Hawaii visitor marketing and communications are stuck again, while the controversy surrounding the Hawaii Tourism Authority (HTA), is unabated. This comes as the contract for the next five years of marketing was abruptly pulled from the likely winner.
The recently rescinded offer from the HTA was to the Hawaii Visitors and Convention Bureau (HVCB), which has been the contractor for the state for many years. When the last long-term contract expired, HVCB was awarded an interim six-month extension.
So this brings up an interesting point about these two players. The HVCB was already in operation before the State Legislature created HTA in 1998. But HVCB can track its history back to 1902 when Hawaii was a territory and a group of businessmen under the auspices of the Chamber of Commerce and the Merchants Association began promoting tourism. It’s had several name changes over the years: Hawaii Tourist Bureau (1919), Hawaii Visitors Bureau (1945), and Hawaii Visitors and Convention Bureau (1996). The first contract with the state was in 1961 when funding changed from private business to a mix with state funds. It became completely state-funded in 1999 by the newly established HTA.
These problems come as the state is facing a myriad of critically important tourism-related issues that include, but aren’t limited to:
1. Controversial visitor destination management and marketing plans. Hawaii is seeking to attract and educate island visitors in new and important ways. Those include protecting the environment, among other things.
2. Increasing visitor taxes and fees. Visitors are complaining and you see it in comments here on Beat of Hawaii. State legislators are becoming increasingly concerned, too. Awareness is building that there is a tipping point at which over-taxation will produce unwanted results. Aloha needs to be retained and therein, a good communication and marketing arm is critical but missing.
3. Fast-encroaching over-tourism. Hawaii is preparing to exceed all prior visitor numbers, first domestically, then internationally.
4. Alienation of visitors. There’s no doubt that visitors are feeling unsure about how welcome they are in Hawaii. That too is obvious in the comments. And that’s a key role in any destination’s tourism management.
Hawaii legislature digs into tourism planning.
A bill now in the state senate (SB1065 – included below) seeks to inject legislative controls on HTA in order to address, “the effects of tourism on Hawaii’s economy, environment, and way of life for residents… [and this] opportunity to rethink and transform Hawaii’s tourism industry for a post-pandemic world in a manner beneficial for Hawaii and its future.” The bill directs the “Hawaii Tourism Authority to develop a tourism management plan that includes tourism marketing, best practice destination management, and regenerative tourism”
What’s the HTA/HVCB controversy about this time?
It was expected that HVCB would again win the new contract. It isn’t clear why their proposal has been rejected, or whether they will indeed be the selected vendor. As recently as last week, our coconut wireless said to expect this to be resolved within days. Now, however, that isn’t at all clear. The current interim contract will expire in June.
Hawaii’s state research arm is at odds with HTA.
UHERO, the University of Hawaii research arm for the State of Hawaii came out swinging recently with its critical take on upcoming changes to Hawaii tourism plans. Among other things, there is concern that HTA’s controversial plans tend to marginalize tourists, while at the same time not having the backing of the state or the authority needed to ever be implemented.
Hawaii has been crafting tourism plans starting over forty years ago. . However, UHERO pointed out that “until now, the State’s policy toward tourism has been to accommodate its growth. With HTA’s new [plans]… that is about to change!”
Oahu’s plan to reduce tourism:
- 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 said however that they “are not convinced that HTA can achieve this or any of the other actions because they lie beyond HTA’s capacity. Further, they say the state’s research arm intends to subsequently address whether they even believe that “reducing the number of visitors would actually be good for the community.”
- BOH: This important discussion is further unfolding amid this round of HTA/HVCB controversy and UHERO’s take on it.
Oahu destination management plan.
“By 2024, together with the community, 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.”
The number one goal stated in this plan is to reduce tourism. Following that, improving infrastructure and visitor sites, and communications programs follow. Not far after that comes “regenerative tourism fees” to fund the protection of natural resources.
As pointed out by UHERO, “HTA lacks authority over state and county agencies.” They have made that point repeatedly. The research group also calls out that costs associated with the implementation of the proposed plans have not been addressed. UHERO said, “it is a serious shortcoming as State lawmakers passed legislation during the last session requiring HTA to compete for funding from the general fund; moreover, there is no guarantee that other agencies have funds available….”
