July 2017 E-Bulletin
Message from George D. Szigeti
President & CEO
Hawaii Tourism Authority

Aloha kakou,

The resurgence of the Japan travel market is a great success story in 2017 and a major factor why Hawaii’s tourism industry is on pace for a sixth straight year of record-setting results.

Japan’s confidence in the Hawaii travel experience, coupled with the increase in direct flights to Kona and Honolulu, has revitalized a market that had struggled the past couple of years.

I spent a week in Japan, from July 16-20, to participate in the Hawaii Tourism Japan Expo and meet with travel partners in our largest international market.

The three-day expo was attended by 17,400 Japan travel professionals and the event buzzed with excitement about doing business in the Hawaiian Islands.

It was repeatedly reinforced to me how much Japan travelers enjoy Hawaii’s culture, our aloha spirit, and the genuine warmth they feel from Hawaii’s people. It was refreshing to hear that Hawaii’s most important qualities continue to resonate strongly with Japan travelers.

However, it was also made clear to me that global competition for the Japan travel market has intensified from other long-haul and short-haul destinations.

We are fortunate Japan travelers want to experience Hawaii and our industry is benefiting from the increased demand. But we cannot rest on our laurels and expect this trend to continue automatically.

We must constantly evaluate and upgrade our services and be sensitive to fulfilling their needs, especially as growing numbers of Japan travelers go to the neighbor islands. Otherwise, they have plenty of opportunities to take their business elsewhere.

Hawaii tourism has enjoyed a great first half of the year.

Mahalo to all of our industry partners for making that success possible.

With Warmest Aloha,
George D. Szigeti
Register by July 31 for Reduced Rates to the Global Tourism Summit!

Discounted rates for individuals and groups to attend all three days of the 2017 Global Tourism Summit are available now at www.GlobalTourismSummitHawaii.com The early bird deadline to register is July 31.

Presented by the Hawaii Tourism Authority (HTA), the Global Tourism Summit will be held September 19-21 at the Hawaii Convention Center.

Billy Beane, Inspiration for Moneyball

Keynote Speaker, September 19, 9 a.m.

Opening the summit on September 19 is keynote speaker Billy Beane, the inspiration for the best-selling book and Oscar-nominated film, Moneyball, starring Brad Pitt.

The statistical methodology that Beane used for the Oakland Athletics revolutionized major league baseball. He will share how sustainability in business can be achieved through creativity, innovation, technology and being open to breaking free of longstanding norms.

Honoring Malama Honua and the Crew of Hokulea

Tourism Legacy Awards Luncheon, September 19, Noon

A highlight event of the opening day, the Tourism Legacy Awards Luncheon will honor the Malama Honua Worldwide Voyage, Master Navigator Nainoa Thompson and the crew of Hokulea for their sharing of Hawaii's sustainability message, and the significance of perpetuating native cultures and protecting natural resources, with audiences worldwide.
Neil Everett, ESPN SportsCenter Anchor
Keynote Speaker,  September 20 , 8:30 a.m.

Neil Everett, the popular ESPN SportsCenter anchor who opens each show with “Howzit!”, will present the opening keynote address on the second day of the Global Tourism Summit on September 20.

His topic, Paying Aloha Forward - How Hawaii Saved My Life , will draw upon the inspiration of Hawaii’s aloha spirit in helping to steer him through a difficult period in his life and how he now shares the power of aloha with others.
  Sign up for the Global Tourism Summit today!
Engage With We Share Hawaii!             
We Share Hawaii is an innovative community-driven platform that has been designed to support Hawaii's diverse and unique food culture.
Now available for free download on iTunes (an Android version is coming soon), the We Share Hawaii app features more than 100 community voices – comprised of farmers, chefs, artists and local organizations from around the state – as curators. The objective is to share a quality of Hawaii that everyone in the Islands loves: our delicious and unique cuisine found on all islands.  
In sharing what makes life in the Aloha State ono, the curators are showcasing more than 300 small (and a few large) mom-and-pop businesses that are integral to sustaining Hawaii's culinary culture and traditions.

