Promoting tourism, so critical to Hawaii’s economy, requires a delicately balanced approach, one of promoting the islands as a visitor destination in a hotly competitive market while ensuring the preservation and enhancement of the product the industry is selling.

At its recent Spring 2019 Tourism Update, the Hawaii Tourism Authority (HTA) sent just that nuanced message — that managing tourism, and raising the profile of cultural affairs, will be the aim.

That is welcome news to the public, as it should be to lawmakers who have been critics of the HTA’s past marketing focus.

But the work has only just begun. Some $100 million annually has been invested in marketing for decades, and there are still arguments being made for maintaining the status quo. However, there is danger in business as usual: Without evaluating the effects of tourism on the community and natural environment, the state could easily kill the proverbial golden goose.

State Sen. Laura Thielen, among the most outspoken of HTA’s critics, said the agency and its new chief executive officer, Chris Tatum, deserve congratulations. Still, Thielen noted the challenges ahead.

“It’s like turning a supertanker around,” she said. “It takes a mile for the turn to happen, and if there are pressures, you don’t end up making the turn.”

Hawaii has all but hit the 10 million mark in its tally of annual visitors. Some of the increase is owing to the sustained marketing push, as well as national trends.

Americans are traveling more and more frequently. Even competing with other destinations, Hawaii remains on any number of bucket lists. And now with lower fares and the increased airline “lift” from the new Southwest Airlines service, Hawaii has become more accessible than ever.

To make sure the islands remain among the top-tier choices, HTA contractor Hawaii Tourism USA, plans a bus tour to drive up domestic tourism, especially to Hawaii island. That targeted campaign makes sense, given that the county is still feeling the economic pinch from bad publicity over the devastating 2018 volcanic eruption.

Also, HTA this week announced that it would cut marketing budgets for Canada and Europe, redirecting funds to priorities such as diversifying and managing tourism, with an eye to improved programs benefiting the community.

Such initiatives would seem necessary, given the impact of the visitor count on natural resources — and on attitudes. The 2018 results of a yearly residents’ survey of their tourism sentiments are in. Although the majority view is still favorable, there are signs of slippage.

For example, residents were asked whether they agree with the statement, “Tourism has brought more benefits than problems.” As the number of visitor arrivals topped 9 million in spring 2017, those who strongly or somewhat agree with that statement has steadily declined from 63 percent to 59 percent last year.

Outreach to the community will be essential. The HTA is developing a plan for the use of funds formerly earmarked for Canadian and European pitches. For example, some $1.4 million in unencumbered funds would be deployed to career development opportunities for Hawaii’s youth.

Tatum has correctly noted the need for continued promotion aimed at the Southeast Asia market, restoring some funds there, and generally supports capitalizing on emerging markets that should help Hawaii weather the next economic slump.

But addressing the industry’s impact on the local environment and community is critical, too. Bring on that new HTA plan.