Mission: To lead Hawai‘i's visitor industry toward a regenerative future by building tourism systems rooted in ancestral knowledge and contemporary research - systems designed to uplift communities, steward Hawai‘i's cultural and ecological integrity, and nourish the regeneration and vitality of ‘Āina Momona.
Vision: Tourism in Hawai‘i catalyzes a global shift toward a more connected, more conscious, more compassionate world - one grounded in values of relationship, responsibility, and regeneration born of the wisdom of these islands.
Purpose: To ensure that tourism in Hawai‘i is regenerative force - guided by ancestral knowledge, grounded in contemporary research, and devoted to a future where people, culture, and place thrive in reciprocal relationship.
Member Promise: Supporting our membership ʻohana is central in our efforts to achieve our vision and mission. By bringing Hawaiʻi’s visitor industry together and providing unique, strategic benefits, we help our members achieve their goals.