Check out We Share Hawaii on Facebook or Instagram and click here to download the app today!
Clippers Hawaii Classic Brings the NBA to Hawaii
The Clippers Hawaii Classic is bringing two NBA preseason games to Hawaii, between the L.A. Clippers and Toronto Raptors, on October 1 and 3 at the Stan Sheriff Center. Tickets are on sale at etickethawaii.com.

Presented by Kaiser Permanente in partnership with AEG Facilities and the Hawaii Tourism Authority (HTA), the Clippers Hawaii Classic is a benefit of the comprehensive marketing partnership that HTA secured with the L.A. Clippers to promote travel to the Hawaiian Islands.

This is an opportunity for sports fans in Hawaii to see two of the NBA’s most talented teams, both of which made the 2016-2017 playoffs. 

The Raptors have a special connection to Hawaii with Bobby Webster, a 2002 Iolani School graduate who was recently named the team’s general manager.

Buy your tickets and come see the NBA in person!
Hawaiian Stories: Duke's OceanFest 2017
Duke's OceanFest is held every summer in Waikiki during the week of the birthday anniversary of the legendary Duke Paoa Kahanamoku. The world’s fastest swimmer in his prime, an Olympic gold medalist, the father of international surfing, and Hawaii’s original Ambassador of Aloha, he is fondly remembered as one of the greatest watermen ever.
Held at several locations along Waikiki Beach, Duke’s OceanFest features more than 30 competitions showcasing a variety of ocean sports that were close to Duke's heart, including surfing, paddleboard racing, ocean swimming and beach volleyball, as well as special events. The public is encouraged to participate in the competitions or enjoy the events as spectators.
Duke’s OceanFest takes place over nine days from August 19-27. For the full calendar of events, visit DukesOceanFest.com .
  RFPs Due August 4 to Receive HTA Funding for Community Programs

The Hawaii Tourism Authority (HTA) is inviting qualified applicants to submit proposals seeking funding support for programs that perpetuate Hawaiian culture, preserve Hawaii’s natural resources, and present community-based festivals and events in 2018. 

HTA provided $3.3 million in funding to support 128 programs statewide this year.

The deadline to apply for these programs is Friday, August 4, at 4:30 p.m. For more information on the RFPs and programs, visit www.HawaiiTourismAuthority.org/About-HTA/RFPs.

HTA recently hosted public information sessions on six islands to help educate individuals and organizations about this year’s Request for Proposals (RFP) application and award process for its Kukulu Ola, Aloha Aina and Community Enrichment programs.
The Kukulu Ola program supports organizations that enhance, strengthen and perpetuate the Hawaiian culture.

The Aloha Aina program supports efforts that manage, protect and revitalize Hawaii’s natural resources through a community-based approach.

The Community Enrichment program assists community-based projects that provide unique, authentic and highly valued experiences for visitors and residents to enjoy.
August Events
Global MCI Engages Clients at First-Ever Experience Aloha Business Exchange

The inaugural Experience Aloha Business Exchange brought together 90 buyers and planners with 75 Hawaii industry stakeholders for a successful collaboration in support of meetings, conventions and incentives (MCI) business opportunities for Hawaii.

HTA’s Global Marketing Team hosted qualified incentive travel buyers from Hawaii’s markets worldwide to experience the Hawaiian Islands as a premier incentive travel destination and to connect with industry partners statewide.
On June 11 and 12, the Business Exchange connected HTA’s Global MCI team and its customers with Hawaii MCI stakeholders and Island Chapter representatives.

Held on the island of Hawaii, delegates from Europe, Oceania, Canada and the United States each had one-on-one appointments with Hawaii MCI stakeholders, while delegates from China, Hong Kong, Southeast Asia, Taiwan, Japan and Korea received presentations from industry representatives.
The Experience Aloha portion of the business development effort was comprised of pre- and post-visits hosted by the Island Chapter Bureaus.

Pre-event experiences included the island of Hawaii (all delegations) and Kauai (Canada and Europe delegations).

Post-event visits were conducted on Maui (Japan delegation) and Oahu (Oceania, China, Hong Kong, Taiwan, Southeast Asia and Korea delegations).

