2014 Annual Report to the Hawai‘i Legislature
Table of Contents
Letter from the Hawai‘i Tourism Authority ...... 2–3 Board of Directors and HTA Staff ...... 4 Overview of the HTA and Operations ...... 5 Annual Work Cycle ...... 6 HTA Strategic Plan: Summary and Progress ...... 7 HTA Measures of Effectiveness ...... 8–9 HTA Strategic Plan Update ...... 10 HTA Brand Management ...... 11 HTA Program Execution ...... 12 Maintaining the Brand ...... 13 Hawaiian Culture...... 14 Natural Resources ...... 15 Career Development ...... 16 Safety and Security ...... 17 Brand Experience ...... 18 Product Enrichment Programs ...... 19 Signature Events ...... 20–21 Product Development Programs ...... 22 Greetings Program ...... 23 Brand Management ...... 24 Access ...... 25 Branding ...... 26 Marketing Partners • North Ame rica ...... 27 • Japan ...... 28 • China ...... 29 • Kor ea ...... 30 • Taiwan ...... 31 • Oceania ...... 32 • Europe ...... 33 • Latin Ame rica ...... 34 • Meet Hawai‘i...... 35 Brand Development ...... 36 Gohawaii.com ...... 37 Communications and Outreach ...... 38 Tourism Research and Publications ...... 39 Transient Accommodations Tax (TAT) Collections ...... 40 HTA Fiscal Year Acutals ...... 41 HCC Fiscal Year Actuals ...... 41 Island Sections O‘ahu...... 42–43 Maui, Moloka‘i and L–ana‘i ...... 44–45 Kaua‘i ...... 46–47 Hawai‘i Island ...... 48–49 HTA Program Listings Hawaiian Culture...... 50 Natural Resources ...... 50 County Enrichment Programs (CPEP) ...... 51 Product Development ...... 51 Signature Events ...... 51 Greetings ...... 51 Contracts ...... 52 Communications and Outreach ...... 53
1 Leka mai ka Hawai‘i Tourism Authority
Aloha Ka–kou,
Ma ka ‘ao‘ao o ka Hawai‘i Tourism Authority (HTA), ke ke‘ena ho‘oma– ka‘ika‘i o ka moku‘a–ina, no ma– kou ka hau‘oli o ka pane‘e ‘ana aku i mu a o na– makamaka i ka Palapala Ho– ‘ike Ku– makahiki o ka HTA no na– hana, lanakila, a me na– a– laina i ‘i ke ‘ia mai Ia nuali a hi ki i ‘Okakopa o ka MH 2014.
I lo ko o na– makahiki ‘elua i ha la akula, ua ho– ‘ea ka ‘ekonomia ho‘oma– ka‘ika‘i o Ha wai‘i nei i na– ku– ho‘e hou o ka ho– ‘ea a ho ‘olilo ka–la– na ka po‘e malihini i ka ‘a–ina nei. Ma ke– ia makahiki no– ho‘i, ke holo nei no– ka puka ma ‘o– aku o ka ulu i ‘i ke ‘ia i ke–la– makahiki aku nei, he mea ho‘i e we hiwehi hou ai ke– ia pu‘u ola ‘ekonomia o ka–kou o Ha wai‘i nei. Ma kahi o ke $40.2 milliona e ko mo la– – pa– kahi ana, a no laila, ke ki‘ei nei ka– kou i ka ‘ohi ‘auhau Mike McCartney me Aaron J. Sala he $1.58 billiona no ka makahiki ma ke–ia mua koke aku. ‘a– ina ‘e– i wa– nana ‘ia e ul u an a a ke ‘imi nei no– e laha na– ‘O ke kau mokulele, ke ala ho ‘olako nui no ho‘i i ka po– maika‘i ‘ekonomia ma ka pae‘ a– ina holo‘oko‘a. ‘oihana ho‘oma– ka‘ika‘i o Ha wai‘i nei, nona kekahi ‘A‘ole na ka ho‘okahi ke–ia lanakila, aka– , na ka 134,000 puka ku– ho‘e e wa– nana ‘ia ne i me ka 11.2 milliona noho po‘e ka– naka a pa u e ha na nei ma ka ‘oihana mokulele e ho– ‘ea mai ana. Ia– ma– kou e ho ‘omau nei i ka ho‘oma– ka‘ika‘i a ka– kou. Na ia po‘e ka puka ‘ana i na– ku– hana me na– hoa‘aelike a pu ni ka honua ma ka ho‘onui ho‘e i ke– ia mau makahiki iho nei. No ka po‘e a pa u o ka ala ho‘olako malihini, mau pu– ka ho‘oko– i na– palapala ‘oihana ka hanohano a me ka mahalo pumehana ‘ia no ho‘ola–la– hokona e nu i a‘ e ai ka ‘ike no Hawai‘i nei a ka ho‘oholomua ‘ana i ka ‘ekonomia ho‘oma– ka‘ika‘i o ka pe–la– pu– me ka ‘i‘ini e ho lo mai. He mea ke–ia e piha koke ‘a–ina nei i ke– ia ki‘eki‘ena hou a‘ e o ka lanakila. ai, a e ma u ai ho‘i ia mau no ho mokulele. ‘A‘ole ma ka – – halihali malihini wale no ka waiwai o ke ia mau noho Na ma– kou me ke aloha a me ka mahalo, mokulele, he ho‘oikaika pu– i ka ‘ao‘ao ka–lepa me ka wehe ala no ka– kou o Ha wai‘i nei e pu ka ai i waho a ‘i ke aku i ke ao.
I me a e ma u ai ke– ia holomua, ke kia mau ne i ka HTA i ka ho‘olaulaha i na– ‘ano a me na– ala e puka ai ke– ia mau Aaron J. Sala– Mike McCartney lanakila. Ke ho‘omohala aku nei no– i na– ma– keke o na– Papa Alaka‘i Pelekikena
The HTA is committed to using both official languages of the state in an effort to normalize Hawaiian language in the place of its origin.
2 Letter from the Hawai‘i Tourism Authority
Aloha Ka–kou,
On be half of the Ha wai‘i Tourism Authority (HTA), the state’s tourism agency, we are pleased to present you with the HT A’s Annual Report that covers activities, accomplishments and challenges from January through October of 2014.
Over the pa st two years, Hawai‘i’s tourism economy has reached record-breaking visitor spending and arrivals for the st ate. This year, we are on track to exceed last year’s growth, highlighting another landmark year for one of the state’s top economic drivers. With an average $40.2 million infused into the state every day, we anticipate that the state tax revenue for the ye ar will reach $1.58 billion. Mike McCartney and Aaron J. Sala– Airlift to the Ha waiian Islands is the lifeline for our tourism industry, and this year we are also projected to Without the hard work of the 134,000 individuals secure a record 11.2 million air seats to the state. As we who make up our vi sitor industry, Hawai‘i’s tourism continue to work with our global marketing contractors economy would not ha ve been able to achieve to increase access, we are also rolling out strategic the milestones of success over the last few years. marketing plans to increase destination awareness Everyone in this industry deserves credit and a warm and travel demand to support and sustain these air mahalo for driving Hawai‘i’s tourism economy to new seats. Not only do these flights bring visitors to the heights. destination, they also stimulate commerce and provide Aloha and Mahalo, residents with opportunities to see the world.
To sustain this momentum, the HTA co ntinues to focus on diversifying Hawai‘i’s tourism profile by developing international markets with growth potential, and distributing economic benefits across all Ha waiian Islands. Aaron J. Sala– Mike McCartney HTA Board Chair HTA President and CEO
3 Board of Directors (As of October 2014) Members Representation Aaron J. Sala– , Chair At-large Assistant Professor, Hawaiian Music and Ethnomusicology University of Hawai‘i at Ma– noa Craig G. Nakamura, Vice Chair Maui County Partner Carlsmith Ball LLP Lorrie Stone, Vice Chair At-large Attorney At Law Board of Directors (L-R): David Rae, L. Richard Fried, Denise Hayashi Yamaguchi, Aaron Sala–, Donna Domingo, Jack Corteway and Sean Dee (not pictured: Craig
Lorrie Lee Stone, Attorney At Law, LLLC Nakamura and Lorrie Stone)
Fred Atkins Kaua‘i County Staff (As of October 2014) Managing Partner Kaua‘i Kilohana Partners Mike McCartney President and Chief Executive Officer Jack Corteway At-large President (Retired) David Uchiyama Vice President, Royal Aloha Va cation Club Brand Management Sean R. Dee At-large Doug Murdock Vice President, E V P, Chief Marketing Officer Administrative and Fiscal Affairs Outrigger Enterprises Group Brian Lynx Vice President, Donna Domingo At-large Meetings, Conventions & President Incentives ILWU Local 142 Caroline Anderson Tourism Brand Ma nager L. Richard Fried, Jr. City & County of Honolulu Founding Me mber Lynn Bautista Contracts and Administrative Cronin, Fried, Sekiya, Kekina & Manager Fairbanks, Attorneys At Law Maile Caravalho Accounting Assistant David Rae At-large Senior Vice President Jennifer Chun Tourism Research Manager Kapolei Properties, LLC Minh-Chau Chun Tourism Research Manager Denise Hayashi Yamaguchi At-large Danette Cordeiro Administrative Assistant President & CE O Denise Hayashi Consulting, LLC Jadie Goo Tourism Brand Manager Laci Goshi Tourism Brand Manager Kelvin M. Bloom (term end 6/30/14) At-large President Irene Iha Fiscal Administrative Assistant Aston Hotels and Re sorts, LLC Denise Kahalekulu Administrative Assistant Patricia A. Ewing (Vice Chair, term ended 6/30/14) Grace Lee Tourism Brand Manager President Kaua‘i County E. Wing, Ltd. Dawn Lino Administrative Assistant Patrick K. Fitzgerald (term ended 6/30/14) Lawrence Liu Tourism Research Statistician CEO Hawai‘i County Chika Miyauchi Administrative Assistant Huala– lai In vestors, LLC Kona Village In vestors, LLC Stella Montero Budget/Fiscal Of ficer Robert Herkes (term ended 8/21/14) Hawai‘i County Daniel Na– ho‘opi‘i Director of Tourism Research Victor T. Kimura (term ended 6/30/14) At-large Roann Rakta Executive Assistant Director of Operations Support Kyo-ya Management Company, Ltd. Angela Rodriguez Director of Communications Michael K. Kobayashi (term ended 6/30/14) At-large Ronald Rodriguez Contract Specialist President, Polynesian Hospitality Michele Shiowaki Administrative Assistant Kobayashi Travel Service, Ltd. Michael Story Sports and Brand Manager Ronald K. Williams (Chair, term ended 6/30/14) At-large President & CE O Vengie Talaro Administrative Assistant Atlantis Adventures, LLC Marc Togashi Fiscal Manager Randolph Perreira (term ended 8/11/14) At-large President & CE O Miki Wakai Tourism Brand Manager International Longshore and Wa rehouse Union Keli‘ihoalani Wilson Director of Hawaiian The HTA held its meetings once a month in 2014 and is scheduled to hold monthly Cultural Affairs meetings in 2015. 4 Overview of the Hawai‘i Tourism Authority
n 1998, the Hawai‘i Tourism Authority (HTA) was • Ma naging programs and ac tivities to sustain a he althy established through a le gislative act as the le ad state visitor industry for the state;
Iagency for Hawai‘i’s visitor industry. This same act also • De veloping and monitoring implementation of the established the Tourism Special Fund – a set percentage Hawai‘i Tourism Strategic Plan: 2005-2015 (State TSP); of the transient accommodations tax (TAT) collections that is assessed on hotels, vacation rentals and other • Co ordinating tourism-related research, planning, accommodations to be used by the HTA to market, develop promotional and outreach activities with the pub lic and and su pport Hawai‘i’s tourism economy. Among its private sectors; responsibilities, the HTA is charged with: • Pe rpetuating the Ha waiian culture; • Setting tourism policy and di rection from a st atewide • Di stributing visitors across all of the Hawaiian Islands perspective; to balance capacity; and • De veloping and im plementing the st ate’s tourism • Cre ating greater collaboration with oth er state agencies. marketing plan and efforts;
Operations
he HTA is administratively attached to the State of directors and is responsible for assisting the board in its Department of Business, Economic Development & responsibility to execute the ma ndates of Chapter 201B of Tourism (DBEDT). The HT A’s president and ch ief the Hawai‘i Revised Statutes. Texecutive officer reports directly to the HTA bo ard HTA Organizational Structure
Legislature Governor
Department of Business, Economic Development & Tourism (DBEDT)
Hawaiian Culture Brand Management Hawai‘i Convention Center
Maintenance Experience Branding Communications Tourism Programs Programs Programs & Outreach Research
Hawai‘i Tourism Hawai‘i Tourism Hawai‘i Tourism Hawai‘i Tourism Hawai‘i Visitors & Meet Hawai‘i Korea Japan Oceania Europe Convention Bureau
Hawai‘i Tourism Hawai‘i Tourism Hawai‘i Tourism Taiwan China Latin America
Big Island Kaua‘i Maui O‘ahu Visitors Bureau Visitors Bureau Visitors Bureau Visitors Bureau
5 Annual Work Cycle
he HTA’s continuously evolving work cycle 7. Evaluation #1 begins with the gathering of research and market From monitoring research data, drawing from market intelligence. This information is used to help intelligence and re viewing its gl obal marketing formulate the di rection of the HTA wi thin each of contractor initiatives during the Spring Marketing Tthe major market areas, while balancing the needs of the Update, the HT A wi ll reassess its KPIs in an effort to Hawaiian Islands to optimize the industry’s contributions optimize performance outcomes. to Hawai‘i’s communities, both culturally and economically, across the state. 8. Adjustments T h e first evaluation provides an opportunity for the 1. Research HTA and it s ma rketing contractors to regroup and R e s e a r c h is the foundational source that helps the HTA review current market trends and economic conditions formulate its plans for the su stainability of Hawai‘i’s and make necessary adjustments to its marketing plans tourism industry. The HT A utilizes market intelligence, in order to obtain its ob jectives. historical and current visitor data that takes into account changes in seasonal trends, demographics and 9. Results economic conditions. During the third quarter the HTA continues to monitor year-to-date results, analyze economic conditions and 2. Tourism Strategic Plan (TSP) trends, and co mpare them against KPIs in order to plan T h e state TSP offers a long-term vision for tourism, for the next year. which helps in the development of a vision and goals for the HT A St rategic Plan. 10. Evaluation #2 To w a r d the end of the year, the HTA will evaluate 3. HTA Strategic Plan the effectiveness of its initiatives and weigh market T h e HTA’s Strategic Plan serves as a road map to research and intelligence to consider which initiatives address short-term goals to achieve Key Performance to refine, retool and implement in the next year. Indicators (KPI), based on research data, stakeholder meetings, partner collaboration and ma rket intelligence. Hawai‘i Tourism Authority: Work Cycle 4. Targets Research K P I s (i.e., arrivals, per person per day spending, etc.) Evaluation are used to measure the su ccess of initiatives by the TSP HTA and it s ma rketing contractors. 2
5. Brand Management Plan and Budget HTA T h e Brand Management Plan formulates initiatives Results Strategic Plan that wi ll help to achieve the HT A’s KPIs. Budget plans are then formulated to support the Brand Management Plan. Adjustments Targets 6. Execution T h e HTA’s global marketing contractors will then Evaluation Brand develop their annual brand management plans to 1 Sustainability Plan/ supplement the HTA’s Brand Management Plan, based Budget on their respective market’s current trends and conditions. Execution
6 Hawai‘i Tourism Authority Strategic Plan: Summary and Progress
he goal of the HTA Strategic Plan is to optimize Performance Indicators: benefits for Hawai‘i and in tegrate the in terests Economic Indicators of visitors, the community and visitor industry. • Nu mber of jobs Below are th e HTA’s objectives strategies, and • Un employment rate perTformance indicators for 2014. This provides an • Ta x revenue overview of the HT A’s Brand Ma nagement Plan, goals and • TA T col lections progress. • Vi sitor spending Objectives: • To achieve or ex ceed visitor spending targets; Experience Indicators
• To achieve or ex ceed per pe rson per day (PPPD) • Visitor satisfaction spending targets; • Consumer sentiment expressed in online and so cial • To achieve or ex ceed air seat ta rgets with managed media distribution to all islands; Quality of Life Indicators • To improve and opt imize Hawai‘i’s cruise ship industry • Resident sentiment of tourism to contribute to sustainable growth in Hawai‘i’s tourism economy; Performance Indicators • To improve the qu ality of the Hawai‘i experience; • Re turn on Investment • To contribute to a be tter quality of life for Hawai‘i – Cost per arrival from each market residents; and – Marketing dollar to expenditure from each market • To operate efficiently as the state’s tourism agency and maximize the return on investment (ROI) of state tax collections. Native Hawaiian Culture Investment and Progress Indicators • De velopment of new host culture based ev ents and programs Strategies: • In creased use and in corporation of Native Hawaiian • Implement marketing programs across diverse major language market areas to stimulate short-term visitor arrivals and expenditures; * Th e su bsequent two pa ges (pages 8 and 9) include the • Ut ilize an integrated brand management approach results and effectiveness measures as it relates to each to efficiently drive demand and deliver a unique and indicator. satisfying Hawai‘i experience for both visitors and residents; • Ensure the av ailability of air sea ts and co ntinue to build sustainable cruise ship access to Hawai‘i; • Elevate Meetings, Conventions and In centives (MCI) efforts, with increased emphasis on international markets; and • Ac tualize and demonstrate the HT A’s transformation into a more kno wledge-based and eff icient state tourism agency, which maximizes the return on investment of state tax collections.
