Following the outbreak of the pandemic, Governor David Ige issued an executive order halting the payment of hotel and other temporary accommodation taxes paid by visitors to the agency. These funds have been used to support other government operations since last year.
Many hope that John De Fries, who became director of the tourism board in September, can lead the islands into a time when tourism is more regenerative than extractive. Mr De Fries is the first native Hawaiian to lead the organization and tourism-reliant entrepreneurs count on him to defend their interests as he ponders how the islands can be marketed in a post-pandemic world .
“We are at a time when our survival is at stake,” said De Fries. “We understand that there are currencies other than cash that we need to reconcile. Some of these other currencies are the natural environment, a sense of community wellbeing. It is important to ensure that Hawaiian cultural traditions are and should be protected. “
The tourism authority was founded in January 2020 a strategic plan for 2020-2025 with four pillars or focal points – natural resources, Hawaiian culture, community and brand marketing – to manage tourism responsibly in the future. When the pandemic broke out, the agency decided to keep working on the plan. In particular, she continued to consult with residents about how they feel about tourism.
Mr. De Fries, who grew up in Waikiki and has seen tourism turn into overtourism over the past three decades, said his approach to advancement will emphasize regenerative travel through the Hawaiian ancestral idea of light which means “care”. The four pillars, he said, will be a leader.
“Everyone I speak to – hotel owners, elders, even people who don’t like tourism – agrees that we all want future generations to have a natural resource base that is in better shape than it is now, so we have to take care of it and anyone who has aloha for this place will understand that. “
It’s a lesson that other overtourism destinations could learn from.
Paige McClanahan contributed to coverage from Europe.
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