Lee Cataluna was absolutely on target when she wrote in her June 1 Civil Beat column, “a green fee alone won’t fix Hawaiʻi’s tourism problems.”

For far too long, we have relied on a burdening economic formula for our islands: optimize everything for tourists, bring in more tourists, and deal with the consequences when tensions develop because of tourists.

Hawaiʻi is stressed and strained by tourism as the primary economic driver for the islands. The prevailing imposing model of tourism has negatively impacted ecosystems, commodified culture, displaced local communities, and continues to generate increasing backlash.

Over-reliance and dependency on this singular industry in its current form only make Hawaiʻi more economically, environmentally, and emotionally vulnerable to disruptions such as Covid, wildfires, airline strikes, increased tariffs, climate variabilities, etc. To be sustainable, tourism must be reimagined and transformed!

By profoundly shifting why visitors come to Hawaiʻi, how they are welcomed, and which of their needs are being met, it is possible to change the detrimental direction of mass tourism into a new trajectory — a course that mindfully and deliberately meets the needs, values, and priorities of residents and Native Hawaiians, as well as the tourists.

Our geographic location, often considered a liability, is one of our greatest advantages. This isolation forces us to think systemically, live sustainably, and achieve self-sufficiency and resilience in unique, unprecedented ways. In today’s climate-challenged and geopolitically chaotic world, these qualities are assets.

Hawaiʻi’s visitor industry, therefore, must become regenerative, respectful, and constantly renewing. Hanauma Bay, now managed with daily visitor limits and focused on restoration and recovery, offers a successful example.

A diversified innovation economic model can create meaningful experiences for visitors and beneficial outcomes for our self-sufficiency, environmental health, and community well-being. We must, however, prioritize quality over quantity. It is possible for fewer visitors to come and have longer, high-quality stays.

We can move beyond “escape to paradise” marketing to one that invites visitors to engage with and contribute to the true richness of our islands. It is possible to have fewer visitors who stay longer and sincerely want to learn how Hawaiʻi’s culture can positively influence their lives and genuinely contribute to our islands’ sustainability and resilience.
Hawai‘i is not a playground for consumption.

We have the resources, talent, and capabilities to shift from a predominant dependence on depletion-based tourism to an economy that is self-sufficient and able to generate value for the rest of the world. Scaling approaches like those listed below are keys to a more sustainable visitor industry:

• Ecotourism, e.g., nature-focused tours
• Regenerative Tourism, e.g., reef restoration, soil remediation, forest restoration programs
• Community-Based Tourism, e.g., cultural renewal and immersion, volunteerism, values-based training
• Agritourism, e.g., local food and farm stays
• Well-Being Tourism, e.g., elective surgery, mental health retreats, alternative medical interventions, and indigenous healing practices.

Importantly, a focused effort to diversify our economy can result in innovations that create economic value, enable a more sustainable and resilient Hawaiʻi, develop our local workforce, and stimulate even more Learning-Based Tourism. Such areas ripe for local innovation are:

• Clean energy — sustainable renewable energy, energy storage, passive efficiency
• Sustainable transportation — alternative fuels, zero-emission marine and air transport
• Water and wastewater management
• Environmental restoration and stewardship
• Food and locally produced building materials
• Circularity — product life extension and materials recovery

A Call To Action

The future of transformed tourism in a diversified economy is within reach with a deliberate policy and regulatory framework, openness that welcomes mindful investment, and a community-centric, equitable, environmentally respectful approach. This vision is already taking root across the islands — in community initiatives, with Native Hawaiian leadership, and by pioneering businesses.

To truly scale transformation in tourism, however, we need bold leadership from government, industry, business, non-profit organizations, and the public. Therefore, we call on:

• our policymakers and government leaders to enact laws and policies that support regenerative tourism;
• the visitor industry and local businesses to embrace a new paradigm and lead by example; and
• all of us in Hawaiʻi to advocate that our islands’ thrivability be prioritized over short-term profits.

Transforming tourism isn’t just about making tourism “greener.” It’s about reimagining tourism to be truly pono – righteous, fair, and balanced — for the land, the people, and future generations.

If we act with wisdom and courage, we can create a model of tourism that supports a diversified economy, honors our islands, uplifts and improves the lives of our people, and offers inspiration to the world.

The choice is ours.