We may not be at a crossroads when it comes to tourism in Hawai`i, but there’s certainly gridlock amidst a traffic jam. With concerns about marketing messaging and usage, the creeping upward rate of the TAT (Transient Accommodations Tax), the future of HTA (the Hawai`i Tourism Authority), the “acceptable” number of tourists in our state and how those numbers relate to usage of and impacts on our water, resources, and waste, the visitor goals/future looks a bit hazy nowadays. Lately, the acceptance of the term “quasi-government” entity to describe HTA is a bit of an oxymoron- like jumbo shrimp, pretty ugly, icy hot, or original copy.
Add in the effects of visitor activities on our infrastructures, environment, favorite heretofore “local” spots and well… those age-old questions and concerns are definitely in focus, especially coming out of the COVID era when many here enjoyed tranquility and ease of access at favorite hideaways, unimpeded by social media wannabes and avid explorers.
A local 2024 Omnitrak survey reported that just 56% of residents feel that tourism brings more benefits than problems, vs. 80% who felt that way in 2010. Visitor arrivals post-COVID have not returned to peak 2019 numbers, Japanese visitor counts may not return until 2028, and many Canadians aren’t thrilled with U.S. policies and may opt to stay away.
As we await greater clarity on the role of a highly-functioning Hawai`i Tourism Authority, many officials appear complacent to let Hawai`i marketing and advertising efforts lag while vital tourism numbers lag, which is quite short-sighted. Not being on potential customer’s radar is a good way to ensure that many simply forget about us. Don’t believe it? Ever heard of Amazon, Proctor & Gamble, Coca Cola, Nike, or General Motors? They all spend over $3 billion annually on advertising, and I’m pretty sure people know their messages, positioning, and products by now. Do you think Disneyland assumes everyone has gotten its message, so that Mr. Mouse can play the Dormouse going forward? No way. Are Florida and Mexico taking time off from encouraging visitors?
We need to be analytical, laser-focused, committed, consistent, and realistic when it comes to our top industry. Unless, of course, we’ve fine-tuned a developed Plan B for how to shore up our shores when tourism dollars and their massive economic ripple effects run shallow. Now is the time for leadership and action, not gamesmanship and wallowing.
Think about it…