RELATING TO TOURISM.

HB2447

HOUSE OF REPRESENTATIVES

H.B. NO.

2447

THIRTY-THIRD LEGISLATURE, 2026

STATE OF HAWAII

A BILL FOR AN ACT

Relating
to tourism
.

BE IT ENACTED BY THE LEGISLATURE OF THE STATE OF HAWAII:

����
SECTION 1.
�
Chapter 27, Hawaii Revised Statutes, is
amended by adding a new section to be appropriately designated and to read as
follows:

����
"
�27-
�
Tourism liaison officer; established.
�
(a)
�
There is established

within the office of the governor a tourism liaison officer who shall be
appointed by the governor without regard to section 26-34.
�
The tourism liaison officer shall not be
subject to chapters 76 and 89.
�

Notwithstanding section 76‑16(b)(17), the exemption from chapter
76 shall not expire.
�

����
(b)
�
The duties of the tourism
liaison officer shall include but not be limited to:

����
(1)
�
Serving as the liaison of the governor with the Hawaii tourism authority;
department of business, economic development, and tourism; and other public and
private parties on matters relating to tourism
;

����
(2)
�
Advising the governor on matters relating to the State's long-term
tourism strategy
;

����
(3)
�
Developing the governor's
legislative package
on measures
relating to tourism
;

����
(4)
�
Defining and implementing
performance measures for the Hawaii tourism authority;

����
(5)
�
Coordinating investments that serve
the tourism industry and the community at large;

����
(6)
�
Establishing international
relationships and strengthening existing relationships with Asia-Pacific
partners;

����
(7)
�
Developing and implementing statewide
destination management and regenerative tourism efforts and programs,
including:

���������
(A)
�
Developing and annually updating a
strategic tourism management plan that advances tourism in the State, complies
with destination management best practices, and promotes regenerative tourism;
and

���������
(B)
�
Developing measures of effectiveness
to assess the overall benefits and effectiveness of the strategic tourism
management plan;

����
(8)
�
Developing destination management
action plans for each county;

����
(9)
�
Maintaining
records documenting the progress and effectiveness of the strategic tourism
management plan and relevant programs implemented; and

���
(10)
�
Performing other functions to
facilitate the purpose of this section.

����
(c)
�
In carrying out the duties under
this section, the tourism liaison officer:

����
(1)
�
May utilize the services of the State's
tourism agencies, including those of the Hawaii tourism authority, as
appropriate;

����
(2)
�
May
enter

into contracts and agreements relating to:

���������
(A)
�
Destination management;

���������
(B)
�
Regenerative tourism; and

���������
(C)
�
Tourism research and statistics to
provide tourism information on the effects of the strategic tourism management
programs on the measures of effectiveness developed pursuant to subsection (b)(7)(B);

provided that the tourism liaison officer shall periodically
submit a report of the contracts and agreements entered into by the tourism liaison
officer to the governor, speaker of the house of representatives, and president
of the senate;

����
(3)
�
Shall seek and utilize any available
funding sources, including grant moneys; and

����
(4)
�
May
engage in any and all other activities necessary to carry out the intent of
this section.

����
(d)
�
To meet the destination management objectives
for each county, the tourism liaison officer shall perform the actions
specified in each of the following plans:

����
(1)
�
Oahu destination management action
plan;

����
(2)
�
Maui nui destination management
action plan;

����
(3)
�
Hawaii island destination management
action plan; and

����
(4)
�
Kauai destination management action
plan,

during
the specified phases; provided that the execution of each destination
management action plan shall be dependent on the cooperation and participation
of the applicable state or county agency.

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(e)
�
For the purposes of this section:

����
"Destination
management" means a collaborative and coordinated process with public,
private, and community stakeholders to manage the various elements of a visitor
destination to:

����
(1)
�
Create, implement, and monitor
strategies that attract targeted visitor markets and improve visitor
experiences;

����
(2)
�
Improve natural and cultural
resources valued by Hawaii residents and visitors;

����
(3)
�
Develop and maintain tourism-related
infrastructure to prevent overcrowding and overtaxing sites and resources; and

����
(4)
�
Ensure that the provision of
services enhances the visitor experience.

����
"Regenerative
tourism" means a tourism model that:

����
(1)
�
Is designed and carefully managed to
bring net benefits to local communities and destinations; and

����
(2)
�
Implements an innovative and
sustainable economic development plan to:

���������
(A)
�
Make net positive contributions;

���������
(B)
�
Create conditions that allow
communities to flourish;

���������
(C)
�
Engage in collaborative efforts that
provide visitors with genuine and meaningful experiences in Hawaii; and

���������
(D)
�
Improve destinations for current and
future generations for the well-being of the environment, residents, indigenous
communities, and visitors.
"

����
SECTION
2.
�
Section 201B-1, Hawaii Revised
Statutes, is amended as follows:

����
1.
�
By deleting the definition of
"destination management".