Go Hawaii Engages Visitors with Facebook Ad

During June, Hawaii Tourism United States (HTUSA) launched its second Facebook Canvas ad of 2017 to help promote the Hawaiian Islands to social media followers. To date, the ad has garnered almost a million impressions nationally.

Going CocoNuts & Bolts in Seattle and Portland

On June 14 and 15, HTUSA and the Pacific Northwest Ohana coordinated the annual CocoNuts & Bolts sales events, held to support travel agents in Seattle, Washington, and Portland, Oregon.

The events attracted 100 travel advisors in each city and featured a travel trade show providing destination updates about new opportunities in the Aloha State. The travel advisors also received special recognition for being top producers of business for Hawaii.
More than 30 Hawaii industry partners supported the trade shows in helping to promote travel to all of the islands.
Captivating High-Revenue Incentive Planners on Maui
From June 14 to 18, HTUSA hosted the Incentive Research Foundation’s 24th annual Educational Invitational, held at the Grand Wailea, A Waldorf Astoria Resort.

Organization and execution of this business development event was of paramount importance to HTUSA, which partnered with resorts, destination management companies, vendor partners and the majority of Maui’s hospitality industry.
The conference attracted more than 210 incentive planners and guests who book over $1.5 billion in revenue-producing events annually.
Hawaii Featured in Lufthansa In-Flight Magazine

The Hawaiian Islands were featured in a 13-page article in the June issue of Lufthansa Magazine, resulting from a press visit by Editor-in-Chief Adrian Pickshaus and photographer Malte Jaeger organized earlier this year by Hawaii Tourism Europe (HTE) Germany.
The airline’s monthly in-flight publication has a reach of 1.54 million travelers and is distributed on every Lufthansa flight, both domestic and international.
The total value of the feature is $484,700. Lufthansa also promoted the article on its Facebook page, which has more than 3.25 million followers. Click here to view the online version:  Magazin.Lufthansa.com/de/en/Travel-en/Hawaii-Pacific-Paradise/  
HTE Partners with French Tour Operator Amplitudes

HTE has implemented a joint marketing campaign in cooperation with Amplitudes, a French high-end tour operator.

Amplitudes’ clients are mainly VIP customers and honeymooners. Clients typically work in higher and intermediate managerial, administrative and professional occupations, with the average sale on Hawaii travel being approximately $12,532.
Starting in June and running through August, the high-visibility online campaign is being displayed on some of France’s most important travel websites: L’Officiel des Vacances, Partir.com, Voyage Forum and Easy Voyage.
Oceania Meeting Planners Experience Aloha

Hawaii Tourism Oceania brought 10 meeting planners from New Zealand and five from Australia to participate in the Global MCI’s first annual Experience Aloha Business Exchange FAM on the island of Hawaii, with a post-FAM on Oahu.
The group had a fantastic time enjoying a variety of activities on the island of Hawaii, from exploring Hawaii Volcanoes National Park to snorkeling in Kealakekua Bay and discovering the Kohala Coast.

The post-event FAM trip on Oahu had the group visiting select properties and off-site event spaces, as well as spending a morning seeing additional venues as part of an Amazing Race-style event in downtown Honolulu.
The FAM allowed Oceania clients to connect with Hawaii’s meetings industry stakeholders and Global MCI network, and experience the Hawaiian Islands from a group’s perspective.
Hawaii Tourism China Organizes FAM for Meeting Planners

To develop new opportunities for group business, Hawaii Tourism China (HTC) hosted nine meeting planners from the direct sales, high-tech and pharmaceuticals industries for the Experience Aloha Business Exchange FAM on the island of Hawaii and Oahu.

The group conducted site inspections of 15 hotels and resorts on both islands, with HTC also coordinating visits to 10 attractions, activities and venues, and meetings with seven destination marketing contractors.

The FAM encouraged collaboration with MCI corporate end-users to utilize the Hawaiian Islands as an incentive destination. As a result, two leads have been secured for Hawaii to host group meetings in 2017, with another two companies planning group events in 2018 and 2019.