7 HTA Measures of Effectiveness Economic Indicators Transient Accomodation Tax by FY ($Millions) Number of Jobs (HTA Measure of Success) In 2013, jobs fell short of the 2002 benchmark, but are projected to increase in 2014. $500 $400 Projected Jobs Generated from Tourism Sector $300 TAT ($Millions on FY) (HTA Measure of Success) $200 10 Year Average 190,000 $100 180,000 2003 Benchmark 170,000 $0 160,000 Projected 2010 2011 2012 2013 2014 2007 150,000 2003 2004 2005 2006 2008 2009 140,000 Jobs 130,000 10 Year Average 120,000 Visitor Spending 110,000 2002 Benchmark
100,000 Overall, total visitor spending (nominal) in the state grew 1.2 percent from 2012 to 2013. Visitor spending 2010 2011 2012 2013 2007 2002 2003 2004 2005 2006 2008 2009 2014T met or ex ceeded the 20 03 benchmark nine out of the 10 previous years (see Figure 1) and grew 44.4 percent Unemployment Rate: % of people in the civilian since 2003. However, when visitor spending is compared labor force in real dollars (adjusted for inflation), 2013 exceeded the benchmark by only 25.3 percent (see Figure 2). +/- 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012p Benchmark
United States 5.8% 6.0% 5.5% 5.1% 4.6% 4.6% 5.8% 9.3% 9.6% 8.9% 8.1% 2.1 Visitor Expenditures ($Millions) State of Hawai‘i 4.0% 3.9% 3.2% 2.8% 2.5% 2.7% 4.1% 6.9% 6.9% 6.7% 6.0% 2.1 (Hawai‘i TSP Measure of Success: 2003 Benchmark Year) C&C of Honolulu 3.9% 3.7% 3.1% 2.7% 2.4% 2.5% 3.7% 5.8% 5.8% 5.7% 5.3% 1.6 $16,000 Hawai‘i County 4.6% 4.6% 3.9% 3.3% 3.0% 3.4% 5.7% 9.9% 10.0% 9.9% 8.5% 3.9 Visitor Expenditures Kaua‘i County 4.4% 4.0% 3.4% 2.7% 2.4% 2.6% 4.6% 9.4% 9.0% 8.8% 7.4% 3.4 $14,000 ($Millions) incl suppl Maui County 3.9% 3.7% 3.1% 2.6% 2.4% 2.8% 4.6% 8.8% 8.6% 7.9% 6.4% 2.7 $12,000 Target (Aug 2014) $10,000 Tax Revenue $8,000 10 Year Average Tax revenue generated by tourism provides a benchmark $6,000 for the overall economic health of the visitor industry and 2002 Benchmark 2010 2011 2012 2013 2007 2002 2003 2004 2005 2006 2008 2009
also provides funding for the HTA, county and st atewide 2014F programs that support tourism in Hawai‘i. Total taxes from th e vi sitor industry are co mprised of the Tr ansient Accommodations Tax, the portion of the Ge neral Excise Experience Indicators Tax related to tourism, concessions and ot her visitor Visitor Satisfaction industry receipts, and government fees and assessments. 2013 statistics showed that visitors continued to give State tax revenue generated by visitor spending ser ves high marks for their overall experience in Hawai‘i and as a representation of tax collected and other visitor the majority of visitors rated their most recent trip as industry receipts. excellent. For 2013, all markets have shown a higher level of satisfaction over the be nchmark year of 2003. State Tax Revenues ($Million) (Hawai‘i TSP Measure of Success: 2003 Benchmark Year) Visitor Satisfaction Survey Results 2,000 % Escelent Ratings for most recent trip to Hawai‘i State Tax Revenues (Hawai‘i TSP MEasure of Success: 2003 Benchmark Year) 1,500 ($Millions) 90% 85% Projected State Tax 1,000 80% Revenue 75% U.S. 500 10 Year Average 70% 65% Japanese 60% 0 European 2003 Benchmark 55% 50% Canadian 2010 2011 2012 2013 2007 2003 2004 2005 2006 2008 2009 2014T 45% 40% 2010 2011 2012 2013 2007 2002 2003 2004 2005 2006 2008 2009
*Survey on Europe and Oceania was not done in 2010
8 Consumer sentiment expressed in online and social media Quality of Life Indicators These measures serve to illustrate the level of customer Resident Sentiment presence and corporate engagement that currently exists “The Survey of Resident Sentiments on Tourism in Hawai‘i” in the Ha waiian Islands br and. Al l da ta was ag gregated is a tracking survey that uses a statistically valid sample from online content including keyword mentions, site of Hawai‘i residents to determine attitudes about tou rism. segmentation, sen timent analysis and bu zz volume. A ke y question from the survey is, “Overall, tourism has North American’s Overall Travel Discussion Online brought more be nefits than problems to this island; agree Overall Travel Discussion Rated by Media Value: March 2014 or di sagree.” The TS P identified 2002 as the benchmark $5,000,000 year. Results in years 2009 and 2010 exceeded the 2002 $4,000,000 $3,000,000 Current rating; however, 2012 and 2014 ratings fell short of the $2,000,000 Month benchmark. $1,000,000 $0 6-Month -$1,000,000 Average Participants were also asked to rate “the overall impact -$2,000,000 -$3,000,000 of tourism on you and you r family.” In 2002, 50 percent of
UK Texas Florida Mexico England Nevada Scotland Hawai“i residents indicated mostly positive perceptions of tourism California Caribbean Louisiana on their families; however, subsequent surveys have all Source: HTA General Sentiment Report, April 11, 2014 (through March 2014) fallen short of the be nchmark. Destination Sentiment: China Destination Sentiment Positive Mention Ratio Resident Sentiment 95.0% 95.1% % Agree or Somewhat Agree 93.2% 93.5% 93.4% 93.4% 93.4% (Hawai‘i TSP Measure of Success: 2002 Benchmark Year) 100 91.4% 91.7% Agree: Tourism has brought 89.5% 80 more benefits than 60 problems to the 40 island Australia China Europe Guam Hawai‘i Hong Japan Korea Saipan Thailand Agree: Tourism has 20 Kong been mostly good for Source: HTA Social Intelligence Report: Hawai‘i on the Asian Web, October 2014 0 you and your family 2010 2012 2014 2007 Destination Sentiment: Taiwan 2002 2005 2006 2009
Destination Sentiment Positive Mention Ratio Source: HTA Resident Sentiment Survey conducted by Market Trends Pacific, Inc., John M. Knox & Associates, OminTrak Group, and QMark Research. 91.4% 91.5% 91.1% 90.8% 90.7% Performance Indicators 90.6% 90.5% 90.3% 90.4% 89.9% Return on Investment - Fiscal (Efficiency) Total Visitor Spending to Marketing Dollars
Australia China Europe Guam Hawai‘i Hong Japan Korea Saipan Thailand 2007 2008 2009 2010 2011 2012 2013 Kong North America 338:1 235:1 207:1 216:1 213:1 311:1 317:1 Source: HTA Social Intelligence Report: Hawai‘i on the Asian Web, October 2014 Destination Sentiment: Korea Japan 223:1 219:1 180:1 252:1 305:1 311:1 326:1 Oceania 270:1 251:1 193:1 283:1 320:1 392:1 621:1 Destination Sentiment Positive Mention Ratio 74.4% Other Asia 198:1 82:1 75:1 112:1 116:1 245:1 269:1 71.8% Europe 240:1 249:1 1066:1 694:1 629:1 571:1 714:1 70.5% 68.7% 68.5% 67.4% 67.5% 67.8% 67.3% 66.3% State Tax Revenue Generated to Marketing Dollars 2007 2008 2009 2010 2011 2012 2013 Australia China Europe Guam Hawai‘i Hong Japan Korea Saipan Thailand Kong North America 30:1 21:1 21:1 24:1 23:1 34:1 34:1
Source: HTA Social Intelligence Report: Hawai‘i on the Asian Web, October 2014 Japan 20:1 19:1 18:1 27:1 33:1 34:1 35:1 Destination Sentiment: Japan Oceania 24:1 22:1 20:1 31:1 35:1 43:1 66:1 Destination Sentiment Positive Mention Ratio Other Asia 18:1 7:1 8:1 12:1 13:1 27:1 29:1 86.1% Europe 21:1 22:1 108:1 76:1 69:1 62:1 76:1 85.8% 85.5% 85.3% Native Hawaiian Culture Investment 84.6% 84.5% 84.6% 84.3% 84.3% 84.2% and Progress Indicators Note: The HTA is currently identifying meaningful Australia China Europe Guam Hawai‘i Hong Japan Korea Saipan Thailand measures and developing appropriate methods for data Kong collection. Source: HTA Social Intelligence Report: Hawai‘i on the Asian Web, October 2014 9 Strategic Plan Update
his is the HTA’s fourth Strategic Plan since the agency 1. Individual (and so me sm all-group) interviews with was established in 1998. The pr evious plan, adopted approximately 60 selected industry, government, and in 2004, was titled Hawai‘i Tourism Strategic Plan community stakeholders throughout the state, in the 2005-2015. That plan wa s the fi rst to be org anized spring and summer of 2013. asT a “S tate” plan th at assigned responsibilities for some 2. A re view of published information about ch anging initiatives to other government agencies and to various conditions in the local, national and international private-sector groups. tourism environment, completed in the summer of 2013 In reality, the HTA does not have sufficient authority or (with an early 2014 update), along with a “state of the resources to require others to help carry out a plan, or destination” assessment do ne at the same ti me. to constantly monitor and ov ersee all that might be done by others. Therefore, the ne w Hawai‘i Tourism Authority 3. Six facilitated Strategic Planning Working Group
Strategic Plan (HTASP) is once again an “HTA” plan on ly, discussions on key topics, held on O‘ahu and Maui in though it recognizes the need to work with partners and the fall of 2013. stakeholders. This approach is intended to increase the 4. The St rategic Planning Working Group and HT A st aff odds th e HT ASP can be successfully implemented, give clear and Committee reviewed the goals, measures and guidance on priorities, and permit accurate measures of strategies, and provided input to targets for years one, success and progress. two and five. The new HT ASP concentrates on four ov erarching goals, Additionally, the Collective Ambition/Responsibility and is a lo ng-range strategic plan as required by HRS Statement, which precedes the HT A SP, is based on oral and 201B-3(b)(4), and wi ll not ha ve a ti meframe at tached to it. written input from industry and community stakeholders, It contains both short- and lo ng-term goals, objectives and and wa s reviewed at the annual Hawai‘i Tourism strategies that will be reviewed and, if necessary, revised Conference in August 2013. annually by the HT A’s board of directors. The pla nning The purpose of the HT ASP is to guide the organization process began with a re view of the older plan’s various in addressing issues and creating opportunities that will initiatives, issues and goals – and still incorporates what move Hawai‘i’s visitor industry forward. As stated above, are judged to be the hi ghest priority concerns from the this is HTA’s strategic plan, though the HT A in tends to previous document. However, an assessment was made of accomplish its fou r goals by working and col laborating changing conditions, and so the HT ASP adds some go als and with pa rtners and st akeholders. It is the ku leana of the strategies, and de -emphasizes some older ones. HTA to drive demand to Hawai‘i; deliver on the Hawai‘i Final decisions about content – goals, objectives, strategies brand promise and ex perience; and co ntinue to respect and su ccess measures – in this plan ca me fr om HTA st aff the Native Hawaiian culture and ma– lama Ha wai‘i and it s and bo ard members. However, these de cisions were based people. on input that included:
Figure 6: Resident Sentiment
November 2014 – January 2015: Obtain additional data (airline, lodging, consumer) December 2014: Finalize Ambition Statement February 2015: Staff finalizes Plan incorporating new format and additional data. March 2015: Draft Plan for Committee Review March/April 2015: Present Draft Plan to Internal Stakeholders April 2015: Draft Plan for Committee Approval May 2015: Board Presented Draft HTA Strategic Plan June 2015: Board Approves HTA Strategic Plan
NOV DEC JAN FEB MAR APR MAY JUN
10 HTA Brand Management Plan Overview
s the state’s lead agency for tourism, one of “Renaissance of Aloha” Five (5) Foundational Pillars: the HTA’s key roles is to communicate what • Music; differentiates Hawai‘i from other destinations by developing and ma rketing unique experiences. The • Su rfing; HTAA offers guidance and su pport to its co ntractors, visitor • Cu isine; industry and community partners to work together to • La nguage; and position Hawai‘i as a un ique, world-class destination. The HTA Brand Management Plan serves as a guideline to • Da nce ensure that the HTA’s Guiding Principle and “R enaissance of The 2014 Brand Management Plan is an extension of the Aloha” core values are re flected in all short-term marketing Tourism Strategic Plan: 2005-2015 (TSP) initiatives, and activities to benefit the lo ng-term sustainability of Hawai‘i’s identifies and pr ioritizes the most pertinent issues for the tourism economy. HTA. It also presents an operational plan th at org anizes the “Renaissance of Aloha” Initiative Core Values: HTA for success by providing a detailed execution plan for • Extending oneself in support of another; each of its programs. In 2014, the HT A up dated its Bra nd Management Plan • Giving without being asked – wi thout expectation of for 2015 by incorporating the fol lowing into a si ngle, reciprocation; comprehensive document: 2015 Market Overview, 2015 • Sh aring so a ne w experience could be gained for all Strategic Plan, updated performance goals and ta rgets by parties; and program, major market area (MMA) fact sheets and MMA • Caring for more th an just yourself. Brand Management Plans.
Hawai‘i Tourism Authority: Managing the Hawai‘i Brand
Branding Contractors + Visitor Industry + Airlines + Travel Trade + Community Promote Hawai‘i
Brand Elements Experience Elements • Leisure Marketing • Hawaiian Cultural • Business Marketing Programs • Island-Based • Signature Events International Marketing • Product Enrichment • Gohawaii.com Programs • International PR • Product Development Support Programs • Brand Development • Natural Resource Projects Programs • Communications • Safety and Security and Outreach Programs • Research • Career Development Programs 11 HTA Program Execution
ne of the main initiatives under the HTA’s Brand • Br and Management : Destination marketing and Management Plan is developing and supporting support to attract visitors to the Hawaiian Islands; programs and events that deliver the destination • Co mmunications: Programs that facilitate interaction brand promise. The HTA co ordinates with among st akeholders, support brand maintenance, Oits global contractors, visitor industry partners and brand experience and br and ma nagement efforts, and community stakeholders to ensure that its marketing and increase awareness for the HT A as a leader of Hawai‘i’s communications authentically promote Hawai‘i’s unique visitor industry; and and distinctive products, including natural resources, Hawaiian culture and multi-cultures. • To urism Research: Programs that provide information to educate and facilitate data-driven The HTA’s programs are ca tegorized und er five core ar eas: decision making for all stakeholders and that support • Ma intaining Brand: Programs that address and brand maintenance, brand experience and br and impact the long-term sustainability of the destination management efforts. as it relates to the fundamental elements that define Hawai‘i’s people, place and cu lture; *Hawaiian culture is a foundation that permeates throughout all of the HTA’s programs and is a va lue system • Br and Experience: Programs that deliver a unique to guide the HTA. experience (i.e., festivals and events) that align with Hawai‘i’s people, place and cu lture. The HT A cr eates, develops and/or supports these programs;
Maintaining Brand Brand Brand Experience Management Communications
Major Hawaiian Career Signature Product Research Access Market Culture Dvlpmt Events Dvlpmt Mgmt
Business Brand Natural Hawaiian Product Greetings Destination Dvlpmt Resources Culture Enrichment Mgmt Projects
GoHawaii.com
Hawaiian Culture
12 Maintaining the Brand Overview The purpose of the Maintaining Brand area is to support and sustain programs that help to maintain the brand promise into the future. These programs address and impact the long-term sustainability of the destination as it relates to the fundamental elements that define the Hawaiian Islands: people, place and culture. Programs Hawaiian Culture Perpetuates Hawaiian culture for the long-term.
Natural Resources Protect and preserve Hawai‘i’s natural environment for the long term.
Career Development Support academic pathways for Hawai‘i’s youth with the goal of keeping homegrown talent in the state to provide a more authentic experience for visitors. Safety and Security Educate visitors pre- and post-arrival, assist visitors in need, and serve as the lead tourism agency for crisis management.
13 Hawaiian Culture he state’s Native Hawaiian heritage is unique to the Making Poi Mobile Hawai‘i’s unique culture. destination and differentiates “We found that accessing poi mills Hawai‘i’s people, place and he Office of Hawaiian Affairs’ or processing taro on a commercial Tculture from anywhere else in Tnonprofit subsidiary, Hi‘ilei level is one of the ob stacles that the world. It offers a wor ld view Aloha LLC is making poi more taro farmers ar e fa cing,” said Lena. from which the state operates as a accessible and marketable with its “By supporting local farmers and destination and is woven throughout Poi Mobile. Using a re novated food promoting the ‘b uy local’ effort, the all of the HTA’s programs and truck, the Po i Mo bile is a le gally Poi Mobile allows us to help sustain initiatives. certified mobile kitchen that offers Native Hawaiian cultural practices Partnering with the Hawai‘i local taro farmers an opportunity like growing taro and ma king poi.” Community Foundation (HCF), the to process their product into poi Through the Po i Mo bile, Lena HTA provided 22 Ku– kulu Ola: Li ving and other value-added goods. and her team also offer poi-making Hawaiian Culture grants to community Leading this initiative is Lena demonstrations and share the
Maintaining the Brand organizations that help to perpetuate Racimo, who is in charge of sales mo‘olelo (story) and ba ckground of the Hawaiian culture. In addition, and marketing for the Po i Mo bile. taro with Hawaiian organizations the HTA supported five (5) Hawaiian Kalo and poi are an intrinsic part and schools in rural communities Signature Events as the primary of the Native Hawaiian culture, and from Waimanalo through Hale‘iwa. sponsor including Aloha Festivals the HTA’s support of the Po i Mobile For more information on – (statewide), King Kamehameha initiative through its Kukulu Ola the Poi Mobile, visit hiilei.org/ Celebration (statewide), Prince Lot program allows both residents and Na-Kumu-Waiwai-Kokua-Nui/ Hula Fe stival, Prince Ku–hio– Celebration visitors a ve hicle for gaining a be tter Poi-Mobile. and the Merrie Monarch Festival. understanding and appreciation for The HTA al so continued to provide funding to a Native Hawaiian Hospitality Association (NaHHA), the lead agency in Hawaiian culture initiatives as identified in the state’s Tourism Strategic Plan (TSP). A full listing of the projects supported by the HTA ca n be found on page 50. Major highlights as evaluated by HTA staff: • Promoted the HTA’s Ma‘ema‘e Tool Kit to set a st andard for HTA contractors and pa rtners to accurately promote the destination as it relates to the Hawaiian
culture; Lena Racimo with the Poi Mobile truck • Cr eated and built on programs that support Hawaiian Music including ‘Ahamele Monthly Hawaiian Music Series as well as bringing back a May Day event into Waik–ık–ı; • Pr ovided support for the World Indigenous Peoples Conference in Hawai‘i (WiPCE); and • Su pported the Ho– ku– le‘a Worldwide Voyage.
