University of Hawai‘iat Mānoa

HTA’s Sustainable Tourism Strategy

Robbie Ann A. KaneTourism Product Development Manager

February 6, 2008

Sustainable Tourism

From Wikipedia, the free encyclopedia• There are many different definitions of

sustainable tourism. Sustainable tourism in its purest sense, is an industry which attempts to make a low impact on the environment and local culture, while helping to generate income and employment for locals, as well as to promote the conservation of local ecosystems. It is responsible tourism which is both ecologically and culturally sensitive.

Geotourism“Geotourism is sustainable tourism energized; it sustains and also enhances. Tourist revenue can help restore historic districts and support local craftspeople. Tourism revenues can provide a real, bottom-line incentive for residents to protect what tourists are coming to experience. Informed, involved, prospering residents in turn make a more welcoming environment for tourists.”

Jonathan B. Tourtellot, Director of Sustainable Destinations, National Geographic Society

Proposed Definition

• Ecotourism in Hawai‘i is an economically, socially and environmentally sustainable activity that responsibly and authentically connects visitors with Hawai‘i’s natural and cultural landscapes resulting in beneficial exchanges among these landscapes, the host community, and the visitor.

The Vision

By 2015, tourism in Hawai‘i will:Honor Hawai‘i’s people and heritage;Value and perpetuate Hawai‘i’s natural and cultural resources;Engender mutual respect among all stakeholders;Support a vital and sustainable economy; andProvide a unique, memorable and enriching visitor experience.

Hawai‘i or?

Jamaica

Bali

Tahiti

More for your money?

Hawai‘i Tourism Strategic Plan:2005-2015

The Planning Process and the Plan

The StatewidePlanning Process

Develop a Statewide Plan for TourismGather input and collaborate with community, industry, governmentConduct research … including competitive analysis and study of “best practices”Consider Sustainable Tourism Study Information to Date

Major Components of the TSP• SWOT

• Vision– What stakeholders want the industry to look like in 2015

• Guiding Principles and Values– Key concepts to focus on in development of the plan

• Performance Indicators– How to measure success

• Strategic Directions in 9 Key Initiatives– Goals, objectives, parties (lead and supporting), and measures

Guiding Principles and ValuesCollaborationSustainabilityResponsibility

QualityAccountability

Lōkahi – HarmonyMālama ‘āina – Nourishing the land

Kuleana – ResponsibilityHo‘okipa – hospitality

Aloha - Welcome

Strategic Initiatives

• Access• Communications and Outreach• Hawaiian Culture• Marketing• Natural Resources• Research and Planning• Safety and Security• Tourism Product Development• Workforce Development

• Goal and Objectives• Strategic Directions • Lead agency or agencies• Support groups• Measures of success

Each Initiative has …

Hawai‘i Tourism Authorityand the

Hawai‘i Tourism Strategic Plan

• Government agency …–Established by law in 1998– Relatively independent

• Receives tax receipts from the hotel room tax (Transient Accommodations Tax - TAT)

HTA MissionTo strategically manage Hawai‘i tourism in a sustainable manner consistent with our economic goals, cultural values, preservation of natural resources, community desires and visitor industry needs.

HTA VisionTo be recognized as an exemplary tourism organization, respected by our community, our visitors, the visitor industry and ourselves.

Distribution of taxesGeneral Fund

3.7%

Counties44.8%

Convention Center17.3%

Tourism Special Fund

(HTA)34.2%

Convention Center Tourism Special Fund (HTA)Counties General Fund

How HTA WorksTransient Accommodation Tax

7.25% on Hotels/Condos, etc.

Tourism Special Fund

HTA Board of DirectorsDetermines Goals and Strategies

Sets Budgets

HTA President & CEOHires and Manages Staff

Marketing

Administrative Support

Product Development

STATE TSP

Communications & Outreach

HTA’s Role in the TSP

• Lead Role– Communications– Marketing– Tourism Product Development

• Support and Advocacy Role Throughout

FY 2008 BUDGET BY INITIATIVE (to date – subject to change)

Strategic Initiative Budget (in millions)Access 4.000Communications 1.575Hawaiian Culture 2.000Marketing 50.700Natural Resources 3.100Research & Planning 2.990Safety & Security 1.650Product Development 5.250Workforce Development 0.700

ACCESS• Greetings Program• Airline Co-op Marketing• Meetings with airlines

and cruise industry

COMMUNICATIONS & OUTREACH

• Media Relations & Publicity

• Learn about the Visitor Industry Campaign

• Enhanced Website & Expanded Community Database

• E-Newsletter & Press Releases

HAWAIIAN CULTURE

Living Hawaiian Culture Program

Keep It Hawai‘i

Native Hawaiian Festivals

NaHHA

Hawaiian Cultural Program Advisory Council

Key Brand MessageDiversity

Aloha

MARKETING

• Leisure • Business• Sports

MARKETING

NATURAL RESOURCES DLNR Parks & Trails Special Fund

Priority Site Projects

Community-Based Projects

Natural Resources Advisory Group

HTA Supported Projects2003 – 2008

DLNR Direct - $6 million

Community Based – RFP:County of Hawai‘i – 22 Projects - $1.45 million

County of Kaua‘i – 12 Projects - $804,590

County of Maui – 20 Projects - $1.41 million

City & County of Honolulu – 13 Projects - $826,750

Multi-Island or Statewide – 16 Projects - $1.29 million

TOTAL – 83 Projects – 49 Organizations - $5.79 million

2008 ProjectsOrganization Project Title

Basic Image, Inc.Maintaining Hawai‘i's Shorelines through Education, Culture, & Social Integration