����
["
"Destination
management" means a collaborative and coordinated process with public,
private, and community stakeholders to manage the various elements of a visitor
destination to:

����
(1)
�
Create, implement, and monitor
strategies that attract targeted visitor markets and improve visitor
experiences;

����
(2)
�
Improve natural and cultural
resources valued by Hawaii residents and visitors;

����
(3)
�
Develop and maintain tourism-related
infrastructure to prevent overcrowding and overtaxing sites and resources; and

����
(4)
�
Ensure that the provision of
services enhances the visitor experience.
"]

�����
2.
�
By deleting the definition of
"regenerative tourism".

����
["
"Regenerative
tourism" means a tourism model that:

����
(1)
�
Is designed and carefully managed to
bring net benefits to local communities and destinations; and

����
(2)
�
Implements an innovative and
sustainable economic development plan to:

���������
(A)
�
Make net positive contributions;

���������
(B)
�
Create conditions that allow
communities to flourish;

���������
(C)
�
Engage in collaborative efforts that
provide visitors with genuine and meaningful experiences in Hawaii; and

���������
(D)
�
Improve destinations for current and
future generations for the well-being of the environment, residents, indigenous
communities, and visitors.
"]

����
SECTION
3.
�
Section 201B-3, Hawaii Revised
Statutes, is amended by amending subsection (a) to read as follows:

����
"
(a)
�
Except as otherwise provided by law, the
authority may:

����
(1)
�
Sue and be sued;

����
(2)
�
Have a seal and alter the same at its
pleasure;

����
(3)
�
Through its president and chief
executive officer, make and execute contracts and all other instruments
necessary or convenient for the exercise of its powers and functions under this
chapter; provided that the authority may enter into contracts and agreements
for a period of up to five years, subject to the availability of funds;
provided further that the authority may enter into agreements for the use of
the convention center facility for a period of up to ten years;

����
(4)
�
Make and alter bylaws for its
organization and internal management;

����
(5)
�
Unless otherwise provided in this
chapter, adopt rules in accordance with chapter 91 with respect to its
projects, operations, properties, and facilities;

����
(6)
�
Through its president and chief
executive officer, represent the authority in communications with the governor
and legislature;

����
(7)
�
Through its president and chief
executive officer, provide for the appointment of officers, agents, a sports
coordinator, and employees, subject to the approval of the board, prescribing
their duties and qualifications, and fixing their salaries, without regard to
chapters 76 and 78, if funds have been appropriated by the legislature and
allotted as provided by law;

����
(8)
�
Through its president and chief
executive officer, purchase supplies, equipment, or furniture;

����
(9)
�
Through its president and chief
executive officer, allocate the space or spaces that are to be occupied by the
authority and appropriate staff;

���
(10)
�
Through its president and chief
executive officer, engage the services of qualified persons to implement the
State's strategic tourism [
management
]
marketing
plan or portions
thereof as determined by the authority;

���
(11)
�
Through its president and chief
executive officer, engage the services of consultants on a contractual basis
for rendering professional and technical assistance and advice;

���
(12)
�
Procure insurance against any loss in
connection with its property and other assets and operations in amounts and
from insurers as it deems desirable;

���
(13)
�
Contract for or accept revenues,
compensation, proceeds, and gifts or grants in any form from any public agency
or any other source;

���
(14)
�
Develop, coordinate, and implement
state policies and directions for tourism and related activities taking into
account the economic, social, and physical impacts of tourism on the State,
Hawaii's natural environment, and areas frequented by visitors;

���
(15)
�
Have a permanent, strong focus on
Hawaii brand management;

���
(16)
�
Coordinate all agencies and advise the
private sector in the development of tourism-related activities and resources;

���
(17)
�
Work to eliminate or reduce barriers to
travel to provide a positive and competitive business environment, including
coordinating with the department of transportation on issues affecting airlines
and air route development;

���
(18)
�
Market and promote sports-related
activities and events;

���
(19)
�
Coordinate the development of new
products with the counties and other persons in the public sector and private
sector, including the development of sports, culture, health and wellness,
education, technology, agriculture, and nature tourism;

���
(20)
�
Establish a public information and
educational program to inform the public of tourism and tourism-related
problems;

���
(21)
�
Coordinate the development of tourism
educational, training, and career counseling programs;

���
(22)
�
Establish a program to monitor,
investigate, and respond to complaints about problems resulting directly or
indirectly from the tourism industry and taking appropriate action as
necessary;

