University of Hawai i at Mānoa. HTA s Sustainable Tourism Strategy. Robbie Ann A. Kane Tourism Product Development Manager

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1 University of Hawai i at Mānoa HTA s Sustainable Tourism Strategy Robbie Ann A. Kane Tourism Product Development Manager February 6, 2008

2 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.

3 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

4 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.

5 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; and Provide a unique, memorable and enriching visitor experience.

6

7

8 Hawai i or? Jamaica Bali Tahiti

9 More for your money?

10 Hawai i Tourism Strategic Plan: The Planning Process and the Plan

11 The Statewide Planning Process Develop a Statewide Plan for Tourism Gather input and collaborate with community, industry, government Conduct research including competitive analysis and study of best practices Consider Sustainable Tourism Study Information to Date

12 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

13 Guiding Principles and Values Collaboration Sustainability Responsibility Quality Accountability Lōkahi Harmony Mālama āina Nourishing the land Kuleana Responsibility Ho okipa hospitality Aloha - Welcome

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

15 Each Initiative has Goal and Objectives Strategic Directions Lead agency or agencies Support groups Measures of success

16 Hawai i Tourism Authority and the Hawai i Tourism Strategic Plan

17 Government agency Established by law in 1998 Relatively independent Receives tax receipts from the hotel room tax (Transient Accommodations Tax - TAT)

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

19 Distribution of taxes General Fund 3.7% Convention Center 17.3% Counties 44.8% Convention Center Counties Tourism Special Fund (HTA) 34.2% Tourism Special Fund (HTA) General Fund

20 How HTA Works Transient Accommodation Tax 7.25% on Hotels/Condos, etc. Tourism Special Fund STATE TSP HTA Board of Directors Determines Goals and Strategies Sets Budgets HTA President & CEO Hires and Manages Staff Marketing Product Development Administrative Support Communications & Outreach

21 HTA s Role in the TSP Lead Role Communications Marketing Tourism Product Development Support and Advocacy Role Throughout

22 FY 2008 BUDGET BY INITIATIVE (to date subject to change) Strategic Initiative Budget (in millions) Access Communications Hawaiian Culture Marketing Natural Resources Research & Planning Safety & Security Product Development Workforce Development 0.700

23 ACCESS Greetings Program Airline Co-op Marketing Meetings with airlines and cruise industry

24 COMMUNICATIONS & OUTREACH Media Relations & Publicity Learn about the Visitor Industry Campaign Enhanced Website & Expanded Community Database E-Newsletter & Press Releases

25 HAWAIIAN CULTURE Living Hawaiian Culture Program Keep It Hawai i Native Hawaiian Festivals NaHHA Hawaiian Cultural Program Advisory Council

26 MARKETING Key Brand Message Diversity Aloha

27 MARKETING Leisure Business Sports

28 NATURAL RESOURCES DLNR Parks & Trails Special Fund Priority Site Projects Community-Based Projects Natural Resources Advisory Group

29 HTA Supported Projects 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

30 2008 Projects Basic Image, Inc. Bishop Museum Organization Community Work Day Program Friends of the D.T. Fleming Arboretum Hale iwa Main Street Hawai i Division of Forestry & Wildlife Hawai i Forest Industry Association Hawai i Nature Center, The Hawai i Wildlife Fund Hui o Laka Ka ahahui o Ka Nahelehele Kohala Center, The Kula Nai'a Wild Dolphin Research Foundation, Inc. Project Title Maintaining Hawai i's Shorelines through Education, Culture, & Social Integration Dry Forest & Coastal Landscaping Marine Education for Hawai i's Reefs Pāhana Ho ōla: Seeds of Hope Laniakea Beach Honu Education Project K21 Rainforest Trail & Interpretive Site Project Ho ola Ka Makana a-ka upulehu Dryland Forest Restoration Healing the Land: Lo i Restoration Project East Maui Ma Kai Watch Pilot Program Kōke e Trails, Trees, & Lookout Improvement Project Pu u Wa awa a Ahupua a Interpretive Center Enhancements Saving Kahalu'u Bay Development of a Community Marine Outreach Program at Hōnaunau

31 2008 Projects Organization Mālama Hawai I - Community Links Hawai i Mālama Hawai i Mālama Kai Foundation Mālama O Puna National Tropical Botanical Garden NOAA's Hawaiian Islands Humpback Whale National Marine Sanctuary Ohu Ohu Ko olau Inc. on behalf of the O ahu Invasive Species Committee Po ipū Beach Foundation Project S.E.A.-Link The Nature Conservancy Tri-isle RC&D, Inc. Volcano Art Center Project Title Coordinating a Statewide 2008 Hawai i - International Year of the Reef Campaign Mālama Maunalua Capacity-Building Program Protecting Hawai i's Water Quality Wai'ōpae MLCD Coral Reef Restoration Project Limahuli & Lawa i Kai Ahupua a Initiatives Rescuing Hawai i's Humpback Whales: A Community Effort Miconia Surveys in the Ko olau Range Kōloa Heritage Trail Marine Education, Outreach & Monitoring Enhancing Community-Based Marine Conservation Kanaha Beach Park Revitalization Volcano Native Rainforest Preservation & Education

32 RESEARCH & PLANNING DBEDT - READ TNS Accountability Study Cruise Industry Study Tourism Strategic Plan Support & County Tourism Strategic Plans Resident Sentiment Survey

33 SAFETY & SECURITY Visitor Assistance Program Implementation of the Master Plan Emergency Communication System Crisis Planning

34 TOURISM PRODUCT Festivals & Events Program Product Enrichment Program Technical Assistance & Capacity Building Program Other Product Development Program DEVELOPMENT

35 FESTIVALS & EVENTS POST-ARRIVAL CAMPAIGN

36 TECHNICAL ASSISTANCE AND CAPACITY BUILDING $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): $1970 Savings for Hawai i Participants: [$1,420] February 2008 Sponsorship/Sponsorship Service Non-Sponsorship Revenue Programs Marketing/Media Relations February 2009 Administration/Management Human Resources Operations/Risk Management

37 WORKFORCE DEVELOPMENT Academy of Hospitality & Tourism UH-TIM KCC Implementation of the Master Plan

38 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; and Provide a unique, memorable and enriching visitor experience.

39 HTA Product Development Program Vision To 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. Build a better destination for our visitors.build a better home for our residents build a better community through tourism.

40 Sustainability Comes through: Keeping our sights on the Vision Actively participating Adhering to Standards (Guiding Principles and Values) Developing and Strengthening Partnerships Supporting Capacity Building for all Partners Holding Ourselves Accountable to Ourselves

41 MAHALO

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