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Maui Nui Destination Management Action Plan 2021-2023

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Maui Nui consists of three islands: Maui, Moloka‘i, and Lāna‘i. Each island is home to diverse communities within each moku and home to a multitude of perspectives on tourism and its impact. To address these varying views, each island developed its own Destination Management Action Plan (DMAP) with input and collaboration across sectors and community. These individual plans are part of the larger Maui Nui DMAP, created by the HTA in collaboration with government, community and visitor industry stakeholders, to provide an overarching framework for managing tourism across the three islands while respecting the unique needs of each.

Raising resident sentiment on Maui, Molokaʻi and Lānaʻi

Destination Management actions seek to expand the benefits of tourism for resident quality of life, and made measurable impacts on Resident Sentiment, one of HTA’s Key Performance Indicators, over the lifespan of this DMAP. From a baseline 45% of Maui County residents agreeing that “Tourism has brought more benefits than problems,” in Fall 2021, destination management activities contributed to a rise to 49% in Spring 2024.

Constituent measures of Resident Sentiment include:

Agreement that “Tourism is being better managed on my island”: 31% of Maui residents agreeing in Fall 2021 rising to 43% in Spring 2024.
Agreement that “More effort is being made to balance economic benefits of tourism and quality of life for residents”: 39% of Maui County residents agreeing in Fall 2021 improving to 47% in Spring 2024.

Note that sampling was based on Maui County, not its individual constituent islands of Maui, Molokaʻi, and Lānaʻi. Where available, data for Molokaʻi and Lānaʻi specifically still reported relatively high Resident Sentiment by the end of the lifespan of this DMAP: 52% of Molokaʻi residents and 74% of Lānaʻi residents agreed that “Tourism has brought more benefits than problems” in Spring 2024.

Source: HTA Resident Sentiment Surveys Fall 2021, Spring 2024

The Maui Nui Destination Management Action Plan (DMAP) was based on the Hawaiʻi Tourism Authority’s Strategic Plan 2020-2025 and community plans for each constituent island. Each of the three islands’ steering committees—made up of community members, visitor‑industry representatives, and other local stakeholders—developed action items for its own island DMAP. The plan served as a three-year roadmap (September 2021–August 2024) focused on tourism recovery and rebuilding efforts. The HTA Board of Directors approved the draft DMAPs for Maui, Molokaʻi and Lānaʻi, comprising the Maui Nui DMAP, between December 2020 and January 2021.

The Maui Nui DMAP focused on several key initiatives to manage tourism responsibly and enhance the visitor and resident experience. Efforts included pilots to support community-led stewardship programs at hotspots, supporting Maui County’s ordinance banning the use of chemical sunscreens to protect critical reef habitats, and provisioning numerous mineral-only sunscreen dispensers at Maui County Beach Parks and other high-traffic areas. Funding also supported community-driven messaging for the Road to Hāna, Lānaʻi, and Molokaʻi.

Explore more media coverage on the Maui Nui DMAP actions below:

Click or tap on the cover to read the DMAP.

Maui

Lānaʻi

HTA developed the Maui Nui Destination Management Action Plan (DMAP) over the course of five months in partnership with the County of Maui. Four steering committee meetings took place for each of Maui and Molokaʻi, and community meetings were also held to gather further input. Due to COVID, the Lānaʻi Steering Committee met five times. Each Steering Committee met via Zoom, and professional meeting facilitators assisted with bringing out the members’ ideas.

Community members for each of the islands of Maui Nui provided feedback on draft actions through an online webform. The HTA and County of Maui crafted the plan based on community input.

The draft DMAPs for Maui and Molokaʻi were approved by the HTA Board of Directors in December 2020, and the draft DMAP for Lānaʻi was approved in January 2021. To view the Maui Nui DMAP click here.

Resources for Maui, Molokaʻi, and Lānaʻi’s separate community meetings are available below.

Community Meetings

Maui

A facilitated Maui Community Destination Management Action Plan meeting was held on October 28, 2020. Over 150 residents attended the meeting. The purpose of the two-hour meeting was to explain the DMAP process to the public, share the Steering Committee’s proposed draft actions, and have the public provide feedback to the proposed draft actions. View resources from this meeting below:

Molokaʻi

A facilitated Moloka‘i Community Destination Management Action Plan meeting was held on October 29, 2020. A little over 60 residents attended the meeting. The purpose of the two-hour meeting was to explain the DMAP process to the public, share the Steering Committee’s proposed draft actions, and have the public provide feedback to the proposed draft actions. View resources from this meeting below:

Lānaʻi

A facilitated Lāna‘I Community Destination Management Action Plan meeting was held on November 19, 2020. A little over 25 attended the meeting. The purpose of the two-hour meeting was to explain the DMAP process to the public, share the Steering Committee’s proposed draft actions, and have the public provide feedback to the proposed draft actions. View resources from this meeting below:

Development of the Maui Nui DMAP

HTA worked with the County of Maui and Maui Visitors & Convention Bureau to finalize the plan, including identifying responsible parties and phasing for implementation. All actions were created and developed by the Steering Committee with community input. The individual island DMAPs were approved by the HTA board between December 2020 and January 2021. To view the Maui Nui DMAP, click here.