���
(23)
�
Develop and implement emergency
measures to respond to any adverse effects on the tourism industry, pursuant to
section 201B-9;

���
(24)
�
Set and collect rents, fees, charges,
or other payments for the lease, use, occupancy, or disposition of the
convention center facility without regard to chapter 91;

���
(25)
�
Notwithstanding chapter 171, acquire,
lease as lessee or lessor, own, rent, hold, and dispose of the convention
center facility in the exercise of its powers and the performance of its duties
under this chapter;

���
(26)
�
Acquire by purchase, lease, or
otherwise, and develop, construct, operate, own, manage, repair, reconstruct,
enlarge, or otherwise effectuate, either directly or through developers, a
convention center facility;

���
(27)
�
Enhance the tourism industry in the
State to grow its positive contributions to residents of the State; [
provided
that the authority's initiatives shall follow destination management practices
and integrate regenerative tourism;
] and

���
(28)
�
Focus on perpetuating the uniqueness of
the Hawaiian culture and community and their significance to the quality of the
visitor experience by ensuring that:

���������
(A)
�
The Hawaiian culture is accurately
portrayed by Hawaii's visitor industry;

���������
(B)
�
The Hawaiian language is supported and
normalized as an official language of the State;

���������
(C)
�
Hawaiian cultural practitioners and
cultural sites are supported, nurtured, and engaged in sustaining the visitor
industry; and

���������
(D)
�
A Hawaiian cultural education and
training program is provided for the members of the visitor industry workforce
who have direct contact with visitors."

����
SECTION
4.
�
Section 201B-6, Hawaii Revised
Statutes, is amended to read as follows:

����
"
�201B-6
�
Strategic tourism [
management
]
marketing

plan; measures of effectiveness.
�

(a)
�
The authority shall be
responsible for developing a strategic tourism [
management
]
marketing

plan [
that advances tourism marketing, complies with destination management
best practices, and promotes regenerative tourism
].
�
The plan shall be a single, comprehensive
document that shall be updated every year and include the following:

����
(1)
�
Statewide Hawaii brand management
efforts and programs;

����
(2)
�
Targeted markets;

����
(3)
�
Efforts to enter into Hawaii brand
management projects that make effective use of cooperative programs;

����
(4)
�
Program performance goals and targets
that can be monitored as market gauges and used as attributes to evaluate the
authority's programs;
and

����
(5)
�
The authority's guidance and direction
for the development and coordination of promotional and marketing programs that
build and promote the Hawaii brand, which are implemented through contracts and
agreements with destination marketing organizations or other qualified
organizations, including:

���������
(A)
�
Target markets and the results being
sought;

���������
(B)
�
Key performance indicators; and

���������
(C)
�
Private sector collaborative or
cooperative efforts that may be required[
; and

����
(6)
�
Statewide destination management and
regenerative tourism efforts and programs
].

����
(b)
�
In accordance with subsection (a), the
authority shall develop measures of effectiveness to assess the overall
benefits and effectiveness of the strategic tourism [
management
]
marketing

plan and [
include documentation of
]
maintain records documenting

the progress of the strategic tourism [
management
]
marketing
plan
toward achieving the authority's strategic plan goals."

����
SECTION

5
.
�
Section 201B-7,
Hawaii Revised Statutes, is amended by amending subsections (a) and (b) to read
as follows:

����
"
(a)
�
The authority may enter into contracts and
agreements that include the following:

����
(1)
�
Tourism promotion, marketing,
and

development[
, and destination management
];

����
(2)
�
Market development-related research;

����
(3)
�
Product development and diversification issues
focused on visitors;

����
(4)
�
Promotion, development, and coordination of
festivals, community events, cultural activities, environmental stewardship
activities, sports-related activities, and events that strengthen the
relationships between the place and people for Hawaii's residents and visitors
alike;

����
(5)
�
Promotion of Hawaii, through a coordinated
statewide effort, as a place to do business, including high technology
business, and as a business destination;

����
(6)
�
Reduction of barriers to travel;

����
(7)
�
Marketing, management, use, operation, or
maintenance of the convention center facility, including the purchase or sale
of goods or services, logo items, concessions, sponsorships, and license
agreements, or any use of the convention center facility as a commercial
enterprise; provided that effective January 1, 2020, and thereafter,
contracts issued pursuant to this paragraph for the marketing of all uses of
the convention center facility may be issued separately from the management,
use, operation, or maintenance of the facility;

����
(8)
�
Tourism research and statistics to:

���������
(A)
�
Measure and analyze tourism trends;

���������
(B)
�
Provide information and research to assist in
the development and implementation of state tourism policy; and

���������
(C)
�
Provide tourism information on:

