The Major Festivals Program falls under the HTA's product development initiative, which aims to enrich and diversify Hawai'i's tourism product. The program also supports HTA's goals to increase visitor spending and average length of stay.

"Through the Major Festivals Program, we are proud to support and enhance events that showcase Hawai'i's unique culture and diversity. Not only do these festivals help to enrich the visitor experience here in our islands, but they also are a way to celebrate and perpetuate the State's rich history and multi-cultural heritage," said Rex Johnson, president and chief executive officer of HTA. "Additionally, the timing of many of these festivals also helps to attract an increased number of visitors during traditionally slow periods in Hawai'i."

The 9 festivals selected to receive funding were chosen by the HTA based an evaluation of the number of attendees that the event attracts (visitors and residents) and the amount of national and international media coverage that the festival generates through pre- and post- marketing efforts.

The Hawai'i Tourism Authority was created in 1998 to ensure a successful visitor industry well into the future.

Its mission is to strategically manage the growth of Hawai'i's visitor industry in a manner consistent with its economic goal, cultural values, preservation of natural resources, and community interests.