September 2017 E-Bulletin
Message from George D. Szigeti
President & CEO
Hawaii Tourism Authority
Aloha kakou,

Last week, we hosted an energized Global Tourism Summit at the Hawaii Convention Center.

The Summit was inspiring, thought-provoking and provided an invigorating atmosphere for industry professionals to gather and address tourism’s future, both in Hawaii and worldwide.

More than 1,800 participants came from 18 countries to share their thoughts on how to improve tourism for everyone’s benefit. Mahalo!

This week, the NBA’s L.A. Clippers and Toronto Raptors are in Honolulu for the Clippers Hawaii Classic, featuring two pre-season games on October 1 and 3. I encourage everyone to see the teams compete as they prepare for the regular season.

Both teams have strong ties to Hawaii. HTA partnered with the Clippers to promote travel to Hawaii during the last NBA season. The Raptors organization is led by Bobby Webster, the team’s new general manager and a 2002 Iolani School graduate.

The Clippers Hawaii Classic signals the start to “Hawaii sports season.” From October through April, one major sports event after another will showcase Hawaii’s natural beauty and cultural diversity to audiences worldwide.

The IRONMAN World Championship triathlon on October 14 will highlight the island of Hawaii’s incredible landscapes.

The Hawaii Open, Hawaii’s only Women’s Tennis Association tournament, will bring 32 world-ranked players to the Patsy T. Mink Central Oahu Regional Park, November 19-26. That same week, the Maui Jim Invitational college basketball tournament takes place in Lahaina.

On December 10, the Honolulu Marathon will draw elite runners and thousands of entrants from Japan.

Over the holidays, the Hawaiian Airlines Diamond Head Classic and Hawaii Bowl will be widely viewed by fans of first-rate college basketball and thrilling college football.

Professional golf moves to the forefront as 2018 begins. The Sentry Tournament of Champions on Maui is followed in successive weeks by the Sony Open on Oahu, and Mitsubishi Electric Championship on the island of Hawaii.

In spring, the LOTTE Championship brings to Oahu many of the world’s best women professional golfers, especially from Asia.

HTA supports these sports events recognizing the value they add to tourism’s overall success. Join us in celebrating the Hawaii sports season.

With Warmest Aloha,
George D. Szigeti
Tickets Available for Clippers Hawaii Classic
See the NBA in Honolulu! The L.A. Clippers are playing the Toronto Raptors in two NBA preseason games, October 1 and 3, at the Stan Sheriff Center for the Clippers Hawaii Classic.

This is a rare opportunity to see in person some of the NBA’s best and most exciting players, like Blake Griffin and DeAndre Jordan of the Clippers and Kyle Lowry and DeMar DeRozan of the Raptors, as the teams prepare to open the 2017-2018 regular season in a few weeks.

Tickets for both games are on sale at .
Mahalo for Supporting the Global Tourism Summit
Hawaii’s Global Tourism Summit, September 19-21, lived up to its billing, as it spurred a broader and deeper discussion on issues vital to tourism’s future, both in the Hawaiian Islands and around the world.

Sustainable tourism was the Summit theme and the significance of this topic was paramount in the three days of presentations, sessions, panel discussions and special events.

The Hawaii Tourism Authority is committed to seeking collaborative, sustainable solutions that allow tourism to continue thriving economically, without sacrificing the principles of Hawaii’s culture, the islands’ natural resources and residents’ cherished way of life.

A wide range of sessions involving tourism were offered throughout the Summit, such as cultural tourism, global marketing, artificial intelligence, lodging and alternative accommodations, social mobile trends in China, resident sentiment and visitor satisfaction, and a student debate with 18 teams.

A memorable highlight was the Malama Honua Worldwide Voyage and crew of Hokulea being honored at the Tourism Legacy Awards Luncheon.

