Maui Summer Goal Management Action Plan Update Now Available: Maui Now

Nov 15, 2022 12:16pm HST

The Hawaii Tourism Board published the Maui Summer 2022 Progress Report providing updates on progress towards fulfilling the Maui Destination Management Action Plan, which is part of the Maui Nui Action Plan.

The report provides progress from July 1 through September 30, 2022 and references actions identified for the implementation of Phase 2 of the plan.

Maui coast. Photo Courtesy: Hawaii Tourism Board

There are 17 sub-actions in Phase 2, one of which has been completed and 15 (75%) are still in progress. Three sub-actions identified in phase 1 were carried over into phase 2. Two sub-actions of Phase 2 have not yet started and one has been completed.


  • The Maui Visitors and Convention Bureau organized the East Maui Advisory Group to provide input to the bureau’s East Maui Tourism Management Pilot Program.
  • The Maui Visitors and Convention Bureau is partnered with the “Rise above plastics on vacationinitiative of the Surfrider Foundation Maui Chapter and purchased co-branded reusable water bottles to support the program.
  • Hawaiʻi Tourism USA completed its series of communications to residents shown by local television news stations. The series included Daryl Fujiwara for the Emma Farden Sharpe Hula Festival & Festivals of Aloha, Jill Wirt with the Maui Nui Marine Resource Council and Caroline Anderson who shared the Rise Above Plastics program.
  • The Maui Visitors and Convention Bureau established an East Maui Advisory Council to provide input for a pilot program on East Maui’s tourism management and eventually to provide advice on messaging. Meetings were held throughout September, also attended by the Hawai’i Tourism Authority and Maui County.
  • The Hawai’i Tourism Authority, along with the University of Hawaii Travel Industry Management School and the Native Hawaiian Hospitality Association, funded a study of tour guide best practices.
  • The Hawai’i Tourism Authority’s global marketing team’s brand marketing and management plan includes responsible tourism messages and programs. This included: Hawaii Tourism Japan presented Sustainable Coastlines Hawaii activities; Hawai’i Tourism Canada Shared Voluntourism Activities at Their Webinar for Travel Agents; and Hawai’i Tourism Korea partnered with Pitch by Pitch Magazine, a sustainable travel magazine, to develop in-depth promotional content for Mālama Hawai’i.

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