HTC Targets Millennials with Celebrity Romance Campaign

To showcase Hawaii for high-end weddings and honeymoons, HTC launched an initiative called “Romance in Excess-Millennial Couple” featuring the celebrity wedding of actress An Yixuan and Chen Ronglian. An Yixuan, who is popular among millennials in China, has 20 million Weibo followers. 
The couple held an elaborate wedding ceremony at Ko Olina Resort on Oahu on June 5, incorporating traditional cultural elements that included a hula performance, lei greeting, ukulele music and conch shell blowing.
Targeting China’s millennial couples and netizens (active internet users), the wedding was reported by 185 multiple-channel media outlets throughout China. In addition, the wedding was covered by media reaching audiences in Hong Kong, Taiwan, Singapore, Malaysia and other parts of Asia.

The result was nearly 332.5 million views – with a promotional value of $7.1 million – and the #AnYixuanHawaiiWedding# hashtag registering as the No. 1 hot topic on Weibo with 64 million page views. HTC also worked with travel agency partners, such as Ctrip, Unique Way, Sparkle Tour and HH Travel to promote related Hawaii romance packages.

Happy Healthy Ambassador Wang Xiao Celebrity FAM on Oahu and Maui

To promote Hawaii as an ideal destination for sports activities and healthy living to millennials, HTC welcomed Happy Healthy Ambassador Wang Xiao for a celebrity FAM trip to Oahu and Maui, June 21-25.
Wang Xiao showcased the appeal of Hawaii by featuring accommodations, fine dining and outdoor recreations on the two islands through Weibo, short videos, livestreaming and television programs. Altogether, Wang Xiao’s Hawaii experience reached 12.45 million people. 
Hawaii Tourism Japan Hosts ANA Sales Seminar

In anticipation of All Nippon Airways’ (ANA) introduction of its new and larger Airbus A380 aircraft in 2019, Hawaii Tourism Japan (HTJ) conducted joint seminars for 41 ANA sales staff members to enhance their knowledge about the Hawaiian Islands. 
Additionally, HTJ is holding a two-day seminar at Haneda Airport for 22 staff members of major travel agencies that collaborate with ANA on Hawaii bookings, including JTB, KNT, Ryubo Travel Service and Nittetsu Travel.
New Virtual Reality Experience Promotes Hawaii Travel

A new virtual flight to Hawaii has launched in Tokyo at FIRST AIRLINES, a virtual-reality entertainment facility/restaurant. HTJ has partnered with the company to offer a unique simulated inflight experience bringing Hawaii a step closer to travel consumers in Japan.
On the virtual flight, customers are immersed in a Hawaii-themed meal and view virtual-reality travel videos of the Hawaiian Islands. HTJ has further collaborated with major wholesaler H.I.S and placed a call-to-action link on the FIRST AIRLINES’ website, encouraging travelers to make their dream Hawaii vacation come true.
Press Tour Showcase Island of Hawaii 

In June, HTJ conducted a press tour for Japan-based media on the island of Hawaii to promote direct flights to Kona. The FAM targeted residents living in Japan’s western regional cities to inform them about the increased ease of accessibility to Hawaii. 
Journalists from four major regional newspapers (Chunichi Shimbun, Kobe Shimbun, Nishinippon Shimbun and Kyodo News) all of which share the same primary demographic audiences, including active senior travelers, took part in the press tour.

With a combined circulation of more than 4 million readers, the resulting coverage will help expand interest in the island of Hawaii to a broader base of travelers in Japan.

Hawaii Tourism Southeast Asia Hosts AirAsia X Media FAM

In conjunction with AirAsia X’s inaugural flight from Kuala Lumpur to Honolulu on June 28, Hawaii Tourism Southeast Asia organized a FAM for 16 media from Malaysia, with assistance from the Oahu Visitors Bureau.
The group had a wonderful experience and visited a variety of attractions island-wide, including Iolani Palace, Pearl Harbor Historic Sites, Kualoa Ranch and the Polynesian Culture Center.

The initial coverage generated to date includes 13 digital news articles and four television broadcasts with more than $100,000 USD in PR value.
“Best Hawaii Couple” Campaign Targets LGBT Travelers in Taiwan

Hawaii Tourism Taiwan (HTT) implemented a promotional campaign called “Best Hawaii Couple” in June to coincide with LGBT Pride Month in Taiwan.

