Since its creation, the Hawaii Tourism Authority (HTA) has been guided by strategic plans that reflected their times.
HTA today released its 2020-2025 Strategic Plan in olelo Hawaii, the Hawaiian language. It is the first document of its kind presented in olelo Hawaii by an agency of the State of Hawaii. With destination management at the forefront, the plan is organized around four pillars: Hawaiian culture, natural resources, community and branding.
“The Hawaii Tourism Authority continues to focus on strengthening Hawaiian language and culture, from supporting nonprofit and community-based organizations and programs, to partnering with the Native Hawaiian Hospitality Association, and through our own actions and communications,” said Kalani Kaanaana, director of Hawaiian cultural affairs and natural resources. “This translated strategic plan recognizes olelo Hawaii as the native language of this land, which is also an official language of the state.”
This 34-page plan is the largest document HTA has published in both of the state’s official languages, but it is far from the first document published by HTA. Agendas for HTA board meetings and other committee meetings have long been presented in both languages. HTA has also published two editions of the Maemae Toolkit, a free online guide on style, resources and the appropriate presentation of Hawaiian cultural concepts.
Beyond efforts like these publications, HTA supports community efforts to perpetuate Hawaiian culture, maintaining over $680,000 in funding to 33 grantees in the Kukulu Ola Living Hawaiian Culture program despite budget adjustments in response to the global pandemic. HTA also provides annual support for signature Hawaiian culture events like the Merrie Monarch Festival, King Kamehameha Celebration, Aloha Festivals and more.
“The pillars of this Strategic Plan are rooted in Hawaiian perspectives – respecting our natural resources, supporting our culture, ensuring that the industry enriches communities, and protecting Hawaii’s uniqueness. The goals come from that same perspective, protecting Hawaii for future generations,” said John De Fries, President and CEO. “It is very appropriate that this document is presented in olelo Hawaii, and we make this announcement on the birthday of Kalakaua, who in his time was a strong advocate for the preservation of Hawaiian culture as Hawaii was taking its place among the nations of the world.”
