hawaii tourism authority survey

News Releases

Public input sought to shape governance of tourism in hawai‘i.

For Immediate Release: March 13, 2024 HTA Release (24-06)

24-06 HTA Governance Study Survey_FNL.pdf

HONOLULU – A team engaged by the Hawai‘i Tourism Authority (HTA) is conducting research on how Hawai‘i can shape the governance of the state’s tourism industry for long-term success. As a part of this process, Better Destinations is seeking input from the community, stakeholders and visitor industry representatives throughout the state.

“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.”

To provide the public with information about the governance study process underway, a website has been launched at https://hawaiitourismgovernance.com . It includes an online survey for the public to provide their input. Anyone who has an interest in Hawai‘i tourism is invited to take the survey and share their thoughts on the most important considerations for structuring the management of tourism.

“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 is collaborating with Maui-based Karey Kapoi LLC to secure a wide range of input and participation in the study. The consulting team also includes Place Generation co-founders Frank Cuypers and Elke Dens, as well as Denise Miller, executive vice president for SMARInsights, a leading tourism research firm.

Set to be delivered in May, the study aims to determine whether an alternative tourism governance system is necessary, identify areas that need reform, and propose policy ideas and modifications to HTA’s Hawai‘i Revised Statutes, Chapter 201B, to ensure better governance. The study will also identify the organizational structure required to support the strategic direction. 

Better Destinations has already commenced engagement with tourism leaders and operators, government decision-makers, and representatives of community and cultural organizations on O‘ahu, Kaua‘i, Maui and the island of Hawai‘i. The team is also conducting interviews and meetings with HTA staff, board members, and stakeholders. A situation analysis will be shared in April describing the findings of desktop research, U.S. and international case studies of destination governance, interviews and workshops, and initial survey findings.

“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.”

For more information about the governance study, visit https://hawaiitourismgovernance.com .

Media Contacts:

T. Ilihia Gionson Public Affairs Officer Hawai‘i Tourism Authority (808) 973-2255 (o) [email protected]

Survey: Visitor Satisfaction Still High, Despite Capacity and Availability Issues

Visitor satisfaction remains high, despite challenges getting into local restaurants and attractions. That's according to the latest visitor satisfaction survey from the Hawaiʻi Tourism Authority.

The report is the third in a series of surveys gauging visitor experience with the Safe Travels Program and their trip. The research and marketing firm Anthology Group conducted the survey throughout May and the results were presented last week during the HTA's board of directors meeting.

The report said 76% of respondents rated their trip as "excellent." That was down slightly from the two previous surveys in March (82%) and December/January (85%).

However, the biggest issue among those surveyed was the limited capacity and availability at restaurants and attractions. About 30% of respondents said it was an issue during their stay.

HTA board member and TS Restaurants vice president Dylan Ching gave his perspective on the survey. He says staffing is an issue, but safety protocols seem to be the driving force.

"All the counties are different, but there's no restriction on capacities," he said. "Although, there's a six-foot distance, so that really puts you at 50%, or pretty close to [it]."

Ching says the limited capacity is also causing people to make reservations months in advance. That creates long lines or wait times for walk-in customers. In some cases, even resulting in restaurants turning those customers away.

"We're basically not taking any walk-ins at our restaurants," Ching said. "My office is next to our front door, and I'll periodically hear we don't have reservations until August."

Ching says the demand restaurants are seeing is changing visitor and resident sentiment.

Despite the limitations of local restaurants and attractions, as well as COVID-related restrictions, 82% of visitors indicated they were able to do all or most of the activities they had planned.

More than half of respondents said they will visit Hawai‘i again, regardless of the pre-visit requirements. While 23% said they will visit when the pandemic is over, 11% said they will visit when there is no quarantine or testing requirement, and 10% said they have no plans to return to the islands.

The report also indicated there was a difference in satisfaction levels among more affluent visitors. Those with a household income of $100,000 were less satisfied than visitors with lower incomes.

Additionally, tourists that visited one island were more satisfied than those who traveled to multiple islands.

• General Hawaii

Hawaii travel news: New Hawaii vacation satisfaction survey results; Maui mayor has harsh words for visitors + more

• 3 minute read

* The Hawaii Tourism Authority (HTA) commissioned a second survey to gauge overall trip satisfaction under the new Safe Travels program. (You can review our coverage of the first survey here .) In the latest survey, 82% rated their trip as “excellent.” That result was down by 3% compared to the previous survey. You can review the full results in well-organized slides here .

* That same HTA survey indicated 90% compliance in wearing a mask, which is in near alignment with the statewide mask-wearing observational metrics . Apparently, the mayor of Maui has different observations as he had some harsh words aimed at visitors in statements shared by Hawaii News Now :

“You see these people on the beach back here, they’re visitors and they’re not wearing masks,” he said. “I tell you right now, as far as I’m concerned if you can’t obey our rules, don’t come if you can’t wear a mask or do what is right.” He added, “I don’t care if you come from Texas, I don’t care if you come from Mississippi, or any state that doesn’t require it. Here in Hawaii and Maui County, it is a mandate.”