The initiative featured a series of activities, including a campaign website inviting LGBT couples to submit videos about their love stories and enter to win a sweepstakes.
In addition, HTT held flash mobs every Saturday at the Red House in Taipei, which included hula performances, and distribution of campaign materials and Hawaii travel information.
The campaign was well received by Taiwan’s LGBT community and earned substantial positive attention from local media.
“Connect to Aloha” Mission in Korea

Over a busy three-day period, June 12-14, Hawaii Tourism Korea organized the “Connect to Aloha” travel mission in the nation's three major cities of Seoul, Gwangju and Busan. 
Attended by 26 delegates from 17 companies, the sales mission highlighted for travel agents the strong ties between Korea and Hawaii, and opportunities for travelers to enjoy when vacationing in the Islands.
Sales activities included business-to-business and business-to-consumer travel trade expos, talk story sessions by Korea celebrities who had visited Hawaii, the showing of a video about Hawaii’s culture and history, and high-tech displays utilizing virtual reality and social media to promote experiences throughout the Islands.
AMA Travel Has FAMtastic Time on Maui and Kauai

Hawaii Tourism Canada hosted a group of 12 travel consultants from AMA Travel in Alberta for an exceptional FAM experience on Maui and Kauai.

The group did site inspections of multiple properties on both islands, visited sites and attractions, and enjoyed activities.
 Hong Kong International Travel Expo (ITE) & MICE Event

From June 15-18, Hawaii Tourism Hong Kong (HTHK) participated in the International Travel Expo (ITE) and MICE at the Hong Kong Convention and Exhibition Center. Over two trade days, the 31st annual International Travel Expo drew 12,081 buyers and trade visitors from Hong Kong and neighboring areas – an increase in attendance of 1.7 percent. In two public days, the Expo received 87,812 visitors – an increase of 12.4 percent in attendees.
HTHK partnered with Hawaiian Airlines, Korean Air and Roberts Hawaii to continue highlighting Hawaii-themed travel through seminars, live performances, special souvenirs and tasty treats such as musubi, which are particularly appealing to affluent travelers.
The HTHK booth at ITE featured a range of activities to excite guests, with large crowds often gathered around it. There was high interest in the Nikon and Astrolink Astronomy Gallery, live hula and ukulele performances, voucher giveaways, a consumer seminar hosted by HTHK with more than 70 interested attendees, and other activities.
Cheering on the Dragon Boat Teams at Tuen Ng Festival

HTHK teamed with United Airlines to support two dragon boat teams – the A Plus Dragons and the Victoria Recreation Club (VRC) – in the traditional dragon-boat-racing and zongzi-eating activities of the Tuen Ng Festival, held on May 30.

HTHK sponsored sports jerseys for the A Plus Dragon team, which consisted of 75 Hong Kong travel trade members and professionals well-trained in dragon boat racing, including seasoned team members with more than 10 years of experience.
To celebrate the team’s victories, HTHK invited Hong Kong actress Lana Wong-Hawai to cheer on stage together with winning team members. The event was extremely popular, with more than 180 dragon boat teams comprised of 3,000 paddlers participating, and more than 2,000 attendees.
  Travel Expert Store Transforms With Aloha Theme

HTHK worked with Travel Expert to unveil an aloha-themed store at one of its bestselling branches in Central Hong Kong, maximizing the visibility of Hawaii travel products to the potential FIT traveler.
The store features popular Hawaii destinations – such as Hawaii Volcanoes National Park, Punaluu Black Sand Beach, Fern Grotto, Waikiki Beach and Haleakala National Park –presented on its exterior and interior wall stickers, shelf wrapping and video display.
HTA recognizes the use of the 'okina ['] or glottal stop, one of the eight consonants of the (modern) Hawaiian language; and the kahakō [ā] or macron (e.g., in place names of Hawai'i such as Lāna'i). However, HTA respects the individual use of these markings for names of organizations and businesses. Due to technological limitations, this current communication may not include all Hawaiian diacritical markings.