Post on 08-Jun-2018
University of Hawai‘iat Mānoa
HTA’s Sustainable Tourism Strategy
Robbie Ann A. KaneTourism Product Development Manager
February 6, 2008
Sustainable Tourism
From Wikipedia, the free encyclopedia• There are many different definitions of
sustainable tourism. Sustainable tourism in its purest sense, is an industry which attempts to make a low impact on the environment and local culture, while helping to generate income and employment for locals, as well as to promote the conservation of local ecosystems. It is responsible tourism which is both ecologically and culturally sensitive.
Geotourism“Geotourism is sustainable tourism energized; it sustains and also enhances. Tourist revenue can help restore historic districts and support local craftspeople. Tourism revenues can provide a real, bottom-line incentive for residents to protect what tourists are coming to experience. Informed, involved, prospering residents in turn make a more welcoming environment for tourists.”
Jonathan B. Tourtellot, Director of Sustainable Destinations, National Geographic Society
Proposed Definition
• Ecotourism in Hawai‘i is an economically, socially and environmentally sustainable activity that responsibly and authentically connects visitors with Hawai‘i’s natural and cultural landscapes resulting in beneficial exchanges among these landscapes, the host community, and the visitor.
The Vision
By 2015, tourism in Hawai‘i will:Honor Hawai‘i’s people and heritage;Value and perpetuate Hawai‘i’s natural and cultural resources;Engender mutual respect among all stakeholders;Support a vital and sustainable economy; andProvide a unique, memorable and enriching visitor experience.
The StatewidePlanning Process
Develop a Statewide Plan for TourismGather input and collaborate with community, industry, governmentConduct research … including competitive analysis and study of “best practices”Consider Sustainable Tourism Study Information to Date
Major Components of the TSP• SWOT
• Vision– What stakeholders want the industry to look like in 2015
• Guiding Principles and Values– Key concepts to focus on in development of the plan
• Performance Indicators– How to measure success
• Strategic Directions in 9 Key Initiatives– Goals, objectives, parties (lead and supporting), and measures
Guiding Principles and ValuesCollaborationSustainabilityResponsibility
QualityAccountability
Lōkahi – HarmonyMālama ‘āina – Nourishing the land
Kuleana – ResponsibilityHo‘okipa – hospitality
Aloha - Welcome
Strategic Initiatives
• Access• Communications and Outreach• Hawaiian Culture• Marketing• Natural Resources• Research and Planning• Safety and Security• Tourism Product Development• Workforce Development
• Goal and Objectives• Strategic Directions • Lead agency or agencies• Support groups• Measures of success
Each Initiative has …
• Government agency …–Established by law in 1998– Relatively independent
• Receives tax receipts from the hotel room tax (Transient Accommodations Tax - TAT)
HTA MissionTo strategically manage Hawai‘i tourism in a sustainable manner consistent with our economic goals, cultural values, preservation of natural resources, community desires and visitor industry needs.
HTA VisionTo be recognized as an exemplary tourism organization, respected by our community, our visitors, the visitor industry and ourselves.
Distribution of taxesGeneral Fund
3.7%
Counties44.8%
Convention Center17.3%
Tourism Special Fund
(HTA)34.2%
Convention Center Tourism Special Fund (HTA)Counties General Fund
How HTA WorksTransient Accommodation Tax
7.25% on Hotels/Condos, etc.
Tourism Special Fund
HTA Board of DirectorsDetermines Goals and Strategies
Sets Budgets
HTA President & CEOHires and Manages Staff
Marketing
Administrative Support
Product Development
STATE TSP
Communications & Outreach
HTA’s Role in the TSP
• Lead Role– Communications– Marketing– Tourism Product Development
• Support and Advocacy Role Throughout
FY 2008 BUDGET BY INITIATIVE (to date – subject to change)
Strategic Initiative Budget (in millions)Access 4.000Communications 1.575Hawaiian Culture 2.000Marketing 50.700Natural Resources 3.100Research & Planning 2.990Safety & Security 1.650Product Development 5.250Workforce Development 0.700
COMMUNICATIONS & OUTREACH
• Media Relations & Publicity
• Learn about the Visitor Industry Campaign
• Enhanced Website & Expanded Community Database
• E-Newsletter & Press Releases
HAWAIIAN CULTURE
Living Hawaiian Culture Program
Keep It Hawai‘i
Native Hawaiian Festivals
NaHHA
Hawaiian Cultural Program Advisory Council
NATURAL RESOURCES DLNR Parks & Trails Special Fund
Priority Site Projects
Community-Based Projects
Natural Resources Advisory Group
HTA Supported Projects2003 – 2008
DLNR Direct - $6 million
Community Based – RFP:County of Hawai‘i – 22 Projects - $1.45 million
County of Kaua‘i – 12 Projects - $804,590
County of Maui – 20 Projects - $1.41 million
City & County of Honolulu – 13 Projects - $826,750
Multi-Island or Statewide – 16 Projects - $1.29 million
TOTAL – 83 Projects – 49 Organizations - $5.79 million
2008 ProjectsOrganization Project Title
Basic Image, Inc.Maintaining Hawai‘i's Shorelines through Education, Culture, & Social Integration
Bishop Museum Dry Forest & Coastal LandscapingCommunity Work Day Program Marine Education for Hawai‘i's ReefsFriends of the D.T. Fleming Arboretum Pāhana Ho‘ōla: Seeds of HopeHale‘iwa Main Street Laniakea Beach Honu Education ProjectHawai‘i Division of Forestry & Wildlife K21 Rainforest Trail & Interpretive Site Project
Hawai‘i Forest Industry AssociationHo‘ola Ka Makana‘a-Ka‘upulehu Dryland Forest Restoration
Hawai‘i Nature Center, The Healing the Land: Lo‘i Restoration ProjectHawai‘i Wildlife Fund East Maui Ma Kai Watch Pilot Program
Hui o LakaKōke‘e Trails, Trees, & Lookout Improvement Project
Ka ‘ahahui o Ka NahelehelePu‘u Wa‘‘awa‘a Ahupua‘a Interpretive Center Enhancements
Kohala Center, The Saving Kahalu'u BayKula Nai'a Wild Dolphin Research Foundation, Inc.
