Our Strategic Plan
At the start of 2020, we introduced a six-year strategic plan to guide our vision and our responsibilities in support of Hawaii tourism through 2025.
HTA has been reorganized around four interacting “Pillars” supported by research and other administrative functions. This plan establishes a general goal for each Pillar.
NATURAL RESOURCES Respect for Our Natural & Cultural Resources
Dedicate resources to programs that enhance and support Hawaii’s natural resources and cultural sites to improve the quality of life for all of Hawaii’s residents and to enhance the visitor experience.
HAWAIIAN CULTURE Support Native Hawaiian Culture & Community
Hooulu (grow) the uniqueness and integrity of the Native Hawaiian culture and community through genuine experiences for both visitors and residents.
COMMUNITY Ensure Tourism & Communities Enrich Each Other
Work to make sure residents and local communities benefit from tourism by supporting programs valued by the community and aligned with the destination’s brand and image; informing both residents and visitors of these programs and events; strengthening relations between residents and visitors; and forming partnerships to build a resilient tourism workforce and community.
BRAND MARKETING Strengthen Tourism’s Contributions
Take the lead in protecting and enhancing Hawaii’s globally competitive brand in a way that is coordinated, authentic, and market-appropriate; is focused on Hawaii’s unique cultures, diverse communities, and natural environment; and supports Hawaii’s economy.
Under the goal for each Pillar, this plan establishes several objectives and specific milestones or measures for tracking success. The Pillars are intended to support an integrated destination management system, with four overall Key Performance Indicators (KPIs), representing the most important ways HTA will be accountable to our stakeholders:
- Resident Satisfaction
- Average Daily Visitor Spending
- Visitor Satisfaction
- Total Visitor Spending