HONOLULU — The Hawaii Tourism Authority will soon need a new leader. Current president and CEO John De Fries announced that he would not accept an extension to his three-year contract. He informed the HTA Board of Directors of his decision Thursday during a special board meeting.

What You Need To Know

  • John De Fries, president and CEO of the Hawaii Tourism Authority, is stepping down

  • He declined an extension of his three-year contract, informing the HTA Board of Directors during a special board meeting; his contract ends on Sept. 15

  • De Fries took the helm of HTA in September 2020, at the height of the COVID-19 pandemic that practically paralyzed the state’s tourism industry

  • He led the efforts to pivot HTA's focus away from marketing to one of destination management

“It has been an honor to serve the communities and people of our islands these past three years and I will support the board and staff during this transition in leadership of HTA,” said De Fries. “I am incredibly proud of our passionate, unwavering team of professionals at HTA and all that is being accomplished in our communities to improve the well-being of Hawaii. I extend my gratitude to the HTA Board for their support of our critical work in accelerating HTA’s focus on improved destination management and increased visitor education and changing our collective outlook toward tourism for the long-term benefit of our kamaaina, our native culture and the places we hold dear throughout Hawaii. I’d also like to thank the Governor, Lieutenant Governor and Legislature for working together and making it possible for HTA to continue its work in the coming fiscal year.” 

De Fries took leadership of HTA in September 2020, with the COVID-19 pandemic gripping the state and paralyzing its largest industry. At the time, Hawaii had a strict travelers quarantine in place and visitor arrivals were down 97.4% compared to September 2019.

Under De Fries’ leadership, the authority created three-year Destination Management Action Plans for each island. It focused on a regenerative tourism model that engaged the community.

He also led the move to a new operating structure that pivoted HTA’s focus on marketing to one of destination management.

“John has done and admirable job fulfilling his three-year contract during the most challenging period in recent Hawaii history,” said HTA Board Chair George Kam. “At a time when we needed a strong, visionary leader to calmly guide us forward out of troubling circumstances, John was there for HTA.”

De Fries’ contract ends on Sept. 15, 2023.