What is happening to the Maui Nui Destination Management Action Plan?

Phase 1 of the Maui Nui Destination Management Action Plan (DMAP) is underway, with 16 of the 18 sub-actions in progress and one sub-action completed, according to the second update from the Hawaii Tourism Authority.

the Action plan for goal management aims to rebuild, redefine and refocus tourism over a three-year period.

It was approved by the Board of Directors of the Hawaii Tourism Authority in December 2020 and was opened to the public and published on HTA’s website on March 4, 2021.

This update focuses on the Maui actions identified for the implementation of Phase 1 (calendar year 2021). Two sub-actions, scheduled to begin in phase 2, are already underway.

Highlights of ongoing Maui DMAP sub-actions:

• United Airlines makes the videos of Mālama Hawaii available in its video/film library on all flights to the Hawaiian Islands. Beginning in Q1 2022, United Airlines will email these videos to all passengers when they book their Hawaii flight.

• The Maui County Department of Management is working on a Park Maui program to address park congestion.

• The Hawaii Tourism Authority and the Maui Visitors and Convention Bureau hosted community forums on November 2 to share progress on the Maui DMAP and receive input on regenerative tourism activities.

• Calls for proposals have been issued for the Kūkulu Ola, Aloha ‘Āina and Community Enrichment programs.

Completed Sub-Action:

• To promote Hawaii’s sun protection law and educate visitors on the proper use of sunscreen, the Maui Visitors and Convention Bureau (MVCB) added the Reef Safe Sunscreen Information app to the goHawaii app’s carousel of images. So far it has received good engagement and impressions. MVCB also published an article with the Surfrider Foundation on reef-safe sunscreen and is running a reef-safe sunscreen campaign throughout 2022.

To view the full Fall 2021 Maui Destination Management Action Plan Progress Report, click here.