14 The HTA’s online Ma‘ema‘e Toolkit Maintaining the Brand Natural Resources he Hawaiian Islands’ natural and allow communities to care for the Major highlights as evaluated by beauty is one of the primary state’s natural environment. HTA staff: reasons why visitors choose Since 2003, the HT A ha s provided • Jo ined an Environmental Funders Hawai‘i as a de stination, so it at least $1 million annually to support Group (EFG) with other funders Tis important that the HTA im plement these efforts through the Product to discuss collaboration around programs that respect, enhance and Enrichment Program (PEP). The HT A collective environmental goals to sustain Hawai‘i’s natural environment. continues to partner with the Ha wai‘i benefit the Ha waiian Islands; In order to ensure the lo ng-term Community Foundation (HCF) with • En gaged with the Community sustainability of Hawai‘i’s natural whom 25 programs were funded Restoration Partnership (CRP) to offerings, the HTA wor ks with its under the HT A’s Natural Resources leverage multiple pools of funds partners to off-set the impacts of the Community Program. In addition, nine to support restoration projects visitor industry on the environment. (9) programs were funded under a around the state; and The HTA also aims to continue Community Restoration Partnership to provide Hawai‘i’s residents with leveraging other funding resources to • Co ntinued partnership with the a healthy environment to create a support environmental programs. Department of Land and Na tural good quality of life for residents and A full listing of projects supported Resources (DLNR) to maintain establish opportunities to empower by the HTA ca n be found on page 50. Hawai‘i’s precious environmental assets. Sustaining Hawai‘i’s preserving the state’s ocean Makai Cleanup,” a mountain-to-the- environment and in 2014, awarded ocean cleanup that worked on Coastlines Sustainable Coastlines Hawai‘i with invasive species removal and isitors to Hawai‘i come to enjoy a natural resources grant. native plantings. The organization Vthe islands’ pristine beaches, Executive director Kahi Pacarro also hosted The Ul timate Sand exotic marine life, water activities has been an integral part of the Sifter Challenge, a unique and fresh local cuisine, all of which nonprofit organization since its competition that asked entrants are dependent on a healthy ocean formation in 2011, in bringing to gather beach microplastics and ecosystem. The HT A understands together other nonprofits, businesses design an innovative creation. and values the importance of and government agencies to clean up “In the fu ture, we want to engage Hawai‘i’s shores. the tourism industry in our cleanups. “The ab ility to focus on Visitors could have a profound cooperation versus competition experience at our beach cleanups has allowed us to host the biggest having a be tter understanding of cleanups in the state while making Hawai‘i’s fragile ecosystem,” strong and lasting relationships with added Kahi. our pa rtners,” said Kahi. For more information on This year, Kahi and he r te am Sustainable Coastlines Hawai‘i, visit hosted “The Earth Day Ma uka to sustainablecoastlineshawaii.org.
Above and below: Sustainable Coastline volunteers at one of their beach clean ups
15 Career Development he HTA works with various entities and educational Reaching Hawai‘i’s economic drivers and piqued her institutions to support career interest in a career in hospitality. development programs for Youth through LEI “As a st udent at KCC in the TIM Hawai‘i’sT visitor industry. program, I am able to learn more or the past three years, the HTA Through collaborative ef forts, the Fhas supported the Le ad, Expose, about this ind ustry,” said Konomi. HTA facilitates and co ordinates with Inspire (LEI) career development “We are ab le to visit hotels and various organizations, such as the event that provides Hawai‘i’s learn about the importance of Department of Education’s (DOE) youth with understanding of and tourism to the state; tourism really Career and Te chnical Education (CTE), exposure to career opportunities in helps to bring mon ey into the st ate’s the University of Hawai‘i Community the visitor industry. economy.” Colleges and Cli mbHI, a lo cal non- Konomi Tran, a Ka pi‘olani Konomi was able to share the profit organization. Through these Community College (KCC) student, experiences she gained through organizations, the HTA is able to participated in LEI as a hi gh school LEI and the KC C TI M program with Maintaining the Brand engage Hawai‘i’s youth and pr ovide student and returned to help as a other students and show them the an academic pathway into one of mentor following her high school exciting opportunities that Hawai‘i’s the state’s largest industries as well graduation. The pr ogram allowed visitor industry has to offer. as educate them as to the varied her to gain a greater understanding For more in formation on the LE I and exciting career opportunities in of one of the state’s largest program, visit climbhi.org. Hawai‘i’s visitor industry. Engaging the visitor industry’s current workforce is also important to ensure that the state is providing visitors with authentic experiences with the aloha spirit. The HT A supports training programs to current employees in the visitor industry that aim to enhance guest experiences. Major highlights as evaluated by HTA staff: • Created two academic pathways – Ho tel Operations and Tr avel Industry Management (TIM) – to prepare high school students who are interested in a future career in
the visitor industry; Konomi Tran with fellow LEI mentors at the 2014 event • Reached 17 high schools ac ross the state to offer hospitality and tourism programs; • Ex panded the Le ad, Expose, Inspire (LEI) career development program to reach 700 student participants statewide; • Pr oduced the first public service announcement (PSA) to support the DOE CTE pr ograms to increase awareness about th e pr ograms and – enrollment; and Trini Ka‘opuiki in the HTA’s DOE CTE commercial • Ad ded TIM in to the DO E CT E PB A (Performance-Based Assessment) for the first time. 16 Maintaining the Brand Safety and Security
he HTA supports agencies and organizations that are Keeping Visitors in situations. responsible for the sa fety and “Through our eme rgency security of visitors to the state, Maui County Safe preparedness conference, we have withT the overall goal of ensuring been able to increase awareness of or the last that Hawai‘i continues to be a sa fe F17 years, the VASH Maui County and expanded destination. It is required that half a Visitor Aloha our co ntacts,” said Janet. “This percent of the tourism special fund is Society of Hawai‘i has helped us in notifying visitor utilized towards this initiative. ( VASH) has be en industry stakeholders and Through the Visitor Assistance helping visitors their guests during emergency Programs (VAP), the HTA is able who encounter situations.” to provide assistance and aloha to hardship while Janet Kuwahara Janet and th e VASH Maui Cou nty visitors who come to the Hawaiian visiting the team also put together a short Islands that have been affected by Hawaiian Islands, with a de dicated safety video that will be broadcast a crime or other adversities during organization in each county. VASH at the Ka hului Airport. The vi deo their stay. Maui County is led by Director provides visitors with a reminder to As the lead visitor industry Janet Kuwahara who is also the take precautions and be safe while agency during times of crisis, office manager for the Maui Visitors visiting the Hawaiian Islands. the HTA also cultivates efforts in Bureau. For more information on VASH safety and security information Aside from the assistance that Maui County, contact Janet at and communications, as well as VASH Maui County provides to [email protected]. preventative education, to the state’s visitors in need, Jan et and th e visitor industry. organization hold an annual Major highlights as evaluated by emergency preparedness HTA staff: conference for Maui County’s visitor industry. The th ird annual event • Produced an in-flight video to was held in September and br ought include a safety message for emergency responders and the visitors arriving to the state; visitor industry together to discuss The HTA’s Crisis Command Center featured on • Co ordinated ongoing and ti mely best practices during eme rgency KITV News updates to Hawai‘i’s visitor industry and local media during Hurricane Iselle and Hu rricane Ana to ensure visitors to the state were aware and informed of the situation. • Pa rticipated in the statewide preparedness exercise, Makani Pa– hili, and has taken on an active role in emergency planning for the st ate by participating in the visitor evacuation-transportation and marshalling site sub-committees; and • Tr anslated the Safety eBrochure into Ch inese, Korean and Japanese, which are av ailable online on the HT A’s Travel The Japanese, Chinese and Korean versions of the Travel Smart Hawai‘i brochure Smart Hawai‘i website at travelsmarthawaii.com.
17 Brand Experience Overview The purpose of the brand experience area is to create, develop and support programs and projects that deliver unique experiences that align with Hawai‘i’s people, place and culture. Programs Product Enrichment Programs that are initiated by the community that support efforts to perpetuate the Hawaiian culture, maintai n Hawai‘i’s environmental resources and ensure a quality tourism product and experience. Included are the: • County Product Enrichment Program (CPEP); • Natural Resources Community-Based Program (NRCBP); and • Ku–kulu Ola – Living Hawaiian Culture Program (LHCP).
Signature Events Major events that the HTA wants to align with its destination brand. Product Development Programs and/or events that the HTA wants to create and/ or cultivate. Greetings Program (Ka–hea) Programs that create a sense of place at visitor entry and exit points.
18 Brand Experience Product Enrichment Programs
he Product Enrichment Program (PEP) consists of three (3) programs: County Product Enrichment Program (CPEP), TKu–kulu Ola: Living Hawaiian Culture Program (LHCP)*, and Natural Resources Community-Based Program (NRCBP)*. The overall goal of PEP is to support diverse, community-initiated programs that enhance visitor experiences and residents’ quality of life, as well as create opportunities for economic development, natural resource management, and perpetuation of the Hawaiian culture. The HT A is sues a request for proposals for each program every year, which are reviewed by a Brent Imonen (left) at Duke’s OceanFest selection committee of mem bers from the HTA and th e co mmunity. In 2014, Celebrating the Legacy 2,000 participants from around the world to celebrate sports the HTA supported 91 projects through of Hawai‘i’s Greatest CPEP, 22 projects through LHCP, and synonymous with Duke, including
25 through NRCBP. Waterman longboard surfing, paddleboard racing, swimming, tandem surfing, A full listing of the events supported s an Olympic swimmer and surf polo, beach volleyball and by the HTA ca n be found on page 50. pioneer of surfing, Duke A stand-up paddling. Thousands of . Kahanamoku has helped to bring spectators also had the opportunity global prominence to ocean *Additional information on the to participate in a recent addition – sports and the shores of Waik–ık–ı. Kukulu Ola: Living Hawaiian Culture to the event, “Hawaiian Nights,” a In celebration of his le gacy, the Program (LHCP) and Natural Resources program that previously highlighted Outrigger Duke Kahanamoku Community-Based Program (NRCBP) Hawaiian music and talk story Foundation (ODKF) created an are located on page 50. sessions, and this year featured surf annual summer event in Waik–ık–ı films including the 50th anniversary called Duke’s OceanFest. For viewing of Endless Summer, among the past eight years, the event’s others. executive director, Brent Imonen, “We continue to enhance has coordinated everything from Duke’s OceanFest to provide operations and marketing to enjoyable experiences not only for sponsorship development. participants and sp ectators but for “The purpose of this event is other visitors and residents. We are to support the development of also looking forward to partnering individuals and org anizations that with Waik–ık–ı Beach vendors to offer serve and pe rpetuate Hawai‘i’s services to attendees to provide water sports community in the authentic experiences and help spirit of Duke Kahanamoku,” said generate additional business for Brent. local companies,” added Brent. For the past three years, the For more information on this HTA has supported this unique event, visit dukesoceanfest.com. event through CPEP that attracted
Ka‘u–pulehu Dryland Forest
19 Signature Events he HTA’s Signature Events to Hawai‘i Island, in addition to program supports major events Maui and O‘a hu; that provide visitors with unique • Th e an nual King Kamehameha and enriching experiences, while Celebration commemorating the valuingT and pe rpetuating Hawai‘i’s legacy of King Kamehameha I, natural resources and Hawaiian culture, which this year, the HT A he lped honoring its people and traditions, as to expand statewide; and well as celebrating its di verse multi- cultures and co mmunity. Marketability • Pa c Rim Sand Volleyball (i.e. exposure, market penetration, etc.) Championships Hawai‘i: This inaugural tournament is a Brand Experience is one of the key components by which the HTA measures these ev ents and youth beach volleyball event in the purpose is to help the destination November that features junior remain competitive and to stimulate teams from Hawai‘i, Continental demand from key and emerging U.S.A., Canada, Japan and markets. China. Signature Events are held throughout King Kamehameha Parade on Maui the year and ar e br oken down into the following areas: • Major Festivals; • Na tive Hawaiian Festivals; and • Se lect Sporting Events. A full listing of events supported by the HTA can be found on page 50. Major highlights as evaluated by HTA staff: • The Hawai‘i Food and Wine Festival, celebrating Hawai‘i’s regional cuisine, which has be come the premier culinary event for the state held during the slower fall shoulder period. In 2014, the ev ent expanded Merrie Monarch Festival in Hilo
Fireworks at the 2014 Hawai‘i Food & Wine Festival event at Ko Olina 20 Brand Experience
Sharing the Hawaiian Hawai‘i-born Kevin Wong, a former Olympian and current director Culture through Hula of Spike and Serve, a non-profit or 37 years, the Moanalua organization that aims to positively FGardens Foundation (MGF) shape lives through volleyball. has been hosting the Pr ince Lot “Waik–ık–ı is believed to be the Hula Festival, the largest non- birthplace of beach volleyball, when competitive hula competition Duke Kahanamoku and Ge orge ‘Dad’ in Hawai‘i. For many years, the Center first played the game nearly Kevin Wong presenting an award at a beach HTA has supported this popular volleyball tournament 100 years ago,” said Kevin. “This free ev ent that both visitors and historical legacy and our year-round residents from around the world Inaugural Beach good weather create an authentic have come to look forward to and Volleyball Event and en joyable experience for players attend year after year. and spectators from around the Pauline Worsham, managing Held in 2014 world.” director for MGF, has helped to s an island state, Hawai‘i’s sandy The competition is anticipated grow the event from a simple hula Ashorelines create the perfect to bring in more th an 80 teams of exhibition to a pr ominent cultural venue for beach volleyball, one world-class athletes from the U.S., event that also now includes of the fastest growing and most Canada, Japan, China, Philippines tattoo workshops, cultural successful emerging sports in the and Ha wai‘i. The ev ent will also demonstrations, handcrafters fair world. It is also now on e of the fou r include volleyball clinics and and concerts. most watched sports during the activities for kids, and is expected This year, the MG F launched summer Olympics, ranked among to draw both participants and the Malia Kau award to recognize track and field, swimming and spectators from around the world kumu hula who are the keepers of gymnastics. to Kau. In addition, the co mpetition the Hawaiian culture. Five kumu Therefore, the in augural Pac Ri m will be recorded for local, national hula were recognized at the 20 14 Sand Vol leyball Championships on and in ternational broadcast. festival who have distinguished Queen’s Beach in Waik–ık–ı served as For more information about themselves as leaders of the a na tural fit as a ne w HTA Si gnature the Pac Rim Sa nd Vol leyball Hawaiian cultural renaissance and Event. Spearheading the event is Championships, visit pacrimhi.com. have made immense contributions to the Prince Lot Hu la Fe stival. “We have seen visitor attendance grow year after year and are proud to provide an authentic cultural experience for them,” said Pauline. “The support HTA provides helps maintain these special events, which differentiate Hawai‘i from other tourist destinations and make coming here so special.” For more information on the Prince Lot Hu la Fe stival, visit moanaluagardensfoundation.org.
Palani Vaughn with Pauline Worsham at the 2014 Prince Lot Hula Festival on O‘ahu
21 Product Development Programs he HTA fosters and cultivates programs and projects to included an all-faiths service and Developing New – provide a variety of offerings prayer for those who now call Waikı – for visitors through the Product Ways to Celebrate Old kı Beach their final resting place. TDevelopment program. Through this “This May Da y ev ent was cr eated Traditions initiative, the HTA st rives to develop to add an innovative twist to n celebration of Hawai‘i’s Lei new destination offerings and support traditional Lei Da y ce lebrations,” Day tradition, the HT A wor ked existing ones with the goal that they I said John. “We we re able to with John Aeto, pr esident of The become more su ccessful and self- perpetuate this annual custom while Ka–laimoku Group to create a new sustaining. The go als of this program – – also recognizing the he ritage and event called “May Day Waikıkı: – – significance of iconic Waikıkı Beach Brand Experience are to: Beach Boys, Memories and Music.” • Cr eate new ex periences; and th ose th at made it famous.” The event, which included John and Th e Ka–laimoku Group • Support tourism products that performances by award-winning Na– also org anized sev en additional provide unique experiences; and Leo Pi limehana and hu la da ncers, concerts throughout the year as part honored the Waik–ık–ı Beach Boys, • De velop marketing and pr oduct of the ‘A hamele: Monthly Hawaiian who served as Hawai‘i’s original development toolkits targeted Music Series, which highlighted the tour guides, concierges and bo oking toward the visitor industry talents of local artists. agents, helping to put Waik–ık–ı on and communities interested For more in formation about the map. They continue to be in marketing, promoting and the event, visit facebook.com/ ambassadors of aloha th at promote developing tourism products. MayDayWaikiki. the sport of surfing. The ev ent also Major highlights as evaluated by HTA staff: • “May Day Waik–ık–ı: Beach Boys, Memories and Music,” an event celebrating the tradition of Lei Da y and honoring iconic Waik–ık–ı Beach Boys; • ‘A hamele: Monthly Hawaiian Music Series, a concert series sharing Hawaiian music and dance with kama‘a–ina and visitors across the state throughout 2014; and • Me le Mei, a mon th-long celebration of Hawaiian music through workshops, concerts and the Na– Ho–ku– Hanohano Awards ceremony for local artists. Na– Leo Pilimehana and hula dancers perform at the May Day event in Waikı-kı-
Mike McCartney at the May Day event in Waikı--kı ‘Ahamele: Monthly Hawaiian Music Series on Hawai‘i Island
22 Brand Experience Greetings Program n order to create truly memorable experiences, it is important that Creating Lasting First visitors experience the aloha spirit from the moment they arrive to Impressions theI moment they leave the Hawaiian isitors to Hawai‘i arrive and Islands. Since Hawai‘i’s airports Vdepart the state’s airports to are often the first and last stop of a greetings in not only English, visitor’s experience, the HTA cr eated Japanese and Ch inese, but al so and implemented a greetings program in Hawaiian. The HT A wor ked to at all the state’s major airports. The further extend this demonstration program helps to create a sense of the st ate’s host culture by of place and hi ghlights Hawai‘i’s creating an in-flight welcome video people, place and culture, offering an to be used by all airlines with – – opportunity to engage visitors while Na ‘alehu Anthony on a shoot for another HTA incoming flights to the state. supported project, Project Kuleana they are in transit to and from the Na– ‘a–lehu Anthony, owner and – islands. CEO of Paliku Documentary Films is revitalization movement. The HTA worked closely with the a Native Hawaiian filmmaker with 15 “Through the wor k we do, we ’ve Department of Transportation and years in the industry, contracted by consistently been an advocate for airport personnel to create unique, the HTA for this project. promoting a true reflection of the positive experiences for visitors. The in-flight film features many unique and po sitive attributes Major highlights as evaluated by messaging done in Hawaiian that ce lebrate the Ha waiian culture – – – HTA staff: welcoming visitors and ka ma‘aina and it s pe ople,” said Na‘alehu. “We and shares information on safety, are grateful for the opportunity to • Continued Hawaiian music and geography, activities, as well as perpetuate the Hawaiian language hula at all major airports; a ca lendar of events. The vi deo and ho pe to continue to be able • Co ntinued Hawaiian language features Amy Ka lili, who is also to share it in more pub lic spaces announcements at various airports included in the airport greetings, throughout the state.” throughout the Ha waiian Islands; and provides an authentic voice For more information, visit • Developed a ne w in-flight welcome coming from her experience palikudocfilms.com/live and safety video for airlines; working in the Hawaiian language • Es tablished cultural and destination content displays as well as displays for events and activities at airports; and • Co nducted service and hospitality training for airport employees.
