| Hawai’i has a new tourism framework that’s aimed at protecting the islands’ culture and environment.
Governor Josh Green this signed into law a bill incorporating regenerative tourism frameworks into the Hawaiʻi State Planning Act.
“Sustainable tourism is essential for the future of our state,” said Green. “This bill ensures that our visitor industry grows in a way that respects and preserves our cultural heritage while promoting economic diversification.”
Senate Bill 2659, introduced by Senators Jarrett Keohokalole and Les Ihara, Jr. and championed by the Native Hawaiian Caucus in both chambers of the Legislature, incorporates a regenerative framework into the Hawaiʻi State Planning Act and the state’s Tourism Functional Plan – documents that guide the operation of state and county agencies – by expanding objectives and policies for the visitor industry, which include:
- Shifting to a regenerative visitor industry that has a smaller ecological footprint by implementing policies such as decreasing the impacts on beaches, reefs, and ocean life, and that aims to sustain and improve the quality of life for Hawaiʻi’s people
- Supporting community efforts to protect the cultural and natural resources of the land, oceans, streams, and skies, and to ensure that kapu (prohibited) and environmentally sensitive contexts are protected from visitor traffic
- Engaging more of Hawai‘i’s businesses by better positioning Hawai‘i business owners and entrepreneurs in the economic value chain, and actively supporting other economic sectors to reduce the state’s dependence on tourism
- Empowering Hawaiʻi’s people by offering capacity-building opportunities, job training and education for upward career mobility in the visitor industry
Hawaii residents, including native Hawaiians, have been calling for a more diverse economy for years. That movement gained even more strength after the devastating fires that destroyed most of Lahaina, Maui last August.
 Tuddie Purdy pours Hawaiian honey at his macadamia nut farm on the Hawaiian island of Molokai. JIM BYERS PHOTO There also has been a backlash against overtourism im some areas, and calls for visitors to be more respectful of Hawaiian culture.
“We hear the community’s call clearly: we need a model of tourism that is a net benefit for Hawaiʻi’s environment and communities,” the Hawai’i Tourism Authority said in a post on Linked In. “That call has driven our work here at HTA, and this law signifies that regenerative tourism is a priority for our Legislature as well as Governor Green’s administration.”
“This landmark legislation represents a pivotal advancement in solidifying ongoing efforts to transform Hawaiʻi for the better, and I commend Governor Green and the Legislature for their leadership in ushering forth this era,” said HTA Board Chair and Hawaiʻi Lodging & Tourism Association President and CEO Mufi Hannemann. “The united efforts of government agencies and officials, community leaders, and HTA highlight a shared dedication to fostering a thriving, diverse, and resilient industry that places the well-being of our communities and diverse cultural heritage at the forefront.”
The bill was a priority of the ʻĀina Aloha Economic Futures movement, a collaborative initiative to bring to life a resilient economy through a deep and abiding love for Hawaiʻi’s communities and natural environments. In 2020, a group of Native Hawaiian community members came together organically after separate discussions brought forth common sentiments regarding the need to have Native Hawaiian voices, values, and experiences influence Hawaiʻi’s post-pandemic economic recovery. Among the 14 co-authors of the ʻĀina Aloha Economic Futures Declaration was Mahina Paishon, who now serves as vice chair of the HTA Board of Directors, and Kalani Kaʻanāʻanā, HTA’s chief stewardship officer.
 Hapuna Beach on Hawaii Big Island. JIM BYERS PHOTO Meanwhile, a story at aol.com suggests Hawai’i tourism is having some issues.
“The deals are up but travelers are way down for summer through the end of the year in Hawaii, especially on Maui,” aol.com reports.
May was the 11th month in a row that the average daily tally of visitors in Hawaii dropped, according to the most recent visitor industry statistics available, which were released this week by the Department of Business, Economic Development and Tourism. At a time when tourism seems to be climbing in most parts of the world, overall visits to Hawai’i for May of this year were down seven per cent from May of 2023.
“We’re not feeling too good about the summer, said Jerry Gibson, president of the Hawai ‘i Hotel Alliance. “Even though we had a bump in June, I think we were all hoping the end of spring would be a little better than it was all the way around the horn.”
TRAVEL AGENTS ENCOURAGE MAUI VISITS
I spotted a nice story in Travel Weekly this weekend in which the publication asked travel agents who recently took a trip to Maui if people should be visiting the island these days. Here are some of their responses.
Stephanee Hughson, Plans in Paradise: One hundred percent, do it. When it comes to Maui, we must come and help rebuild this tourism sector.
Shelby Frenette, TravelFun.Biz: Everyone we’ve spoken to has not only loved to have us here, but they’re also yearning for us to come back. So, I think it’s truly like mixed messaging. And I think [travelers] need to know that we’re very welcome here. We’ve got to help our 50th state, because they went through some trauma, and now tourism is the biggest part of their economy.
Jo Wattle, Travel with Jo: I didn’t know what to expect. And when I got here, I was amazed. Everything is wide open. Activities are in full force. There’s so much to do. They’re welcoming. But tour respectfully. Don’t go to the area that was burned. West Maui is open, but give Lahaina some breathing room.
I agree completely. I was in West Maui for a couple of days last fall and things were pretty well back to normal in areas outside of Lahaina, including Ka’anapali, the Kahana area, Napili Bay and Kapalua.
Several restaurants on the edges of Lahaina have reopened recently, including the Mala Tavern, which reopened in February, and Leoda’s Kitchen and Pie Shop, which reopened last December.
The famous Old Lahaina Luau reopened in March.
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