In 2004, the HTA developed the "Hawaii Tourism Strategic Plan: 2005-2015." Goals include honoring the Hawaiian people and heritage, valuing and perpetuating the state's natural and cultural resources, engendering mutual respect, supporting an economy that is vital and sustainable and providing a "unique, memorable and enriching visitor experience."
In fiscal year 2010, 86 percent of the HTA budget was allocated to marketing in order to help facilitate travel to Hawaii. The two main markets for Hawaiian tourism are North America, the U.S. west coast in particular, and Japan.
The HTA has been tasked with collecting and analyzing statistical data regarding tourism and provides reports to government agencies, tourism professionals, private businesses, community members and others involved with state tourism policy and decision making.