Amy Kalili in the HTA’s in-flight welcome video
23 Brand Management Overview The purpose of the Brand Management area is to attract visitors to the Hawaiian Islands through destination branding and ma rketing support, as well as access and business development. Programs Access Three (3) programs to further support and develop access to the state of Hawai‘i. Included are: • Route Development Program; • Ai rline Development Program; and • Cr uise Development Program. Major Market Management The HTA has contracted eight (8) organizations to promote Hawai‘i with intent to add two more markets in 2015. Current coverage in the major market areas are: • North America (U.S. West, U.S. East and Canada) • Japan; • Ch ina; • Kor ea; • Ta iwan; • Oc eania (Australia and Ne w Ze aland); • Eu rope (Germany, UK, Sw eden and It aly); and • La tin Ame rica (Argentina, Mexico and Bra zil). Business Destination Management The HTA has contracted two (2) organizations; one with the emphasis on generating and converting business from Nor th Ame rica and th e other to manage and market the Hawai‘i Convention Center. Brand Development Projects Projects and/or programs to carry out the brand development of Hawai‘i. Majority of the pr ojects and/ or programs have a connection to the travel trade and visitor industry. gohawaii.com The development and maintenance of the gohawaii.com websites.
24 Brand Management AIR SEATS OUTLOOK Access Market 2013 Total 2014 Projected % Change* s an island state, access to the Domestic 7,206,155 7,536,324 4.6% Hawaiian Islands co ntinues International 3,562,564 3,635,282 2.0% to be an essential program Total 10,768,719 11,171,606 3.7% for the HT A to ensure there is sufAficient air and cr uise av ailability to which allows meet demand. New Leadership Hawai‘i to have Air seats continued to increase for the State’s Airports a su stainable during the first half of 2014 and are tourism projected to finish the year at nearly he HTA works collaboratively economy,” 11.2 million seats, an increase of 3.9 Twith the state’s airports to said Ross. percent over last ye ar. That equates ensure that visitors to the Hawaiian “Their role ha s to more than 420,000 additional seats Islands st art and end their vacation helped Hawai‘i servicing the Hawaiian Islands. experiencing the aloha spirit. Ross Higashi remain a top Earlier forecasts suggested a Ross Higashi, deputy visitor destination and the slight dip in air seats from North director of the airports division airports division has been a di rect America. Hawaiian Airlines, however, for the State Department of beneficiary.” redeployed aircrafts from international Transportation (DOT), has ne arly Under Ro ss’ leadership, the DOT to domestic routes, creating a shift 25 years of experience in Hawai‘i’s airports division will continue in the market, with seats from North transportation industry and to improve operational service America projected to be up 4.6 pe rcent was recently appointed deputy at the airport and implement over last year. director overseeing operations, modernization projects, all of which While Hawai‘i’s cruise industry administration, and the capital and will be nefit not only visitors to the remains a relatively small portion of financial programs for the airport. state, but re sidents as well. arrivals to the state, it continues to “The HTA ha s an in-depth For more information and updates be an important market that provides understanding and ability to attract on the state’s airports, visit hidot. visitors with a unique experience in new and repeat visitors from around hawaii.gov/airports/. coming to and visiting the Hawaiian the world to the Hawaiian Islands, Islands. While visitor arrivals in the cruise market in 2012 and 2013 were Easing Scheduling harbors. The new system that strong, there was a slight decline in The Mariner Group is tasked with 2014. This was largely due to fewer at Hawai‘i’s Ports creating will integrate the ports into foreign cruise ships coming to the state and Harbors a single, electronic system that will as well as an increase in smaller ships provide greater efficiencies in easing n 2014, the HTA contracted The with less capacity. vessel scheduling and dock space Mariner Group to assist the state I utilization. Major highlights as evaluated by in creating a single maritime vessel “This system will enable cruise HTA staff: scheduling software for the state to ships and other vessels to easily • Expanded routes in the Asia Pacific ease scheduling for Hawai‘i’s cruise schedule visits to ports around the region, including new service industry. Hawaiian Islands,” sa id Greg Melon, from Beijing, China and additional Both the Department of marketing manager for The Ma riner service from Brisbane, Australia; Transportation (DOT) and th e Group. “We ar e ex cited to bring our Department of Land and Na tural • Continued discussions with maritime situation awareness and Resources (DLNR) utilize and international carriers for future air expertise to ports throughout the manage the state’s ports and service to the Hawaiian Islands; state.” and The state-of-the-art system and • De veloped a scheduling system technology will help to maximize for the st atewide harbors to create revenue potential for the cruise lines greater ease for scheduling of all and th e state, and grow Hawai‘i’s ships that port in the state. market share of cruise business to the Hawaiian Islands. For more information on The Mariner Group, visit The Mariner Group’s Command Center commandbridge.com. 25 Branding he HTA continued to focus its efforts on branding the Hawaiian Islands in 2014 in order to maintain momentum Tfrom a re cord-breaking 2013. By working collaboratively wi th its gl obal contractors and industry partners, the HTA was ab le to maintain visitor spending and arrivals in 2014 with year-over-year increases in both spending and arrivals.
Brand Management In order to diversify Hawai‘i’s tourism profile, the HTA ha s focused efforts on stimulating growth and interest from the Asia-Pacific region. David Uchiyama presenting market updates Through efforts put for th by the HTA’s global contractors, arrivals VISITOR STATISTICS and spending over the last few years Total ** 2013 Total % Change* 2014 Target % Change* have increased year-over-year with Arrivals 8,174,461 1.8% 8,250,937 0.9% international arrivals now making up Expend. ($ mil.)*** $14,421.3 1.2% $14,698.2 2.0% 39 percent of the market compared to U.S. West 34 percent in 2010, an increase of more Arrivals 3,211,429 1.0% 3,170,160 -1.3% than 600,000 visitors. Expend. ($ mil.) $4,806.3 3.6% $4,904.9 2.1% In 2014, the HT A in itiated three new U.S. East contracts with destination marketing Arrivals 1,701,852 0.1% 1,713,540 0.7% organizations in China, Taiwan and Latin Ame rica to promote Hawai‘i. Expend. ($ mil.) $3,544.6 3.2% $3,649.7 3.0% Currently, the HT A ha s representation Canada by contractors in a to tal of eight Arrivals 517,011 3.6% 531,560 2.8% (8) major marketing areas (MMA) Expend. ($ mil.) $1,083.0 5.9% $1,142.2 5.5% including: Hawai‘i Visitors and Japan Convention Bureau (HVCB), North Arrivals 1,518,517 3.6% 1,548,700 2.0% America; Hawai‘i Tourism Japan (HTJ); Expend. ($ mil.) $2,486.0 -9.1% $2,445.4 -1.6% Hawai‘i Tourism Oceania (HTO), Other Asia Australia and Ne w Ze aland; Hawai‘i Arrivals 335,072 15.6% 388,870 16.1% Tourism Korea (HTK); Hawai‘i Tourism Expend. ($ mil.) $710.8 18.7% $833.9 17.3% China (HTC); Hawai‘i Tourism Taiwan Oceania (HTT); Hawai‘i Tourism Europe Arrivals 355,568 30.2% 372,380 4.7% (HTE), United Kingdom, Germany, Expend. ($ mil.) $877.1 37.1% $847.6 -3.4% Switzerland, France, and Italy; and Hawai‘i Tourism Latin Ame rica (HTLA), Europe Brazil, Mexico and Ar gentina. Arrivals 136,805 5.8% 149,140 9.0% The HT A co ntractors are Expend. ($ mil.) $321.6 10.1% $367.2 14.2% responsible for developing strategic Latin America plans and cooperative programs, Arrivals 30,265 18.6% 27,060 -10.6% including advertising, public Expend. ($ mil.) $74.2 19.9% $71.0 -4.4% relations, promotions, travel trade * Year-over-year growth marketing, education and training, ** Total arrivals and expenditures include air and cruise statistics. All others refer to air and stakeholder communications and arrivals only. relations. *** Does not include supplemental business expenditures. With supplemental business expen- ditures 2013 total is $41,520.5 million.
26 Brand Management North America orth America is Hawai‘i’s largest visitor market, which includes Education through “Through our various touch the U.S. West (11 Pacific states points with travel advisors, we west of the Rockies), U.S. East First-Hand Experiences continue to cultivate a high interest N(all other states) and Canada markets. in the de stination,” said Robyn. VCB’s Robyn Basso brings two The U.S. economy maintained its up ward Hdecades of experience to her “There are so many differences momentum, strengthening travel demand role as senior director of travel between the Ha waiian Islands for Hawai‘i in 2014 and he lped to boost industry partnerships, leading the and th e be st way to understand arrivals and spending for the market. North America team and managing what each offers is to create However, increased vacation costs the development and execution opportunities for travel advisors and growing competition from other of HVCB’s sales and marketing to gain first-hand knowledge and destinations remained challenges for strategy. experience the destination. We Hawai‘i. To overcome these ob stacles, This year, the HVCB again are thrilled to have another the HTA and its North America partnered with Questex Hospitality opportunity to work wi th Hawai‘i contractor, the Ha wai‘i Visitors and + Tr avel Group for their 5th Travel Exchange to help accomplish Convention Bureau (HVCB) focused annual Hawai‘i Travel Exchange this go al.” efforts on trade and consumer education. in November on Maui. The fou r- Robyn’s success in travel trade initiatives like these have recently Major highlights as evaluated by day event included destination earned her the recognition as the HTA staff: seminars, one-on-one meetings and networking opportunities for number one destination salesperson • HVCB was recognized as the leading industry partners to connect with by “TravelAge West,” a ma jor print Destination Marketing Organization 80 to 100 top-producing, pre- and on line travel trade publication. for social media according to Skift, qualified travel agents from North an online travel intelligence agency; America, particularly from the • Ch icago and Sa n Fr ancisco Market Midwest and East Coast regions. Saturation programs which included: Following the event, participating TV, radio, print, online and out- agents took part in a three-day, of-home advertising; consumer single-island FAM trip to different promotions and ev ents; public islands to gain first-hand travel relations including media visits; experiences of Hawai‘i’s unique and travel trade education through offerings. Robyn Basso presenting lei at an HVCB event webinar training, travel trade blitzes, events and meetings; and VISITOR STATISTICS • Ne w and im proved travel trade U.S. West 2013 Total 2014 Target % Change* 2014 YTD** % Change* training program which included Arrivals 3,211,429 3,170,160 -1.3% 2,696,362 0.3% a revamped website and training Expend ($ mil.) $4,806.3 $4,904.9 2.1% $4,097.4 2.9% portal for travel professionals, PPPD Spending $156.5 $161.3 3.1% $160.9 3.3% updated training programs, a ce ntralized database and Air Seats*** 6,373,358 6,365,295 -0.1% 5,548,646 4.2% communications strategy. U.S. East 2013 Total 2014 Target % Change* 2014 YTD** % Change* HTA North America Liaison Arrivals 1,701,852 1,713,540 0.7% 1,452,455 0.3% Laci Goshi Expend ($ mil.) $3,544.6 $3,649.7 3.0% $3,089.6 3.0% Tel: (808) 973-2268 PPPD Spending $198.9 $201.8 1.5% $204.6 2.7% [email protected] Air Seats*** 832,797 837,214 0.5% 705,169 1.3% HVCB Jay Talwar Canada 2013 Total 2014 Target % Change* 2014 YTD** % Change* Senior VP of Marketing & Chief Arrivals 517,011 531,560 2.8% 407,751 1.3% Marketing Officer Expend ($ mil.) $1,083.0 $1,142.2 5.5% $840.0 2.8% Tel: (808) 924-0220 PPPD Spending $164.1 $165.0 0.6% $162.1 0.3% [email protected] gohawaii.com Air Seats*** 367,825 386,517 5.1% 307,933 7.5% *Year-over-year growth **YTD through Oct. 2014 ***Source: Scheduled seats from Diio schedules 27 VISITOR STATISTICS Japan Japan 2013 Total 2014 Target % Change* 2014 YTD** % Change* apan, Hawai‘i’s largest international Arrivals 1,518,517 1,548,700 2.0% 1,267,166 0.0% market, remained stable in 2014, Expend ($ mil.) $2,486.0 $2,445.4 -1.6% $2,023.6 -2.8% with steady arrivals and slight PPPD Spending $275.7 $270.9 -1.8% $275.1 0.2% declines in spending down due to Air Seats*** 2,029,288 2,089,741 3.0% 1,693,337 0.8% theJ strengthening of the dollar against *Year-over-year growth **YTD through Oct. 2014 ***Source: Scheduled seats from Diio schedules the yen. The HT A co ntinued to work with its contractor Hawai‘i Tourism Japan (HTJ) to find ne w and innovative Taking Hawai‘i ways to market the Ha waiian Islands to this mature market. by Storm With the economic reform in Jap an, he highly anticipated two-day “Arashi Blast in Hawai‘i” concerts Brand Management HTJ collaborated with ind ustry partners T to implement various campaigns to by Japanese boy-band sensation, counter the short-term decline in Arashi, helped to attract thousands arrivals as airlines adjusted their seat of Jap anese visitors to the le ss frequented Ko Olina area and fi lled inventory and consumers watched rooms island-wide during Hawai‘i’s their discretionary spending. slower travel period in September. Popular Japanese boy band Arashi Major highlights as evaluated by Playing a role in approaching, 18 charter flights exclusively for HTA staff: pitching, securing and coordinating concertgoers, accounted for 38,000 • The fi rst U.S. concert for Japanese the concert was HTJ Vi ce President hotel room nights and generated sensation, boy-band Arashi during Mitsue Varley who worked with more th an $20-million in visitor spending. the fall shoulder period, which Johnny & As sociates (the largest entertainment company in Jap an), “With the success of this brought more th an 15,000 visitors travel agencies, airlines and other concert, we continue to explore and ge nerated an estimated $20 entities in Jap an and lo cally. new partnership opportunities in million in direct visitor spending; “We spent more than two years Japan and Ha wai‘i to identify and • HTJ’s first official Aloha Pr ogram working on bringing this concert create new ways to attract Japanese Satellite Office in Osaka, which to Hawai‘i,” said Mitsue. “Arashi is visitors to the st ate,” added Mitsue. offers only Hawai‘i travel packages, the single largest group to come HTA Japan Liaison in collaboration with H.I.S., one of out of Asia. Bringing this caliber of Miki Wakai entertainment to Hawai‘i provided Japan’s top travel agencies. More Tel: (808) 973-2259 a huge opportunity not only to than 1,100 customers attended the [email protected] opening weekend, resulting in 300 increase Japanese visitor arrivals bookings by HTJ Al oha Pr ogram but al so to generate incredible Hawai‘i Tourism Japan Eric Takahata certified travel agents. HTJ plans to media ex posure for the destination.” Managing Director open additional satellite offices in In between performances, the Tel: (808) 942-4200 Nagoya and Hokkaido; and band sp ent time ta lking about th eir experiences in Hawai‘i and th eir [email protected]
• The roll out of the Ultra Hawai‘i connection with the gohawaii.com/jp Campaign capitalizing on the islands, providing popularity of the multi-generational additional exposure Japanese ch aracter Ultraman, which for the destination. resulted in an estimated ad value of The concerts were $1 million for the st ate and 1. 6 billion also broadcast in impressions. movie theaters throughout Japan, where more than 100,000 tickets were immediately sold out. The 15,000 concert travel packages sold through major travel wholesaler partner Jessica Michibata, Hawai‘i beauty ambassador, with the Ultraman characters in Jap an resulted in Mitsue Varley (top row, second from left) with the HTJ team 28 Brand Management VISITOR STATISTICS China China 2013 Total 2014 Target % Change* 2014 YTD** % Change* he China market gained new Arrivals 125,011 152,650 22.1% 140,632 27.3% representation in 2014 under Expend ($ mil.) $304.9 $385.1 26.3% $362.0 37.5% Hawai‘i Tourism China (HTC), PPPD Spending $394.0 $384.5 -2.4% $399.0 2.7% through contractor Travel Air Seats*** 42,903 118,402 176.0% 115,971 229.0% TLink Marketing, which has offices in *Year-over-year growth **YTD through Oct. 2014 ***Source: Scheduled seats from Diio schedules four major cities in China: Beijing, Shanghai, Guangzhou and Ch engdu. This va st and gr owing market Promoting a Standout continued to see double-digit growth Destination in China in arrivals and expenditures for the first ten months of the year, as well as t the beginning of 2014, Brenda He, general manager and remained the highest daily spenders at A managing director for Travel Link an average of $399 per pe rson per day. Marketing, took on the task of With new non-stop flights from leading her team to market the Beijing to Honolulu that commenced Hawaiian Islands in China as the Brenda He presenting at the 2014 Tourism Conference in 2014, Hawai‘i now ha s direct service HTA’s new contractor. With more spending, who are still the largest from tw o of China’s largest cities: than 20 years of experience in daily spenders in Hawai‘i.” Shanghai and Be ijing. These fl ights destination marketing, Brenda and Through th e ef forts of Brenda and have provided a bo ost in Chinese her team work towards growing her team, they have been able to arrivals, where visitors previously had Chinese outbound tr avel to the feature more th an 200 Ha wai‘i-only to transit through Korea or Jap an. Hawaiian Islands. packages and products in China.
