Strictly speaking, Hawaii cannot draw a line in the sand that caps the count of arriving tourists, as embedded in the U.S. Constitution is freedom for American citizens to travel from state to state. And welcoming those visitors is what keeps our economy humming. However, as the arrival count grows ever higher, the state needs to reduce negative visitor impacts on communities and natural resources.
That’s the goal of the Oahu Destination Management Action Plan, recently issued by the Hawaii Tourism Authority. In some ways, it’s a welcome acknowledgement of growing concerns among local residents weary of tourism’s burdens. A shift in HTA marketing efforts includes new programs to showcase Hawaii’s natural wonders — and environmental challenges tied to them — as well as authentic Native Hawaiian culture and promotion of “buy local” products and services.
The goal is to attract “positive impact” travelers who see Hawaii as more than a tropical playground. Ideally, they would be “higher-spending” visitors — those here for conventions, business meetings and weddings, among others purposes — who appreciate learning about our state’s varied communities and melting-pot history, fragile aina and waters, and island values.
The state agency has proposed installing pre- and post-arrival marketing communications that encourage respectful visitor practices and “supportive (regenerative) behavior.” The plan, drafted in partnership with Honolulu Hale, seeks to establish a “regenerative tourism fee,” through which funds would go directly to maintain or restore “hotspot” sites that see heavy foot traffic and wear-and-tear.
Also, setting capacity limits at hotspots and redirecting visitors to alternative activities, such as curated community-focused experiences in settings away from congested sites, would be encouraged.
Earlier this year, the City Council took a reasonable step in the regenerative direction by more than doubling the entrance fee for tourists, to $25, at Hanauma Bay Nature Preserve. All proceeds go toward maintenance, education and research. Plus, the preserve has started capping daily admissions to help safeguard the bay’s health.
Another plan element — rated by HTA’s president and CEO, John De Fries, as a key to reducing tourism-related intrusion in residential areas — is stepped-up oversight of the on-island vacation rentals inventory. Honolulu enacted a law in August 2019 that holds potential to effectively crack down on illegal vacation rentals, but the ordinance has yet to be fully implemented.
Currently, it’s unclear how many scofflaw units are in operation. But before the new law took effect, and due in part to weak rules and enforcement, Oahu’s tally for illegal units was estimated at between 8,000 and 10,000.
In response to concerns touched off by years of record-breaking tourism — such as growing infrastructure burdens and overcrowded beaches and hiking trails, in addition to proliferating illegal vacation rentals — HTA developed its “destination management” approach, which pivots from its initial focus.
While destination management is based on “pillars” of natural resources, Hawaiian culture, community and brand marketing, De Fries has noted that decades ago the approach to tourism in Hawaii embraced “hotels, airlines, rental cars and restaurants,” as pillars for stoking the industry’s economic engine.
HTA Planning Director Caroline Anderson said the action plan, slated to be implemented over the next three years, was framed with public input from residents as well as visitor industry officials and others. It’s rightly based on the concept that “if residents are not happy, visitors will sense that,” and both will miss out on potential for mutual benefit.
To avoid repeating past missteps, Oahu needs a fresh blueprint for managing tourism. It will take time and persistence to put visitor and resident needs in better balance. HTA’s plan can be the start.
