Posted on: Friday, October 15, 2004

10-year tourism plan gets OK

By Lynda Arakawa
Advertiser Staff Writer

Reducing congestion in airports and on roadways, boosting Native Hawaiian representation on tourism organizations and boards, and increasing money going to protect Hawai'i's natural resources are among the goals of a statewide 10-year plan approved by the Hawai'i Tourism Authority yesterday.

Now the work begins on how to meet the targets outlined in the Hawai'i Tourism Strategic Plan: 2005-2015, which is designed to guide not only the HTA, but all the public and private entities involved in the state's tourism industry.

"All of the components of this strategic plan are really important to tourism, and it just gives you a road map for trying to take on some of those components," said HTA executive director Rex Johnson. "They are a shopping basket worth of things for us to remain a vibrant and competitive industry, and we need to work on all fronts."

Work on the 52-page plan, which began last year, included gathering community and industry comments statewide, as well updating studies and reviewing research. The document had gone through more than 30 drafts.

"I think all in all it's a very well done plan," Johnson said. "It had several rounds of input from all islands. I'm real happy with it."

The next step includes working with the counties to help them develop their own tourism plans that reflect their specific needs and values, as well as working with state departments, private sector officials and others, Johnson said. Gov. Linda Lingle's tourism liaison, Marsha Wienert, is responsible for coordinating state agencies' efforts.

Using this document, the HTA intends to complete its own action plan by the end of the year so it can be presented to the Legislature, which convenes its session in January.

"As we go down the road, we will be saying to the legislators and the departments that here is our view of tourism, it's a huge part of our economy, and here are the things that we would like you folks to work on, and take it from there," he said.

The plan outlines nine initiatives:

• Maintaining and improving transportation access in and around the state.

• Improving communication and outreach among residents, businesses, government and visitors.

• Honoring and perpetuating the Hawaiian culture and community.

• Developing marketing programs that contribute to sustainable economic growth.

• Protecting natural resources.

• Conducting collaborative research to guide tourism programs and policies.

• Creating a safe environment for visitors.

• Diversifying and enhancing visitor activities and products.

• Maintaining a highly qualified workforce and providing career advancement opportunities.

The strategic plan will measure success based on four overall areas: resident sentiments, state and county tax collections, visitor spending and visitor satisfaction. Each initiative also has specific indicators to measure success.

Peter Apo of the Native Hawaiian Hospitality Association, which contributed to the plan, called it a "significant step forward toward being more inclusive." He said he was pleased that it included sections on natural resources and Hawaiian culture.

"We're happy with the fact that I think there were subtle shifts in authorizing HTA to get more involved in other areas ... besides simple marketing, that the mission is much broader," he said. Some issues in the plan are not under HTA's direct control, he said, "but that they're willing to take on the responsibility of looking at some of these issues that affect the product and affect the relationship between tourists and local people and our landscape — that's a major departure from the sort of narrow mission I think that they had been operating with in the past."

The strategic plan is posted on the Web site for HTA: www.hawaii.gov/tourism.

Reach Lynda Arakawa at larakawa@honoluluadvertiser.com or at 535-2470.