MAIN PAGE | EVENTS & PROGRAMS | 2001 | IGM | SPEECHES | ROBERT FISHMAN
PACIFIC BASIN ECONOMIC COUNCIL
MAIN PAGE | EVENTS & PROGRAMS | 2001 | IGM | SPEECHES | ROBERT FISHMAN
Regional Vitality in the 21st Century
April 6-10, 2001 — Tokyo, Japan
Mr. Robert Fishman
Distinguished leaders and guests - good afternoon and Aloha. I am honored to speak to you on ways in which cultural exchange can be furthered through tourism. As many of you know, tourism has been Hawaii's principal private sector engine of growth since statehood in 1959, and continues to be Hawaii's leading industry. Currently, tourism generates 26 percent of our gross state product and accounts for about 32 percent of total employment. But first a few broad observations: If tourism is to considered an industry, it is clearly the world's largest and most diversified:
Let me bring some of these broad concepts back to Hawaii: While tourism will remain Hawaii's engine of growth for some time to come, it most likely will not be the same tourism that we've seen in the past. As we move forward into the 21st century, we're looking at ways to improve our tourism from both the visitor and resident's point of view. One of the first innovations in recent years: HTA , the overall body responsible for tourism strategy and development for Hawaii. In our first year, we developed our TSP, Ke Kumu — Strategic Directions for Hawaii's Visitor Industry, a living document that identifies seven strategic initiatives as the framework for strengthening the vis industry component of Hawaii'' economy. (7 initiatives). While each of these was critical to the success we've seen in the past couple of years (11.3% growth in vis exp in CY 2000 - over $1 billion in incremental spending), I'll address only a few: Product development & events; and infrastructure revitalization (especially Waikiki). PRODUCT DEVELOPMENT AND EVENTS The HTA defines "Product Development" as a comprehensive concept that encompasses Hawaii's diverse range of tourism attractions, events, experiences and programs related to agriculture, culture, education, health and wellness, nature, sports, and technology, that are designed to provide visitors with a glimpse of our island lifestyle and culture. Such efforts preserve Hawaii's indigenous and multi-ethnic cultures while at the same time, educating visitors and residents about them. In this way, Product Development efforts can also assist in the overall economic diversification of Hawaii's economy, thus generating jobs and enhancing Hawaii's competitive position as a world-class visitor destination. Let me share with you, by niche market, some examples of the activities that all under this heading. Agritourism is tourism related to experiencing and appreciating agricultural products (e.g., Kona coffee, fresh herbs and papayas), settings (e.g., ranches, farms), and lifestyles (plantations). The islands' unique climate and year-round growing season offers visitors a wide variety of things to do and learn about, from picking macadamia nuts and watching them get roasted at Mauna Load Macademia's Keeau plantation on the island of Hawaii to touring the Dole Plantation on Oahu to learn about pineapples and the role that this crop played in Hawaii's agricultural history. Cultural tourism is tourism related to Hawaii's host and multi-ethnic cultures that provide residents and visitors with enriching experiences into the history, custom and traditions of Hawaii and its people. The degree to which Hawaii's indigenous and multi-cultural versatility holds vast appeal for visitors seeking a cultural experience, is reflected by the fact that hula halau from other countries travel to Hawaii to attend, and sometimes participate in, festivals such as the Merrie Monarch Hula Festival on the Island of Hawaii or the World Invitational Hula Festival on Oahu. Additionally, other countries host festivals in our multi-cultural state to promote cultural exchange among nations. One example is the Honolulu Festival, a U.S.-Japan cultural exchange program inaugurated several years ago, and sponsored by public-private partnerships in Japan and Hawaii. Hawaii also boasts several high-profile cultural resources including places to visit - Bishop Museum, the Polynesian Cultural Center and the Volcano Art Center. Ecotourism is nature-based travel to Hawaii's natural attractions to experience and study Hawaii's unique flora, fauna and culture in a manner which is ecologically responsible, economically sustainable, encourages the well-being of the local community, and is filled with the spirit of aloha aina. Activities under this heading can rage from exploring the National Tropical Botanical Gardens on Kauai to participating in guided nature walks led by