Our Strategic Plan

OUR MISSION: To strategically manage Hawaii tourism in a sustainable manner consistent with economic goals, cultural values, preservation of natural resources, community desires and visitor industry needs.

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

You can view HTA's 2020 – 2025 Strategic Plan here.

Maemae - Cultural Hawaiian Toolkit

To help market Hawaii authentically, browse through a resource of Hawaiian language tools, style and information guides, cultural activities and festivals, and other pertinent information.

See the Maemae Toolkit

Digital Asset Library

Register to access the Knowledge Bank, a public resource of images related to Hawaii and tourism-related activities.

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Community Programs

Initiatives that help Hawaii provide an experience that is unique and enriching, while valuing and perpetuating Hawaii’s natural and cultural resources and honoring its people and heritage.

See Kukulu Ola Program

See Aloha Aina Program 

See the Community Enrichment Program 


Read the latest announcements that provide up-to-date information about current HTA's programs, events and activities.

Register Now: Hawaii Agri-Tourism Webinar Summer Series 2020

Free Online Training: Certificate for Customer Service in Hawaii

See All Announcements