The Summit drew more than 1,800 participants from 18 nations and was supported by 50 corporate sponsors with 48 exhibitors on display. A big mahalo for everyone’s support.
Neil Everett of ESPN gave a moving presentation of how he pays aloha forward out of his love for Hawaii.
The Networking Lounge was a hotbed of activity for participants to engage with exhibitors.
The Aloha Reception featured cuisine from 20 restaurants statewide.
The presentation on air access to Hawaii was well-received by industry professionals.
Visit the New Consumer Website
The Hawaii Tourism Authority (HTA) recently launched , Hawaii’s official travel site. Featuring a fresh new look and user experience, the consumer website showcases Hawaiian culture and aims to inspire travelers to explore the Aloha State’s six unique islands.
Hawaiian Stories: Did You Know
Pau Riders: A Cultural Tradition that Thrives in Today's Parades
The pau is a traditional garment that was first worn in the early 19th century to protect the clothing of horseback riders.
The first horses were brought to Hawaii in the 1800s. By the 1840s, horseback riding was a popular means of transportation and recreation in the Islands, and many men and women had become skilled equestrians.

Hawaiian horsemanship adapted to local topography and women did not ride sidesaddle as their western counterparts did. Instead, young Hawaiian women often rebelled against social etiquette by galloping and chasing each other on their way to formal events.
Though the automobile replaced horses for transportation in the 20th century, pau riding remained a popular part of the Hawaiian culture. Today, women riders dedicate countless hours of spiritual and physical preparation to pau riding, training in equestrian skills, protocol, costuming and lei making to showcase in parades.

Pau riders can be seen in many major parades throughout Hawaii, including the Prince Kuhio Commemorative Parade in March, Merrie Monarch Royal Parade in April, King Kamehameha Celebration Parade in June, and Aloha Festivals Floral Parade in September.
HTA-Supported October Events

Oct. 11-15

Oct. 14

Oct. 28
Chef Sheldon Simeon Visits The Big Apple
Continuing its efforts to position Hawaii as a hot culinary destination, Hawaii Tourism United States (HTUSA) is supporting Maui chef Sheldon Simeon’s media appearances in New York City, including cooking demonstrations on NBC’s Today Show and at Vice Media’s Munchies Test Kitchen, as well as a lecture and demonstration at the Museum of Food and Drink in Brooklyn.
HTUSA provided lei, floral arrangements, amenities and assistance with food, and used the opportunities to connect with media invitees.
HTUSA Honored as
ASTA Destination Partner of the Year
Voted on by members of the American Society of Travel Agents (ASTA), HTUSA was honored as ASTA Destination Partner of the Year at the society’s annual global convention in San Diego, California, in August. HTUSA was also an exhibitor at the convention’s two-day trade show – which drew more than 500 attendees – and conducted a 90-minute destination presentation to 100 travel advisors. HTUSA was invited to join the ASTA Advocacy Dinner and attended the Marketing Committee meeting to discuss the society’s direction and issues facing the travel industry.
"You Should Be in Hawaii" Press Trip Engages National Media
Many millennial travelers participate in experiences specifically to post them on social media. With this in mind, Hawaii Tourism United States’ (HTUSA) "You Should Be In Hawaii" press trip featured a variety of picturesque Instagram-worthy moments and adventure activities for its media participants. Four writers representing national media outlets – including National Geographic Traveler , , , Well+Good , AFAR and Cool Hunting – visited Kauai and the island of Hawaii from August 13-20.

Highlights of their itineraries included a Napali Coast sail, a helicopter tour to Manawaiopuna Falls (aka Jurassic Falls), a Mahaulepu Beach horseback ride, a lava expedition and a sunrise experience at the summit of Maunakea volcano. At Akaka Falls State Park on the island of Hawaii, one of the media participants recorded a Facebook Live video for National Geographic ’s Travel Page that has since generated more than 45,000 views.
New York City Sales Blitz Targets Travel Agents
HTUSA and Island Chapter representatives hosted the U.S. East Leisure Sales Blitz in New York City, New York; Greenwich, Connecticut; and McKinney, Houston and Austin, Texas, from August 21-25.

