Who We Are
The Hawai‘i Tourism Authority (HTA) serves as the official tourism agency for the State of Hawai‘i, tasked with managing the Hawaiian Islands’ iconic brand responsibly. HTA’s role spans marketing the Islands, preserving Hawaiian culture, protecting the natural environment, and strengthening local communities.
HTA was established in 1998 through a legislative act to serve as the state’s lead agency supporting tourism, Hawaii ’s largest industry. HTA is guided by four pillars which are: natural resources, Hawaiian culture, community, and brand marketing. Through its stewardship of tourism, HTA aims to improve both the visitor experience and the quality of life for Hawai‘i’s residents. Central to this mission is the development of sustainable and regenerative tourism practices, guided by HTA’s 2020-2025 Strategic Plan.
Our mission is to strategically manage Hawai‘i tourism in a sustainable manner consistent with economic goals, cultural values, preservation of natural resources, community desires and visitor industry needs.
We aim to manage tourism in a way that helps improve the quality of life for residents and communities across the state. Our marketing now includes teaching visitors to be responsible, with the goal of sustainable tourism.HTA supports the United Nations 17 Sustainable Development Goals (SDGs), and the UN 2030 Agenda for Sustainable Development. HTA is promoting the visitor industry in alignment with the Aloha+ Challenge.
Our measures of success are: visitor satisfaction, resident sentiment, per person per day spend, and total visitor expenditures.
