For this reason, destination management has become a major HTA focus and is at the heart of
this 2020-2025 Strategic Plan Update.
Our previous strategic plans have included attention to community benefits, Hawaiian
culture, workforce training, and other destination concerns. What is different now is the greater
emphasis and additional resources being directed to them.
At the same time, HTA is enabled by law2 to “Have a permanent, strong focus on Hawai‘i
brand management”, primarily marketing. However, marketing can only do so much if
we neglect the very resources that draw visitors to Hawai‘i – our ‘?ina, our culture, our
communities. By reinvesting in them, we strengthen the destination and better position
ourselves to endure economic downturns.