UHERO says Hawaii should instead “focus on tourism governance” not tourism reduction.
They point out that while Hawaii is “very good at crafting tourism plans… the problem has been ineffective implementation….”
So what is tourism governance and what is its importance? Sustainable tourism is likely to be achievable, according to UHERO when there’s effective governance. So just what is that?
UHERO defines it as “a process whereby different stakeholders interact in order to solve problems and find opportunities for the different sectors involved … It is the coordinated participation of all stakeholders in the tourist destination with a view to achieving shared goals.” What is needed is coordination across all state government, industry, and community stakeholders.
The state of Hawaii clearly doesn’t have effective tourism governance. That was acknowledged by the HTA as far back as 2015 when it said it “did not have sufficient authority or resources to require others to help carry out that plan or to constantly monitor and oversee what was being done by others. Therefore, the new [plan]… is an ‘HTA’ plan only, though it recognizes the need to work with partners and stakeholders.”
HTA’s tourism plans are not State of Hawaii’s tourism plans.
UHERO concludes, “As the latest HTA tourism strategic and action plans are not State plans, they only required approval by the HTA board and not by state lawmakers or other agencies. Why should we expect the outcome to be any different this time?… HTA, despite its good intentions, is still plagued by structural shortcomings that have not been remedied.”
UHERO said previously that “three conditions are required to successfully manage a destination: 1.) Authority to take action, 2.) Sufficient resources to implement actions, and 3.) A long-term strategic view. Hawaii doesn’t meet these conditions.”
What is needed is a plan capable of governing tourism across all jurisdictions, agencies, functions, and stakeholder groups. “The long-term solution for tourism sustainability will require buy-in and participation from a broad range of stakeholders.”
In summary, UHERO states that “over-tourism has become a much larger social issue since the 1970s. The problem with Hawaii’s strategic planning process for tourism is that Hawaii has put massive efforts into developing tourism plans but has put little effort and thought into developing a governance system to ensure that plans are successfully implemented. That has to change.”
BOH: We concur with UHERO’s findings. Toothless HTA plans are just that. Furthermore, unless they are well thought out and become the State of Hawaii plans with appropriate “tourism governance,” they’re bound to both fail, and to further alienate Hawaii’s visitors.
We welcome your input.
Updated 3/22/22.
SB1065_SD3_
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Greg M says
Why not just do away with the Hawaii tourism authority all together and save that multi million dollar budget. Why produce flyers, videos, TV commercials etc when most residents and Hawaiian politicians don’t really want the tourists because all we do is destroy the islands but you sure do love our money. How soon Hawaii forgets how the streets were when Covid hit, yeah they were nice and empty but the shops/restaurants etc couldn’t survive. Be careful what you wish for.
Karen H says
Hawaii is becoming a destination for the rich only! Having vacationed on Maui for several years it is the self entitled rich people who do not respect Hawaii. From leaving garbage on the beach, to walking on the coral, to disrespecting residents. No wonder Hawaii residents have had enough. By making Hawaii accessible only for the wealthy, they will have an even bigger problem down the road. The self entitled are all about me. Be careful what you wish for. I will be considering going elsewhere.
Irene R says
On the contrary, we saw an extreme change in tourist quality when Southwest and other airlines started offering extremely cheap flights. These tourists started renting u-hauls because they were cheaper than cars leaving locals without options. These are the ones who scream loudest that we should appreciate their money. What money? Most of your vacation expense goes to mainland corporations and very little stays in Hawaii. We saw reefs come back to life during Covid and the aina repair itself.
Deb T says
they rented uhauls because the rental car companies shipped their cars to the mainland, no cars were available. I bet you don’t mind spending your $$ in Vegas, you know the 9th island!
Dave S. says
We love to visit Hawaii; especially Kauai & the Big Island. When we come, we don’t stay in the ritzy resorts but own in resorts that allow us to enjoy the local area. We hike & explore, we swim & snorkel, we lay in the sun & read a book, we enjoy sunrises & sunsets, & appreciate the time we have there. We treat the locals as we want to be treated & we love the Hawaiian history & culture. We love eating at small local restaurants supporting these businesses. Sad to see & hear these comments.
PegM says
Yes, it’s sad to hear so many angry people. Not being sarcastic, I sure hope they do, indeed, not return to the islands.