The process to obtain a U.S. visa in One of the key in itiatives that HTC They also successfully led the team China has also eased, though there are focuses on is featuring Hawai‘i as a to organize more th an 20 sem inars still challenges in attracting meetings stand-alone destination. Currently, in more than 15 cities for Chinese conventions and in centives (MCI) Hawai‘i is often positioned as a travel agents and educate them on groups who require a 100 percent visa stop-over destination to continue the value of a Ha wai‘i-only vacation approval. Coupled with new stricter on to the continental United States. package. regulations on government spending Working with both Air Ch ina and HTA China Liaison and an anti-corruption movement Hawaiian Airlines with their recent Jadie Goo under new Chinese leadership, non-stop Beijing service will also Tel: (808) 973-2252 help to support this initiative for outbound Chinese business travel [email protected] in 2014 is anticipated to be down Hawai‘i in the Ch ina market. compared to last year. “We want to continue to increase Hawai‘i Tourism China awareness of Hawai‘i in China,” said Brenda He Major highlights as evaluated by Brenda. “One of the wa ys to do that General Manager HTA staff: is by focusing on marketing Hawai‘i Tel: 86-10-64384924 • Created the first online Hawai‘i as a single, stand-alone destination. [email protected] micro-documentary movie in This will help to increase Chinese gohawaii.com/cn cooperation with Air China, which visitors’ length of stay and also received 10.3 million hits in the first month; • Launched a romance Hawai‘i campaign in Beijing, Shanghai and Guangzhou and th e creation of the first romance Hawai‘i guide for the China market; and • China Leisure Mission in Beijing, Shanghai, and Gu angzhou with record high attendance from Hawai‘i (31 Ha wai‘i partners) and 400 Chinese travel agents. Tourism industry partners at the Hawai‘i Tourism China Leisure Sales Mission
29 VISITOR STATISTICS Korea Korea 2013 Total 2014 Target % Change* 2014 YTD** % Change* or the past five years, the Korea Arrivals 177,113 194,870 10.0% 159,768 12.6% market experienced year-over- Expend ($ mil.) $331.4 $366.6 10.6% $291.0 9.7% year, double-digit growth in PPPD Spending $268.0 $268.6 0.2% $258.92 -1.6% visitor arrivals and spending. Air Seats*** 379,810 409,855 7.9% 285,159 -10.8% WithF a positive economic outlook and *Year-over-year growth **YTD through Oct. 2014 ***Source: Scheduled seats from Diio schedules continual growth throughout the year, the HTA projected another year of double-digit increases in 2014. Hawai‘i Tourism Korea (HTK), the Promoting HTA’s contractor, continued to promote Hawai‘i the Hawaiian Islands in this growing through market. Maintaining and growing Brand Management airlift continued to be a pr iority in the Power the Korea market through ongoing of Blogging partnerships with airlines to increase oining HTK load factors and a push for the entrance in 2012, Liz of a potential new non-stop flight from J You was named Busan, th e second lar gest city in Korea. director of By focusing its efforts on the family and marketing and FIT seg ments, HTK was able to promote public relations weekday departures during shoulder Liz You (second from right) with the HTK team periods. in 2014, and handles all travel trade marketing followed by thousands per day. Major highlights as evaluated by and pub lic relations. HTK also partnered with “J Look,” HTA staff: This year, HTK brought two major a lu xury mem bership magazine, • Received $1.7 million in media blogger FAM tou rs to the is lands, to document their trip to Hawai‘i, exposure for Hawai‘i as a ro mantic which resulted in extensive positive which generated an additional half a destination through JTBC’s unique exposure for Hawai‘i. million dollars in media exposure. TV show concept, “Show Off Your Partnering with Sony Korea, “Bloggers in Korea have Husband and Wi n a Free Trip to Liz and th e HTK te am brought 19 tremendous in fluence and re ach,” Hawai‘i”; influential bloggers to experience an said Li z. “Partnering with prominent • Pa rtnered with “Golf Digest,” a to p eight-day, multi-island tr ip to O‘ahu, bloggers and ma jor brands like Sony golf ma gazine and “N oblesse,” a Maui, Kaua‘i and Ha wai‘i Island. allowed us to expand our reach top premium magazine, to hold Each blogger developed their own and increase interest in travel to golf cl inics on Hawai‘i Island with itineraries and pr ovided “how-to” Hawai‘i.” celebrity professional Korean gol fer travel guides on social media. Their HTA Korea Liaison Se Ri Pak, promoting Hawai‘i as a posts on Korea’s popular Na ver blog Grace Lee premier golf destination; and site, Facebook and Tw itter reached approximately 62 million total Tel: (808) 973-2893 • Co nducted the Hawai‘i Travel visitors and re sulted in blogger- [email protected] Mission 2014 in Seoul and Busan, inspired travel packages with which brought 40 Hawai‘i partners Hawai‘i Tourism Korea Korea’s top on line travel agencies. from 23 companies who met Liz You
with more than 250 key travel The HTK-sponsored Wifelogger Director of Marketing and Pu blic
professionals and 40 med ia in Korea. FAM capitalized on the popularity Relations of three affluent wife bloggers Tel: 82 (2) 77 7-0033 and their influence on shopping, [email protected] cuisine, golf, relaxation and hotels. gohawaii.com/kr Their coveted lifestyles are each
HTK blogger press trip in Hawai‘i 30 Brand Management VISITOR STATISTICS Taiwan Taiwan 2013 Total 2014 Target % Change* 2014 YTD** % Change* n 2014, the HTA contracted with a Arrivals 22,679 27,350 -10.6% 16,620 -10.7% new contractor, JWI Ma rketing, to Expend ($ mil.) $41.3 $48.1 16.4% $28.5 -18.0% market Hawai‘i in Taiwan. Based PPPD Spending $237.9 $238.3 0.2% $212.2 -10.8% in Taipei, Hawai‘i Tourism Taiwan Air Seats*** 40,777 78,393 92.2% 39,057 39.9% (HTI T) has been working to grow *Year-over-year growth **YTD through Oct. 2014 ***Source: Scheduled seats from Diio schedules international outbound tr avel to the Hawaiian Islands. Supported by Taiwan’s entrance Growing Social Media into the visa waiver program and the Fans for the Hawaiian launch of new non-stop service from Taipei to Honolulu by China Airlines Islands with two weekly daily flights, there ndrew Koh, newly appointed has been a re newed interest in Hawai‘i Amanaging director of Hawai‘i as a visitor destination. Despite the Tourism Taiwan (HTT), has more loss of three weekly non-stop flights than eight years of industry with Hawaiian Airlines’ departure experience which he brings to help from the market, air seats for 2014 are promote the destination in this HTT photo campaign inititative to increase social media presence still anticipated to be up nine percent developing market. compared to 2013. With a decline in direct service travel to the Hawaiian Islands.” Hawai‘i competes with short-haul from Taiwan in 2014, Andrew HTT has collaborated with destinations that offer attractive and hi s te am launched the HTT’s Hawai‘i’s visitor industry to create and af fordable deals such as Jap an, “Dream Mission” campaign to programs that highlight the unique Thailand and th e Ph ilippines. With enhance destination awareness people, place and culture of the a new contractor in Taiwan, the HTA in the ma rket. The so cial media islands to encourage visitor arrivals anticipates continued growth from the campaign, which provides from Taiwan by increasing the region, using unique strategies to build attractive travel content on Hawai‘i overall awareness and exposure of travel partnerships and attract visitors Tourism Taiwan’s Facebook Hawai‘i. to the Hawaiian Islands. dramatically increased the number HTA Taiwan Liaison Major highlights as evaluated by of fans from 400 to 16,000 in the Jadie Goo HTA staff: span of a few months. Tel: (808) 973-2252 “We continue to develop and [email protected] • Initiated the first Leisure and MCI promote out-of-the-box ideas mission in Taiwan, which garnered by empowering our te am to be Hawai‘i Tourism Taiwan participation from 21 Hawai‘i Andrew Koh creative in our ma rketing efforts,” partners, 60 travel agents and 25 Managing Director said Andrew. “We anticipate seeing corporations; Tel: 886-2-25032351 growing interest in Hawai‘i as a [email protected] • Co nducted a ma jor consumer destination and will continue to gohawaii.com/tw online campaign, “Dream Mission,” work toward growing outbound where entrants uploaded photos and st ories about Ha wai‘i to win a trip to the Hawaiian Islands, which received more than 300 submissions, 300,000 votes, and more th an $60,000 in med ia exposure; and • Held a ma jor consumer event in July called the Hawai‘i Carnival, with Hawaiian music, hula, food and Hawaiian tour packages reaching 50,000 participants in two weeks.
Andrew Koh (center) presenting winners of the HTT “Dream Mission” campaign with their prizes 31 VISITOR STATISTICS Oceania Oceania 2013 Total 2014 Target % Change* 2014 YTD** % Change* n the Oceania market, which Arrivals 355,568 372,380 4.7% 308,435 3.7% consists of Australia and New Expend ($ mil.) $877.1 $847.6 -3.4% $711.4 -2.8% Zealand, Hawai‘i is represented by PPPD Spending $259.5 $246.3 -5.1% $252.0 -3.3% their contractor, Hawai‘i Tourism Air Seats*** 416,863 415,355 -0.4% 354,176 1.5% OceI ania (HTO). *Year-over-year growth **YTD through Oct. 2014 ***Source: Scheduled seats from Diio schedules The market has continued to experience strong and consistent growth in arrivals. The ar rivals from Reaching Aussies Oceania have been supported by through Social Media increases in airlift from the region over the past few years. In 2014, new service his year, HTO promoted marketing manager Ashlee Brand Management out of Bri sbane, Australia commenced T along with additional flights from Galea to country manager for the Auckland, New Ze aland. Australia market. Through her innovative ideas and successful Ashlee Galea with HTA's Mike McCartney and Mike Through incremental airlift and Story, and the HTO team at a networking brunch innovative promotions by HTO, Hawai‘i marketing efforts, Ashlee brings a has remained a popular destination, fresh approach to marketing the contributed to consistent growth and continued growth is expected out destination. out of Oceania. In 2009, visitor of this market. Aside from the successful annual arrivals were 128,625 and nearly Aloha Down Under road show, tripled to a record high of 353,063 Major highlights as evaluated by which reached more than 900 in 2013, with anticipated year-over- HTA staff: travel agents, Ashlee and HT O year growth in 2014.” • The Aloha Down Under road show have also focused on increasing HTO aims to connect both held in Christchurch and Auckland, awareness of the Hawaiian Islands Australians and Ne w Ze alanders New Zealand and Me lbourne, in Australia through social media. with th e Hawaiian Islands and as sist Sydney and Brisbane, Australia Platforms li ke HTO’s “Aloha Down in giving them the opportunity to where HTO co nducted business- Under” Fa cebook page have been have a unique travel experience to to-business sessions, professional well received among Aussies who discover Hawai‘i’s people, place networking events, and a media travel, have traveled or plan to and culture. lunch, reaching more than 900 travel to Hawai‘i. With more th an travel professionals; 35,000 likes, HTO’s Facebook page HTA Oceania Liaison Michael Story has become an extremely powerful • HT O-supported Hawaiian Airlines’ Tel: (808) 973-2274 tool for destination marketing in inaugural Sydney Harbor Challenge, [email protected] a 20-kilometer outrigger canoe Oceania. race held in Australia’s capital, “HTO ai ms to increase the Hawai‘i Tourism Oceania Australia Office which brought nearly 93 crews desirability of Hawai‘i as a vi sitor Ashlee Galea and thousands of spectators from destination by showcasing the Country Manager around Australia to get a taste of incredible beauty, unique Hawaiian Tel: 61 (2) 9266 0815 Hawai‘i’s unique culture; and culture and diversity of each of the islands,” said Ashlee. “Our efforts [email protected] • On e of Australia’s most po pular to promote gohawaii.com/au lifestyle shows, the Hawaiian Hawai‘i Tourism Oceania “The Living Islands th ough New Zealand Office Room,” shot social media Darragh Walshe five episodes and other Country Manager in the Hawaiian successful Tel: 64 (9) 9772234 Islands, wh ich marketing [email protected] was promoted efforts have gohawaii.com/nz across news, online and social media reaching an estimated audience of Host of "The Living Room" enjoying the Hawaiian 654,000. Islands 32 Brand Management VISITOR STATISTICS Europe Europe 2013 Total 2014 Target % Change* 2014 YTD** % Change* n 2014, outbound travel from Arrivals 136,805 149,140 9.0% 123,929 5.2% Europe was forecasted to increase, Expend ($ mil.) $321.6 $367.2 14.2% $278.1 1.3% which helped to contribute to year- PPPD Spending $176.9 $189.0 6.8% $174.0 -1.7% over-year growth from this market, *Year-over-year growth **YTD through Oct. 2014 ***Source: Scheduled seats from Diio schedules upI 5.2 percent as of October. The HTA’s Hawai‘i Tourism Europe (HTE) office continued its marketing efforts Showcasing the “These types in France, Italy and Sw itzerland, with of initiatives emphasis in the Un ited Kingdom Diversity of Hawai‘i in allow us to (U.K.) and Ge rmany. the United Kingdom garner extensive The HTE continued to focus on exposure for ola Thomson is the newest team educational trainings, sales calls and Hawai‘i and member of Hawai‘i Tourism fulfillment of consumer, travel trade S showcase Europe (HTE), bringing eight years and media requests, in addition to its the unique HTE's newest team of industry experience to her member Sola Thomson annual “Aloha Up ‘n Over” sa les and offerings of the role as the U. K. account manager. media mi ssion in Germany and th e U. K. destination,” said Sola. “W e ar e Her bus iness relationships have very passionate about pr omoting Major highlights as evaluated by helped HTE in sec uring sev eral new the diversity of the Hawaiian HTA staff: promotions. Islands and lo ok forward to raising She worked with Expedia, • Brought a French product manager awareness of the destination in the the U.K.’s top tour op erator in FAM tour to Hawai‘i for the first coming years.” time in more than eight years sales to Hawai‘i, to promote the to experience O‘ahu, Kaua‘i and Hawaiian Islands in Expedia’s HTA Europe Liaison Caroline Anderson Hawai‘i Island, which received TV advertisements during the Tel: (808) 973-2273 positive feedback about th e un ique primetime ai ring of “The X Fa ctor.” [email protected] characteristics of each island; The exposure resulted in more th an $1.6-million in ad value for Hawai‘i. Hawai‘i Tourism Europe • Coordinated a U. K. med ia press Sola and her team also Germany Office trip to O‘ahu and Ma ui themed coordinated a luxury press trip to Kierstin Wierzeyko “Hip Ha wai‘i,” which included stays the islands, which included some Account Marketing Manager at the Modern Hotel, Westin Maui, of the U. K.’s major media including Tel: 49 (89) 55 25 33 139 Sheraton Maui and Turtle Bay, “The Te legraph,” “Country and [email protected] and a variety of activities such as Home,” “The Iri sh Times” and “Pr ess gohawaii.com/de surfing, whale watching, sunrise Association.” The tr ip highlighted Hawai‘i Tourism Europe at Haleakala–, visits to the Bishop high-end experiences including U.K. Office Museum, Kualoa Ranch, Pearl hiking Diamond He ad, horseback Sola Thomson Harbor, Ali‘i Kula Lavender Farm riding and su rf lessons on O‘ahu, Account Manager and Surfing Goat Dairy; and as well as whale watching, a feast Tel: 44 (0) 20 7644 6108 • Es tablished a pa rtnership with at Lele Lu– a‘u and tou rs of East Maui [email protected] Expedia in the U. K. and Ge rmany, waterfalls and Te deschi Vineyards gohawaii.com/uk in conjunction with Brand USA, on Maui. which included the development of a Ha wai‘i microsite featuring destination information, special packages and promotions in the spring and fall shoulder seasons.
Germany FAM at Kona Beach Hotel 33 VISITOR STATISTICS Latin America Latin America 2013 Total 2014 Target % Change* 2014 YTD** % Change* hile still a developing Arrivals 30,265 27,060 -10.6% 24,626 -2.5% market, Latin Ame rica is Expend ($ mil.) $74.2 $71.0 -4.4% $58.1 -0.9% expected to be one of the PPPD Spending $222.2 $227.5 2.4% $215.8 -2.9% top sources of incremental *Year-over-year growth **YTD through Oct. 2014 *** Source: Scheduled seats from Diio schedules travelersW over the next several years, according to the Na tional Travel and Tourism Office (NTTO April 2014). Enhancing Hawai‘i’s To increase South America will generate nearly 2.2 general million more outbound vi sitors, a 43 Appeal in Latin consumers’ percent increase compared to 2013. In America destination 2014, arrivals from Latin Ame rica were awareness, irector Leandro Rattazzi
Brand Management slightly down for the first ten months HTLA brought brings 18 years of destination of the ye ar, but ar e ex pected to grow D major media marketing experience to his role in 2015. from Brazil as strategic counsel for HTLA. In anticipation of this potential and Mexico Together with his Pr oject Manager Leonardo Rattazzi growth, the HTA hi red Focus Latam to Hawai‘i in presenting at the Hawai‘i Andrea Giorgetti, HTLA works with Toursim Conference as its ne w Ha wai‘i Tourism Latin September for travel trade and media partners America (HTLA) contractor in March a mu lti-island pr ess trip to O‘ahu, in Brazil, Mexico and Ar gentina 2014. HTLA represents the destination Maui and Ha wai‘i Island. Media to develop strategies to sell and in major market areas including exposure from the press trip have promote travel to Hawai‘i. Brazil, Mexico and Ar gentina to been published through the end “Latin Americans are becoming enhance Hawai‘i’s travel trade and of year, reaching 400,000 readers savvy travelers who are seeking media re lations, build destination and 20 million monthly views of alternative destinations that brand awareness, provide education “O Globo” newspaper in Brazil and offer a different culture and new and training, and develop travel up to 264,000 readers in Mexico experiences,” said Leandro. promotions. through “El Un iversal” newspaper, “Hawai‘i’s sandy be aches and “El Economista” and “Bleu & Blan c” Major highlights as evaluated by surf ar e al ready famous in Latin magazines. HTA staff: America, so we want to promote • Participated in the World Travel other unique destination offerings HTA Latin America Liaison Market Latin Ame rica in Sao Paulo, to capture new visitors to the Caroline Anderson Brazil in April, the leading travel Hawaiian Islands.” Tel: (808) 973-2273 tradeshow in Latin Ame rica; In the fall, HTLA coordinated [email protected] a FAM tour for top wholesalers, • Brought a tr avel trade FAM wi th Hawai‘i Tourism Latin America managers and luxury travel agents product managers from Mexico to Leandro Rattazzi from Mexico to increase their O‘ahu and Ma ui; and General Manager destination knowledge and enhance Tel: (5411) 5272-0552 • Co ordinated a mu lti-island pr ess current, and cr eate new Hawai‘i [email protected] trip to O‘ahu, Maui and Hawai‘i packages and promotions. Island, wh ich included major gohawaii.com/es media outlets from both Brazil and Mexico.
