To further bolster Hawaiʻi’s position as a top destination, the Hawaiʻi Tourism Authority (HTA) unveiled its 2026-2030 strategic plan, an initiative focused on deepening community engagement and maximizing value for residents and visitors alike.
Structured around three strategic pillars – brand marketing, experience development and tourism leadership –plan is designed to fulfill HTA’s core legal mandates, with each pillar aiming to achieve a specific target by 2030.
Brand Marketing
To capture the interest of target travelers in sectors such as business, sports, wellness, and culture, HTA is updating its digital tools, beginning with GoHawaii.com, while redefining its brand strategy.
Experience Development
Hawaiʻi is expanding its focus on agritourism, sports and business travel through a new program whose goal is to diversify the visitor experience to drive growth for local growers, artists and small businesses.
Tourism Leadership
HTA is buttressing its organizational capacity and accountability through more substantive partnerships with state and county governments, visitors, labor unions and academic institutions while promoting an air route development plan and establishing Hawaiʻi as an education and training hub for the tourism workforce.
“This plan is a back-to-basics roadmap that puts Hawaiʻi’s long-term success front and center, sharpening our focus on brand management, protecting the culture and places that make Hawaiʻi special, delivering real value to residents and visitors and holding ourselves accountable for measurable results,” said Caroline Anderson, HTA’s interim president and CEO.
“These strategies reflect what we heard directly from our communities, visitor industry and policymakers, and position Hawaiʻi to build a visitor economy grounded in economic vitality, cultural integrity, environmental stewardship and tangible benefits for our communities,” she added.
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