Development of a Community Marine Outreach Program at Hōnaunau
2008 Projects
Organization Project Title
Mālama Hawai‘I - Community Links Hawai‘i
Coordinating a Statewide 2008 Hawai‘i -International Year of the Reef Campaign
Mālama Hawai‘i Mālama Maunalua Capacity-Building ProgramMālama Kai Foundation Protecting Hawai‘i's Water Quality
Mālama O Puna Wai'ōpae MLCD Coral Reef Restoration Project
National Tropical Botanical Garden Limahuli & Lawa‘i Kai Ahupua‘a Initiatives
NOAA's Hawaiian Islands Humpback Whale National Marine Sanctuary
Rescuing Hawai‘i's Humpback Whales: A Community Effort
‘Ohu ‘Ohu Ko‘olau Inc. on behalf of the O‘ahu Invasive Species Committee Miconia Surveys in the Ko‘olau Range
Po‘ipū Beach Foundation Kōloa Heritage Trail
Project S.E.A.-Link Marine Education, Outreach & Monitoring
The Nature ConservancyEnhancing Community-Based Marine Conservation
Tri-isle RC&D, Inc. Kanaha Beach Park Revitalization
Volcano Art CenterVolcano Native Rainforest Preservation & Education
RESEARCH & PLANNING
• DBEDT - READ
• TNS Accountability Study
• Cruise Industry Study
• Tourism Strategic Plan
Support & County Tourism
Strategic Plans
• Resident Sentiment Survey
SAFETY & SECURITY
Visitor Assistance Program
Implementation of the Master Plan
Emergency Communication System
Crisis Planning
• Festivals & Events Program
• Product Enrichment Program
• Technical Assistance & Capacity Building Program
• Other Product Development Program
TOURISM PRODUCT DEVELOPMENT
TECHNICAL ASSISTANCE AND CAPACITY BUILDING
February 2008 Sponsorship/Sponsorship Service
Non-Sponsorship Revenue ProgramsMarketing/Media Relations
February 2009Administration/Management
Human ResourcesOperations/Risk Management
• $200 for initial enrollment in the certification program• Waived (normally $195) for each one-day core curriculum course enrollment• Waived (normally $250) for Final Assessment and graduation• $350 IFEA Annual Membership Fee (if not currently an IFEA member)TOTAL CFEE Program Fees for Hawai‘i Participants with HTA Support: $550
Normal CFEE Program Fees (incl. IFEA membership): $1970Savings for Hawai‘i Participants: [$1,420]
The Vision
By 2015, tourism in Hawai‘i will:Honor Hawai‘i’s people and heritage;Value and perpetuate Hawai‘i’s natural and cultural resources;Engender mutual respect among all stakeholders;Support a vital and sustainable economy; andProvide a unique, memorable and enriching visitor experience.
Build a better destination for our visitors….build a better home for our residents…build a better community
through tourism.
HTA Product Development Program VisionTo realize Hawaii’s potential as a great place to live & to
visit by ensuring that our rich cultural heritage & resources are enhanced, preserved, perpetuated &
promoted in a manner that is economically & environmentally sound, & culturally & socially sensitive.
Sustainability
Comes through:
Keeping our sights on the VisionActively participating Adhering to Standards
(Guiding Principles and Values)Developing and Strengthening Partnerships
Supporting Capacity Building for all PartnersHolding Ourselves Accountable to Ourselves