Executive Summary of HTA Sports Strategic Plan
1. Introduction & Core Purpose
The Hawai‘i Tourism Authority (HTA) leverages sports to expand Hawai‘i’s global market reach, enhance the local economy, and drive community togetherness. We see Hawai‘i as a premier destination for a multitude of sports and events, which can be paired with the islands’ rich culture and natural beauty to create everlasting memories and experiences. HTA’s purpose is to attract, activate, and expand sports events that provide maximum value to Hawai‘i through three core pillars: community value, brand alignment, and economic impact. HTA’s goal is to increase brand awareness, marketing exposure, and corporate partnerships while outcompeting rival travel destinations. To accomplish this, HTA intends to increase sports-related visitor travel and direct visitor spending, strengthen its brand visibility in target markets across the Americas, Asia, and the Pacific, and increase both the number and overall quality of sporting events held statewide.
2. The Current Sports Tourism Climate
The current climate in sports is an ever-growing landscape, with grassroots sports alone surpassing $11.4 billion in annual domestic economic impact. The sports space is becoming more competitive than ever, with new stadiums and venues popping up across the country as sports become increasingly engrained in everyday culture.
3. HTA Strategic Interventions
To effectively compete, HTA has developed several key strategies. First and foremost, Hawai‘i must select and maintain its current cornerstone events to show prospectors that the state is fully capable of retaining and continually executing large-scale operations. To maximize the economic effectiveness of these events, HTA will work to schedule them during predicted visitor downtimes, thereby boosting total yearly visitor numbers and maintaining economic balance. Not only will HTA promote these events as primary reasons to travel, but it will also use the events themselves to market the islands and local communities, delivering increased economic activity to residents.
4. Portfolio and Venue Management
HTA’s current sports portfolio is built upon the backbone of major sporting organizations like the WSL, LPGA, and NFL, alongside collegiate athletics like the Maui Invitational and Hawai‘i Bowl, and major community events such as the Honolulu Marathon and the IronMan World Championship. Moving forward, HTA’s new targets are set on driving in travelers with high amounts of disposable income through culturally aligned events.
To properly host these sporting events, robust infrastructure is required. The majority of Hawai‘i’s primary venues are located on O‘ahu and Maui, with additional facilities available on Hawai‘i Island and Kaua‘i. These consist of a strategic mix of public and private venues capable of serving a multitude of athletic and logistical purposes.
5. Funding Lifecycle and Procurement Timeline
HTA’s operating budget is determined by the 2026 State Legislative Session and confirmed by the Governor by July 1, 2026. Funds are then formally allocated from the State to HTA by September 2026, at which point HTA can begin procuring events taking place for the following calendar year (January to December 2027). This timeline ensures that sponsors have a full 12 months prior to event dates to promote their partnership with HTA, maximizing marketing value.
To facilitate this, HTA will release Requests for Proposals (RFPs) in August 2026 for events scheduled to take place in Calendar Year 2027. These proposals are due 60 days later in October 2026. After being thoroughly evaluated and scored by the Sports Selection Committee, the final awards will be officially announced in November 2026.
6. Evaluation and Performance Metrics
Within each submitted proposal, HTA evaluates the potential tournament or event based on community benefit, brand alignment, and economic impact. Once an event is completed, HTA conducts post-event performance evaluations utilizing those exact same three categories to systematically measure actual resident sentiment, media reach, and direct visitor spend.
7. Long-Term Strategic Planning
To guide future multi-year partnership strategies, HTA will also execute a legislatively funded $350,000 sports tourism study during Fiscal Year 2027. This research will evaluate venue lifecycles (like the new Aloha Stadium), community readiness, and Olympic-level training site feasibility. The findings will culminate in a comprehensive report with strategic recommendations and proposed legislation for submission to the State Legislature by the strict deadline of December 31, 2027.
For more information, contact Milton Lafitaga at 808-973-2274 or via email at [email protected]