For the first time, the 12-member board of directors of the Hawaii Tourism Authority is majority-led by Native Hawaiians.

This may not sound like a big deal, but it’s transformative. After two years of chaos from the pandemic, during which the state seesawed from overtourism that strained resources to strict closures that rattled its economy, Hawaii is looking for a new travel status quo. The old way of doing things was to create illusions of paradise for visitors, but in many ways it was hell for Hawaiians.

To address that, the authority has released a six-year, four-pillar plan that overhauls the way the state will consider sustainability, cultural attractions, community enrichment, and how vacations are marketed.

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