News Releases

HTA Publishes Community-Based Tourism Management Plan for Hawaii Island

For Immediate Release: April 1, 2021
HTA Release (21-09)

2021-04-01 Hawaii Island DMAP Press Release.pdf

HONOLULUThe Hawaii Tourism Authority (HTA) has published the 2021-2023 Hawaii Island Destination Management Action Plan (DMAP). It is part of HTA’s strategic vision and continuing efforts to manage tourism in a responsible and regenerative manner. It was developed by the residents of Hawai‘i Island, and in partnership with the County of Hawaii and the Island of Hawaii Visitors Bureau (IHVB). The DMAP serves as a guide to rebuild, redefine and reset the direction of tourism on Hawaii Island. It identifies areas of need as well as solutions for enhancing the residents’ quality of life and improving the visitor experience.


“Our heartfelt gratitude goes to the resident participants of Hawaii Island who committed themselves to the DMAP process and were willing to face tough issues, embrace diverse viewpoints, explore a range of possibilities, and identify actionable priorities. Enhancing the quality of life within our local communities by protecting and caring for the things we cherish most, will subsequently provide a unique array of experiences for travelers who are mindful of and respectful to the places they will visit on the island,” said John De Fries, HTA’s president and CEO.


The community-based plan focuses on key actions that the community, visitor industry and other sectors deem necessary over a three-year period. The foundation of the Hawai‘i Island DMAP is based on HTA’s 2020-2025 Strategic Plan and the 2020-2025 Hawaii Island Tourism Strategic Plan (TSP).


“The vision for tourism on Hawaii Island is Ola ka Aina, Ola ke Kanaka – ‘Healthy Land, Healthy People.’ What this means is destination resilience: protecting our natural and cultural resources, and helping our community thrive not just survive. The County of Hawai‘i is working on strategies that lift up tourism as a catalyst for economic diversification. The Destination Management Action Plan identifies actions that help the county partner with the visitor industry to get people back to work in a diversified way, while protecting our land and our people,” said Hawai‘i County Mayor Mitch Roth.


The actions of the Hawaii Island DMAP are based on the four interacting pillars of HTA’s Strategic Plan – Natural Resources, Hawaiian Culture, Community and Brand Marketing:

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