Steering Committees for each of the islands of Maui, Molokaʻi and Lānaʻi were comprised of residents of each respective island. They represent not only the communities that they live in, but also the visitor industry, different business sectors, community and non profit organizations. They guided and developed suggested actions for Maui Nui’s Destination Management Action Plan, and supported implementation following approval of the plans. Click through below for each island’s Steering Committee.

Maui Steering Committee

Seward Akahi General Manager Hertz	Rod Antone* Executive Director MHLA	Matt Bailey* Managing Director Montage Hotel
Kathleen Costello Destination Diva Wailea Resort Association	Curt Cottrell** Administrator State of Hawaii – Department of Land & Natural Resources, Division of State Parks	Toni Davis Executive Director Activities & Attractions Assoc.
Jim Diegel Chief Strategy Officer Maui Health	Sherry Duong Executive Director Maui Visitors & Convention Bureau	Kawika Freitas Sales/Trainer Old Lahaina Luau
Hokulani Holt-Padilla Director, Ka Hikina O Ka La University of Hawaii Maui College	Kaui Kanakaole Executive Director Ala Kukui Hana Retreat	Kyoko Kimura* Hawaii Tourism Authority Board Member Aqua-Aston Hospitality
Chase Martin^‡ Communications, Community Outreach and Development Manager Maui Nui Marine Resource Council	Marvin Moniz Airport Manager District Airport Manager	Larry Pacheco** Maui Superintendent State of Hawaii – Department of Land & Natural Resources, Division of State Parks
Lisa Paulson^† Executive Director MHLA	Jin Prugsawan Public Information Officer/Chief of Interpretation & Education Haleakala National Park	Anne Rillero* Community Communications Maui Nui Marine Resource Council
Andrew Rogers General Manager Ritz Carlton	Pamela Tumpap Executive Director Maui Chamber of Commerce	Pomai Weigert AgBusiness Consultant GoFarm Hawaii
John White* Director of Sales & Marketing Kaanapali Beach Hotel	Mike White^‡ Hawaii Tourism Authority Board Member Kaanapali Beach Hotel & The Plantation Inn	Brian Yano General Manager Outlets of Maui

* Member of the original Steering Committee, but no longer serving on the Committee.
** Steering Committee member as of Summer 2021.
† Steering Committee member as of Winter 2021.
‡ Steering Committee member as of Summer 2022.

Molokaʻi Steering Committee

Julie-Ann Bicoy Community Member	Kanoelani Davis Owner Pomahina Designs	Sherry Duong Executive Director Maui Visitors & Convention Bureau
Butch Hasse Executive Director Molokai Land Trust	Ui Kahue-Cabanting Cultural Practitioner, Community Activist, Homesteader/ Business Owner	Kyoko Kimura HTA Board Member Aqua-Aston Hospitality
Clare Mawae Chair at Youth In Motion Owner Molokai Outdoors and CSM Management	John Pele Managing Partner, Hiro’s Ohana Grill Resident Manager, Paniolo Hale	Greg Solatorio Halawa Valley Falls Cultural Hike
Rob Stephenson President Molokai Chamber of Commerce

The Molokaʻi Steering Committee was superceded by the Molokaʻi DMAP Task Force as of April 2022 to facilitate in implementing DMAP actions.

Clare Albino Youth In Motion, Molokai Outdoors and CSM Management	Gordon Albino Community Member	Kui Aldolpho Community Member
Kanoelani Davis Pomahina Designs	Rosie Davis Community Member	Sherry Duong Maui Visitors & Convention Bureau
Keani Rawlins Fernandez Maui County Council	Lehua Greenwell Hulalei Designs	Butch Hasse Molokai Land Trust
Yama Kaholoaa Community Member	Ui Kahue-Cabanting Business Owner	Kaui Manera Community Member
Christopher Obrien Sustainable Molokaʻi	John Pele Hiro’s Ohana Grill and Paniolo Hale	Kilia Purdy-Avelino Community Member
Greg Solatorio Halawa Valley Falls Cultural Hike	Rob Stephenson Molokai Chamber of Commerce

Lānaʻi Steering Committee

Nelinia Cabiles Managing Editor Lanai Today	Bill Caldwell President Expedition Ferry	Kathy Carroll Owner Mike Carroll Gallery
Dr. Keiki-Pua Dancil Senior VP, Government Affairs & Strategic Planning Pūlama Lanai	Alberta De Jetley Community Member	Sherry Duong Executive Director Maui Visitors & Convention Bureau
Lisa Grove* Farmer at Ola Kamoku Farm CEO at Grove Insight	Kyoko Kimura* Hawaii Tourism Authority Board Member Aqua-Aston Hospitality	Gabe Lucy CEO Trilogy Excursions/Lanai Ocean Sports
Alastair McAlpine General Manager Four Seasons Lanai	Diane Preza Director of Community Development Pulama Lanai	Shelly Preza Program Manager Lanai Culture & Heritage Center
Stan Ruidas Community Member	Mike White** Hawaii Tourism Authority Board Member Kaanapali Beach Hotel & The Plantation Inn

* Member of the original Steering Committee, but no longer serving on the Committee.
** Steering Committee member as of Summer 2022.

Implementation reports for each island of Maui, Molokaʻi, and Lānaʻi show accomplishments on each island’s Destination Management actions as part of the Maui Nui DMAP 2021-2023. Click through each section below to learn more.

Maui Implementation Reports

Click or tap on each implementation report cover to learn more.

Maui Phase 1 Report