Who We Are

Who We Are

Aloha! The Hawai‘i Tourism Authority (HTA) provides comprehensive management of tourism for the State of Hawai‘i . We are the state’s official source for information on tourism market research, partnership opportunities, industry news and timely updates during emergency situations.

HTA was established in 1998 through a legislative act to serve as the state’s lead agency supporting tourism, Hawaii ’s largest industry. HTA is guided by four pillars which are: natural resources, Hawaiian culture, community, and brand marketing.

Our mission is to strategically manage Hawai‘i tourism in a sustainable manner consistent with economic goals, cultural values, preservation of natural resources, community desires and visitor industry needs.

We aim to manage tourism in a way that helps improve the quality of life for residents and communities across the state. Our marketing now includes teaching visitors to be responsible, with the goal of sustainable tourism.

HTA supports the United Nations 17 Sustainable Development Goals (SDGs), and the UN 2030 Agenda for Sustainable Development. HTA is promoting the visitor industry in alignment with the Aloha+ Challenge.

Our measures of success are: visitor satisfaction, resident sentiment, per person per day spend, and total visitor expenditures.

HTA in 2020 is funding 95 events, festivals and nonprofit programs across Hawai‘i through our Community Enrichment Program. The events are often highly attended by Hawaii’s residents. 

Through our Kukulu Ola Program, HTA in 2020 is funding 43 nonprofit groups and government programs across the state that help to perpetuate the Hawaiian culture.

Our Aloha Aina Program is funding 34 nonprofit and government programs in 2020 across the state that help to preserve our natural resources.

HTA’s programs are funded by the Transient Accommodations Tax (TAT) -- the 10.25% tax that people pay when they stay in legal accommodations across the state.

Our Strategic Plan

Our Strategic Plan

Our vision and responsibilities in support of Hawaii tourism.

Read the Plan

Board of Directors

Board of Directors

A policy-making entity comprised of 12 members representing Hawaii's tourism industry

Meet the Board



The HTA staff helps to implement state policies and directions for tourism and related activities

Meet our Team

Annual Report

Annual Report

Submitted to the Hawaii State Legislature, the Annual Report highlights activities, results and future goals

View the Reports

Maʻemaʻe Toolkit

To help market Hawai‘i authentically, browse through a resource of Hawaiian language tools, style and information guides, cultural activities and festivals, and other pertinent information.

See the Maʻemaʻe Toolkit

Digital Asset Library

Register to access the Knowledge Bank, a public resource of images related to Hawai‘i and tourism-related activities.

Log In

Partnership Opportunities

HTA's Global Marketing Team offers a variety of consumer, travel trade, and MCI marketing opportunities. Partnership opportunities include digital and social media marketing, public relations, travel trade, and meeting sales programs.

See All Partnership Opportunities


Read the latest announcements that provide up-to-date information about current HTA's programs, events and activities.

See All Announcements