Per the statewide rule, face coverings are not required while outdoors when physical distance of six (6) feet from other individuals (who are not members of the same household/living unit/residence) can be maintained at all times. Maui County has some exceptions to the statewide rule as explained in this most recently released list of COVID-related rules issued from Maui County . Per page six of their 28-page long rule document,

“Within Maui County, this exception applies:

1. When persons are stationary and adequately separated, such as occupying a pool lounge chair, beach chair, or towel.

2. Face coverings must be worn while walking to and from the pool or beach area and may only be removed once the person is stationary and adequately separated from non-household members.

This exception does not apply, and face coverings are required:

1. On sidewalks, hiking trails, and in parks and similar areas, unless actively engaged in strenuous outdoor physical activity, provided adequate physical distancing is both possible and practiced.

2. In any open-air or partially open mall, marketplace, lobby, atrium, gas station, or similar facility.

3. Where specific facility rules, such as for sports, bars, and restaurants, are established.”

Many COVID prevention rules are buried in long documents full of “legalese” and cross-referencing to other long documents. We wonder if the face covering rules need better explanation in plain language and not stuck in long documents.

* On Hawaii’s Big Island, they’re considering modifying their COVID-19 testing of arriving travelers citing mounting costs per Hawaii News Now . The test they are referring to is the test conducted at the Big Island airports for arriving travelers. The pre-travel test will still be required. Out of a total of about 180,000 tests upon arrival, there were 165 positive  results.

* Turtle Bay Resort on Oahu’s North Shore is plans to reopen July 1, 2021 after a multi-million dollar renovation per the Star Advertiser . This resort is one of our Oahu favorites, so we’ll be excited to eventually see the renovated resort.

* Southwest Airlines announced they’re launching a pre-clearance program for travelers departing to Oahu and Maui from their five California gateway cities. Pre-clearance provides an option for travelers participating in the state’s pre-travel testing program to bypass the airport screening upon arrival in Hawaii.

Sheila Beal

Sheila Beal is the founder and editor of Go Visit Hawaii. You can connect with Sheila Beal on Twitter , Go Visit Hawaii on Facebook , or Instagram .

These people don’t even know the rules they themselves make. To suggest people wear masks whilst lounging on the beach borders on some level of clinical paranoia. Not to mention a large portion of the population is already vaccinated… if the question “What is really going on here?” hasn’t popped into your head yet… I don’t know what it’s going to take. Not saying people shouldn’t take precautions if they’re older/have a health condition or are around someone of that status, but, again, to scold people for not wearing a face mask on the beach is actual insanity.

Proverbs 29:2 When the righteous increase, the people rejoice, But when a wicked man rules, people groan. It’s common sense that a mask collects germs, body waste, and contaminants where they become more concentrated and tax the immune system. When breathing is restricted the oxygen is depleted, heart rate and blood pressure goes up, and thus one becomes more susceptible to all manner of illnesses – result: the “cure” is worse than the Covid scare disease (which by the way only has an overall fatality rate of 0.1% – most of the deaths are in crowded nursing homes). The purpose of the Covid scare is to suppress free speech, destroy one’s ability to communicate and develop social skills in a non-virtual community setting and to eventually inflict us with a totalitarian state. Because of the Covid scare (and whatever weird laws are that were recently enacted by the Hawaiian politicians) the owner of the private property we were renting on the north-east side of Oahu just canceled our reservation. We were to spend 2 days in Maui prior to this (late July). Now we have to cancel all our other respective reservations and do vacation elsewhere. Hard to make plans and implement them when ungodly government infringes on our God given liberties (an keeps moving the goal post).

If you are on a hiking trail and hiking or running anywhere outdoors can one assume that is “strenuous outdoor physical activity” and as long as you can maintain adequate physical distancing its ok? I don’t want to break the rules.

Jon – my guess is that the scenario you described is ok….and if it’s not, it very well should be. 🙂

We just came back to the mainland from a wonderful Maui vacation. We wore masks when around strangers, on the streets, in the stores , waiting at restaurants etc. even tho we were vaccinated and tested. It’s respect for others and the rules on the land we’re visiting. Just wear the mask for a little longer and this desease will pass, and less people will get sick and or die. Don’t let your last vacation, be your last vacation.

I bought a pre-paid Hilton vacation…but …I have since requested (and been granted) a change to another Hilton resort property. Hawaii is just too screwy right now. Maybe in a couple years the ‘crazy factor’ will have settled down and the average tourist won’t feel like he/she is walking on egg shells.

Best wishes to all.

My husband and I have a Maui trip planned for October. We are vaccinated. If there is still a mask mandate at the time of our vacation, we will cancel our 3 week vacation. This mask policy is insane. Maui is beautiful but not worth a vacation being ruined….yes ruined…by having to wear masks even after being vaccinated. Where’s the logic behind that anyway?

We are going to Hawaii, hopefully in October. If things are the same, we will put our mask on and still have a great time. And I’m sorry but if you go to another State or Country, you need to respect their rules.

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