At the start of 2020, HTA introduced a six-year strategic plan to guide HTA’s vision and HTA’s responsibilities in support of Hawai‘i tourism through 2025. HTA has been reorganized around four interacting “Pillars” supported by research and other administrative functions: Natural Resources, Hawaiian Culture, Community, and Brand Marketing. Under the goal for each Pillar, this plan establishes several objectives and specific milestones or measures for tracking success. The Pillars are intended to support an integrated destination management system, with four overall Key Performance Indicators (KPIs), representing the most important ways HTA will be accountable to our stakeholders: Resident Satisfaction, Average Daily Visitor Spending, Visitor Satisfaction, and Total Visitor Spending.

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Resort Area Hawaiian Cultural Initiatives (Maui only):

 Provides support in 2023 to displaced musicians and cultural practitioners who previously worked in impacted resort areas on Maui due to the Lahaina wildfires.

Resort Area Hawaiian Cultural Initiatives (Statewide):

Provides support in 2024 to cultural practitioners providing authentic Hawaiian experiences and musicians providing Hawaiian entertainment and music in resort areas throughout Hawai`i.

Kahu `Āina: 

Formerly known as Aloha ‘Āina, provides funding support in 2024 to responsible community-based entities with an emphasis on `āina-Kānaka (land-human) relationships and knowledge that manage, preserve, and regenerate Hawai`i’s natural resources and environment.

Kūkulu Ola:

Provides funding support in 2024 to community-based awardees that enhance, strengthen, and perpetuate the Hawaiian culture through genuine experiences for residents and visitors alike.  

Community Enrichment Program:

Provides funding support in 2024 to unique, authentic and highly-valued visitor-related experiences, and represents activities that are developed by the community for the community and are things the community is willing to and wants to share with our visitors.

Signature Event:

This funding program is open to for-profit entities putting on events in 2024 that attract attendees and participants from outside the state of Hawaiʻi with extensive national and international marketing. They are typically high-profile events larger in scale than those in the Resort Area Hawaiian Culture Initiatives. These events also have a high media value, i.e., print, online, and broadcast impressions.