Hawaii has a new strategic plan for tourism, following unmanageable pre and post pandemic surges in visitor numbers and a wildfire tragedy that have prompted a more local-led approach.
Hawaii’s tourism authority, now majority Hawaiian-run, consulted locals, from farmers to hotel owners, to put in place a bespoke plan for each of the island state’s four counties with a mindset shaped by sustainability rather than marketing.
“In the past, visitors were spoon-fed what outsiders thought they wanted,” Kainoa Horcajo, Mo’olelo Group founder and cultural consultant, told Bloomberg. “Now, it’s time to take a risk, challenge the visitor, and give them something real.”
Changes visitors to Hawaii can expect include:
Reserving in advance
Reservations must be made up to 30 days ahead depending on the season and the place, before visiting a park or nature reserve. The islanders have introduced the booking system to better predict and manage visitor numbers and traffic in sensitive natural sites, like Kauai’s popular coastal Kalalau Trail or the black sand beach at Maui’s Wai’anapanapa State Park.
Caps on visitor numbers
At the Hanuama Bay Nature Preserve in Oahu, visitor numbers will be capped at 720 per day – less than a third of the Preserve’s pre-pandemic intake. The reduced footfall, as well as closing the area for two days a week will allow the ecosystem and its coral to rest.
Paying to park
Parking and entry fees for non-residents are being introduced at sites across the islands. The parking cost varies from $5 to $15 per person and goes towards site maintenance, while Hanuama, for example, is putting up its entry fee for non-residents from $5 to $25 – a massive five-fold increase.
Education before access
Some locations are introducing educational videos for visitors to watch before they are allowed to set foot inside their chosen attraction. At the Hanuama Bay Nature Preserve, guests will not be able to enter the water until they’ve watched a film lasting just under 10 minutes about coral and marine life.
Hawaiian Airlines too is showing flyers a five-minute film about safety in the water, respecting flora and fauna, and sun exposure.
Back to the authentic
Some traditions thought of as typically Hawaiian have in fact been invented by non-Hawaiian marketeers. Floral garlands or “lei” are gifted in Hawaii, but they will no longer consist of wreaths of non-native orchids imported from Asia. Instead, native plants will be preferred.
Similarly, the luau traditional dance will no longer feature girls in grass skirts but traditional skirts and lioncloths made of kapa, or bark cloth, which 19th century missionaries thought were inappropariate.
Malama – or giving back to the land
The Hawaii Tourism Authority created a campaign last year to promote the Hawaiian concept of malama, or caring for the land. Tourists are encouraged to take part in projects such as tree planting, so they have an opportunity to care for and give back to their destination.
“Everyone relates to aloha,” said John De Fries, president of the Hawaii Tourism Authority, speaking of Hawaii’s famous welcome and hospitality But, he says, “Malama is emerging as its sister value.”
