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The recently rescinded offer from the HTA was to the Hawaii Visitors and Convention Bureau (HVCB), which has been the contractor for the state for many years.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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Paula says
Mahalo BOH for this extremely interesting debate. I feel that what some are missing here is that Hawaii as a state truly has to look at other was of sustaining itself, 2019 proved to be a wake up call that there has to be controls on tourism, 2020 proved that we needed better ways to take care of ourselves should we be cut off from mainland deliveries. It’s sad that some cannot see what we are dealing with at this time.
Beat of Hawaii says
Hi Paula.
Thanks for your input on this and your other comments.
Aloha.
Rod W says
Paula,
Not sure about 2019. Other than 2020, we have vacationed in Hawaii for decades. What happened in 2019? I was there but perhaps missed it.
Mahalo.
PegM says
Rod, I was also interested and found this:
“Then as the vacation rentals market grew, Hawaii had more than 10 million visitors in 2019 — a record that caused some residents to complain about capacity issues.”
So it sounds as if the residents were having misgivings about the numbers well before the pandemic.
We’ve all read about cities worldwide that have been experiencing this for years (eg Barcelona, Venice)
Paula says
Mahalo PEGM, that is exactly what I was referring to.
Rod W says
Hi Peg,
I went to the HTA, and this is what I found. I admit up front, the numbers were not as clear as I would like, at least to me. But, if I read the charts right 2019 saw a dramatic decrease in tourism in Hawaii:
2016 12,020,545
2017 12,235,608
2018 13,239,175
2019 10,243,165
2020 3,157,946
PegM says
That’s interesting. Wondering if it was the previous several years that gave residents the feeling that they were being overwhelmed.
David B says
We spent Nov through end of Feb 2020-21 on Kauai, and from early December until we left, it was nearly tourist free. A bit surreal. You could easily drive places, always get parking, and good service in places that had employees. If you were not dependent on tourism, it was pretty great. I get that it is not sustainable, but it gave residents a taste of life with no tourists, and they loved it. Now, the crush is back.
Rod W says
Peg,
It’s probably one of those love-hate relationships. Just as it might also be with the military.
It’s difficult – the Hawaiians have what everyone wants – a piece of paradise. But, even in paradise, people have to eat. There aren’t a whole lot of ways to make enough money in Hawaii-the state depends on tourism and the military. In a sense, Hawaiians, are prisoners in their own state – which causes resentment. But, that’s not their fault & not the tourists’ fault – it’s geography & weather.
PegM says
I did find this, also from HTA:
“A total of 10,424,995 visitors came to Hawaii in 2019, an increase of 5.4 percent from the 9,888,845 visitors in 2018”
So, not really sure of our numbers!
Rod W says
Peg,
Hard to say. One thing is for sure – it’s a lot of people. Especially with a state population of 1.5 million.
But NYC has a pop of approx 8 million and had 65 million visitors in 2018.
I just think that Hawaii has a good thing going – don’t ruin it.
Jim E says
My suggestion: In any tourism planning, Keep Two well respected economic principles top of mind:
1. Supply vs demand: If you mandate reduced visitor flow in the face of static supply (of hotel rooms, rental cars, etc), prices will skyrocket! (Remember rental cars!) And price controls will often dry up the supply.
2. Private organizations and businesses nearly always accomplish the objectives better and at less cost than government organizations. Best wishes! Jim E
MJ says
Absolutely correct, Liam! When they stopped the Airbnb’s from outside Waikiki the only thing they did was hurt the locals who ran them. I think it is a good idea to limit ownership of rentals to “x” amount per permanent resident with proof of ownership in order to stimulate economy for locals. Also the overdevelopment of hotels by outside corporations has always been an issue. It’s time to convert defaulted hotels into housing for the elderly and homeless. Hawaii has ignored them too long.
PegM says
You obviously do not live in an area of interest to tourists. Airbnb ruins neighborhoods, this has happened worldwide. That has caused this backlash.
