Overview of HTA Program Areas

A brief description and links to HTA’s program areas are provided below:

Marketing
This program area relates to HTA’s responsibility to oversee the efforts to market and promote Hawaii to the world in both the leisure and business segments. These efforts are designed to help HTA achieve its goal of growing visitor expenditures. Importantly, this program area makes up a significant portion of HTA’s budget.

Sporting Events
HTA invests in sporting events that generate awareness of the Hawaii brand, establish Hawaii as the preferred destination for high-profile, quality sports events through national and international media exposure; and attract visitors to Hawaii as participants and spectators.

Product Development
HTA’s Product Development Program is an essential element of the State’s tourism strategy and plays a vital role in the future growth of Hawaii’s travel industry. With a high repeat visitor factor, HTA's Product Development programs help to improve the visitor experience, encourage length of stay, reduce peaks and valleys of seasonality, ease overcrowding of popular tourism resources and add value to the existing product mix. Importantly, the program is designed to encourage community partnerships in protecting Hawaii's unique cultural, social and environmental assets.

Planning
The purpose of this program area is to do short and long-range planning activities to ensure that Hawaiʻi’s tourism industry is sustainable, competitive and healthy, now and in the future.

Tourism Research
As of July 2009, the HTA began overseeing tourism research functions and responsibilities previously conducted by the Department of Business, Economic Development, and Tourism. The statistical and analytical data, as well as special research reports on Hawai'i's visitor industry generated by HTA's Tourism Research Branch, are valuable resources to those in government, the visitor industry, private businesses, and community members.

Hawaiʻi Convention Center
The Hawaiʻi Convention Center is a world-class facility which purpose is to draw new dollars into the economy and to increase tax revenues for the State, by accommodating large, offshore, convention, meeting and incentive events. The HTA mandate includes operating and marketing for the center, ensuring that the facility is managed as a world-class facility and marketed to attract the kind of business meetings that contribute to revenue growth for the state.

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