S.B. 3364 Summary

• Requires the Hawaii Tourism Authority to develop destination management action plans for each county (Oahu, Maui Nui, Hawaii Island, and Kauai) and execute actions specified in each plan

• Adds three new definitions to Chapter 201B: "destination management" (collaborative process to attract visitors and improve experiences while protecting resources), "Hawaii brand" (qualities differentiating Hawaii from other destinations), and "regenerative tourism" (tourism designed to bring net benefits to communities)

• Renames the "tourism marketing plan" as the "strategic tourism management plan" and requires it to include statewide destination management and regenerative tourism efforts and programs

• Expands the Hawaii Tourism Authority's powers to include focusing on perpetuating Hawaiian culture and language, ensuring accurate cultural portrayal, and providing Hawaiian cultural education and training for visitor industry workforce

• Repeals Section 201B-5, which had exempted the Hawaii Tourism Authority from administrative supervision of boards and commissions; bill takes effect July 1, 2024