MJ says
Peg, that’s a “NIMBY” (not in my back yard) comment. While I am in favor of good zoning laws, telling someone what they can or can’t do with their property isn’t fair. That’s why I suggested limited the amount of ownerships of Airbnb’s. It’s supposed to be private people renting their one or two income properties, not a corporate group buying up all the condos in a neighborhood (hence good zoning). It can be done!
Liam G says
I remember watching a YouTube video in the middle of the lockdown from think tech Hawaii. They had 4 panelists and all I heard was tax, tax, tax. One person said add another 40% onto the hotel and rental car tax. Hawaii has so many advantages for tech and other opportunities but as long as they had these same people who looked like they have all been working for the state 50 years nothing will ever change. You have Larry Ellison, Zuckerberg, beZos and others who live that place. Reach out !!!!
GLORIA G says
Excellent Point Jeff S.
Jeff S says
At this point… I really do have to wonder if there is any reason for the HTA/HVCS to market Hawaii as a tourism destination – everyone knows, most everyone would like to go. Save the tax dollars.
Let the airlines do the advertising for you. And the Hotels, if they actually think they have enough vacancies for it to matter.
Liam G says
One thing we can all be assured of is if it a government entity of any kind making decisions the results 100% wrong.
Bill M says
Control tourism count by implementing a destination permit. Establish the cap and issue (sell) permits online. Only to individuals / not companies (airlines, hotels, B&Bs, tourist cos., charters.
MJ says
That’s Un-American, Bill.
Michelle J says
BOH, thank you for summing this all up! I agree with comments that Hawaii also needs to focus on other areas for self sustainability like agricultural advancements however, tourism is such an immediate issue (a huge source of income for the state yet also a HUGE source of problems for the state and residents) that I feel it needs laser focus to come up with a solid plan that will benefit the state and the residents now and in the long term. All the whiny comments from mainlanders…SEE YA 👋🏼
Beat of Hawaii says
Hi Michelle.
Thanks for your comments and the input on really important topic.
Aloha.
Joerg H. says
I couldn’t agree more! Even if I AM a whinny mainlander, at least for now.
Gail N says
I agree that Hawaii needs to find some kind of balance and other industries to sustain the economy. The pandemic certainly opened up your eyes to how much you rely on tourism. However, to continue to raise the fees and taxes on those of us who love your islands is not the route to go. As many of the other comments have stated we will take our dollars elsewhere. I’m not sure where some of the people think because we have come to enjoy the “aloha” we do not have bottomless pockets.
Roy H says
It seems to me that the state as a whole is still in the planning/debate phase of their thinking, this is going to take awhile.
Aloha Guys
Beat of Hawaii says
Hi Roy.
True that; it’ll take a while. And yet some inevitable changes are becoming clear.
Aloha.
Rod W says
Roy,
Hawaii is a desirable vacation state. The problem is most of the tourists end up in few places.
The state working with the hospitality industry should work on spreading the tourist out more. Not everyone who comes to Hawaii needs to stay in Honolulu or Waikiki. And not everyone who comes to Hawaii needs to stay in Oahu. Hawaii has something that states without it can’t create – fabulous vacation weather. Use the weather and facilities to create more interest elsewhere in Hawaii.
Cathy C. says
Rod, you seem blithely unaware that the other islands — especially Kauai and Maui — are already horribly over-touristed. They need a reduction in the numbers of tourists and cars, for the sake of quality of life for their inhabitants.
And the lion’s share of the tourist revenue goes to huge corporations — the hotel chains and car rental conglomerates, etc. — it does not stay local or benefit local people.
Rod W says
Cathy,
Apparently, you are better at hurling insults than understanding the written word.
MJ says
Gotta say this: There are other areas that can be developed, but NIMBY is preventing it. Imagine new pristine beaches on Molokai and Lanai. With the money that goes to Waikiki development it could be done. Might need some Eminent Domain. Oh No!!