professional environment educators who interpret the natural and cultural history of the rainforest environment in Iao Valley on Maui. Edutourism is travel for education and training in Hawaii's unique natural and multi-cultural environment. Programs under this heading span from taking Hawaii Regional cuisine cooking classes, to learning about volcanoes at the Hawaii National Park on the island of Hawaii, to participating in cross-cultural training programs. Another important area (which will be discussed in more detail later) involves foreign students participating in Hawaii school excursion programs. Health & Wellness Tourism is travel for the purpose of enhancing the wellness of the mind, body and spirit of individuals, families and groups. While the term "health tourism" is generally associated with spa holidays, it also encompasses the broader areas of medical care, fitness and wellness, rehabilitation and recuperation. Specific examples are Hawaii hotel and resort offerings of fitness programs and spa treatments for visitors, wellness tours that combine diet and exercise programs, and visits to medical-related facilities which offer a choice or blend of Eastern, Western and Hawaiian healing practices. Sports Tourism is travel for the purpose of being a fan, athlete, or participant in sporting events or life-style activities. By its very character, sports is a natural vehicle for promoting intercultural exchange and understanding. Examples of our sports tourism and events strategy include major televised events like the NFL Pro Bowl each February, at least six major PGA Tour and Senior tour golf events each year, including the Sony Hawaiian Open, Grand Slam, Mercedes Open, Master Card, Senior Skins, and the Kaanapali, which will move to the island of Oahu in 2001. In addition, there are the USA Gymnastics Pontiac American Team Cup, featuring Olympic athletes from US, China, and Romania, Honolulu Marathon, hosting over 12,000 competitors from Japan alone, the Ironman Triathlon, and dozens of others. INFRASTRUCTURE While tourism infrastructure is frequently looked upon as purely "nuts and bolts", it has a very relevant impact on the whole notion of cultural exchange. With more than 70,000 visitors on an average day (and generating $4.9 billion in revenues each year or 11% of Hawaii's Gross State Product), Waikiki is better known as the heart of Hawaii's tourism industry. However, when one thinks of cultural exchange, understanding and appreciation, Waikiki - an urban resort area that welcomes over 5 million visitors a year - may not jump to mind, but let me assure you that here, within this tiny peninsula, cultural exchange is alive and prospering. This is due to a commitment to restore Hawaiianness to Waikiki, a surge of capital improvements and investment in Waikiki infrastructure, and the need to foster an understanding and appreciation for Hawaii's multi-ethnic cultures - all of which contribute to enhancing the visitor experience in Waikiki. From the moment of arrival until the time visitors leave, Waikiki offers countless opportunities to experience and learn about Hawaii's indigenous and multi-ethnic cultures. From the restoration of the historic Natatorium memorial to Victorian-style streetlights with flower baskets adding tropical color that recall the Hawaii of old, Waikiki is enjoying a cultural renaissance that underscores the very topic we have come together to discuss today. Let me provide some examples: The host-Hawaiian culture is a distinguishing characteristic of the Hawaii experience. The City and County of Honolulu is initiating programs and services throughout Waikiki that showcase Hawaiian culture and strengthen the destination's Hawaiian sense of place. Examples include: strolling musicians along Kalakaua Avenue, free public performances of hula and torchlighting ceremonies seven nights a week at Kuhio Beach, as well as Hale Aloha - a network of visitor information stations throughout Waikiki to dispense information and aloha. One of the biggest Hawaii stories this year is the Renaissance of Waikiki. I participated in the JHEC Tourism Summit in September 1999, and one of the messages from Japan tourism executives was that nothing has been done to revitalize Waikiki. Well, that was an innocent misstatement then, because massive programs were at work then, and they've blossomed today. The Waikiki renaissance is an example of public/private partnerships at their best. City and County of Honolulu efforts have been formidable: Heading the list is the multi-million dollar improvements completed at Kuhio Beach Park which hosts an estimated 30,000 visitors each day. Revitalization includes a grand pedestrian promenade along Kalakaua Avenue which