Who We Are

The Hawaiʻi Tourism Authority

The Hawai‘i Tourism Authority (HTA) serves as the official tourism agency for the State of Hawai‘i, tasked with responsibly managing the Hawaiian Islands’ iconic brand. Established in 1998 through legislative action, HTA is the state’s lead entity supporting tourism—Hawai‘i’s largest industry—and is funded through the General Fund. Guided by its 2026–2030 Strategic Plan and its three pillars of brand marketing, experience development, and tourism leadership, HTA works to responsibly attract visitors to the islands and enhance both the visitor experience and the quality of life for Hawai‘i’s residents.

HTA is responsible for establishing the long‑term vision for tourism in Hawai‘i and developing destination management action plans for each county. The Authority leads statewide marketing, promotion, and brand and destination management efforts; oversees the marketing, management, use, operation, and maintenance of the Hawai‘i Convention Center; and promotes and coordinates festivals, community events, cultural programs, environmental stewardship activities, and sports‑related activities and events that strengthen connections between visitors and Hawai‘i’s people and places. HTA also coordinates the development of new tourism‑related products with counties and partners across the public and private sectors, including initiatives in sports, culture, health and wellness, education, agriculture, and nature tourism.

The Authority works collaboratively with government agencies, the private sector, and community organizations on tourism‑related matters. Central to its work is perpetuating the uniqueness of Hawaiian culture and community and ensuring that their significance remains integral to the visitor experience.

HTA measures its success through resident sentiment, visitor satisfaction, average daily visitor spending, and total visitor expenditures.

For more information on Hawai‘i Revised Statutes, Chapter 201-B, relating to the HTA, click here.