- - 34 Mexico FAM Trip at Sheraton Waikıkı Brand Management Meet Hawai‘i n 2014, the HTA’s Meet Hawai‘i team and aligning messaging throughout – HVCB’s meetings, conventions and global marketing promotions, Meet incentives (MCI) department, the Hawai‘i continues to enhance Hawai‘i’s Hawai‘i Convention Center (HCC) brand as an MCI destination. Iand th e HT A’s international marketing Major highlights as evaluated by contractors – welcomed a new partner HTA staff: to the team: AEG Fa cilities, one of the world’s leading venue management • Enhanced the successful Meet organizations, which now manages the Hawai‘i ‘Elele (Ambassador) HCC. To gether, Meet Hawai‘i worked Program through new partnerships toward both short- to mid-term single with local community leaders property meetings and incentive with strong ties to national and international org anizations to growth as well as securing long-term Meet Hawai‘i’s newsletter bookings for the HC C. attract mutually beneficial
In comparison to five years ago, meetings for the HCC; • Utilized market research to target and secure vertical industry Hawai‘i’s MCI ma rket is up 22 percent. • Co ordinated the fi rst Meet Hawai‘i segments that have a higher Increased interest in the Hawaiian International FAM wi th all global propensity to book MCI tr avel Islands as an incentive and gl obal meeting contractor specialists, to Hawai‘i, including companies conference destination for international which included destination rewarding employees, bui lding companies has generated approximately seminars, training workshops retention or launching a new 286,000 arrivals, an 8.3 percent and industry partner networking product. increase, through October 2014. events, site inspections and a multi- By revamping creative collateral with island FA M tour on O‘ahu, Hawai‘i new video and photography and refining Island and Ka ua‘i; and
Positioning Hawai‘i oversees day-to-day operations to be positioned as a bridge between of the HCC’s sales and marketing east and we st,” said Vickie. “We as a Global Meetings department. have created a synergy amongst our Destination One of the fi rst initiatives Vickie facilities and associates and intend to took responsibility for was working capitalize on that to bring more MC I n January 2014, AEG Facilities, with th e Meet Hawai‘i team to business to the st ate.” one of the world’s leading venue I update Hawai‘i Convention Center management organizations, began stock photo and video to ensure HTA MCI Liaison overseeing operations of the HCC, Brian Lynx that Hawai‘i is being marketed in joining the HVCB’s MCI department Vice Pr esident, MCI an accurate manner. Providing and th e HTA’s international marketing Tel: (808) 973-2278 prospective clients with the contractors Meet Hawai‘i team. [email protected] most current and dynamic sales Vickie Omura joined HCC/AEG meethawaii.com material plays a significant role in in July as the vi ce president for the decision-making process for HVCB citywide sales and ma rketing bringing meetings destinations or locations. Karen Hughes more than 30 years of experience With AEG and HCC joining forces, Vice Pr esident, Meet Hawai‘i and in Hawai‘i’s visitor industry. She Vickie and th e Me et Hawai‘i team Travel Industry Partnerships plan to leverage this connection Tel: (808) 924-0253 and are working to further position [email protected] Hawai‘i as a gl obal meetings Meet Hawai‘i/HCC/AEG destination through AEG’s vast Facilities portfolio of national and international Vickie Omura customers across five continents. Vice Pr esident, Meet Hawai‘i City “The facilities that AEG op erates in Wide Sales & Marketing Asia and Oc eania, as well as those on Tel: (808) 943-3046 the west coast really allows Hawai‘i Vickie Omura at the Hawai‘i Tourism Conference [email protected]
35 Brand Development
he HTA’s brand development programs aim to enhance marketing efforts and Mahalo Month opportunities for Hawai‘i’s Continues to Provide Tvisitor industry, as well as support the Deals for Travel HTA’s marketing contractor initiatives. One of the goals of the HTA is to Professionals ensure that those who market and For the past five years, the promote the Ha waiian Islands ar e HTA’s Mahalo Month program professionals and registered to equipped with the proper tools and has created opportunities for take advantage of nearly 100 knowledge. Projects supported by travel professionals and trade Mahalo Month offers. Brand Management the HTA through brand development, media from around the world to “Through the su pport of focus on providing local and gl obal experience the Ha waiian Islands Hawai‘i’s visitor industry, we have travel trade partners with resources first-hand. In addition to promoting been able to grow the number of to support their understanding and the destination and stimulating discounts and promotions offered promotions of the Ha waiian Islands. arrivals and spending during the through Mahalo Month and in Major highlights as evaluated by slower spring shoulder period, the turn enhance interest in travel to HTA staff: program also offers a way for the Hawai‘i through this program,” said HTA to say ma halo to those th at • Coordinated the Hawai‘i delegation Caroline And erson, HTA tou rism sell the destination. at the U. S. Travel Association’s brand manager. “We’ve received The HTA solicits special offers 2014 International Pow Wo w event positive feedback from our from Ha wai‘i’s visitor industry, in Chicago where more than 125 domestic and international travel from airlines and hotels to appointments were conducted with trade partners who participated in restaurants and retailers so the HTA’s marketing contractors Mahalo Month and have continued that those who sell and promote and island chapters to educate to share their personal experiences Hawai‘i can be tter understand and and pr omote the Ha waiian Islands in the Ha waiian Islands wi th other promote Hawai‘i’s people, place among international tour operators potential visitors to the st ate.” and culture. Mahalo Month runs and media; For more information on Mahalo from April to May, and this year, Month, visit mahalomonth.com. • Su ccessfully implemented more than 4,000 travel industry the Mahalo Month for travel industry professionals program that provides special rates and offers for accommodation, transportation, attractions, restaurants, and activities during the slower spring shoulder period to say ‘m ahalo’ to out-of-state travel professionals who sell and promote the destination, as well as provide an opportunity to enhance destination awareness and education; and • Pa rticipated in The Japan- Hawai‘i Tourism Council (JHTC) 2014 Japan-Hawai‘i Tourism Council annual meeting, which helps to maintain Hawai‘i and Japan’s close relationship and address visitor industry issues and opportunities relating to Hawai‘i’s largest international market.
36 Brand Management Gohawaii.com
hroughout the year, the HTA works with its marketing Googling through contractors to maintain and continually enhance their Hawai‘i’s Hiking Trails consumerT and travel trade gohawaii. n 2014, gohawaii.com worked with com websites. IGoogle Maps to share views of In 2014, the HTA focused on new Hawai‘i’s hiking trails, beaches and projects to promote the Hawaiian landmarks using a one-of-a-kind Islands to the le isure market including device: a Go ogle Maps Street View the development of mobile websites, Trekker backpack. Google Trekker microsites, user- The Google Maps team partnered generated content integration and a with th e HVCB and th e HTA to new gohawaii website in Spanish. On lend one of these backpacks to average, the gohawaii.com website the state, the first time Google receives about 836,000 unique visitors loaned out this equipment to a per month. third party. This enabled the HVCB Major highlights as evaluated by to create extensive, 360-degree panoramic tours for many of the top HTA staff: The Google Trekker camera in Hawai‘i destinations on Hawai‘i Island and • Created a new “Living in the O‘ahu. The HVCB also worked with Moment” island we bpages, which Yick, program manager for Google some of Hawai‘i’s top experts with feature photography, videos, Maps Street View. “It made sense Hawai‘i Forest and Tr ail on Hawai‘i social media content, interactive for Google to select Hawai‘i as Island and th e De partment of Land customized Google Maps that bring our first equipment loan partner and Na tural Resources on O‘ahu, each destination to life and special to showcase the diverse natural Kaua‘i and Ma ui to ensure that the travel offers to help users plan beauty of the Hawaiian Islands.” trails were being depicted in a sa fe their vacations. Visit gohawaii.com/ Google Maps’ success in creating and accurate manner. livinginthemoment; the Trekker Loan Program and Street View has been published partnering with the HVCB has led • Created the Art Wa lk Map, a cl ean, for dozens of hiking trails, beaches to continued growth in the use of user-friendly online map which and landmarks throughout the Google Trekker. Due to the su ccess displays arts, culture, shopping Hawaiian Islands and ca n serve as of the HVCB’s partnership, Google’s and restaurant information and planning tools for potential visitors Trekker Loan Program now ha s directions for O‘ahu’s Chinatown and – and ka ma‘aina. dozens of other program partners downtown Honolulu district, live on “I enjoy being involved in projects around the world. the gohawaii.com website through here be cause Hawai‘i has such To view some of the trails through Google Maps. Visit gohawaii.com/ unique cultural diversity and Google Trekker, visit gohawaii.com/ artwalk; and incredible geography,” said Deanna treks/. • Es tablished the Arts & Cu lture webpage, which provides one central location to explore Hawai‘i’s art, music, cuisine, dance, and festivals, statewide. Visit gohawaii. com/arts.
Downtown Honolulu Art Walk campaign Living in the Moment campaign 37 Communications and Outreach he HTA’s communications program aims to increase Redefining the Meaning The conference also includes the awareness and understanding Tourism Legacy Awards luncheon, of Hawai‘i’s tourism economy, of Aloha at the 2014 which honors organizations and Tvisitor industry and th e HTA’s role and individuals who help to perpetuate Hawai‘i Tourism efforts as the state’s tourism agency. the Hawaiian culture. This year, the This includes global marketing and Conference HTA recognized the eight National destination brand management hrough early and ongoing Park Service parks and sites for programs, community and visitor Tcommunications to industry their commitment to preserving the industry engagement, media relations, partners and th e pu blic via em ail, natural beauty and maintaining and crisis communications, issues social and traditional media, the promoting the cultural heritage and mitigation, legislative oversight, and HTA drew a re cord 830 attendees to integrity of some of Hawai‘i’s most distribution of relevant information its 2014 Hawai‘i Tourism Conference, prominent attractions. – affecting Hawai‘i’s tourism economy ‘Aha ‘Oihana Ho‘omaka‘ika‘i. Throughout the conference, the on an ongoing and ti mely basis. The day-and-a-half annual event HTA also strives to incorporate Major components of the HTA’s at the Ha wai‘i Convention Center cultural education and inspiration communications program include: in August included local, national into the pr ogram. In addition to and international leading experts the Tourism Legacy Awards, the • Communications, outreach and in their fields, sharing insight on conference agenda included special public relations including news tourism issues and trends within presentations by The Ha wai‘i Pono‘–ı releases, statements and electronic Communications and Outreach the ever-evolving travel industry. Coalition and cultural keynote newsletters; The HTA’s global marketing partners speeches about al oha by HTA • In tergovernmental support, also presented current market Board Chair Aaron Sala– and Ha wai‘i research and analysis; conditions and forecasts to provide Island Ma yor Billy Kenoi which were • Na tional Governmental attendees with in-market trends highlights among attendees this Organization (NGO) mem berships; and partnership opportunities. year. The purpose is to give industry For more information on the • Qu arterly Ind ustry Video Updates; partners the tools and resources HTA’s communications efforts, visit • HT A We bsite; to collaboratively develop their hawaiitourismauthority.org/news. • So cial Media; and marketing plans for the next year. • Ha wai‘i Tourism Conference. Sean Dee, Mike McCartney, Sen. Donna Kim, Ron Williams and Major highlights as evaluated by David Rae at the Hawai‘i HTA staff: Tourism Conference • Rolled out “Facebook Global Pages” to enhance social media destination promotions for all of the HTA’s international contractors and North America contractor; • De veloped Quarterly Ind ustry Video Updates which include in-market updates from each of the HT A’s global marketing contractors; and • As sisted with 312 in ternational media re quests through the HTA’s International News Bur eau, which resulted in media exposure in hundreds of TV, radio, print and online publications in the HT A’s major market areas through October 2014. Brian Lynx presenting during the quarterly video update Mike McCartney being interviewed for the local news 38 Tourism Research Tourism Research
ourism research is the backbone HTA RESEARCH PUBLICATIONS of the HT A’s efforts, as a re search- Available online at hawaiitourismauthority.org/research based organization. The HT A’s Publication Frequency/Distribution Tourism Research Division (TRD) Daily Passenger Counts Daily Tcontinues to provide data on visitor Major Market Area (MMA) Monthly, third week of the month characteristics and expenditures, data Highlights News Release dissemination, marketing research and forecasts, and evaluation and Island Highlights and Arrivals Monthly, third week of the month performance measures. The data by U.S. Regions (by states and and in formation that TRD publishes Metropolitan Statistical Area (MSA) is utilized to aid st ate marketing and Air Seat Capacity Outlook Report Monthly, end of the month product development efforts, industry (three-month outlook of planning, tourism policymaking, and non-stop flights to Hawai‘i) provides economic information on one Online Media Sentiment Report Monthly of the state’s largest ind ustries. TRD is Arrivals by MMA (Countries) Monthly also involved in the completion of the MMA Profiles and Fact Sheets Quarterly Tourism Strategic Plan. Ongoing programs include: Visitor Satisfaction and Quarterly (brief monitoring report) Activities Report of calendar year & Annual (full report), third quarter • Visitor Characteristics and Expenditures Study; Marketing Effectiveness Report Bi-Annually • Post-Visit Visitor Satisfaction and Annual Visitor Research Report Annually, July Activities Study; Visitor Plant Inventory Annually • Visitor Plant Inventory; • Visitor Forecasts, Ind ustry Outlook and Ma rket Targets; • Marketing Effectiveness and Bra nd Attributes Research; • Online Media Sentiment Analysis; • Air Se at Capacity Monitoring; and • Evaluation and Pe rformance Measures. To access the HTA’s research and reports, visit hawaiitourismauthority.org/ research. Major highlights as evaluated by HTA staff: • Completed the 2014 NFL Pro Bowl visitor impact study; • Initiated a qu arterly timeshare performance report; • Co nducted a sp ecial study on vacation rentals in Hawai‘i; • Completed custom marketing research programs in Korea, China and Australia; and • Co nducted extensive work gr oups, surveys and planning sessions leading up to a dr aft of the HTA Strategic Plan. 39 Transient Accommodations Tax (TAT) Collections nother measurement of the HTA’s performance is TAT Distribution FY 2014 ($mil.) the amount of Transient Accommodations Tax (TAT) collectionsA that the state receives Tourism each month. The more TA T col lected, Special Fund the more be nefits that are accrued to General Fund $82.0 the state as a whole, to the individual $161.0 counties, and ul timately, benefit Hawai‘i residents. Importantly, this revenue finds its way into local Convention Center communities on each island to Enterprise Special Fund support schools, police, infrastructure $33.0 and pa rks, and co ntributes to an improved quality of life. In FY 2014, Department of Land the state collected a to tal of $395.2 Counties & Natural Resources million in TAT, which was a 7. 2 pe rcent $93.0 increase from FY 2013 when the total $3.0 collection was $368.5 million. The annual allocation of TAT towards the Tou rism Special Fund and Convention Center Enterprise TAT Distribution FY 2015 ($mil.) Special Fund is $82 million and $33 million, respectively. Additionally, for FY 2014, $3 million was to be allocated Tourism to the State Department of Land Special Fund and Na tural Resources (DLNR), and General Fund $82.0 the expenditure of funds wa s to be $161.0 approved by both the HT A and DL NR board of directors. Convention Center Enterprise Special Fund $33.0
Department of Land Counties & Natural Resources $93.0 $3.0
* Inclusive of $1 million proviso allocating monies to the State Department of Land and Natural Resources. Source: State Department of Taxation
40 Hawai‘i Tourism Authority Fiscal Year 2014 Actuals ($000) REVENUES TAT Deposits - Tourism Special Fund $82,000 Investment Pool Interest/Miscellaneous Receipts 480 TOTAL REVENUES $82,480 APPROPRIATIONS FY 2014 $87,152 TOTAL APPROPRIATIONS $87,152 HTA EXPENDITURES* Maintaining Brand $ 915 Brand Experience 12,869 Brand Management 52,554 Communications, Community/Government Relations and Outreach 506 Tourism Research and Publications 1,892 Strategic Oversight & Governance 3,501 TOTAL HTA EXPENDITURES $72,237 * Hawaiian culture is intertwined throughout all areas of HTA activity.
Hawai‘i Convention Center Fiscal Year 2014 Actuals ($000) REVENUES TAT Deposits - Convention Center Enterprise Special Fund $33,000 Convention Center Operations 8,276 Subsidy from Tourism Special Fund for Convention Center Sales and Marketing 3,074 Investment Pool Interest/Miscellaneous Receipts 158 TOTAL REVENUES $44,508 APPROPRIATIONS FY 2014 $54,010 TOTAL APPROPRIATIONS $54,010 EXPENDITURES Convention Center Operations $11,568 Convention Center Sales and Marketing 3,074 Convention Center Repair and Maintenance 1,800 HTA Administrative Allocations 696 (Includes Convention Center Insurance) Total Expenditures Prior to Payments on Obligation to State Department of Budget & Finance $17,138 Payments on Obligation to State Department of Budget & Finance $26,429 TOTAL EXPENDITURES $43,567
41 O‘ahu
s the fourth busiest VISITOR STATISTICS international port of O‘ahu 2013 Total 2014 Target % Change* 2014 YTD** % Change* entry for visitors to the Arrivals 5,044,276 4,866,660 -3.5% 4,305,433 1.9% U.S., O‘ahu is hub fo r th e Expend ($ mil.) $7,358.7 NA NA $5,898.7 -3.7% majoArity of visitor arrivals to the PPPD Spending $209.9 NA NA $202.8 -2.6% Hawaiian Islands and th erefore the AIR SEATS*** gathering place for the destination. Honolulu 2013 Total % Change* 2014 YTD** % Change* Having come off of two record- Domestic 4,372,884 3.7% 3,726,200 2.0% breaking years in spending and International 3,416,433 12.1% 2,852,094 0.6% arrivals, O‘ahu’s visitor market Total 7,789,317 7.2% 6,578,294 1.4% began to stabilize in 2014. While *Year-over-year growth **YTD through Oct. 2014 ***Source: Scheduled seats from Diio schedules visitor arrivals to the island TRANSIENT ACCOMMODATION TAX (TAT) remained consistent during the TO CITY & COUNTY OF HONOLULU first 10 months of 2014, spending O‘ahu FY2013 FY2014 declined slightly compared to the TAT ($mil) $41.0 $41.0 same period in 2013 due to shorter HTA PROGRAMS AND FUNDING length of stay. 2013 2014 Through partnerships with HTA Programs No. of No. of Programs Amount Programs Amount the City and County of Honolulu County Product Enrichment* 29 $325,000 26 $325,000 and the Ha wai‘i Community Ku–kulu Ola: Hawaiian Culture 9 $268,000 8 $220,000 Foundation, the HT A was ab le to Community highlight O‘ahu’s unique offerings Major Festivals 4 $591,000 4 $666,000 by supporting 26 County Product Native Hawaiian Festivals 4 $330,000 4 $330,000
Enrichment Programs, eight (8) Natural Resources Community-Based 8 $291,612 8 $234,000 Safety & Security 1 $218,000 1 $272,000 Natural Resources Community- Sporting Events 7 $5,212,500 10 $5,335,000 Based Programs, eight (8) Ku–kulu Career Development** 0 – 0 – Ola: Living Hawaiian Culture O‘ahu Visitors Bureau*** $3,245,269 $3,279,269 Programs and 18 Signature Events. Total HTA Program Funding $10,481,381 $10,661,269
* The County Product Enrichment Program (CPEP) FY2013 and FY2014 budget is $400,000 each year, of which no more than $75,000 can be used for administrative purposes. ** In 2014, the HTA funded 2 statewide Career Development programs at $84,000 ($45,000 DOE CTE and $39,000 LEI). *** HTA provides funding for the Hawai‘i Visitors and Convention Bureau and each of the island chapter bureaus for their respecttive work in promoting the State and the individual islands to the global marketplace.
