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Hawaiʻi sits in an unpredictable sea of climate change, over-tourism, economic instability, and global pandemics—waves that could inundate our fragile ecosystems and strained communities, overwhelming all that we treasure about our home.

CNHA heard the kāhea from HTA and put forward this plan, together with a group of those kamaʻāina to Hawaiʻi, to carry this critical kuleana for our beloved home.  

In 2020, the Hawaiʻi Tourism Authority put forward a new Strategic Plan, setting a vision and charting a course for a regenerative model of tourism that offers more to our communities than it takes.  It is based upon four core pillars:


NATURAL RESOURCES - Respect for Our Natural & Cultural Resources

HAWAIIAN CULTURE - Support Native Hawaiian Culture & Community

COMMUNITY - Ensure Tourism & Communities Enrich Each Other

BRAND MARKETING - Strengthen Tourism’s Contributions

See HTA’s Strategic Plan

“Hawaiʻi, the visitor industry, and the Hawaiʻi Tourism Authority are all in a time of Huliau, in which an accelerated shift toward destination management is necessary in order for tourism to properly support the revitalization of our communities and economy in a more meaningful and reciprocal way.”

-  John De Fries

HTA President and CEO

Kilohana is a collaborative of complementary change agents committed to fulfilling HTA’s vision and specific directives. Our nexus of organizations are involved in communication, creative design, facilitation, coordination, and community engagement. Kilohana is poised to work alongside community, industry, and government stakeholders. Together we symbolically form a pāwehe pattern emblematic of our varied experiences and abilities cohesively brought together to achieve the excellence embodied in a beautifully designed kilohana placed atop layers of soft kapa fit for the moena of an ʻohana’s most honored guests.


Together, Kilohana will work to achieve:

  • The development a compelling message to connect to the positive-impact, mindful traveler

  • Create an in-market experience framed by a kuleana-based relationship between malihini and kamaʻāina that invests in strong visitor lifetime value

  • Deliver a Marketing Plan and Global Support Services Plan with professional excellence, informed by meaningful research and HTA’s brand guidance

  • Invest in Destination Management Action Plans that empower Hawaiʻi’s communities and people, fulfills kuleana to mālama ʻāina, builds capacity for increased economic development, and centers Hawaiʻi’s people and cultures in Hawaiʻi’s brand

  • Ignite a transformative huliau that creates new life and builds new bridges between community, industry, and malihini


Our partners include:

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Transition Team

As we reflect on Hawai‘i’s history, we see moments that were ripe for huliau, windows when deep transformation could readily occur. There is perhaps no better moment than today, in the anticipated wake of COVID-19, to boldly transform tourism, Hawai‘i’s chief economic driver, to a regenerative model that Hawaiʻi Tourism Authority is set to lead.


We are honored to have a Transition Team made up of a passionate and diverse group of tourism experts and community leaders, committed to HTA’s vision of a regenerative tourism model.  While HTA is moving forward with the RFP process, the CNHA and the Kilohana Collective are continuing our planning efforts so that we are ready to proceed pending the outcome of the RFP process.  The team’s kuleana is to solidify the roles and leadership of Kilohana and support the transition with our communities and industries.

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Doug Chang

Chair of Transition Team

 General Manager, Ritz-Carlton Residences, Waikīkī and former HTA Chair

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Amy Kalili

Interim Executive Director, Kilohana Collective, and Partner, Pilina First LLP

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Aaron Salā

Director of Cultural Affairs, Royal Hawaiian Center and former HTA Chair


Kūhaʻo Zane

COO & Creative Director, Sig Zane Designs and President, Edith Kanakaʻole Foundation


Ann Botticelli

former Hawaiian Airlines Senior VP of Corporate Communications and Public Relations

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Micah Kāne

CEO and President, Hawai‘i Community Foundation


Rebecca Soon


Ward Research

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Frank Haas

 former HTA Vice President and Director of Marketing and current visitor industry consultant

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Kuʻuipo Kumukahi

Manager of Hawaiian Culture, Hyatt Regency Waikīkī


Roy Tokujo

ʻUlalena founder and former HTA Chair


Corbett Kalama

Executive Vice President, The Harry and Jeannette Weinberg Foundation

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Kūhiō Lewis


Council for Native Hawaiian Advancement


Sun Wong

Principal, CM Marketing Group and former chair of O‘ahu Visitors Bureau

With deep aloha for Hawaiʻi, CNHA presented this proposal for the Hawaiʻi Destination Brand Marketing and Management Services of the United States Major Market Area on behalf of our Kilohana Collective.


​Headquartered in Kapolei, The Council for Native Hawaiian Advancement (CNHA) is a member-based 501(c)3 non-profit organization with a mission to enhance the cultural, economic, political, and community development of Native Hawaiians.


For over 20 years, we have provided access to capital, financial education and individualized financial counseling services with a focus on low and moderate-income families. CNHA is also Native Community Development Financial Institution (CDFI) certified by the U.S. Treasury department and a HUD-Certified Housing Counseling agency and serves as a National Intermediary, providing grants and loans targeting underserved communities in Hawaiʻi.

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