stake in Hawaii too.”
The report never mentions people like these. But they’re the audience most likely to feel the shift.
What to expect next.
The Governance With Aloha report lays out a path forward, but nothing has been finalized—expected approval from the Legislature is still required for the transition to move ahead.
If adopted, the complete transition to a new Destination Stewardship Organization could take up to two years. According to the report, the first step would be for HTA’s CEO to file articles of incorporation for the new nonprofit. From there, responsibilities would gradually transfer as the legal and operational framework takes shape.
In the meantime, the HTA will continue to operate in a diminished role, with limited authority and a budget that the Legislature strictly controls. The Legislature’s role is central to this transition. It must authorize key statutory changes, approve funding, and enforce accountability in allocating tourism revenues.
None of this has been explained clearly to the public. Most travelers and residents will not know the system has changed until they encounter a new rule, an app, or a new gate at a familiar hiking trailhead.
The report calls for improved transparency and public outreach throughout this process, but so far, most travelers and residents have been left in the dark.
But make no mistake: the system is going to change. Hawaii is abandoning the way tourism has worked for many years and building something entirely new.
Will this reset help or hurt Hawaii travel? Share your thoughts—we read every comment.
Hawaii’s next plan.
handout-09-governance-with-aloha-report-finalGet Breaking Hawaii Travel News
Not going back, after many trips. There are other places that are just as nice to visit, without making you feel unwanted. Thanks Hawaii government.
Already one of the most expensive places to travel to….. lets make it more full of rules and regulations on top of that?…..I think it will drive tourists to other island paradises to spend their hard earned money.
No thanks. I’ve been vacationing in Hawaii since I was a child, with my last trip being to Kauai in Oct, 2023. It’s one of my favorite places. But for a state and economy that is so dependent on tourism, you all keep making it more and more difficult and expensive to visit. Not to mention feeling unwelcome. There are plenty of other places to vacation that actually embrace and appreciate the visitors. Good luck with whatever model you come up with.
So the “Spirit of Aloha” is now only for ”high value visitors” (ie. rich people) and everyone else keep out? Hate to tell you but people flying in on private jets and heading directly to the 4 Seasons on Moloka’i are not shopping, eating at local restaurants and supporting the local economy. Mass market tourism might drive up costs, but without it, the local economy is dead in the water. The politicians need to think less about serving their masters at the high end hotel chains and think about how to support local business owners.
So with a new agency how will it control the types of visitors?? Won’t they be the same visitors as before??
Plus ships of 5000 people and who determines where their poop is dumped at sea.. how far away is good enough to keep beach and bay waters in infected with bio hazard waste??🤔🤔🤔🤔
For 3 generations, my family has been regular visitors to Hawaii. My dad: stationed in WW2; mom 1st visited before Hawaii was a state and I 1st visited in 1971 when Lahaina was mostly local and Wailea was non-existent; my husband & kids since 1983 with over a decade of yearly visits (last visit 2021). All 3 generations often visited over 70 years. There is very little of what Hawaii was once upon a time. Blame laid at tourists’ feet is not the real issue here. Hawaii has subjugated itself to corruption & to the wealthy who can purchase large tracts of property or who can afford the pricey resorts and restaurants. They have no ‘Aloha’ for Hawaii except for the privacy & privilege that it offers, but apparently these are the people Hawaii wants. IZ said it all in his song about the changes he saw to his beloved land: Hawaii ‘78 published 1993., album Facing Future.
Best of luck Hawaii. And mahalo for the wonderful years we experienced and the local Hawaiians we’ve met.
We used to visit multiple times a year, then annually as our kids got older. We were on Maui in Oct 2017 during the island-wide blackout.
Once Covid hit it seemed like Hawaii’s preference was that visitors stay away, so we have.
That sentiment appears to continue in full-force.
Let me suggest that Hawaii doesn’t want the kind of visitors they will get if they only want visitors who find it acceptable to put up with “a new rule, an app, or a new gate at a familiar hiking trailhead.”
At that point Hawaii stops being a paradise to be discovered and explored and instead becomes an amusement park.
Imagine having to wait for your Lightning Lane app to tell you it’s your turn to snorkel at Kam III.
