‘New’ HTA board taking off with same old baggage

by Keli'i Akina, Ph.D., President / CEO, Grassroot Institute of Hawaii

Some bad ideas just won’t go away. Even when everyone agrees that there are serious problems to be addressed, a hope persists that this time we can make it work.

Today’s example is the Hawaii Tourism Authority.

Earlier this week, Gov. Josh Green announced the appointment of a dozen members to the newly reorganized HTA Advisory Board. The governor expressed his hope that the new board would guide the future of the organization, adding, “We’re starting fresh, rebuilding trust and ensuring our tourism decisions reflect our values, our communities and a sustainable future for our people and island home.”

The announcement was accompanied by quotes from House Speaker Nadine Nakamura and Sen. Lynn DeCoite, chair of the Committee on Economic Development and Tourism, both of whom mentioned the need for the HTA to balance economic aims with stewardship goals.

And just like that, the new HTA is on track to look a lot like the old HTA.

As the state auditor pointed out three months ago, this strategy of “destination management” is “largely a reshuffling of past and continuing programs, done without changes in policies and procedures or proposed organizational adjustments.”

In short, “destination management” is more of a rhetorical device than a workable policy. It is an attempt by the HTA to bridge the conflict between promoting tourism in a state that is increasingly wary of the industry while at the same time still hoping to rely on it to drive the economy.

But this inherent conflict of interest — operating an agency intended to promote tourism while at the same time trying to limit it — is partly why the HTA continually faces political difficulties. Under the circumstances, it is no surprise that regardless of its messaging, the agency tends to continue with the same programs.

That’s why I have long proposed that tourism promotion is more properly paid for and directed by the industry itself, not taxpayers via a government agency. Not only would it be more efficient, it would free us from the tangled directives that are being passed on to the HTA directors.

I understand the temptation to keep the HTA afloat, given the longstanding idea that the state must somehow be involved in ensuring that tourism maintains its prominent role in Hawaii’s economy. But truly, it is not the government’s role to engage in tourism marketing — or even "destination management."

It is long overdue that the state cut the Hawaii Tourism Authority loose.

E hana kākou! (Let's work together!)