Travel agent training workshops were conducted throughout the week, with 128 agents attending the Hawaii Destination Specialist workshop and 97 agents attending the Island Chapter Updates.

Attendees were treated to live Hawaiian entertainment featuring hula kahiko (traditional hula) and hula auana (modern hula) performances, participated in lei-making demonstrations, and received kukui (candlenut) and fresh flower lei at workshops and at the tradeshow. Overall, a total of 326 travel advisors participated in destination and certification training, trade shows and round table sessions.
Hawaii Promoted to Meeting Planners in Canada
IncentiveWorks, Canada’s largest meetings and incentives show, took place August 22-23 with more than 3,700 industry professionals participating.
Hawaii had a significant presence in showcasing the diverse offerings of meeting facilities and services that are available to meeting planners and groups. Hawaii Tourism Canada collaborated with Meet Hawaii and hotel partners to help develop opportunities for new business leads.
Air Canada Vacations Product Launch in Vancouver
Air Canada Vacations recently launched its “Dream Makers Sun Collection” to more than 300 travel agents in the Vancouver area. Hawaii stands to benefit from the increased attention this product will generate for travel bookings from Canada.
Hawaii Tourism China Supports Student Group Visit to Maui

A Chinese student group from Yangxianyi Primary School visiting Maui in August received a special honor from Maui County Mayor Alan Arakawa. Upon meeting the 24-student group from Zhongshan – hometown of Sun Yat-sen, founding father of modern China – the mayor designated August 18, one of the days the group’s visit, as China History Day. In the late 1800s while still a youth, Dr. Sun briefly resided on Maui.
Hawaii Tourism China (HTC), a major facilitator of the student group during the preparation stages of its visit, attended a seminar in June to brief the students’ parents on Hawaii’s educational resources and aloha spirit. HTC also helped secure the student group’s travel with the support of Pan Pacific Enterprises Group, a Hawaii tour operator.
The student group’s visit to Maui was conceived as a gesture acknowledging the friendship and cultural communication between China and Hawaii. The primary school has since decided to make student group visits a regular event to encourage more Chinese students to come to Hawaii and appreciate shared cultural and historical memories.
HTC Launches Adventures with Shape Girl Digital Game
Targeting Chinese millennials fond of adventure and sporty travel, HTC recently launched the H5 digital game Hawaii’s 6 Island - Adventures with Shape Girl in August.
The game incorporates videos, quizzes and photos on the subject of outdoor recreational activities in the Hawaiian Islands, including surfing, skydiving, ziplining, self-driving cars, hula, volcanoes, helicopter tours and more.

The game is broadcast via multiple channels, including Chenzao, and HTC. is one of the largest one-stop outbound travel service platforms in China. Chenzao is the one of China’s leading millennial women's networks. Within 15 days after its debut, the digital game attracted more than 43,000 gamers, 7 million page views, and over $130,000 USD in PR value. Total reach numbers for the game continue to rise.
Aunt Ha-Wai in Hawaii Campaign Receives 2017 Spark Award
Hawaii Tourism Hong Kong (HTHK) attended the 2017 Spark Awards for Media Excellence, organized by Marketing Interactive magazine in August.

At the ceremony, HTHKʻs digital campaign, Aunt Ha-Wai in Hawaii, clinched the Spark Awards Bronze Prize for Best Media Campaign (Key Opinion Leader).

Aunt Ha-Wai in Hawaii was also nominated in The Spark Awards category for Best Integrated Media.
Sharing Aloha at the Leisure Sports Expo in Hong Kong
HTHK partnered with Maywood Travel to host an aloha-themed booth at the 2017 Leisure Sports Expo in Hong Kong. HTHK actively promoted the Hawaiian Islands at the expo, connecting with more than 90,000 attendees through flyer distribution, and sponsoring a $1,000 HKD cash discount for the first three applicants interested in participating in the Honolulu Marathon.
Gohoubi Rewards Hawaii Promotion in Nagoya and Sapporo
As part of its Gohoubi Rewards Hawaii promotion, Hawaii Tourism Japan (HTJ) conducted events in Nagoya and Sapporo in August collaborating with multiple media. The events drew 334 participants in Nagoya and 650 participants in Sapporo.