Actually, it will become more like a Disney theme park than the Hawaii where I grew up.
I remember an article how HTA got reorganized and renamed to another bigger department because of some people leaving or resigning. Corruption was involved and a redesigned department was formed. I believe some audit was conducted that broke the story.
It is long overdue that Hawaii put in place a tourism policy that will protect the nature and beauty of it’s islands for generations to come.
There are precious eco systems in place that must be protected. Visitors should be able to enjoy all the nature that Hawaii has to offer but they need to help preserve it as they are privileged to experience
it. If we don’t there won’t be anything for anyone.
It doesn’t appear from the article that the goals you’ve mentioned are included in this change.
Hawaii’s PTB still flailing I see…
Best Regards
My husband and I have visited Hawaii yearly for almost 20 years, renting condos from Hawaiian rental agencies, private contacts and VRBO. We started seeing a difference during COVID and every year since. More fees, higher prices, and less availability. Our past stays were 3-4 weeks, but this year only staying 1 week at a hotel as we had a homeless person trying to sleep on our Lanai last year. Tourism, the upkeep of property, and public places are all down. Many negative comments about visitors. Doesn’t seem like this new policy is the answer, but it doesn’t seem like Hawaii cares either.
The Department of Defense hires 35,000 people on Hawaii, pumps $4B (B as in Billion) into the Hawaiian economy every year and owns 5% of Hawaiian land. Isn’t that enough for a seat at the non-profit table? Clearly they rate some kind of role but all I hear is picking on the tourists.
Just changing the name to protect the guilty. You can’t even stop Hawaiian Host from selling non-Hawaiian macadamia nuts to unknowing tourists. How are you going to fix everything else?
Bingo. Sadly, Hawaii can’t get it together to fix everything else. What are they going to do, make visitors apply and get approval to be “the right kind of tourist”? Give me a break. That overhaul word salad is a hot mess.
We have been coming to visit Hawaii for almost a decade and a half. We stay in Honolulu. The streets and side walks are now dirty. We used to be able to tell our friends about how impressed we’re with how clean the sidewalks and bathrooms were. Now we dread using these facilities. Public restrooms are closed, instead of cleaned or repaired. It is such a shame, for such a beautiful place. We hope conditions improve.
I remember back in the late 1980s before the HTA was created, the tourist industry and some government officials were against its creation. At that time we had (and I still think we do have) the Hawaii Visitors Bureau (now rolled into Conventions)…. Creating the HTA was in hindsight a mistake.
That said this new entity not prioritizing “tourism first” sounds more like a restrictive, socialistic plan to cut tourism, thereby impacting the job market in tourism and related industries and in the long run, creating a negative impact on Hawaii’s economy and increase the cost of living for residents.
Grandiose plans rarely ever takes into account the cost of living impacts to residents. Whenever a resident goes to a hotel or flies to another island, they too, like tourists are hit by the same costly fees, taxes and restrictions. This is the United States of America and restrictions on our movements should not be made worst.
I think this will be a recipe for disaster.
Definitely impact residents as my husband and I being residents. We hardly travel to neighbor islands and if we go for graduation, birthdays, funerals, reunions, doctor visits, being from neighbor islands, we go for the day only if possible or only overnight because of being overtaxed, pay for parking, resort fees, etc.
I have zero confidence. That the new hta. Will any less corrupt. Hawaii was made unaffordable by hta.
I have visited and enjoyed all of Hawaii over the past 2 decades. (My wife & I were married near Princeville, Kuaui.)
From the outside-looking-in, it appears HI is trying to reduce visitor numbers while maintaining or increasing their margins at the revenue/ tax level.
I believe that the state will succeed at doing so speaking by the numbers. (Not saying it will be good policy nor do I believe it will be implemented well.)
Someone earlier said tourism to HI was/is a “commodity.” I believe that is correct and the state government is well aware they have high demand for their commodity and will continue to have it… especially with artificial restrictions to the supply of that commodity forth coming via “this change.”
Thus, it probably doesn’t matter what I or millions of Americans think who fail to be independently wealthy or can’t afford the tax/ rate increases… someone will still pay the price we won’t/ can’t.
