by Lacey Pfalz
Last updated: 11:30 AM ET, Fri June 16, 2023
John de Fries (Photo Credit: John de Fries)
The Hawai’i Tourism Authority’s (HTA) President and CEO, John De Fries, announced on June 16 that he will not be extending his three-year employment contract when it ends on September 15, 2023, ending his tenure, which began in 2020.
The leader of the HTA guided the organization through the pandemic and the development of its island-specific Destination Management Action Plans, which focused on community-led and community-centric regenerative tourism initiatives.
Under his tenure, the HTA also launched the Mālama Hawai’i program in 2021, which rewards travelers for participating in rewilding, conservation and other regenerative initiatives with perks like an additional free night at a hotel or resort.
“It has been an honor to serve the communities and people of our islands these past three years and I will support the board and staff during this transition in leadership of HTA,” said De Fries. “I am incredibly proud of our passionate, unwavering team of professionals at HTA and all that is being accomplished in our communities to improve the well-being of Hawai‘i.”
“I extend my gratitude to the HTA Board for their support of our critical work in accelerating HTA’s focus on improved destination management and increased visitor education, and changing our collective outlook toward tourism for the long-term benefit of our kama‘āina, our native culture, and the places we hold dear throughout Hawai‘i,” he continued. “I’d also like to thank the Governor, Lieutenant Governor, and Legislature for working together and making it possible for HTA to continue its work in the coming fiscal year.”
The Hawai’i Tourism Authority was under threat of the government dissolving the independent organization in favor of a government-run organization earlier this year. It has since received some funding, while the bill in question was deferred for several months.
It has since awarded just under $4 million to support local community events and festivals, in accordance with its 2023 Signature Events and Community Enrichment Programs. Community and cultural events are just some of the many facets the HTA funds throughout the Hawaiian islands.
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