Hawaii Tourism Authority’s 2024 Maui recovery and economic action plan

Saturday, December 23, 2023

Hawaii Tourism Authority six-month 2024 plan focuses on Maui recovery, aligning with Governor Green and DBEDT to address resident and economic challenges.

The Board of Directors of the Hawaii Tourism Authority (HTA) has reinforced its dedication to nurturing Maui and aiding the island’s resurgence by endorsing a proactive six-month initiative for 2024. This strategy aims to tackle key issues impacting local inhabitants, small enterprises, tourism service providers, Maui’s overall economic health, and those in search of housing.

This initiative aligns with Governor Josh Green, M.D.’s leadership efforts and integrates with Maui’s broader recovery actions led by the State Department of Business, Economic Development and Tourism (DBEDT) and other state bodies. HTA’s comprehensive analysis, outlining significant strategies along with short, medium, and long-term proposals, will be submitted to DBEDT for coordinating the state’s Economic Recovery Support Functions.

Mufi Hannemann, Chair of the HTA Board, highlighted that the 2024 plan aims to revive Maui’s economy for the welfare of its workers and families, while respecting Maui’s core values. Chair Hannemann stated, “We have invested considerable effort in understanding the needs of Maui’s people and businesses to shape this all-encompassing strategy, which will steer HTA’s direction in the upcoming year. We are committed to adapting as needed throughout the year, ensuring that HTA’s initiatives and innovations are timely and conducive to ongoing success. We are optimistic about the near-future positive impacts on Maui’s tourism sector, yet this plan is designed to attract conscious travelers to Maui throughout 2024 and beyond.”

Leveraging the initial Mālama Maui campaign following the August 8 wildfires, HTA’s 2024 agenda emphasizes seven strategic focus areas with key actions to rejuvenate Maui’s economy and enhance resident well-being.

1. Enhance Hawai‘i’s travel visibility in key markets through Maui recovery marketing programs, emphasizing Mālama Maui in the U.S. and Canada.
2. Assist businesses in conveying that Maui welcomes visitors, by upgrading the GoHawaii.com website and app, and supporting participation in travel trade events.
3. Create local messages to communicate that many Maui residents are eager to resume full-time work, crucial for economic recovery, disseminating these through various media to reach residents, industry stakeholders, and businesses.
4. Intensify post-arrival Mālama Hawaii visitor education, with Maui-specific messaging addressing post-wildfire changes.
5. Aid Maui small businesses facing reduced sales by funding support for Maui Made markets and promoting Maui Made products in U.S. West Coast campaigns.
6. Expand Maui’s tourism offerings to support local businesses and new visitor experiences, including exploring Maui’s open areas and enhancing small business capabilities.
7. Assist households affected by wildfires in securing longer-term housing, by coordinating with vacation rental owners to accommodate displaced Lahaina residents.

Vice Chair Mahina Paishon of the HTA Board emphasized the ongoing focus on the well-being of Maui’s residents and families as a core element of HTA’s plan. Vice Chair Paishon said, “We are deeply aware of the uncertainties faced by residents regarding Maui’s recovery and are grateful for their insights. A primary goal of our efforts will be to support and consider community sentiments and address concerns about tourism’s role in Maui’s revival.”

Daniel Nāho‘opi‘i, HTA Interim President and CEO, mentioned that HTA is adopting a comprehensive approach in presenting Maui globally, with resident, nonprofit, and business feedback forming the basis for public messaging and outreach. This includes insights from a community meeting on Maui, online submissions, and numerous meetings with business and community leaders.

HTA’s contractors will primarily execute the work related to this newly-approved action plan, in addition to their existing duties for the State of Hawai‘i.

Nāho‘opi‘i expressed, “Our team is diligently working to position Maui and the Hawaiian Islands as a premier destination in 2024. We often guide travel providers and tourists eager to support Maui to visit with respect and enjoy their stay.”

Nāho‘opi‘i outlined four key measurable outcomes for implementing HTA’s 2024 plan:

1. Promote responsible, mindful travel and increase traveler intent for 2024 and 2025.
2. Enhance statewide tourism economy, benefiting Maui’s recovery.
3. Ensure Maui residents’ involvement in tourism recovery discussions.
4. Boost visitor industry employment in partnership with various departments and agencies.

Nāho‘opi‘i concluded, “Tourism plays a vital role in Maui’s economic revival, supporting businesses and enabling residents to sustain their families. Together with Governor Green, DBEDT, the Legislature, and our board, we are committed to reaffirming Maui as a global travel destination in 2024.”

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