I don’t understand all the gripes about there being more rules. Doesn’t sound that different to me from what lots of popular national parks are doing in the continental US now (timed reservations). Who wants to be stuck in an overrun, trampled, dirty park or island? It’s not that much of a stretch. Many people are willing to pay more for Tahiti, Bora Bora, the Maldives, etc. The same can be true for Hawaii, which luckily still has a fair amount of nature to protect even now.
I grew up on Oahu and moved away 20 years ago however I do not consider myself a tourist. Whenever I come back to visit, I pay extremely high taxes for hotel and rental car for “climate change and environmental impact”. Why are the local people not held accountable for their share? They don’t drive cars or use public facilities and transportation? They don’t fly on airplanes? To all the local folks who despise tourists, would it be fair to charge you extra fees when you visit the mainland for your environmental impact and were asked to be “humble” as well?
I grew up in Hawaii and left too. I still have ohana there, 6 generations! I rent STR’s so they can come and go to visit with me. Hotels would not work for us. if they ban STR’s it will be difficult. Makes me wonder if those complaining about tourists in residential areas are the same that want open borders for everyone.
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 com.
Next, while I understand Hawai’i wants it’s visitors to come filled with Aloha, but you can’t force visitors to become missionaries to take care of Hawai’i. Visitors will pay an extra fee, in the form of taxes, to help Hawai’i clean up what has been neglected.
Lastly, Hawai’i is a “commodity”, contrary to what the state says. For a century Hawai’i has wanted visitors to come to the islands, thus selling themselves.
I love coming to the islands, having visited since our first trip in 2004. We treat the islands with Aloha, leaving as small a footprint as feasible.
I hope Hawai’i uses the “taxes” they’ll enforce to make the islands as good as they should’ve been for themselves, because they’ve not done that for the last hundred years. They’ve just taken the money and neglected their land.
I live in Los Angeles but my family, son in law is Hawaiian, daughter indigenous American. How will these new laws affect me. I stay in the family home on Big Island
“…but the focus would shift from attracting more visitors to attracting the right ones. The report calls them Mindful Hawaii Travelers. These are high-value visitors who, in theory, understand their impact and share the values of the place they visit.”
– “right” as determined by whom?
– what are these “values” they speak of?
This will set up tourism to be sculpted by whoever runs this organization – and will not provide stability – which (i think) is the goal.
Am visiting Kauai currently as a potentially last visit to the Hawaiin state forever after visiting for 3 week intervals at least once a year. We will see how things are in 5 years after this dilapidated government dessimates the Hawaiin economy. The reason for banning Hawaii as a vacation destination is simple, the natives attitude toward us is cold with contempt while soaring prices are pricing us out. Can’t afford Hawaii financially and my dignity refuses to be treated like acriminal.
We’ve built our number of Shell Vacations, now Windham points, over the years so we could visit Hawaii, among other places, and now they’re going to change the rules to who knows what? We’ll see, but our visits to Hawaii may take a hit. And this is from a Windham Founders member.
How will this impact those who own timeshares in Hawaii?
This is good news. The drug problem needs addressing in a big way as well.
I am a travel agent, 30 years this year. I have spent a total of 3 months in Hawaii over the years. Visited all of the main islands. We frequented farm markets, local eateries, small stores, and generally tried to leave areas better than we found them. I have noticed interest in the islands waning for years. Now, I may get 1 or 2 calls a year for trips. I am on the East Coast mainland, so travel time plays a lot into that, but social media is quick to highlight the disconnect between the residents and tourists. So many people still even question if they should be traveling back to Maui. Tourism is a powerful tool, it can wield immense power. In the wrong hands…. I guess it remains to be seen!
I expect it will lead to a long term decline in tourism, and more particularly, the money gathered from tourism.
What will be interesting to see is what will happens to the existing infrastructure over time.
When I read “non-profit” the first thing that comes to mind…
Tax dollars flow to non-profit, CEO makes a load of money, non profit donates to the politicians who gave them the money.
Rinse and repeat. The California model is working. Just look at all the homeless problems they solved with all those non profits.
Alas, the people of Hawaii will blindly trust this new endeavor.