Aloha mai kākou – “welcome everyone” – but do we really mean it?

That depends on whom you ask. These days, when it comes to welcoming visitors to our shores, the warm Hawaiian greeting is lukewarm at best.

Government-ordered shutdowns during the pandemic devastated Hawai‘i’s tourism-dependent economy. Hundreds of businesses closed their doors, many for good, and thousands of people lost their jobs and livelihoods; some even lost their life savings. Local economists predicted it would take several years for the visitor industry to recover to pre-pandemic levels.

Turns out, recovery model forecasts were wrong and economists may have miscalculated the strength of Hawai‘i’s brand and primary economic engine.

Mom always said, “Be careful what you wish for,” and we all know, mom is always right. Hawai‘i’s visitor industry has roared back much quicker than expected. Residents who grew accustomed to empty beaches, parks, roadways and attractions are now dealing with colossal crowds and significant surges. The call for change is deafening.

Tourism management strategies include terms like “destination management plans” and “destination management organizations.” Experts are saturating the airwaves and forums with phrases like “reimagining tourism” and “we must educate visitors of the true meaning of mālama (take care of).”

This is not breaking news. These pleas for change and modifications existed long before COVID-19 arrived. Hawai‘i’s dependency on tourism is well-documented and little has been done … for decades. For many, diversifying our economy and tourism management are just concepts with little meaning.

In 2019, Hawai‘i drew a record 10.4 million tourists who spent nearly $18 billion, which produced $2 billion in state tax revenues. Those dollars go right back into our communities, but at what expense? And is it worth it?

The Hawai‘i Tourism Authority released results from its 2021 Spring Resident Sentiment Survey and found while many residents are concerned with the visitor industry’s growth, the majority of Hawai‘i residents believe tourism is worth the issues that come with it. In fact, the highest percentage of respondents who said they do not think tourism is worth the issues came from residents 18-34 years old and those who have lived in Hawai‘i for less than one year.

So what is the real issue and is anyone listening?

On Thursday evening, August 26, 2021, from 7:30 p.m. – 9:00 p.m., PBS Hawai‘i will bring together stakeholders from the tourism industry, labor, government and communities from across Hawai‘i to discuss next steps on this critically important and sensitive topic.

We cordially invite you to join us for a live edition of KĀKOU – HAWAI‘I’S TOWN HALL How Much Tourism is Too Much, and Who Decides? The 90-minute broadcast will also be our first special production in more than a year. We anticipate a lively discussion and aim for constructive comments and inclusive conversation. Our goal is to foster alignment within our diverse communities and eliminate second-hand information and misinformation.

It truly is a KĀKOU thing. COVID-19 temporarily changed the way we do business but the pandemic never stopped us from serving our mission.

Aloha mai kākou? We most certainly do. We look forward to seeing you on August 26 on PBS Hawai‘i.

With respect and aloha,

Ron Mizutani and the PBS Hawaiʻi family