And the recent tax additions are not in the Aloha spirit. They are Gouging!
Linda B says
Regarding taxes placed on tourist accommodations
I recently visited for one month, rented a modest condo, just the taxes and fees, alone added another couple of grand. No pool or any other amenities. Parking would have added almost another thousand if a car was affordable.
I did a lot of shopping and these charges are par.
Should mention in 2019 I paid in advance for a 2 month stay in 2020. When airlines stopped flying I cancelled…condo owner refused to refund. Rented for9yrs.
John P says
They don’t need to try too hard I don’t plan on going back to Hawaii though it used to be one of my favorite places on Earth. Too much nonsense for too long at the cost of those who want to visit. They’ve really messed things up in Kauai. Only the super-rich I think can visit Hawaii now anyway, and maybe that’s all they care about.
Robbos says
Thanks for the easily-digestible view of the HTA’s plans and problems. A key issue seems to be that many tourism-reliant businesses market the entire state as a paradisaical theme park. This leaves tourists disappointed when locals don’t act like theme park employees, and locals are insulted to be treated as such. Hawai’i is not Six Flags, it is a unique combination of cultures that overtourism is killing.
Beat of Hawaii says
Hi Robbos.
Thanks for your interesting input.
Aloha.
Gloria G says
With respect, if this is the case then the HTA needs to go away and stop spending the Millions of dollars spent each year to “invite” Tourists to come and “experience Aloha”. Especially, if we are contributing to the overtourism. They cannot have it both ways. My family and I come because we love HI and feel differently there. We have been smitten since the first visit in 1995. Others come because this is what they have been “sold”. N opportunity to experience Aloha like the images in the ads.
Jim E says
Kudos to Robbos for a valuable understanding of the tourism dilemma that Hawai’i is experiencing! We have a number of long-time friends who are long time Hawai’i residents and have expressed concern over recent tourism trends, in particular how their state government has not – in their view – responded to the dearth followed by sudden overwhelming influx of visitors. We hope for adoption of a sensible visitor plan. Blessings Jim E
Shelly R says
Hawaii let them build their skyrise hotels,ruin the view and make some beach fronts off limits for the locals. Now you say the tourists are too many after you advertise everywhere to reel them in! Too much of a good thing but you were the ones who started it to line your own pockets and see where it has gotten you.
Nancy S says
And while I support that the tourists must be careful not to do things such as leave trash behind etc. I was astounded that the rural parts of the islands are in terrible disrepair with old furniture and broken down cars left in front of broken down houses. The locals need to respect their land too and they set the example as well although good manners and respect should come naturally to all of us.
Nancy S says
Apparently they want tourism management not tourism marketing. Marketing will reach far more people than just management and it sounds like they are targeting those with money to spend. It all sounds good, but when the local economies start suffering, I would bet they will be encouraging more tourism to anyone. They have already raised the nightly rates and taxes so high, that many are no longer able to consider Hawaii as a destination they can afford, along with rental cars.
MC says
Hmm, currently I’m vacationing on the big island and I think it’s nice but after all I read here and that they don’t seem to want tourists in Hawaii I will plan my next vacation somewhere else. I don’t need to visit where not welcomed. Too bad Hawaii can’t see that their main income comes from tourism.
PegM says
But, point #3 states that there are too many tourists so maybe this is working out just fine for Hawaii. I know I would appreciate less tourists and I’m a tourist.
Rod W says
Peg, I’m a tourist also – since 1965. And, I love the crowds. Sure traffic can be slow. But that has little to do with tourists – the design of the streets and the highways.
Basically, when I go to a tourist destination, I expect to mingle with tourists – lots of tourists. Tourists leaving money for the local economy.
Few tourists = lousy experience or off season.
PegM says
Well, we each vacation in our own style. Hawaii barely has an off-season.
