The Hawaiian Islands are unlike anywhere in the world. While our sun, sand and surf have made us a world-renowned dream destination, Hawaii is also a dynamic and vibrant place to live and visit. From relaxing on the world’s best beaches and dining at acclaimed restaurants, to seeing movie stars at film festivals or top athletes at premier sporting events, where else would an isolated destination have access to so many world-class events and experiences?
As the fourth busiest international gateway into the U.S., the Hawaiian Islands welcomed a record 8.28 million visitors in 2014, who generated $14.7 billion in expenditures and $1.6 billion in state tax revenue.
To maintain this success, the Hawaii Tourism Authority (HTA), the state’s tourism agency, works with businesses, nonprofit and community organizations to foster and cultivate programs and projects that provide residents and visitors with a variety of unique experiences and
offerings that benefit our communities and grow our economy.
Hawaii has a colorful and distinct local culture that blends our Native Hawaiian and multi-ethnic heritage. We recognize a variety of special events, from honoring King Kamehameha or perpetuating hula at the Merrie Monarch Festival, to celebrating Chinese New Year, the Filipino Fiesta or Japanese obon. Our collective and inclusive customs are great visitor experiences, which allow us to share and continue long-time traditions that enrich our communities.
This year, the HTA is supporting 181 Signature Events and Product Enrichment Programs statewide, which help to sustain Hawaii’s natural resources, and cultivate, preserve and promote old and new traditions that honor our cultural diversity and differentiate our destination.
The HTA’s Signature Events program promotes some of the state’s most highly anticipated events, including the HTA’s Major Festivals like the Hawaii Food & Wine Festival, Hawaii International Film Festival, Honolulu Festival, Koloa Plantation Days Festival, Maui Film Festival, Pan Pacific Festival and Kona Coffee Cultural Festival.
As part of this program, HTA is also the major sponsor of five Signature Native Hawaiian Festivals, including the Prince Kuhio Celebration, Merrie Monarch Festival, King Kamehameha Celebration, Prince Lot Hula Festival and Aloha Festivals.
The HTA also supports 15 select Signature Sporting Events like the Sony Open in Hawaii on Oahu, XTERRA World Championship on Maui, Ironman World Championship on Hawaii Island and the Kauai Marathon. Last year, these world-class events generated over $200 million in broadcast ad value, more than $100 million in direct visitor spending and charitable donations for the state. They also diversify our visitor and resident experiences, and enhance Hawaii’s presence as a premier sports destination.
Every year, HTA partners with our counties and the Hawaii Community Foundation to support our CPEP programs. The 91 HTA CPEP programs this year encompass arts, music, food and cultural festivals, and sports and wellness events throughout the state, like the upcoming Hawaii Island Puna Music Festival, Oahu’s We are Samoa Festival, Maui’s 23rd Celebration of the Arts and Kauai’s May Day by the Bay.
While tourism is the lead economic driver in Hawaii, the key to our success is our host culture and people. Programs that highlight our diverse history, culture and landscape attract visitors back to the Hawaiian Islands, stimulate our tourism economy, sustain jobs, and create volunteer and philanthropic opportunities.
We, the tourism industry and community, must continue to work together to foster these types of programs, which create new and authentic experiences, enhance our lifestyles, engage and connect our communities, sustain our resources and perpetuate and educate our youth and others about what makes Hawaii so special, so that we may strengthen our identity as a destination and a state.
Ron Williams is interim CEO of the Hawaii Tourism Authority.
