The first full week of May is annually recognized as National Travel and Tourism Week, a tradition first celebrated in 1984 after Congress passed a joint resolution. In a 1983 White House ceremony, the U.S. Travel Association notes, President Ronald Reagan signed a presidential proclamation urging citizens to observe the week with “the appropriate ceremonies and activities.” 

In Hawaii, tourism is the state’s biggest economic force, accounting for about 145,235 jobs in 2010, more than 17.4 percent of total employment for the state, and contributing $1.05 billion in state taxes in 2010, according to the Hawaii Tourism Authority. Total visitor spending in Hawaii in 2011 reached $12.581 billion, an increase of 15.6 percent from $10.880 billion the previous year.

So tourism looms large in the Aloha State. But how is the industry evolving here, and is Hawaii staying competitive in an ever-growing global marketplace? Hawaii Tourism Authority CEO Mike McCartney, University of Hawaii tourism school interim dean Juanita Liu and Hawaiian Airlines

CEO Mark Dunkerley share some insights.