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Oʻahu Destination Management Action Plan 2026-2028

The Oʻahu Destination Management Action Plan (DMAP) 2026-2028 outlines a community-driven approach to stewarding the island’s natural and cultural resources while enhancing residents’ quality of life and fostering a more meaningful visitor experience. Developed with input from community members, industry partners, County leadership, and the Oʻahu Advisory Group, the plan identifies practical actions for the next three years to address priority hotspots, strengthen coordination, communication, and management, and protect resources that sustain both community and economy.

These actions reflect priorities voiced by residents from across Oʻahu: enhance the visitor experience by easing congestion and expanding opportunities for engagement with Oʻahu’s history, culture, and communities.

Oʻahu Visitor Industry Snapshot

$9.42 billion in total visitor expenditures in 2025*, a 5.3% increase over 2024 ($8.94 billion).
$238.01 average daily visitor spending in 2025*, an 8.7% increase over 2024 ($218.97).
The Spring 2025 Resident Sentiment Survey measures several indicators and provides a baseline for analyzing the effectiveness of the DMAPs on resident quality of life: In 2025, 60% of Oʻahu residents agreed that “Tourism has brought more benefits than problems.”
- In 2025, 55% of Oʻahu residents agreed that “Tourism is being better managed on my island,” a statistically significant increase over 2024.
- The DMAP implementation and engagement process provides room for further inclusion of diverse voices: In 2025, 32% of Oʻahu residents agreed that “I have a voice in my island’s tourism development decisions.”
High average visitor satisfaction in 2025* across major market areas: 84.1% of visitors rating their experience on Oʻahu as “excellent.”
While not one of HTA’s key performance indicators, total visitor arrivals to Oʻahu in 2025* was 5.68 million, a decrease of 1.99% from 2024. This is converse to a 5.3% increase in year-over-year total visitor expenditures from 2024 to 2025, demonstrating progress in value-over-volume strategies.

*2025 data is preliminary and is expected to be finalized in Fall 2026.

Click or tap on the cover to read the DMAP.

Read the Oʻahu DMAP

Early 2025: Identify and invite prospective Oʻahu Advisory Group members that represents diverse sectors, neighborhoods, and perspectives across community, industry, and government leaders. Learn more about our process for assembling Advisory Groups here.
Advisory Group Meetings. The island Advisory Group provided ongoing guidance throughout the DMAP development process, helping review emerging themes from community input, identify sites under strain, and refine draft actions. In addition to regular correspondence with HTA’s Oʻahu destination manager, the Oʻahu Advisory Group met on:
- August 11, 2025
- September 2, 2025
- September 26, 2025
- December 9, 2025
August 11, 2025: Oʻahu visitor industry virtual input session on industry priorities and needs, held in concurrent process to develop HTA Strategic Plan 2026-2030.
August 27, 2025: Virtual Oʻahu-specific community input session on destination management and tourism in general, through concurrent process to develop HTA Strategic Plan 2026-2030.
September, 2025: In-person Community Sessions. In addition to regular attendance by our Destination Manager at Neighborhood Board meetings across the island, HTA also hosted in-person community input sessions to discuss themes that emerged early in the drafting process. At these sessions, participants discussed recurring concerns including: traffic and infrastructure; reinvestment and storytelling; visitor education; and resident engagement and communication. The in-person community input sessions were held on:
- September 25, 2025: Kaimukī Community Session at Kaimukī High School
- September 24, 2025: Wahiawā Community Session at Leilehua High School
September 22, 2025: Industry Engagement Session at the HTA Tourism Conference 2025. Discussions were held across six sector groupings: accommodations and lodging; tours and activities; transportation and access; food, retail and events; marketing, media and travel trade; and community and cultural stewardship partners. These discussions helped identify practical opportunities for industry participation in destination management.
November 2025: Begin drafting DMAP. Derive priority hotspots and preliminary actions from suggestions and needs identified in community and industry input sessions.
February 18, 2026: Present draft O’ahu DMAP to the general public in lunchtime webinar. Announce public comment period on HTA website. Publicize webinar recording and upcoming public comment period through HTA channels. View the webinar recording here.
March 2026: Public comment period open. Reviewed comments and revised the draft DMAP for approval by the HTA Advisory Board.
April 15, 2026: Draft DMAPs for all islands approved by the HTA Advisory Board.
May and June 2026: DMAPs for all islands reviewed and approved by DBEDT Director James Kunane Tokioka and Governor Josh Green, M.D.

The Oʻahu DMAP Advisory Group is made up of Oʻahu residents from across the island who serve in nonprofit organizations, represent the visitor industry, run local businesses, lead State and County agencies, and more. Their guidance was essential in synthesizing community input and shaping actions that are feasible, impactful, and grounded in local priorities. Over the next three years, the Advisory Group will help advance the DMAP by applying their expertise, relationships, and organizational capacity to support site‑specific work and island‑wide goals. They also serve as on‑the‑ground ambassadors for destination management, listening to community and industry stakeholders and ensuring that implementation remains responsive to real-time conditions.

Trevor Abarzua President/Executive Director Waikīkī Business Improvement District	Kau’ilani Arce Director of Kaiāulu Strategic Initiatives & Innovation MAʻO Organic Farms	Kiana Beimes General Manager Outrigger Paradise
Adam Borrello Executive Director North Shore Community Land Trust	Olu Campbell CEO & President Hawai‘i Land Trust	Amanda Corby-Noguchi Co-Founder Pili Group
Ryan Kanakaʻole Chair & Director Department of Land and Natural Resources	Jay Kitashima Director of Operations Halepuna Waikīkī	Dre Kalili Deputy Director (Harbors) Hawaiʻi Department of Transportation
Guillaume Maman Regenerative Tourism Program Manager City & County of Honolulu Office of Economic Revitalization	Noelani Schilling-Wheeler Executive Director Oʻahu Visitors Bureau	Kaea Sugata Lieutenant, Conservation and Resources Enforcement Department of Land and Natural Resources
Laura Thielen Director City & County of Honolulu Department of Parks and Recreation	Marigold Zoll Oʻahu Branch Manager, Division of Forestry and Wildlife Department of Land and Natural Resources

Implementation updates and progress reporting for the 2026–2028 Oʻahu DMAP will be added as actions move forward.