The Hawaii Tourism Authority and Maui Visitors and Convention Bureau has selected three community-based organizations to start and manage the new East Maui Tourism Pilot Program.

What You Need To Know

  • Holani Hana, Ke Ao Halii and Na Nahiai o Keanae will collaborate as Malama Maui Hikina (“caring for East Maui”)

  • The program will be guided by HTA’s Maui Destination Management Action Plan and will incorporate input from the East Maui Advisory Group, which is comprised on East Maui residents

  • Each of the Malama Maui Hikina partners will be responsible for working to restore balance to popular visitor sites prone to “overcrowding, congestion, degradation of resources, safety hazards and a negative experience for both residents and visitors”

Holani Hana, Ke Ao Halii and Na Nahiai o Keanae will collaborate as Malama Maui Hikina (“caring for East Maui”).

“Uplifting community-based stewardship is essential to improving destination management as these solutions HTA is supporting have been created by the community, for the community, first and foremost,” said HTA Board chair Mufi Hannemann. “Providing opportunities for East Maui residents to educate visitors about the spaces they are entering, how to engage respectfully, and the cultural and historical significance these places bear will have significant impacts on preserving these areas and improving the overall experience for residents and visitors alike.”

The program will be guided by HTA’s Maui Destination Management Action Plan and will incorporate input from the East Maui Advisory Group, which is comprised on East Maui residents.

“The formation of Mālama Maui Hikina is precisely the type of destination management partnership HTA envisioned, comprising a team of community leaders who bring valuable knowledge and perspective to their approach in proactively managing tourism’s impacts for the benefit of the residents of East Maui,” said HTA interim president and CEO Daniel Nahoopii. “Our team is proud to work with these respected organizations to implement community-driven solutions aimed at improving the well-being of the community through our Malama Hawaii efforts.”

Each of the Malama Maui Hikina partners will be responsible for working to restore balance to popular visitor sites prone to “overcrowding, congestion, degradation of resources, safety hazards, and a negative experience for both residents and visitors.”

Holani Hana will manage Honolewa, also known as South Wailua Falls. Ke Ao Halili will be responsible for Kaihalulu, popularly known as Red Sand Beach, and Waioka (Venus Falls). Native Hawaiian Philantropy, which operates as Na Mahiai o Keanae, will be the steward for Nailiilihaele Stream (Bamboo Forest) and Waikamoi Falls.

“We are thankful for this opportunity and are continuing to work closely with the East Maui community to ensure that tourism management continues to be driven by residents,” said MVCB destination manager Meagan DeGaia. ”The East Maui Advisory Group, which is comprised of community members from each moku (district) in East Maui, has been instrumental and resourceful in guiding us throughout this process.”