HTA, communities are working to redefine Hawaii 2.0 tourism
Posted on April 26, 2021 in Capitol Connection, Featured, Main
HTA CEO John De Fries supports the Safe Travels program.
Rebuild. Redefine. Reset to default. Spend some time with John De Fries, new CEO of the Hawaii Tourism Board, and it is clear that these are more than just words to him. “They reflect the shift in the HTA Strategic Plan 2020-2025, which is putting more emphasis on addressing the impact of tourism in a sustainable way,” he explains. De Fries recognizes that an increase in visitors looking to a safe destination like Hawaii after the COVID-19 illness could lead to an increase in residents’ negative mood and attitudes towards visitors. How to educate and manage the new wave of travelers associated with the largest industry in the state with more than 216,000 employees and $ 2 billion in state tax revenue – that is the challenge facing the HTA and local communities in the months and years to come.
The solutions are not straightforward and unique on each island, but over the past 14 months, nationwide steering committees have been created Destination Management Action Plans (DMAPs) based on community inputs that reflect this major shift in the HTA approach. These include island-specific measures that need to be taken over the next three years and “hotspots” that residents are most concerned about. The result is a series of plans for responsible, “regenerative tourism”, where the catchphrase is mālama – to care for and protect our islands. That’s why De Fries, HTA and Mike McCartney, Director of the Department of Business, Economic Development and Tourism, want to take a broader and more mindful approach. These include the interacting “four pillars” of the Strategic Plan: natural resources, Hawaiian culture, community engagement, and responsible travel marketing that can be managed in partnership with other state, county, and community stakeholders. “We have a duty to make the visitor mālama, but at the same time we have to educate the visitor about how we can mālama ourselves as a place, as a people and as a society,” said De Fries. McCartney adds, “We are at a tipping point where we can redefine tourism for a future of Hawaii 2.0.”
De Fries is called a keiki o ka ‘āina – a “child of the country”, who grew up in Waikīkī and fished in the waters with his uncle. As a 40 year veteran of the visitor industry, he is determined to find ways that tourism and local community can not only coexist, but provide a win-win solution. “I don’t see how to come up with a sustainable model if it doesn’t belong to the community,” he adds. He is also the first native Hawaiian to hold this position, which he says gives him an increased sense of responsibility. “A close friend of mine in Hawaii said to me, ‘Our children need to see that you are successful,’ says De Fries, who lives in Kona. “When he said that, the extent really struck me.”
Alfred Grace, CEO of the Polynesian Cultural Center, describes the security protocols to the governor.
De Fries became CEO of HTA on September 16, just before Governor Ige the Safe Travel Program with COVID-19 tests before the trip. He has since joined the core group of leaders helping the state deal with the pandemic. “What I like about the governor is that he is a critical thinker and very principled. That’s what you want in this office now, ”says De Fries. “Now we’re seeing him shift into higher gear to revitalize the economy and bring back jobs. which business leaders in every industry welcome. The increased vaccinations, Safe Travels program, and precautionary measures our own residents are taking are all working. Ultimately, a safe and healthy community is a safe and healthy destination for tourism. ”De Fries also sees the pandemic as an opportunity to redefine the role of tourism in economic diversification. “When the juggernaut of tourism ceased – carpenters, plumbers, carpet layers, art and culture, graphics, IT – it became clear that all of these areas that we do not directly associate with tourism have been lost along with farmers, restaurants and hotels Business opportunities, ”says De Fries. “The industry can offer both in-service training and small business growth, as well as a place for full-time employment.”
As for the future of tourism in a Hawaii 2.0, says De Fries, “The visitor industry will be central to the state’s economy for a long time because people will always be drawn to Hawaii. We need to educate our visitors and make them part of the solution. We can lead the industry by building on a number of larger, more sustainable goals that protect natural and cultural resources. The most responsible form of tourism is regenerative tourism, where our economic future is linked to our ability to keep our islands healthy and thriving. Ultimately, I believe Hawaii will be recognized as a place of healing – for ourselves and for the world. “
HTAs Mālama Hawai’i Initiative and Destination Management Action Plans (DMAP) 2021-2023
The Mālama Hawaii program with local hotels, industrial partners and volunteer organizations inspires visitors to travel mindfully and enables them to give something back to Hawai’i through environmental and cultural projects. You can find an up-to-date list at https://www.gohawaii.com/malama.
The community-based DMAPs for Hawai’i, Maui, and Kaua’i counties, see https://www.hawaiitourismauthority.org/what-we-do/hta-programs/community-based-tourism/. The O’ahu DMAP will be completed this summer.
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