Sad days.
Liam G says
HTA lol more positions made for the useless children of politicians where nepotism and chronyism runs rampant. Do you really need these?
Joerg H. says
I agree, what HTA has been doing in the past has been ineffective. But I think that UHERO is underestimating the difficulty involved in what UHERO is proposing as a “solution”. Governance across stakeholders with conflicting interests isn’t easy. Without the teeth that UHERO refers to, the ability of HTA to implement Any plan is going to crash on the rocks of those competing interests and injecting More politics isn’t going to help.
Jay B says
An ongoing concern is that tourists, as the lifeblood of Hawaii’s economy, are regarded as cash cows where resort fees and taxation appear to have no limits. It is expensive to get to Hawaii and expensive to stay there and as the world opens up there are those–me included–who may reconsider travel plans to Hawaii, especially when tourists are not treated with the aloha they expect but rather as burdens to be tolerated in exchange for money. Any tourist board will need to consider these
Kelly B says
All this talk about the HTA or whatever you are on about is irrelevant to the average joe’s decision to vacation in Hawaii. Price is the number one factor that will drive supply and demand to the islands. I personally loved it during this past December, it was perfect, like being in Hawaii during the 70s – not crowded at all as all the restrictions were in place. It was a nice change. No international tourists, and no yahoos, it was glorious.
Sandra S says
Trying to tent a place for a month. Beyond the other costs we are paying 900 taxes. We are there and spend a lot of money usually. This cuts our budget so we don’t spend as much with the local businesses. I don’t get it.
Sheryl B says
After reading this article I am still clueless as to just what “tourism governance” really is. Are they talking about better ways to promote Hawaii tourism or are they talking about setting new rules, regulations, fines, taxes and fees for tourists? If they want to reduce the number of tourists, just continue to do the latter. Before long they will get what they wish for, and as we all know, granted wishes can come back to haunt you for a very long time.
John W says
Hawaii as of late, seems so out of touch with tourism. They are implementing or raising rates on tourists for everything. They are going to price themselves out of tourists. Their Covid-19 requirements were changed so often on every Island that you couldn’t keep up with what was required. There was no single unity requirement for all shot verifications. If they keep adding charges to tourists they will lose my visitation trips. The government of Hawaii needs to get there priorities straight!
Gloria G says
If you continue to hire the same people to do the same job the outcome will remain the same. We know that HTA have not been good stewards of the marketing money that they receive. Perhaps it is time for a whole new look … a whole new campaign and a whole new way of thinking. I have spent my entire career in marketing and this type of thing happens all the time. That is why big accounts leave big agencies … because they get lazy and comfortable.
Jim E says
Keep government out of tourism! This is a no-brained: If you like the post office, you will love having tourism promotion handled by the disfunctional Hawaii state bureaucracy! How long will it take for leaders to realize that private enterprise always does things better than government bureaucracy?
Jim E
Joerg H. says
Do you still buy into that old trope that business feeds you? The tourism industry in Hawaii only cares about one thing. That’s making more money today than they did yesterday. That means they need to continue to grow the number of tourists coming to Hawaii indefinitely. What that does to Hawaii’s environment, the culture, or anything else they could care less about. So, how do you suggest that Hawaii address the issues because leaving the tourism industry isn’t going to work.
PegM says
Denigrating the post office is just silly. Are libraries next on your list?
kauaidoug says
Respectfully but, Oh Brother. Leaving this to the state is a scary thing from my viewpoint being in the tourism business. Nobody should be making decisions about tourism until they walk in the tourist slippas here in Hawaii. When you live here your day to day is much different than the tourist’s experience and state workers haven’t been a Hawaiian tourist for a while if ever. I’ve worked in locals only businesses and tourism and my viewpoint was completely different. No solutions but stay tuned
PhilV says
I love Hawaii, I’ve vacationed there almost every year since the mid 90s, mostly on Maui and the Big Island, but it’s becoming more and more expensive now that although I’ll continue to come, it will be with much less frequency, It would appear that the solution to Hawaii’s tourism problems is to charge alot more for your vacation which will cut down on the crowds while maintaining revenue. Hawaii will become a playground for only the rich. Aloha
Jen says
We’ve loved going to Hawaii for years. But the taxes and fees are getting to the point of being ridiculous. Costs are going up so much and the Covid requirements are hard to keep up with. I feel like Hawaii is making it clear that tourism is not wanted. We usually spend a good amount of money there. We don’t go cheap, but want to spend our money where we can go and know that we won’t be nickeled and dimed. There’s a lot of other easily accessible tropical areas that we will be visiting instead.