�������������
(i)
�
Visitor arrivals, visitor characteristics, and
expenditures;

������������
(ii)
�
The number of transient accommodation units
available, occupancy rates, and room rates;

�����������
(iii)
�
Airline-related data including seat capacity
and number of flights;

������������
(iv)
�
The economic, social, and physical impacts of
tourism on the State; and

�������������
(v)
�
The effects of the strategic tourism [
management
]

marketing
programs of the authority on the measures of effectiveness
developed pursuant to section 201B-6(b); and

����
(9)
�
Any and all other activities necessary to
carry out the intent of this chapter;

provided that the authority shall
periodically submit a report of the contracts and agreements entered into by
the authority to the governor, speaker of the house of representatives, and
president of the senate.

����
(b)
�
The authority shall be responsible for:

����
(1)
�
Creating a vision and developing a
long-range strategic plan for tourism in Hawaii;

����
(2)
�
Developing [
destination management
action plans for each county;
]
and promoting branding for the State,
including through management of the Hawaii brand;

����
(3)
�
Promoting, marketing, and developing
the tourism industry in the State;

����
(4)
�
Arranging for the conduct of research
through contractual services with the [
University
]
university
of
Hawaii or any agency or other qualified persons concerning social, economic,
and environmental aspects of tourism development in the State;

����
(5)
�
Providing technical or other assistance
to agencies and private industry upon request; and

����
(6)
�
Reviewing annually the expenditure of
public funds by any visitor industry organization that contracts with the
authority to perform tourism promotion, marketing, and development and making
recommendations necessary to ensure the effective use of the funds for the
development of tourism."

����
SECTION
6.
�
Section 201B-16, Hawaii Revised
Statutes, is amended to read as follows:

����
"
�201B-16
�

Annual report.
�
The authority
shall submit a complete and detailed report of its activities, expenditures,
and results, including the progress of the strategic tourism [
management
]

marketing
plan developed pursuant to section 201B‑6, toward
achieving the authority's strategic plan goals, to the governor and legislature
no later than twenty days prior to the convening of each regular session of the
legislature.
�
The annual report shall
include the descriptions and evaluations of programs funded, together with any
recommendations by the authority."

����
SECTION

7
.
�
Section
201B-6.4, Hawaii Revised Statutes, is repealed.

����
["
[�201B-6.4
]
�
Destination
management action plans; counties; objectives; execution.
�
To
meet the destination management objectives for each county, the authority shall
perform the actions specified in each of the following plans:

����
(1)
�
Oahu destination management action
plan;

����
(2)
�
Maui nui destination management
action plan;

����
(3)
�
Hawaii island destination management
action plan; and

����
(4)
�
Kauai destination management action
plan,

during
the specified phases; provided that the execution of each destination
management action plan shall be dependent on the cooperation and participation
of the applicable state or county agency or an advisory group established
pursuant to section 201B-13.
"]

����
SECTION
8.
�
There is appropriated out of the
general revenues of the State of Hawaii the sum of
$ or so much
thereof as may be necessary for fiscal year 2026-2027 to be allocated as
follows:

����
(1)
�
$
to establish one full-time equivalent (1.0 FTE) tourism liaison officer
position within the office of the governor pursuant to section 1 of this Act;

����
(2)
�
$
to establish five full-time equivalent (5.0 FTE) staff positions within the
office of the governor to support the tourism liaison officer; and

����
(3)
�
$
for operating expenses to perform the duties of the tourism liaison officer;

provided
that in future fiscal bienniums, the amounts appropriated and positions
authorized pursuant paragraphs (1), (2), and (3) shall be included in the
governor's request for the expenditure of general funds submitted pursuant to
section 37-79, Hawaii Revised Statutes; provided further that the amount
requested shall be equal to twenty per cent of the total amount of general
funds requested to be expended pursuant to section 37-79, Hawaii Revised
Statutes.

����
The
sum appropriated shall be expended by the office of the governor for the
purposes of this Act.

����
SECTION
9.
�
Statutory material to be repealed is
bracketed and stricken.
�
New statutory
material is underscored.

����
SECTION
10.
�
This Act shall take effect on July
1, 2026.

INTRODUCED BY:

_____________________________

Report Title:

HTA; Office
of the Governor; Tourism Liaison Officer; Appropriation

Description:

Amends
the duties of the Hawaii Tourism Authority to focus on marketing and branding,
rather than destination management and regenerative tourism.
�
Establishes the Tourism Liaison Officer
position within the Office of the Governor.
�

Includes destination management and regenerative tourism as
responsibilities of the Tourism Liaison Officer.
�
Appropriates funds.

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not legislation or evidence of legislative intent.