serves as a flagship improvement to the Diamond Head end of Waikiki. The beautifully landscaped promenade helps to restore a Hawaiian sense of place while transforming the area into a much-softened pedestrian experience. Also included is a public plaza for civic and cultural events. Also, the historic Waikiki WWI War Memorial has been restored in its phase I, honoring those who served and died in WWI. In Kapiolani Park, the brand new Kapiolani Park Bandstand is a striking return to Hawaii's Victorian period and its Monarchy, and is now a world-class venue for public entertainment and cultural events. These magnificent structures emerge as an architectural tributes to a glorious chapter of the history of Waikiki. And the private sector has come forward as well: Next month, the Hilton Hawaiian Village's new Kalia Tower will open, with its building relief reflecting the tapa cloth pattern of old Hawaii. Beautiful works by local artists will enhance the public areas and the tower's entrance will be graced by stunning, larger-than-life, bronze kahiko hula dancers. This important project is more than the commissioning of fine art, it also includes taking the time to educate the traveler so that they gain a deeper understanding and appreciation for Hawaii's host culture. The Hilton will do so by explaining that kahiko is the ancient style of hula and revealing the story that these dancers are telling with their fluid and graceful body motions. The Bishop Museum, renowned the world over for its priceless collections and commitment to scholarly endeavors, will soon be opening a branch site for the first time in its hundred-year history in Waikiki, at the Hilton's new Kalia Tower. Scheduled to open in Summer 2001, this center will tell the story of life in Waikiki, using cultural interpreters, music and dance, priceless artifacts from the Museum's collections and unique activities and highly interactive displays. As such, the center provides a venue for visitors to experience Hawaii's culture first-hand while promoting cultural understanding and appreciation for Hawaii's host culture. Scheduled to open in Summer 2001, the Hilton will also be introducing a new Spa and Health Center operated by world-renowned Mandara Spa and by Holistica Hawaii Health Center that offer a variety of spa treatments that incorporate Hawaiian, Asian, Western, European and Polynesian beauty and relaxation concepts. Moreover, Holistica Hawaii Health Center offers comprehensive medical reviews that bring the latest western technology with ancient healing ways to institute lifestyle changes to improve one's health and wellness. In January of this year, Duty Free Stores opened a $65 million dollar themed shopping complex - DFS Galleria - which beckons back to the nostalgic boat days of Waikiki when visitors arrived on steamers. With reproductions of the past era, coupled with music and entertainment throughout the day, the Galleria is designed to provide a retail and entertainment experience with attractions ranging from a 65,000-gallon saltwater aquarium, boat day night shows, live musicians and images that evoke Waikiki's earlier boat-day era, and shops of course. TOURISM DIVERSIFICATION EFFORTS Governor: Geneva of Pacific (meetings, international gatherings, etc.). State Rep Lei Ahu Isa, Chair of Econ Dev Committee of House. How?
In conclusion, visionary tourism leaders must be sensitive to the realities of the "global community", an important subject of this PBEC IGM. This translates into encouraging efforts to accommodate our international visitor markets. Initiatives here might include employee language and cultural sensitivity training, as well as fostering an awareness of the need for cultural sensitivity skills among local residents as well. Other efforts include international signage at hiking trails, parks and beaches and the like, as well as customer friendly interpretation of local customs. If a single theme stands out as essential in a modern, more savvy world of international travelers, that word is "authenticity". Maybe it's because of the pervasive effect of modern media. Maybe it's the patterns of globalization in consumerism, or maybe it's just that all of our competitors are getting the idea … but the days of the plastic flower lei and Elvis Presley Hawaii are past. We know that our visitors know the difference between the authentic experience and the make-believe. And the true, cultural exchange between Hawaii and our 7 million visitors annually (over 2 million the US), is the genuine host culture. In conclusion, I'm grateful to PBEC and our Japan hosts for wonderful hospitality and attention. Aloha and Mahalo to each and every one. |
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