Gohoubi Hawaii plans submitted by consumers totaled 24,838 downloads as of August 31. More than 900 images with the hashtag #gohoubihawaii were posted on social media.
Japan Travel Agents Participate
in Ukulele Workshops and Cultural Seminars
On August 22, HTJ held ukulele workshops for 23 participants – led by instructors Jody Kamisato and Micah Ganiron – at the Nagoya Sakae branch satellite office of international travel agency H.I.S.

HTJ also conducted historical and cultural seminars and an ukulele workshop in Sapporo for 77 Hawaii travel specialists. A specialist test campaign, held from July 10 to August 31, resulted in an increase of 1,174 new members, 956 beginner-level specialists, 280 intermediate-level specialists and 105 advanced-level specialists.
Hawaii Tourism Korea Hosts 2017 Dual-City FAM

Hawaii Tourism Korea (HTK) recently partnered with Brand USA, Visit Seattle and Asiana Airlines to conduct a Dual-City FAM in Hawaii and Seattle, Washington. Multi-city tours and layover tours are recent Korean travel trends popular for exploring multiple cities on a single trip.

Recent data from Korea-based online travel agency Interpark Tour reveals that 20 percent of its customers purchased non-direct flights in order to plan layover tours. Closer to Hawaii, Asiana Airlines will increase the frequency of its Seoul-Honolulu route to daily service beginning on October 29.
HTK’s Dual-City FAM explored Oahu and the island of Hawaii from August 31 through September 7, with representatives of 11 major travel agencies, the U.S. route development manager for Asiana Airlines, and the marketing director for Brand USA.
HTK plans to follow-up with each of the travel agencies that participated in the FAM to launch new package products set to include sites visited on the island of Hawaii and Oahu during the trip.
Hawaii Tourism Oceania Hosts 2017 Aloha Down Under Roadshow

Hawaii Tourism Oceania (HTO) recently took its Hawaii-dedicated roadshow Aloha Down Under to cities in Australia and New Zealand. In addition to evening events for travel professionals, HTO conducted B2B sessions offering partners opportunities to network with product and marketing managers of key wholesaler and retail partners. A total of 24 Hawaiian partners took part in roadshow events, attendance was up from 2016’s roadshow, and evening trade events experienced a record number of registrations.
The objective of the Aloha Down Under roadshow is bringing HTO Hawaii partners to Oceania to meet with Australian and New Zealand travel agents. HTO hosted five travel agent learning events in Sydney, Brisbane and Melbourne in Australia, and Christchurch and Auckland in New Zealand. It also held two B2B events in Sydney and Auckland, and a media event in Sydney. Feedback from attendees was positive, with agents thoroughly enjoying roadshow events and acknowledging departing with much Hawaii knowledge to pass on to their clients.
Hawaii Tourism Taiwan Supports
End-Of-Summer American Country Club Luau
The American Country Club (ACC) Taipei is a private organization established in 1968 with a mission of providing its members a home away from home and a haven of safe refuge. Each year, it hosts an end-of-summer party exclusively for its members and their guests to welcome them back from summer vacations.
For this year’s party, ACC went with a luau-inspired party theme for more than 200 guests. With ACC’s target customers and guests comprised of high-end and upper-tier travelers, Hawaii Tourism Taiwan (HTT) offered its support and all of the party’s decorations.
Attendees dressed for the occasion in Hawaii-inspired attire, including aloha wear and slippers. Hula dancers provided the night’s entertainment and invited guests onstage to experience and learn the dance. As a result of the party’s success, HTT intends to continue similar support for future ACC Hawaii-themed events.
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.