The Hawaii Tourism Authority (HTA) is taking steps to help beleaguered Maui.
The board has approved a six-month plan of action to help speed the recovery.
The island of Maui, heavily dependent on tourism, suffered a devastating wildfire in August that wiped out residences and businesses over the entire island.
The HTA will work with Gov. Josh Green’s office and the State Department of Business, Economic Development and Tourism (DBEDT) and other state agencies. HTA’s full report will identify major strategies and not only short-term but also mid- and long-term recommendations will be provided to DBEDT in their role coordinating the state’s economic recovery support functions.
“A tremendous amount of thought and listening to people and businesses throughout Maui has gone into the development of this overarching plan, which will guide HTA forward in the coming year,” said HTA chair Mufi Hannemann. “We will be flexible and make necessary adjustments throughout the year to ensure the programs and innovations that HTA puts forth are timely and geared to encourage future success. We are hopeful Maui’s tourism industry will begin seeing positive results soon, but the reality is that this plan is intended to heighten interest among mindful travelers about Maui throughout all of 2024 and beyond.”
HTA, among other things, plans to increase the visibility of Maui to high-market areas throughout North America; support local businesses by enhancing the GoHawaii.com website; spread the message that many Maui residents want to return to full-time work; and more.
HTA Board Vice Chair Mahina Paishon said:
“We fully understand the uncertainty and worry that many residents are feeling about their future with Maui’s recovery and appreciate everyone for sharing their mana‘o. A main objective of our work will be to make sure that HTA is supportive and mindful of the sentiments within the community and properly addressing concerns raised by residents about tourism’s role in Maui’s recovery.”
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