‘Iolani Palace, O‘ahu 42 O‘AHU Reviving the Spirit of With more than 41 million views, Contact Information the video helped to further promote Kanikapila on O‘ahu the Gabby Pahinui Waima– nalo HTA O‘ahu Liaisons Angela Rodriguez n honor of legendary Hawaiian Kanikapila and at tracted nearly Tel: (808) 973-2272 musician Gabby Pahinui, the 2,000 visitors and residents to the I – [email protected] Na– ‘a– lehu Theater and Pahinui Waima nalo event. family, began holding the Gabby “Our musicians understand the Grace Lee Pahinui Waima– nalo Kanikapila importance of Hawai‘i’s visitor Tel: (808) 973-2893 seven years ago at Waima– nalo industry and ho w it benefits [email protected] Beach Park. The ev ent started as a the community. So while the O‘ahu Visitors Bureau gathering of local musicians to play inception of this event was about Les Enderton music together, just as they did the musicians, it has grown to be Executive Director when Gabby was alive. about our community and cr eating Tel: (808) 524-0722 Chelle Pahinui is the executive authentic experiences for both oahu@hvcb.org director of Na– ‘a– lehu Theater and visitors and re sidents,” added gohawaii.com/oahu has helped to organize the event Chelle. since its in ception in 2007. The For more information, visit City & County of Honolulu event started as a simple gathering gabbypahinui.com. Office of Economic Development of musicians to come together and Tel: (808) 768-5764 kani ka pila (play music). Chelle honolulu.gov/ecoder/ and her team have helped to make the event about an exchange of Visitor Aloha Society of Hawai‘i Hawaiian music and culture. – O‘ahu “Hawaiian music is such an Jessica Lani Rich important part of who we are,” said President and Executive Director Chelle. “It is important to provide Tel: (808) 926-8274 venues for our musicians to play [email protected] together and share their music with visitoralohasocietyofhawaii.org the community. We also want to nurture our youth and give them the opportunity to learn and pass this important part of our culture to the next generation.” Last ye ar, the organization also partnered with PBS to produce a promotional video for the event. Chelle and Cyril Pahinui
Musicians performing at the 2014 Gabby Pahinui Waima–nalo Kanikapila Makapu‘u Lighthouse, O‘ahu 43 Maui, Moloka‘ i, La–na‘i
aui County, which VISITOR STATISTICS includes Maui, Moloka‘i Maui County 2013 Total 2014 Target % Change* 2014 YTD** % Change* – and La na‘i, provide Arrivals 2,401,733 NA NA 2,013,400 0.6% visitors with a variety Expend ($ mil.) $3,778.0 NA NA $3,452.7 10.8% Mof unique experiences found only PPPD Spending $190.9 NA NA $208.83 1.9% in the Hawaiian Islands. With Maui Island 2013 Total 2014 Target % Change* 2014 YTD** % Change* some of the state’s most luxurious Arrivals 2,358,784 2,415,335 2.4% 1,982,182 0.8% resorts, unspoiled coastlines and Expend ($ mil.) $3,668.3 NA NA $3,369.9 11.4% world-class events, these islands PPPD Spending $190.3 NA NA $208.7 9.1% continue to be popular vacation options for visitors wishing to get Moloka‘i 2013 Total 2014 Target % Change* 2014 YTD** % Change* away from the hu stle and bu stle. Arrivals 55,157 56,090 1.7% 47,742 5.7% Arrivals and spending for Maui Expend ($ mil.) $30.1 NA NA $26.5 6.3% and Moloka‘i continued to increase PPPD Spending $113.8 NA NA $124.7 3.2% through October 2014 while Lana‘i– 2013 Total 2014 Target % Change* 2014 YTD** % Change* – La na‘i ex perienced declines in Arrivals 74,310 77,208 3.9% 54,512 -12.1% comparison to 2013. Expend ($ mil.) $79.6 NA NA $56.3 -14.8% In 2014, the HTA supported PPPD Spending $307.0 NA NA $319.6 2.7% various events in Maui Nui in AIR SEATS*** partnership with the County of Maui and th e Ha wai‘i Community Kahului 2013 Total % Change* 2014 YTD** % Change* Foundation to support 23 County Domestic 1,671,934 3.6% 1,477,455 5.9% International 171,994 2.1% 136,961 2% Product Enrichment Programs, five Total 1,843,928 3.5% 1,614,416 5.5% (5) Natural Resources Community- *Year-over-year growth **YTD through Oct. 2014 ***Source: Scheduled seats from Diio schedules Based Programs, three (3) Ku – kulu Ola: Living Hawaiian Culture TRANSIENT ACCOMMODATION TAX (TAT) TO MAUI COUNTY Programs and six (6) Signature Maui FY2013 FY2014 Events. TAT ($mil) $21.2 $21.2
Molokini Island, Maui 44 2013 2014 MAUI HTA Programs No. of No. of Contact Information Programs Amount Programs Amount HTA Maui Liaisons County Product Enrichment* 22 $305,000 23 $345,000 Brian Lynx – Kukulu Ola: Hawaiian Culture 0 – 3 $85,000 Tel: (808) 973-2278 Community [email protected] Major Festivals 3 $165,000 1 $105,000 Caroline Anderson Native Hawaiian Festivals 2 $60,000 2 $60,000 Tel: (808) 973-2273 Natural Resources Community-Based 4 $90,700 5 $136,000 [email protected] Safety & Security 1 $46,000 1 $46,000 Laci Goshi Sporting Events 3 $565,000 3 $565,000 Tel: (808) 973-2268 Career Development*** 0 – 0 – [email protected] Maui Visitors and Convention $2,882,071 $2,877,071 Maui Visitors Bureau Bureau** Terryl Vencl, Executive Director Moloka‘i Visitors Association** $244,741 $244,741 Tel: (808) 244-3530 Destination La–na‘i** $143,000 $143,000 [email protected] Total HTA Program Funding $4,501,512 $4,606,812 gohawaii.com/maui * The County Product Enrichment Program (CPEP) FY2013 and FY2014 budget is $400,000 each Maui County year, of which no more than $75,000 can be used for administrative purposes. In FY2014, $20,000 Cheryl Sterling, Program Specialist was rolled over from FY2013. Tel: (808) 270-7997 ** HTA provides funding for the Hawai‘i Visitors and Convention Bureau and each of the island [email protected] chapter bureaus for their respective work in promoting the State and the individual islands to the global marketplace. Visitor Aloha Society of Hawai‘i – *** In 2014, the HTA funded 2 statewide Career Development Programs at $84,000 ($45,000 DOE CTE Maui County and $39,000 LEI) Janet Kuwahara, Director Tel: (808) 244-3530 [email protected]
Perpetuating the “The Moloka‘i Channel is known shorelines and scenic views of both for its revered power, and crossing Moloka‘i and O‘a hu. Tradition of Paddle it is regarded worldwide as a “As a vi sitor destination, Hawai‘i Boarding crowning achievement in paddle is an ideal setting for the race, boarding,” said Mike. “The sport since it has the infrastructure for ighteen years ago, when dates back to when Polynesians us to welcome more participants paddle boarding was ma king E navigated thousands of miles across from around the world and further a comeback, race director Mike the ocean, and this event allows us expand the ev ent,” added Mike. “The Takahashi and his team at Epic to perpetuate the Native Hawaiian race also provides exposure for the Sports Foundation, decided to tradition of paddle boarding.” unique sporting event opportunities capitalize on resurgence of the In 2014, nearly 300 en trants that the st ate has to offer.” sport by creating a pa ddle boarding participated in the race with more For more information on the event, race from Mol oka‘i to O‘ahu. The than half coming from out-of-state visit molokai2oahu.com. Moloka‘i 2 O‘a hu Paddleboard World with their Championship has since become an family and annual event held every July that friends. Mike attracts some of the best athletes and his team in traditional paddle boarding and also began stand-up paddle boarding, as well as streaming ocean enthusiasts. the event live Starting at Kaluakoi on Moloka‘i to provide and ending at Maunalua Bay Beach viewers the Park on O‘ahu, the 32 -mile race opportunity to crosses the Ka‘iwi Channel – al so watch the race known as the Moloka‘i Channel – on e and virtually of the most tr eacherous bodies of experience water in the Hawaiian Islands. the beautiful Mike Takahashi viewing the Moloka‘i 2 O‘ahu Paddleboard World Championship
45 Kaua‘i
aua‘i is the smallest and VISITOR STATISTICS oldest of the four major Kaua‘i 2013 Total 2014 Target % Change* 2014 YTD** % Change* Hawaiian Islands though Arrivals 1,114,354 1,123,951 0.9% 930,062 -1.1% still able to attract more Expend ($ mil.) $1,390.6 NA NA $1,233.8 6.9% Kthan one million visitors each year. PPPD Spending $163.3 NA NA $172.5 6.5% Its lush landscape and re laxed AIR SEATS*** pace creates a peaceful setting Lihu‘e 2013 Total % Change* 2014 YTD** % Change* that draws visitors back year after Domestic 581,754 1.1% 519,747 6.4% year, who th is year spent $1.2 International 18,514 12.7% 24,708 90.9% billion on the is land during the Total 600,268 1.4% 544,455 8.6% first 10 months of the year, seven *Year-over-year growth **YTD through Oct. 2014 ***Source: Scheduled seats from Diio schedules percent more than the previous TRANSIENT ACCOMMODATION TAX (TAT) TO KAUA‘I COUNTY year’s record. Kaua‘i FY2013 FY2014 The HTA supported 24 County TAT ($mil) $13.5 $13.5 Product Enrichment Programs, 2013 2014 three (3) Natural Resources HTA Programs No. of Amount No. of Amount Community-Based Programs, two Programs Programs (2) Ku–kulu Ola: Liv ing Hawaiian County Product Enrichment* 28 $325,000 24 $350,000 – Culture Programs and three (3) Kukulu Ola: Hawaiian Culture 2 $79,000 2 $50,000 Community Signature Events in partnership Major Festivals 1 $63,500 1 $63,500 with the Co unty of Ka ua‘i and Native Hawaiian Festivals 1 $20,000 1 $20,000 Hawai‘i Community Foundation Natural Resources Community-Based 5 $169,372 3 $80,000 that provided both visitors and Safety & Security 1 $53,000 1 $53,000 residents with experiences found Sporting Events 1 $25,000 1 $25,000 only in the Ha waiian Islands. Career Development*** 0 – 0 – Kaua‘i Visitors Bureau** $2,285,893 $2,280,893 Total HTA Program Funding $3,020,765 $2,280,893
* The County Product Enrichment Program (CPEP) FY2013 and FY2014 budget is $400,000 each year, of which no more than $75,000 can be used for administrative purposes. In FY2013, $4,200 was rolled over from FY2012 and $20,000 rolled over from FY2013. ** HTA provides funding for the Hawai‘i Visitors and Convention Bureau and each of the island chapter bureaus for their respective work in promotiong the State and the individual islands to the global marketplace. *** In 2014, the HTA funded 2 statewide Career Development Programs at $84,000 ($45,000 DOE CTE and $39,000 LEI) Hanalei Pier, Kaua‘i
46 KAUA‘I Contact Information HTA Kaua‘i Liaisons Daniel Na– ho‘opi‘i Tel: (808) 973-2264 [email protected] Jadie Goo Tel: (808) 973-2252 [email protected]
Kaua‘i Visitors Bureau Sue Kanoho Executive Director Tel: (808) 245-3971 kauai@hvcb.org gohawaii.com/Kauai
Kaua‘i County Waimea Town Celebration Office of Economic Development highlighted Kaua‘i’s history, culture Keeping Community Nalani Brun and mu sic.” Economic Development Specialist IV - Traditions Alive on In 2014, the ev ent attracted more Tourism than 17,000 attendees, nearly 7,000 Kaua‘i Tel: (808) 241-4952 of which were visitors to the island. [email protected] or 38 years, residents and Thomas and th e WK BPA continue to Fvisitors have enjoyed the look at ways to continue improving Visitor Aloha Society of Kaua‘i Waimea Town Celebration, the event to gain more exposure Daphne Therese Kaua‘i’s largest and oldest annual and cr eate memorable experiences Executive Director festival celebrating the cu lture and lasting impressions for the Tel: (808) 482-0111 and traditions of the tight-knit island of Kaua‘i. [email protected] community. For more information, visit Through the support of Thomas waimeatowncelebration.com. Nizo, chairperson of the event, and th e We st Kaua‘i Business and Professionals Association (WKBPA), the event has grown from a two-day event to a we ek-long celebration. With nearly 18 years of participating and su pporting the Wa imea To wn Celebration, Thomas knew that despite challenges involved in growing the event, enhancing festivities would provide more opportunities for visitors and residents to appreciate Kaua‘i’s unique offerings. “The HTA pr ovides support to all of the islands and through the funding we received through CPEP, we were able to expand the fe stival to an eight-day event,” said Thomas. “We were able to add events that Thomas Nizo at the Waimea Town Celebration Hanalei Pier, Kaua‘i
47 Hawai‘i Island
s the largest of the VISITOR STATISTICS Hawaiian Islands, Hawai‘i Hawai‘i Island 2013 Total 2014 Target % Change* 2014 YTD** % Change* Island continues to draw Arrivals 1,435,245 1,626,038 13.3% 1,199,580 -0.7% Expend ($ mil.) $1,825.2 NA NA $1,595.0 5.4% visitors to experience PPPD Spending $170.9 NA NA $178.4 3.4% itsA rich culture and diverse *** landscapes, including one of the AIR SEATS few places in the world to see an Kona 2013 Total % Change* 2014 YTD** % Change* Domestic 588,403 -3.4% 539,221 10.3% active volcano. Visitor spending International 26,311 22.7% 28,469 49.6% for the first 10 months of the year Total 614,714 -2.5% 567,690 11.8% increased 5.4 pe rcent to $1.6 billion Hilo 2013 Total % Change* 2014 YTD** % Change* for the island. Domestic 48,588 -17.1% 38,664 -5.1% The HTA continues to work International 0 NA 0 NA towards reopening Kona Ai rport as Total 48,588 -17.1% 38,664 -5.1% a second international port of entry *Year-over-year growth **YTD through Oct. 2014 ***Source: Scheduled seats from Diio schedules to ease and enhance foreign arrivals TRANSIENT ACCOMMODATION TAX (TAT) TO COUNTY OF HAWAI‘I to both Hawai‘i and th e U. S. Hawai‘i Island FY2013 FY2014 By highlighting 18 County Product TAT ($mil) $17.3 $17.3 Enrichment Programs, seven (7) 2013 2014 Natural Resources Community- HTA Programs No. of Amount No. of Amount Based Programs, five (5) Ku– kulu Programs Programs County Product Enrichment* 18 $329,200 18 $345,000 Ola: Living Hawaiian Culture Ku–kulu Ola: Hawaiian Culture 1 $25,000 5 $52,000 Programs and seven (7) Signature Community Events in partnership with the Major Festivals 1 $63,500 1 $63,500 County of Hawai‘i and Ha wai‘i Native Hawaiian Festivals 4 $125,000 4 $107,500 Natural Resources Community-Based 5 $185,258 7 $250,000 Community Foundation, the HTA Safety & Security 1 $117,500 1 $120,500 was able to highlight the diversity Sporting Events 3 $390,000 2 $380,000 of Hawai‘i Island that both visitors Workforce Development *** 0 – 0 – and residents are ab le to enjoy. Big Island Visitors Bureau** $2,236,356 $2,231,356 Total HTA Program Funding $3,471,814 $3,549,856
* The County Product Enrichment Program (CPEP) FY2013 and FY2014 budget is $400,000 each year, of which no more than $75,000 can be used for administrative purposes. In FY2013, $4,200 was rolled over from FY2012 and $20,000 rolled over from FY2013. ** HTA provides funding for the Hawai‘i Visitors and Convention Bureau and each of the island chapter bureaus for their respective work in promoting the State and the individual islands to the global marketplace. *** In 2014, the HTA funded 2 statewide Career Development Programs at $84,000 ($45,000 DOE CTE and $39,000 LEI)
Akaka Falls, Hawai‘i Island 48 HAWAI‘I ISLAND Celebrating Science, Contact Information Fiction and Fantasy on HTA Hawai‘i Island Liaisons Hawai‘i Island Keli‘ihoalani Wilson Tel: (808) 973-2281 s one of the most ecologically [email protected] diverse locations on the planet, A Michael Story Hawai‘i Island is an ideal set ting Tel: (808) 973-2274 for HawaiiCon, a comic convention [email protected] that celebrates science, fiction and fantasy. The event highlights the Miki Wakai natural wonders found on Hawai‘i Tel: (808) 973-2259 Island, wh ile also showcasing the [email protected] island’s advancements in science Big Island Visitors Bureau and technology. Ross Birch Jessica Hall, HawaiiCon’s Executive Director convention operations officer, Tel: (808) 961-5797 helped to plan and launch the 2014 Jessica Hall at the 2014 HawaiiCon [email protected] inaugural event at the Ha– puna gohawaii.com/big-island Beach Prince Hotel in September geological assets of Hawai‘i Island 2014. Attendees had the opportunity through optional tours offered Hawai‘i County Office of Economic to meet ce lebrities from sci ence through the event. Development fiction shows and movies, comic “We were pleased with our Stephanie Donoho book artists and wr iters, and we ll- turnout for our in augural event,” Tourism Specialist established, renowned scientists. said Je ssica. “Many of the at tendees Tel: (808) 961-8505 Compared with the larger comic who were first-time visitors to [email protected] conventions, HawaiiCon creates a Hawai‘i, stayed longer than the more intimate and idyllic setting three-day event, and also visited Visitor Aloha Society of Hawai‘i that showcases the aloha spirit of other islands. Ou r goal for 2015 Island the destination. is to reach 1,000 attendees. In the Hilde Shetler Through word-of-mouth and long term, we would like to see this Executive Director targeting sci ence-fiction fan bases, become an anchor event for Hawai‘i Tel: (808) 756-0785 – Ko na the first annual event was able to Island, th at draws thousands Tel: (808) 756-1472 – Hi lo attract nearly 800 attendees, many of visitors during the slower [email protected] of which were out-of-state visitors. September period.” vashbigisland.org Event goers also had the option For more information, visit to experience the scientific and hawaiicon.com.