Bishop Museum Dry Forest & Coastal LandscapingCommunity Work Day Program Marine Education for Hawai‘i's ReefsFriends of the D.T. Fleming Arboretum Pāhana Ho‘ōla: Seeds of HopeHale‘iwa Main Street Laniakea Beach Honu Education ProjectHawai‘i Division of Forestry & Wildlife K21 Rainforest Trail & Interpretive Site Project

Hawai‘i Forest Industry AssociationHo‘ola Ka Makana‘a-Ka‘upulehu Dryland Forest Restoration

Hawai‘i Nature Center, The Healing the Land: Lo‘i Restoration ProjectHawai‘i Wildlife Fund East Maui Ma Kai Watch Pilot Program

Hui o LakaKōke‘e Trails, Trees, & Lookout Improvement Project

Ka ‘ahahui o Ka NahelehelePu‘u Wa‘‘awa‘a Ahupua‘a Interpretive Center Enhancements

Kohala Center, The Saving Kahalu'u BayKula Nai'a Wild Dolphin Research Foundation, Inc.

Development of a Community Marine Outreach Program at Hōnaunau

2008 Projects

Organization Project Title

Mālama Hawai‘I - Community Links Hawai‘i

Coordinating a Statewide 2008 Hawai‘i -International Year of the Reef Campaign

Mālama Hawai‘i Mālama Maunalua Capacity-Building ProgramMālama Kai Foundation Protecting Hawai‘i's Water Quality

Mālama O Puna Wai'ōpae MLCD Coral Reef Restoration Project

National Tropical Botanical Garden Limahuli & Lawa‘i Kai Ahupua‘a Initiatives

NOAA's Hawaiian Islands Humpback Whale National Marine Sanctuary

Rescuing Hawai‘i's Humpback Whales: A Community Effort

‘Ohu ‘Ohu Ko‘olau Inc. on behalf of the O‘ahu Invasive Species Committee Miconia Surveys in the Ko‘olau Range

Po‘ipū Beach Foundation Kōloa Heritage Trail

Project S.E.A.-Link Marine Education, Outreach & Monitoring

The Nature ConservancyEnhancing Community-Based Marine Conservation

Tri-isle RC&D, Inc. Kanaha Beach Park Revitalization

Volcano Art CenterVolcano Native Rainforest Preservation & Education

RESEARCH & PLANNING

• DBEDT - READ

• TNS Accountability Study

• Cruise Industry Study

• Tourism Strategic Plan

Support & County Tourism

Strategic Plans

• Resident Sentiment Survey

SAFETY & SECURITY

Visitor Assistance Program

Implementation of the Master Plan

Emergency Communication System

Crisis Planning

• Festivals & Events Program

• Product Enrichment Program

• Technical Assistance & Capacity Building Program

• Other Product Development Program

TOURISM PRODUCT DEVELOPMENT

FESTIVALS & EVENTS POST-ARRIVAL CAMPAIGN

TECHNICAL ASSISTANCE AND CAPACITY BUILDING

February 2008 Sponsorship/Sponsorship Service

Non-Sponsorship Revenue ProgramsMarketing/Media Relations

February 2009Administration/Management

Human ResourcesOperations/Risk Management

• $200 for initial enrollment in the certification program• Waived (normally $195) for each one-day core curriculum course enrollment• Waived (normally $250) for Final Assessment and graduation• $350 IFEA Annual Membership Fee (if not currently an IFEA member)TOTAL CFEE Program Fees for Hawai‘i Participants with HTA Support: $550

Normal CFEE Program Fees (incl. IFEA membership): $1970Savings for Hawai‘i Participants: [$1,420]

WORKFORCE DEVELOPMENT

Academy of Hospitality & Tourism

UH-TIM

KCC

Implementation of the Master Plan

The Vision

By 2015, tourism in Hawai‘i will:Honor Hawai‘i’s people and heritage;Value and perpetuate Hawai‘i’s natural and cultural resources;Engender mutual respect among all stakeholders;Support a vital and sustainable economy; andProvide a unique, memorable and enriching visitor experience.

Build a better destination for our visitors….build a better home for our residents…build a better community

through tourism.

HTA Product Development Program VisionTo realize Hawaii’s potential as a great place to live & to

visit by ensuring that our rich cultural heritage & resources are enhanced, preserved, perpetuated &

promoted in a manner that is economically & environmentally sound, & culturally & socially sensitive.

Sustainability

Comes through:

Keeping our sights on the VisionActively participating Adhering to Standards

(Guiding Principles and Values)Developing and Strengthening Partnerships

Supporting Capacity Building for all PartnersHolding Ourselves Accountable to Ourselves

MAHALOwww.hawaiitourismauthority.org