Rod W says
Peg,
So true, in the 57 years that I’ve been vacationing in Hawaii (dozens of times), I think I’ve visited every season. And, in the early days I visited more islands than now.
But my favorite time to come is June because the daylight is at its peak. And, it’s been only Oahu for many years, especially as my mobility has been challenging.
Joerg H. says
Rod, the problem isn’t just the crowds, it’s also the destruction caused by the crowds.
PegM says
Yes Joerg, and when I watch videos of other favored places worldwide, such as Venice, I cringe. One good thing about getting old is that I had the luxury of seeing many places before we all overran them.
Rod W says
Joerg,
“Rod, the problem isn’t just the crowds, it’s also the destruction caused by the crowds.”
Isn’t that what all the taxes are for – cleanup, maintenance, and repair?
Joerg H. says
A lot of the damage can’t be “repaired”, it’s just too many people tramping around. Somehow, the sheer numbers need to be cut back. That becomes a complex problem since Hawaii’s economy is so dependent on tourism.
MJ says
Joerg is correct to a point. The reef at Hanauma Bay was decimated by both tourists and locals until controls were put in place. I think that is necessary across the board.
GrantonBigIsland says
You are right on MC. The anti-visitor mentality is very easy to spot.
It doesn’t end with visitors…too many “locals” look to divide into us/them and expose that “Aloha” is a broken-down marketing tool.
Visiting other places where not just visitors but everyone is treated with friendliness and kindness it really exposes the bad attitudes of so many on the Big Island and throughout the state.
Joerg H. says
Funny, we just got back last week from the Big Island, and we didn’t have any major ani-tourism issues. Everyone we interacted with was friendly and helpful. We had a great time there and came home relaxed and rested. However, I completely agree with the previous poster that said that Hawaii is a state, it’s not Six Flags and everyone who lives there shouldn’t be viewed as a park employee.
diana says
Alienate tourists? How about worrying about the residents they are also alienating. Hawaii needs a multi-pronged approach that limits tourism, adds other industries, and addresses the ever-worsening local residential housing market. Our pockets are less deep than tourists are. How many of us are visiting 1K per night condos?
Tom says
Anyone ever heard of not biting the hand that feeds you? You have one thing that attracts people. And many locals are dependent upon that. Anyone with half a brain would conclude the pandemic limitations on travel to the islands would resonate with the government, but, hey, they either don’t understand – or worse – don’t care.
We’ve begun our planning for other destinations and will take our $$$ somewhere else. Good luck.
Paula G says
I feel we need to look at other industry besides tourism to balance our state. We need to put more money into agriculture and other businesses that will promote more sustainability within the islands. Growth of our state in ways that will help our residents live a full & happy life, we certainly want to welcome visitors but not the way it’s been in the past. We’re not wanting to “bite the hand” we just want it to be handled with balance.
PAMM says
Mahalo Beat of Hawai’i for the updates!
This is one wild ride here. As a long time local, I can tell you that there’s nothing that will make everyone happy. People seem to want to be miserable these days. It breaks my heart to see this lack of Aloha and discord.
There’s no where on Earth like Hawai’i.
If you don’t want to come, go elsewhere. Just stop tearing us apart.
Aloha and blessings to you always 🌺
Sharon K says
Keep on this path and you will be killing your “Golden Goose” We are all sick of the attitude of the locals. Maybe your problems will go away if Tourists stop coming to the Islands. Welfare needs to be funded. Without the Tourists where will the money come??
Dennis says
Sharon K. I agree. Hawaii did it tough through the pandemic lock downs an lack of tourists, all we saw on different travel blogs was ‘Hawaii need their tourists back, we can’t wait to welcome them’. Now it would appear things have changed, but as you say, they rely heavily on the tourist dollar because they have no industries to make up for it. I have visited once, it was the holiday of a lifetime and we took many wonderful memories and new found friendships back home with us. That won’t repeat.