Joerg H. says
Ok, but how Do you solve the problem of overcrowding? Seems to me that increasing the cost to visit is one way. How else do you do it without reducing revenue? Unfettered growth just isn’t sustainable, even though that’s what the tourism industry wants.
K says
Please unsubscribe me. I’m so tired of all the negativity. Thanks. We can vacation elsewhere.
Claudia S says
I believe you need to unsubscribe yourself.
David B says
“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.”
Whoever came up with this needs to back off the pakalolo.
Cindy B says
Based on how we are being bashed as tourists, I truly feel I need to spend my money and time elsewhere. My favorite suggestion so far was to reduce the number of rental cars available and increase the price. That way only the rich can enjoy the tropics…
Joerg H. says
So, I literally Just got back from the Big Island. We detected No “anti-tourism”, and Aloha was abundant. I think that perhaps a way can be found to deal with the problem of unfettered tourism growth without losing Aloha.
James B says
People rarely comment because they like something. Those who grumble are the same ones that Hawaii would ask that you find another destination. People who live here do notice the grumblers and car honkers (very rare that any local would use their horn).
PegM says
Then just don’t go, vote with your money. Georgia needs tourists.
James B says
Based on the list of federal and state representatives that reflect GA’s priorities (MJT comes to mind), my ex-home-state needs a bit more than tourists.
Kapiolani M says
Tourism only constitutes 20% of Hawaiis annual income, tourism has been overplayed since the early 1900’s. Hawaii after being illegally occupied by the US and it’s military, has become a place to frolic in the sun on our beautiful shores. Hawaiians became the entertainment for rich white people that came to Hawaii for pleasure. Over 128 years our beautiful islands have been overrun by tourist that have no regards to the sensitive culture and resources. Preservation and restoration is crucial.
Mike C. says
Only 20%? Sure, let’s cut tourism all together and take a budget hit of 20%. While you’re at it, kick out the military and take another 25% hit to the budget for a combined (minimum) 45% budget hit. Regardless, you say the tourists have no regard for the Hawaiian culture or the state’s resources. I see the same thing but it’s perpetrated by locals. You drive out in the country and you see dozens of broken down, abandoned cars rusting away dumped by locals. You see old refrigerators dumped
James B says
From your tone, I can understand why you need a vacation. I hear that Florida is available.
Joerg H. says
Let’s keep in mind that there’s a difference between “locals”, and Hawaiians. Just because you live in Hawaii doesn’t make you Hawaiian. Hawaiian is an ethnicity, not a location. having said that, I suspect that those rusted out cars were dumped there by “locals”, not Hawaiians. So I think that some of the problem is, indeed, not just tourists and over tourism. Too many people are moving from the mainland to Hawaii and aren’t respecting the land, the culture, or the native people there.
Clara D says
I work in an industry that supports Hawaii Tourism which makes traveling possible for families to afford vacations to Hawaii. However, the union & hotel industry doesn’t like competition. The City Council is looking to pass a bill that will kill the short term vacation rental industry and their contribution to our state.
Andrew P says
Tourists from the mainland,like myself,look forward to experiencing the enchantment of our 50th state. My wife & I our planning to celebrate 42 years together & ringing in 2022 New Years in Kauai. We know the importance of being respectful to residents & the land & local culture. We have many tourists coming to Colorado where we live so we can understand. Thank you!
Rod W says
Andrew,
Happy anniversary! In 1975 or 1976 my then girlfriend and I took a multi-island trip to Hawaii and visited the Wedding Waterfall in Kauai. I promised myself that we would marry there.
Fast forward to 1978 & I married someone who I met only 4 months earlier & we celebrated our 42nd anniversary, in Dec/2020. Made our final trip to Hawaii in July of this year. Sold, or should I say, gave away our 2 bedroom, 2 weeks timeshare at Waikiki for a total of $2 to a niece & boyfriend.