A little more than a decade since its founding, the Native Hawaiian Hospitality Association still struggles to strike a balance between the sometimes conflicting interests of Hawaiian culture and the visitor industry.

T. Lulani Arquette, the association's executive director, said the association is moving forward, emphasizing education and working to bring together Hawaiian specialists, community leaders and tourism officials.

"Not only is it politically correct to respect and perpetuate that culture in the industry, but there's recognition that it really has unique value," Arquette said.

The group's annual conference — May 8 and 9 at the Hawai'i Convention Center — pulls in more Hawaiian groups and organizations than the first conference two years ago and reflects a growing recognition from the visitor industry.

"We have pushed them, but in ways that they feel safe, that they can come to the table," Arquette said. "We walk a fine line between the Hawaiian community and the visitor industry."

Even as efforts move forward to diversify Hawai'i's economy, tourism is likely to remain state's No. 1 industry, she said.

"We as people of Hawai'i — especially Hawaiians — kind of have this love-hate relationship with the visitor industry," she said. Residents are especially concerned with overdevelopment and lack of open space, she said.

Founded in 1997, the association gets most of its funding from the Hawai'i Tourism Authority, while the rest comes from the state Office of Hawaiian Affairs and private donations. The group aims to connect Hawaiian practitioners, nonprofits and organizations with opportunities particularly in the visitor industry.

She said the agency now is working to create scholarships, workforce development and authentic cultural experiences such as showing visitors how to play the 'ukulele, make seed lei, or weaving lauhala.

"It's not just one hula production," but a sense of the history and culture of the place that visitors are looking for

Douglas Kahikina Chang is a hotel general manager, founding member of NaHHa (in 1997) and now the chair of the Hawai'i Tourism Authority.

Chang recently left the Hotel Hana Maui to become general manager of Ritz Carlton Club & Residences, Kapalua Bay.

Arquette points out that Chang is one of three Native Hawaiians serving the state tourism agency's board. (The other two are kumu hula Kawaikapuokalani Frank Hewett and Cha Thompson of Tihati Productions.)

Chang said the industry needs to look at people from a fresh perspective, such as recruiting Hawaiians coming out of immersion programs.

He said there's a realization of the core importance of culture. "We've gone from kind of being the condiments — the entertainment" to the cultural advisers and now need to continue to the upper levels, the general managers and owners to create change that is going to be able to sustain itself.

Rex Johnson, president and CEO of the tourism authority, said NaHHA has been key to helping reach out to Hawaiians and putting authentic culture back into the industry — "to get the Hawaiian community to understand tourism and the tourism industry to understand Hawaiians."

"For a long time, we have thought and heard that Hawaiians have been cut out of the tourism picture. We didn't think that was right," he said.

Arquette said the conference goals include: