Hawai‘i Tourism Authority teams up with community groups for East Maui Tourism project

Wednesday, February 28, 2024

The Hawai‘i Tourism Authority (HTA) and Maui Visitors and Convention Bureau (MVCB) have joined forces with three community-based organizations – Hōlani Hāna, Ke Ao Hāli‘i, and Na Mahi‘ai o Ke‘anae – to oversee and execute the East Maui Tourism Management Pilot Program. This collaboration stems from an extensive request for proposals (RFP) process that commenced in April 2023. Operating in alignment with HTA’s mission to Mālama Hawai‘i (care for our beloved home), these organizations are working together under the umbrella of Mālama Maui Hikina, which translates to nurturing East Maui.

“Uplifting community-based stewardship is essential to improving destination management as these solutions HTA is supporting have been created by the community, for the community, first and foremost,” said Mufi Hannemann, HTA Board Chair. “Providing opportunities for East Maui residents to educate visitors about the spaces they are entering, how to engage respectfully, and the cultural and historical significance these places bear will have significant impacts on preserving these areas and improving the overall experience for residents and visitors alike.”

HTA is supplying funding for this community-oriented strategy in destination management, following the guidelines set forth in its Maui Destination Management Action Plan (DMAP).Additionally, HTA and MVCB have facilitated the establishment of the East Maui Advisory Group, consisting of residents from East Maui, who have offered valuable insights into this program.

“The formation of Mālama Maui Hikina is precisely the type of destination management partnership HTA envisioned, comprising a team of community leaders who bring valuable knowledge and perspective to their approach in proactively managing tourism’s impacts for the benefit of the residents of East Maui,” said Daniel Nāho‘opi‘i, HTA’s interim president and CEO. “Our team is proud to work with these respected organizations to implement community-driven solutions aimed at improving the well-being of the community through our Mālama Hawai‘i efforts.”

In April 2023, MVCB issued an RFP seeking proposals from the East Maui community for innovative, community-driven management projects aimed at mitigating tourism impacts at heavily visited sites identified in the Maui Destination Management Action Plan (DMAP).

These sites draw significant visitor traffic, leading to issues such as overcrowding, congestion, resource degradation, safety hazards, and negative experiences for both residents and visitors. Each of the Mālama Maui Hikina partners is tasked with restoring balance at specific East Maui sites:

• Hōlani Hāna – Honolewa (South Wailua Falls)
• Ke Ao Hāli‘i – Kaihalulu (Red Sand Beach) and Waioka (Venus Pools)
• Native Hawaiian Philanthropy d.b.a. Na Mahi‘ai o Ke‘anae – Nā‘ili‘ilihaele Stream (Bamboo Forest) and Waikamoi Falls

This collaborative effort involves support from various stakeholders, including the East Maui Advisory Group, County of Maui, Maui Police Department, Maui Department of Fire and Public Safety, State Department of Land and Natural Resources’ Division of Forestry and Wildlife, State Department of Transportation, Mahi Pono, and Alexander & Baldwin.

Meagan DeGaia, MVCB’s destination manager said, “We are thankful for this opportunity and are continuing to work closely with the East Maui community to ensure that tourism management continues to be driven by residents. The East Maui Advisory Group, which is comprised of community members from each moku (district) in East Maui, has been instrumental and resourceful in guiding us throughout this process.”
 

The objective of the East Maui Tourism Management Pilot Program is to advocate for community-driven solutions supported by HTA.. It aligns with the Maui DMAP, where residents have specifically advocated for managed tourism actions, including initiating, funding, and sustaining programs to safeguard the health of ocean, freshwater, and land-based ecosystems and biosecurity. Additionally, it involves exploring capacity limits at heavily visited sites using science-based data, continuing cultural education and training programs to enrich and perpetuate aloha, implementing a responsible communications program to educate visitors pre- and post-arrival about safe and respectful travel, enhancing regenerative tourism on Maui, and developing and promoting initiatives to enhance the transportation and ground travel experience.

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