Hawai’s tourism teams up with better destinations for industry governance insights

Thursday, March 14, 2024

A group commissioned by the Hawai‘i Tourism Authority (HTA) is currently conducting a study on how Hawai‘i can strategically manage its tourism industry for sustained success. As a crucial step in this endeavor, Better Destinations is actively gathering insights from community members, stakeholders, and representatives within the state’s visitor industry.

“Tourism remains our state’s top economic driver, fostering jobs and career growth for kama‘āina and ensuring the well-being of our communities,” said Mufi Hannemann, HTA board chair. “We are not resting on our laurels. We must continue to evaluate our current systems, adapt to improve efficiencies, and plan ahead to sustain a vibrant industry and future Hawai‘i.”

A website has been launched at https://hawaiitourismgovernance.com to keep the public informed about the ongoing governance study. The site features an online survey where individuals can contribute their perspectives. Anyone with a stake in Hawai‘i tourism is encouraged to participate in the survey and express their views on key factors for organizing tourism management.

“This effort to gather diverse viewpoints is just the first step in the process,” said Stephanie Iona, HTA board member and co-chair of the governance study permitted interaction group. “With the valuable insights we receive from our community, decision makers, industry stakeholders, and leaders across Hawaiʻi, the HTA board and our team will work to build a stronger, more regenerative tourism model for our sustainable future.” 

“We are bringing together local and global expertise to explore possibilities for creating a strong, responsive system of governance of Hawai‘i tourism,” said Cathy Ritter, founder and CEO of Better Destinations LLC. “Most importantly, we are engaging with the true experts — those who have an interest in the future of Hawai‘i tourism — to identify the best approach for providing long-term guidance and support for a regenerative tourism economy that benefits people and communities across Hawai‘i.”

Better Destinations has partnered with Maui-based Karey Kapoi LLC to ensure broad participation and input in the study. The consulting team comprises Place Generation co-founders Frank Cuypers and Elke Dens, along with Denise Miller, executive vice president of SMARInsights, a prominent tourism research firm.

Scheduled for completion in May, the study’s objectives include assessing the necessity for an alternative tourism governance system, pinpointing areas requiring reform, and suggesting policy adjustments to HTA’s Hawai‘i Revised Statutes, Chapter 201B, for enhanced governance. Additionally, the study will outline the organizational framework necessary to support strategic initiatives.

Better Destinations has already initiated dialogue with tourism stakeholders, governmental decision-makers, and representatives from community and cultural organizations across O‘ahu, Kaua‘i, Maui, and the island of Hawai‘i. The team is actively conducting interviews and meetings with HTA personnel, board members, and stakeholders. In April, a situation analysis will be presented, detailing findings from desktop research, case studies on destination governance from the U.S. and abroad, interviews, workshops, and preliminary survey results.

“The information gathered through this study will be instrumental in strategically managing tourism for the betterment of Hawai‘i’s people and communities throughout the state,” said Daniel Nāho‘opi‘i, HTA’s interim president and CEO. “This work of tailoring a governance structure that is designed specifically for Hawai‘i and our community’s needs is a large undertaking, and we encourage all residents to participate.”

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