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The HTA’s primary responsibility is to ensure that Hawaii delivers on its brand promise. This requires initiatives (see below) that help Hawaii provide an experience that is unique and enriching, while valuing and perpetuating Hawaii’s natural and cultural resources and honoring its people and heritage.

To learn more about how the HTA manages the promotion of Hawaii's brand, click here.

Hawaiian Culture

The HTA supports programs that perpetuate and promote the uniqueness and integrity  of the Native Hawaiian culture and community and their signifigance in differentiating the destination through unique and genuine visitor experiences. Learn More >

Signature Events

HTA's Signature Events are major festivals and events supported by the HTA which exemplify the unique Hawaii brand. Learn More >

County Product Enrichment Program (CPEP)

In partnership with each of the four counties of Hawaii, the HTA funds a County Product Enrichment Program (CPEP).  These are programs that are initiated by the community and supported by HTA which showcase the unique and diverse experiences available for resident and visitor participation and attendance across the Hawaiian Islands. Learn More >

Arts & Culture

The HTA also supports initiatives that enhance the creative and culinary arts and other unique island experiences. Artists, filmmakers, musicians, chefs, practitioners and event organizers play important roles in providing unique and authentic experiences through festivals, events and other programs year round. Learn More >

Natural Resources

Recognizing the importance of protecting our natural environment and preserving it for future generations is a critical element to the sustainability of Hawaii's visitor industry. The HTA supports programs that promote destination stewardship by reducing waste and environmental impact, increasing energy effeciency and educating visitors to malama aina (care for the land). Learn More >


The goal for Workforce Development is too ensure a sufficient and highly-qualified workforce that is provided with meaningful careers and advancement opportunities. Learn More >


Sporting events enhance Hawaii’s economy, image, and quality of life.  Accordingly, the HTA has developed sports marketing programs to increase Hawaii’s global presence and build sustainable sports tourism market. Learn More >

Safety & Security

The HTA supports lead state and county agencies in their collective efforts to help provide visitors with a safe and enjoyable Hawaii visitor experience.  In particular, HTA is involved in supporting visitor assistance and crisis management efforts on behalf of Hawaii’s visitor industry.
Learn More >



DIACRITICALS recognizes the use of diacritical markings of the (modern) Hawaiian language including the `okina [`] or glottal stop and the kahakō [ō] or macron (e.g., in place names of Hawai`i such as Lāna'i). However, you may notice these diacritical markings have been omitted throughout the website to ensure the best online experience for our visitors. recognizes the importance of using these markings to preserve the language and culture of Hawaii and respectfully uses them in all communications beyond the online platform.

1801 Kalakaua Avenue
Honolulu, Hawaii 96815
Phone: (808) 973-2255
Fax: (808) 973-2253

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