News Releases
HTA Publishes Community-Based Tourism Management Plan for Maui Nui
For Immediate Release: March 4, 2021
HTA Release (21-06)
2021-03-04 Maui Nui DMAP press release.pdf
HONOLULU – The Hawaii Tourism Authority (HTA) has published the 2021-2023 Maui Nui Destination Management Action Plan (DMAP). It is part of HTA’s strategic vision and continuing efforts to manage tourism in a responsible and regenerative manner. It was developed by the residents of Maui, Molokai and Lanai, and in partnership with the County of Maui and Maui Visitors and Convention Bureau (MVCB). The DMAP serves as a guide to rebuild, redefine and reset the direction of tourism on the three islands that make up Maui Nui. It identifies areas of need as well as solutions for enhancing the residents’ quality of life and improving the visitor experience.
“All credit goes to the people of Lanai, Molokai and Maui who committed themselves to the DMAP process and were willing to face tough issues, embrace diverse viewpoints, explore new ideas and identify actionable priorities. The DMAP process provides a collaborative framework within which participants are inspired to ‘malama’ – to care for, nurture and protect the places and traditions they cherish most,” said John De Fries, HTA’s president and CEO.
The community-based plan focuses on key actions that the community, visitor industry and other sectors deem necessary over a three-year period. The foundation of the Maui DMAP is based on HTA’s 2020-2025 Strategic Plan. The actions are based on the four interacting pillars of HTA’s Strategic Plan – Natural Resources, Hawaiian Culture, Community and Brand Marketing.