Hawaii Tourism Authority President and CEO John De Fries gives credit to locals for the state's reputation as an exceptional vacation location following survey results saying 95% of tourists rated it “excellent” or “above average” in safety and security.
“Clearly, the overriding message that is reflected in these survey results is that the people of Hawaii, from our tourism professionals to the kama‘āina who engage with visitors on a daily basis, are the reasons why Hawaii continues to be such a favorite destination for travelers from around the world,” said De Fries, according to a press release by the Hawaii Tourism Authority.
The survey was carried out in the first quarter of 2023 by the Hawaii Department of Business, Economic Development and Tourism (DBEDT), the press release said. Visitors also recognized Hawaii as a perfect place to contribute to volunteer work and societal betterment, the survey found.
Data from the survey shows that a large portion of tourists from significant visitor sources rated Hawaii’s availability of volunteer opportunities as “above average” or “excellent.” The percentages for these ratings are in the 80-90 percent range from several different countries.
The report also shows that Hawaii excels in many more key tourist satisfaction areas. The state achieves high marks for overall enjoyment, meeting or exceeding visitor expectations, sustainability efforts, and potential for repeat visits, further highlighting its standing as a popular global vacation destination.
The survey used to collect the information, the Visitor Satisfaction and Activity Survey (VSAT), regularly collects data from tourists who've recently visited Hawaii. The survey in the first quarter of 2023 primarily included participants from U.S. West, U.S. East, Canada, Japan, Korea, and Oceania.
The Tourism Research Branch of DBEDT retained Anthology Research to survey 4,742 visitors who traveled to Hawaii during Q1 2023. Full results are available online at: www.hawaiitourismauthority.org/research/visitor-satisfaction-and-activity/.
According to his website, De Fries has decades of tourism and resort development expertise as well as a deep-rooted respect for Hawaiian culture. His notable roles include executive director of the Native Hawaiian Hospitality Association and leading roles in Hawaii's hospitality, real estate, and economic development sectors. He serves on multiple boards, including the Julie Wrigley Global Institute of Sustainability.