§203-5 Five-year tourism marketing plan; procedures for submission and evaluation of proposals; measures of effectiveness; report.
(a) The office of tourism shall be responsible for developing and annually updating a tourism marketing plan for the subsequent five years that includes but is not limited to the following:(1) Identification and evaluation of current and future tourism needs for the different regions of the State;
(2) Goals and objectives in accordance with identified needs;
(3) Statewide promotional efforts and programs;
(4) Targeted markets;
(5) Measures of effectiveness for the office's promotional programs; and
(6) Coordination of marketing plans of all destination marketing organizations receiving state funding and departmentally initiated marketing plans prior to finalization of the office's marketing plan.
The five-year tourism marketing plan shall be updated and submitted to the legislature not less than twenty days prior to the convening of each regular session.
(b) All marketing programs, including those of destination marketing organizations receiving state funding and state department initiated plans, prior to finalization, shall be transmitted to the office of tourism for coordination with the office's tourism marketing plan, in accordance with subsection (a). The office of tourism shall be responsible for establishing procedures for the selection and evaluation of statewide tourism promotion projects. The procedures shall include submission of proposals to the office prior to disbursement of any tourism promotion funds, and a final report at the completion of the project to be submitted by the funded entity to the office. All statewide tourism promotion contracts, including the Hawaii Visitors and Convention Bureau, shall be subject to this subsection.
(c) In accordance with subsection (a), the office shall be responsible for developing measures of effectiveness to assess the overall benefits and effectiveness of the marketing plan and include documentation of the directly attributable benefits of the plan to the following:
(1) Hawaii's tourism industry;
(2) Employment in Hawaii;
(3) State taxes; and
(4) The State's lesser known and underutilized destinations.
(d) The office shall submit annual reports regarding the status and execution of the marketing plan and the effectiveness of the promotions to the legislature twenty days prior to the convening of the regular session in each year. [L 1989, c 349, §2; am L 1990, c 293, §5; am L 1991, c 126, §1; am L 1994, c 67, §3; am L 1997, c 2, §10]