September 2025 Newsletter

Aloha HHA Members,

The month of August brought with it a significant wave of new leadership and opportunity for our state's tourism industry. We are incredibly optimistic about the path forward, and this momentum sets a powerful stage for our advocacy work as we prepare for the 2026 legislative session.

First, I want to extend my sincere congratulations to our own Jeff Wagoner, President and CEO of Outrigger Hospitality Group, on his appointment to the new Green Fee Advisory Council. This council is a critical step forward in ensuring that the funds generated by this new fee are used effectively to address the impacts of tourism and build a more resilient Hawai‘i. The presence of a seasoned industry leader like Jeff on this council is a testament to the fact that we are not just a part of the conversation—we are helping to lead it.

Additionally, Governor Green announced the new Hawaiʻi Tourism Authority (HTA) Advisory Board, and we are thrilled to see that many of the new members have extensive hotel and tourism experience, including several of our own HHA members. This new board represents a unique opportunity for greater collaboration and a balanced approach to destination management. With so many of our industry's voices at the table, we can ensure that future tourism decisions are made with both economic impact and community benefit in mind.

These appointments underscore the growing recognition of the hotel industry's vital role in Hawaiʻi's future. The work of HHA and our members is more important than ever. As we look ahead, we must continue to advocate for the strategic allocation of these new Green Fee funds to projects that directly benefit our resort communities, starting with a permanent program to renourish and repair our iconic beaches for the public's enjoyment and safety. This is an investment that protects not only our natural assets but also our economic future.

Renewing Our Focus On Resourcing the Industry

In the last six months, we've secured $6.2 million for marketing and $2 million to protect and restore our shorelines. While these are important short-term wins, we know more is needed. Our industry requires and deserves more consistent marketing and investment from the State.

To address this, HHA is setting a new policy goal: a recurring $150 million in destination marketing funds in the State of Hawaiʻi's biannual budget. This is more than double the State's current allocation for marketing and destination management combined. We know this significant increase is necessary to attract our target visitors and dramatically boost our global branding efforts.

Adjusted for inflation, this $150 million target would return our marketing budget to a level comparable to our competitors and to where it peaked almost a decade ago. Securing this funding will be HHA's top priority in the upcoming legislative sessions.

Mahalo for your continued partnership and for the work you do every day to support our communities.

Jerry Gibson

President, Hawaiʻi Hotel Alliance

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