When they implemented the TAT, I wrote to the then governer and explained to them that besides the name, Hawaii has fallen way behind most other exotic travel places. In general, they have 50-60 year old hotels, super high priced food, few full service resorts, none that offer "all inclusive" that the Carribean, Mexico, and a large number of other travel destinations have and have had for 20 years. In addition, it is a massively long flight, through many time zones for a large number of their guests. (Japan, East coast US, etc. ) I received nothing back for my efforts to show them the short term thinking of TAT that they eventually adopted.
Don't get me wrong, I love Hawaii, but if I don't feel wanted there, it isn't MY "Spirit of Aloha" that is missing, it would be theirs. I already find that the $50 for two drinks for two at lunch is somewhat ludicrous, without food. It doesn't take a mathematitian to figure out the total cost of a vacation. There are far more travel locations now that have a much better value per dollar than there were 50 years ago. Ask Florida where their tourism industry would be without Disney. I don't see many people flocking to Miami for vacation like they did in the 60's. Hawaii still depends on "It's Hawaii" to bring tourism back. That will not last forever.
Japan is a long flight, and HGVC now has many closer locations the Japanese can visit without that long flight and high meal costs in Hawaii, let alone the cultural differences (tips, language, etc. )
Repeat visitors is the long term life blood of any tourist destination. Owners of timeshares in Hawaii make owners there want to return, but apparently, in Hawaii, they are discouraged, overtaxed, and their growth are stunted, especially on Maui.
If it wasn't for"it's Hawaii", there isn't much for their tourist board to draw vacationer to. They have nothing else to compete with, and they are trying to compete with 50 year old hotel products, high prices, and very long flights into a market that is new, current, resort focussed (not "resort fee" focussed), lots of new things to do, the people can afford, and are also excited to go to.
If you want to keep Hawaii "Hawaii" with no tourism, get used to eating pineapples because there is no other industry. Oh, wait. There are no more pineapple plantations there....