Inaugural HawaiiCon Event King Kamehameha Statue, Hawai‘i Island
49 Brand Experience Program Listings Ku–kulu Ola King Kamehameha Celebration Sustainable Coastlines Hawai‘i, (O‘ahu) Inspiring Coastal Stewardship through O‘ahu Na Kamehameha Commemoration Coastal Cleanups and Community Hawai‘i Academy of Performing Arts, Parade (Maui) Outreach 21st Century Loku House: New Hawaiian King Kamehameha Day Celebration Hui O Laka – Ko– ke‘e Natural History monthly arts and music showcase at Parade (Kona, Hawai‘i Island) Museum, “The New CCC,” Linking Past The ARTS at Marks Garage Kamehameha Festivals and Present to save Forests for the Hawai‘i Theatre Center, Hawai‘i Theatre (Hilo, Hawai‘i Island) Future – presents Hana Hou! Season 2014/15 Moanalua Garden Foundation, Ko– ke‘e Resource Conservation Hi‘ilei Aloha LLC, Poi Mobile Prince Lot Hula Festival Program, Nurturing Hawai‘i’s Hula Preservation Society, Led By Our Aloha Festivals, Biodiversity on Kaua‘i Elders Aloha Kaua‘i Festival (Kaua‘i) – Hawai‘i Island Kokua Kalihi Valley Comprehensive Festivals of Aloha, Maui Nui Style – Big Island Invasive Species Committee, Family Services, Ka Mamaka Kahu (Maui) BIISC-Healing the Island: Awakening Kumu Kahua Theatre, Hawaiian Culture Festivals: 30 Days of Aloha the people and Place-Based Theatre (Hawai‘i Island) Wai‘anae Hawaiian Civic Club, E Ala Waikoloa Dry Forest, Ho‘ola Hou! Voyaging Canoe Education Program Natural Resources Working together to reforest Waikoloa - - Kailapa Community Association, KCA Waikı kı Improvement Association, O‘ahu – – Ungulate and Erosion Mitigation Kuhio Beach Hula & Torch Lighting Ko‘olau Mountains Watershed Partner- The Kohala Center, Inc., Kohala ship, Getting to Know the Ko‘olau’s Maui Watershed Partnership’s Koai‘a Community Conservation Project Kaho‘olawe Island Preserve, Hale Ho‘oulu Corridor Project Sustainable Coastlines Hawai‘i, Meakanu and Kalamalama: Building Coral Reef Alliance, Leveraging - Inspiring Coastal Stewardship through Bridges Between Kaho‘olawe and Kıhei Economic Incentives to Reduce Coastal Coastal Cleanups and Community KHM International, Moloka‘i Mo‘olelo Pollution and Promote Coral Reef Outreach Kualapu‘u Public Conversion Charter Health in West Hawai‘i Invasive Pest Species Early Detection School, Project Kukui Ehu Ho‘omalu Ka‘u– , Manuka Land Protection and Rapid Response on O‘ahu Kaua‘i Project Hawai‘i Alliance for Community-Based – County of Kaua‘i, Office of Economic Malama Kohala Kahakai, Natural Economic Development, Ka Uhane O Development, Ke Kaiaulu O Anahola, Resource Stewardship and Restoration Ha–lawa Project Holowai of the North Kohala Coast The Nature Conservancy, Ka–ne‘ohe Bay Hawai‘i Island Reef Restoration Project Statewide Hawai‘i Forest Institute, Ka Pilina Poina Ma–lama Loko Ea Foundation, Loko Ea Hawai‘i Forest Institute, “Give Back to ‘Ole “Connection Not Forgotten” Restoration Project and Ecotourism the Forest” Restoration and Education Kahilu Theatre Foundation, Kahilu Initiative Program Theatre’s 2014 Hawaiian Film Series Ma–lama Na– Honu, Ma–lama Na– Ho–ku– Maui Invasive Species Committee, Stop Kailapa Community Association, Kailapa Volunteer Support Project the Spread: Improving Inter-Island Biosecurity Wellness Park Maui Na– Kama Kai, Na– Kama Kai’s Ocean Keiki Ha–na Retreat, Conversations on Water Other Hawaiian Culture Projects: Clinics – – Hawai‘i Wildlife Fund, Ho‘okuleana: Polynesian Voyaging Society, Hokule‘a: Statewide Ho‘okipa Honu: A Research, Education, Hawai‘i Ambassador Project Bishop Museum, Traditions of the Pacifc and Sea Turtle Protection Project Friends of ‘Iolani Palace, Nights at the Program Kaho‘olawe Island Reserve Museum’s Events Makauila, Inc., Project KULEANA Commission, Kumeheu Pacific Islanders in Communications, Maui Invasive Species Committee, The Natural Resources Advisory Hawaiian Media Makers Series Maui Soundscape: Keeping it Quiet Group WCIT Foundation, Hawaiian Architecture Auwahi, Supporting Eco-volunteerism at Mark Fox, Children’s Literature Series Auwahi Forest Restoration Project The Nature Conservancy of Hawai‘i Sustainable Coastlines Hawai‘i, Annette Ka‘ohelauli‘i, Native Hawaiian Festivals Program Inspiring Coastal Stewardship through Hawai‘i Ecotourism Association Hawai‘i Maoli, Coastal Cleanups and Community Vincent Shigekuni, Prince Ku–hio – Celebration Outreach PBR Hawai‘i Merrie Monarch Hula Festival T. ‘Aulani Wilhelm, King Kamehameha Celebration Kaua‘i Papaha– naumokua– kea Marine Commission, Auwahi, Expanding Tourism National Monument Opportunities at Makauwahi Cave Reserve 50 Hawaiian Music Series Hawai‘i Island Hiking and Biking Mobile Hawaiian Cultural Program – Advisory Council Hi‘iakaikano‘iau & Mohala Hou Ke Kapa: Application Na–‘a – lehu Anthony, Kapa Blossoms Anew Hawai‘i Volcanoes Institute: Inspirational Paliku– Documentary Films HILT EcoTourism Project on Maui Experiences in the Great Outdoors Kainoa Daines, Hui No‘eau Cultural Arts Program Hawai‘i Yoga Festival O‘ahu Visitors Bureau Jazz Maui HawaiiCon Leona Mapuana Kalima, Ka‘anapali Fresh Hilo Orchid Society 62nd Annual Orchid Hawaiian Cultural Consultant Lahaina Plantation Days Show and Sale Cheryl L. Ka‘uhane-Lupenui, Maui Classical Music Festival Honoka‘a Western Week Board of Education Maui Open Studios Hula Arts at Kilauea in Hawai‘i Debbie Nakanelua-Richards, Maui Pops Orchestra 2014 Volcanoes National Park Hawaiian Airlines Moloka‘i 2 O‘ahu Paddleboard World Ka‘u Coffee Festival Championships Kona Earth & Ocean Festival County Product Pailolo Challenge - Maui to Molokai Mealani A Taste of the Hawaiian Range Canoe Race & Agricultural Festival Enrichment Program Theater on the Isle Pana‘ewa Stampede Rodeo O‘ahu Three Chinese Festivals Puna Music Festival - - 12th Annual Waikı kı Spam Jam Wailuku First Friday Queen Lilu‘uokalani Long Distance 13th Annual Korean Festival World Whale Day Races 2014 Biggest Little Airshow Kaua‘i Second Half 33rd and First Half 34th 2014 Chinese New Year Festival Presenting Season 10th Annual Inspiration Kaua‘i Wellness 2014 Hawai‘i Dragon Boat Festival Expo Competition 15th Annual Ko–loa Plantation Days Rodeo HTA Product 2014 Hawai‘i Night in Chinatown 1st Saturday in Old Kapa‘a Town Festival and Parade Development 2014 Hawaiian Cultural Events & Kaua‘i – – – 2014 Hawai‘i State Farm Fair Mele Mei & Na Hoku Music Festival Mokihana Festival 21st Annual Filipino Fiesta and Parade May Day 2014 Kaua‘i Pow Wow 32nd Annual Hawaiian Slack Key Guitar Mahina Mele 2014 Orchid and Art Festival Festival 2014 Waimea Town Celebration: Heritage 33rd Annual Hawaiian Scottish Festival HTA Signature Events of Aloha & Highland Games Kona Coffee Cultural Festival 22nd Annual Hawaiian Slack Key Guitar 44th Annual ‘Ukulele Festival Koloa Plantation Days Festival “Kaua‘i Style” 65th Narcissus Festival Maui Film Festival at Wailea 7th Annual Red Clay Jazz Festival 7th Annual Gabby Pahinui Waima–nalo Pan Pacifc Festival Aloha Festival of Culture Kanikapila Honolulu Festival Concert in the Garden A Celebration of Hawai‘i Culture through Hawai‘i Food and Wine Festival Concert in the Sky Music: Concerts and Festivals Hawai‘i International Film Festival E Kanikapila Kakou 2014 Duke Kahanamoku Challenge Festival of Lights Diamond Head Classic Duke’s Ocean Fest Heiva I Kaua‘i 2014 Hilton Honors Beach Volleyball Emphasizing Native Hawaiian Culture to Ka Moku O Ma–nokalanipo Makahiki Challenge First Friday Honolulu May Day Lei Contest & Keiki La– Lei Hyundai Tournament of Champions Hawai‘i Book and Music Festival Contest Ironman World Championship Honolulu Rainbow Film Festival Na– Lima Hana Festival LPGA Lotte Championship Ke Ala O Ka Hua Mele Prince Ku–hio– Celebration of the Arts Mitsubishi Electric Championship at Lei Day Celebration – Soto Zen Bon Festival Hualalai Multicultural Matsuri The 25th Annual Banana Poka Round Up Pacifc Links Hawai‘i Championship National Guitars Exhibition and Evening The Coconut Festival presented by the Pro Bowl Concert at the Bishop Museum Kapa‘a Business Association Hawai‘i Bowl POW WOW Hawai‘i - Our Town The Kaua‘i Music Festival Songwriter Sony Open in Hawai‘i Sharing the Plantation Experience Conference Xterra World Championship Windward Ho‘olaule‘a 2014 Xterra Trail Run World Championship Hawai‘i Island Maui EA Sports Maui Invitational 2014 Active Lifestyles, Cultural & Special 14th Maui Matsuri Kaua‘i Marathon Events in Historic Kailua Village 15th Maui Chinese New Year Festival Queen Lili‘uokalani Canoe Race Big Island Film Festival at The Fairmont 2014 Ku Mai Ka Hula ‘Ohana Cup Orchid, Hawai‘i 2014 Maui ‘Ukulele Festival Greenwell Garden Hawaiian Plant Walks 23rd Hawaiian Slack Key Guitar Festival Greetings with Audio Tours – 44th Maui Marathon Kahea Program Growing Agricultural Tourism in North 6th Maui Hawaiian Steel Guitar Festival Kohala
51 Contracts Contracts Over $1 Million Contracts Over $100,000 for Calendar Over the Life of the Contract Year 2014 Contractor, Program Contractor, Program a.link LLC, External destination marketing services for AEG Management; HCC LLC, Management and Marketing of Japan the Hawai‘i Convention Center AEG Management, HCC LLC, Management and Marketing of Aloha Week Hawai‘i, Inc., dba Aloha Festivals, 2014 Aloha the Hawai‘i Convention Center Festivals of O‘ahu event AVIAREPS Marketing Garden (Holdings) Ltd., External Brand USA, Brand USA Fall Co-op Destination Marketing Services for Other Asia Department of Transportation, Statewide Airport Greetings Brand USA, Brand USA Fall Co-op Program City and County of Honolulu, Product Enrichment Program Hawai‘i Academy of Recording Arts, Mele Mei 2014 event for the City and County of Honolulu and the Na Hoku Hanohano Music Festival* County of Hawai‘i, Product Enrichment Program for the Hawai‘i Ag and Culinary Alliance, dba Hawai‘i Food and County of Hawai‘i Wine Festival, Hawai‘i Food and Wine Festival County of Kaua‘i, Product Enrichment Program for the Hawaiian Airlines, Inc., Hawai‘i Traveler Acquisition County of Kaua‘i Campaign County of Maui, Product Enrichment Program for the Honolulu Festival Foundation, Honolulu Festival event County of Maui JWI Marketing Co., Ltd., Marketing management services ESPN Regional Television, Inc., Sheraton Hawai‘i Bowl and for Taiwan the Diamond Head Classic Kintetsu International Express (USA), Inc., Pan Pacific ESPN Regional Television, Inc., Hawaiian Island Invitational Festival Hawai‘i Community Foundation, Management of the Lotte Championship, 2014 Lotte LPGA Championship HTA’s Ku– kulu Ola: Living Hawaiian Culture and Natural Tournament Resource Programs Maui Economic Development Board, Inc., 2014 Maui Film Hawai‘i Visitors and Convention Bureau, External Festival at Wailea* Destination Marketing Management Services for the McNeil Wilson Communications, Public relations and United States and Canada communications services for Meet Hawai‘i Hawai‘i Visitors and Convention Bureau, Management of Native Hawaiian Hospitality Association, Hawaiian Culture Intellectual Property Initiative of the Tourism Strategic Plan Hawai‘i Visitors and Convention Bureau, North America OmniTrak Group, Inc., Departure Visitor Surveys Meetings, Conventions, and Incentive Market Polynesian Voyaging Society, “Hokule‘a: Hawai‘i’s Hawai‘i Visitors and Convention Bureau, Marketing Ambassador” project Activities by the Hawai‘i Visitors and Convention Bureau
and its Island Chapters Stryker Weiner & Yokota Public Relations, Inc., Public relations and communications services for HTA Japan Airlines International, Co., Ltd., Exciting Aloha
Program, the Jaloalo Card Program, and the Resortful! The Kalaimoku Group, Hawaiian Music Concert Series and Program May Day Event
Milici Valenti Ng Pack, Inc., Management of all HTA-owned The Mariner Group, LLC, Maritime Vessel Schedule and operated websites Travel Link Marketing Co., Ltd., Marketing Management National Football League, 2014 Pro Bowl Services for China
PGA Tour, Inc., Corporate Licensing Agreement VASH Hawai‘i Island, Hawai‘i County Visitor Assistance Program The Walshe Group PTY Ltd., External Destination
Marketing Services for Oceania Visitor Aloha Society of Hawai‘i, Visitor Assistance Program for O‘ahu WCIT Architecture, Inc., Center for Hawaiian Music and Dance World Triathlon Corporation, 2014 Ironman World Championships
* 52 Contracts that were awarded and ended in calendar year 2014 Communications & Outreach HTA News Releases 14-28 The HTA Honors 2014 Tourism Legacy Awards at Hawai‘i Tourism Conference 14-1 HTA Releases Request for Proposals to Organize and 14-29 The HTA Welcomes Three New Members to Its Board Promote the New Hawaiian Music Concert Series & May of Directors Day Event 14-30 Tickets Still Available for Arashi Concert 14-2 HTA Selects 2014 Product Enrichment Program (PEP) Events and Organizations 14-31 Visitor Spending on Par with August 2013 at $1.3 Billion 14-3 The NFL and HTA to Honor “Hawai‘i NFL Greats” During 2014 Pro Bowl 14-32 Total Visitor Expenditures Rose 1.4 Percent to $1.1. Billion in September 2014 14-4 Hawai‘i Welcomes First Nonstop Flight from Beijing 14-5 HTA Releases Request for Qualifications for Consulting Services for the Center for Hawaiian Music and Dance HTA Media Statements 14-6 Total Visitors to Hawai‘i Reached a Record 8.2 Million in Jan. 30, 2014 December Visitor Statistics Statements by 2013 County 14-07 Total Visitor Expenditures for January 2014 Dropped 4.7 Jan. 30, 2014 December Visitor Statistics Statement: 2013 percent to $1.37 Billion Another Record Year for Hawai‘i Tourism 14-08 HTA Announces Selection of a General Sales Agent to Feb. 27, 2014 January Visitor Statistics Statements by Represent Hawai‘i in the Latin America Market County 14-09 February 2014 Total Visitor Spending Similar to Last Feb. 27, 2014 January Visitor Statistics Statement: Hawai‘i’s Year Overall Tourism Economy Starting to Plateau 14-10 HTA Announces Selection of Partner to Manage Hawai‘i Mar. 5, 2014 Regarding Reduction of Service from Taipei Music Concert Series and May Day Event Mar. 10, 2014 Regarding the Third Anniversary of the March 14-11 HTA to Issue RFI for Maritime Vessel Scheduling 11, 2011 Japan Natural Disasters Software Mar. 24, 2014 Regarding the Future of the NFL Pro Bowl 14-12 Total Visitor Spending and Arrivals Declined in March Mar. 27, 2014 February Visitor Statistics Statements by 2014 and in the First Quarter of 2014 County 14-13 HTA Issues RFI for Destination Marketing Management Mar. 27, 2014 February Visitor Statistics: Hawai‘i Market Services for Korea Plateaus 14-14 HTA Issues RFP for Maritime Vessel Scheduling Software Apr. 28, 2014 March Visitor Statistics by County 14-15 The HTA Launches Its Hawaiian Music Concert Series Apr. 28, 2014 March Visitor Statistics: First Quarter of 2014 with a Free Rooftop Concert at Hawai‘i Convention Slightly Down for Hawai‘i’s Tourism Economy Center May 19, 2014 Regarding the Turtle Bay Conservation 14-16 Total Visitor Expenditures Decreased 2.2 Percent in Easement April 2014 and 2.9 Percent in the First Four Months of May 29, 2014 April Visitor Statistics Statements by County 2014 May 29, 2014 April Visitor Statistics: Visitor Spending and 14-17 HTA Issues RFP for International Social Media Services Arrivals Continue to Soften in 2014 14-18 King Kamehameha Celebration Kicks off Its 142nd Year July 11, 2014 May Visitor Statistics Statements by County of Festivities July 11, 2014 May Visitor Statistics: Expenditures for First 14-19 HTA Releases Request for Proposal for Tourism Five Months of the Year Up $175 million Destination Representation Services in Korea Aug. 4, 2014 June Visitor Statistics Statements by County 14-20 Total Visitor Spending Increased 5.1 Percent in May 2014 and 3 Percent through the First Five Months of Aug. 4, 2014 June Visitor Statistics: Visitor Spending in 2014 First Half of 2014 Reaches $7.4 Billion 14-21 HTA’s 2014 Hawai‘i Tourism Conference to Be Held on Aug. 27, 2014 July Visitor Statistics Statements by County Aug 28-29 Aug. 27, 2014 July Visitor Statistics: 2014 Continues to Pace 14-22 HTA Releases RFPs for Product Enrichment & Signature Ahead of Record-Breaking 2013 Events Programs Sept. 29, 2014 August Visitor Statistics Statements by County 14-23 HTA Releases Requests for Proposal to Manage Its Sept. 29, 2014 August Visitor Statistics: Increased Visitor Mahina Mele: Celebration of Hawaiian Music Program Arrivals and Spending through August as the 14-24 Visitors Spent $1.3 Billion in June 2014 HTA Continues to Diversify Market Outreach Oct. 28, 2014 September Visitor Statistics 14-25 HTA Announces Selection of Partner for Maritime Statements by County Vessel Scheduling System Oct. 28, 2014 September Visitor Statistics: Hawai‘i’s 14-26 The 8th Annual ‘Onipa‘a Celebration to Feature the Tourism Economy Continues to Pace Ahead HTA’s ‘Ahamele, Monthly Hawaiian Music Series of 2013 Record 14-27 Total Visitor Spending Rose 2.6 Percent to $1.4 Billion in July 2014 53 “The world will turn to Hawai‘i as they search for world peace because Hawai‘i has the key… and that key is aloha!” ~ Auntie Pilahi Pa¯ k ı¯
Hawai‘i Convention Center 1801 Kala¯ kaua Avenue Honolulu, Hawai‘i 96815 kelepona tel (808) 973-2255 kahua pa‘a web hawaiitourismauthority.org
Follow us on Twitter at @HawaiiHTA Like us on Facebook www.facebook.com/HawaiiHTA Subscribe to our YouTube channel www.youtube.com/HawaiiHTA
Printed in Hawai‘i on Recycled paper