Hawaii Tourism Authority’s marketing contractors said they are poised to take advantage of new airlift, especially to the neighbor islands, and anticipate 2018 will continue the tourism juggernaut.
HTA’s Spring Marketing Update held Wednesday at the Hawaii Convention Center underscored why the state upwardly revised its tourism forecast last month. The state Department of Business, Economic Development & Tourism’s first- quarter forecast anticipates Hawaii will finish this year up 2.7 percent in arrivals and 4.5 percent in visitor spending.
“This year is Hawaii’s to lose,” said Leslie Dance, HTA vice president of marketing and product development. “All indicators in all 10 markets where we focus show huge opportunities. We’re working strategically to capitalize on them.”
HTA will spend about $60 million of its $82 million tourism special fund on marketing this year.
Jack Richards, president and CEO of Pleasant Holidays, said HTA’s investment in tourism marketing and branding has been instrumental in the destination’s success.
“January was one of the best months that we had ever seen in Hawaii tourism. Last year, I forecast that Hawaii would have a record year in 2018, and from what I’m seeing that holds true,” Richards said.
Donna Wong, executive director of Hawaii’s Thousand Friends, said such gains must be balanced by greater investment in resources, rather than marketing.
“Our island resources need protection and care. It shouldn’t just be hele mai — come on over. Right now, there’s a total imbalance and it’s totally unfair,” Wong said.
Dance said HTA monitors capacity and has encouraged contractors to stimulate travel to the neighbor islands, where there is room to grow. Dance said the neighbor islands are driving statewide growth in scheduled air seats, which are expected to increase 9 percent to nearly 13.2 million this year.
More than 9.7 million of these seats will serve the North American market, which historically has made up the bulk of neighbor island visitor traffic.
Eric Takahata, Hawaii Tourism Japan managing director, said his team has seen an uptick in Japanese travelers to Hawaii island since the reopening of an international point of entry at Ellison Onizuka Kona International Airport at Keahole. Takahata and other international contractors from Canada, Europe, Oceania and Asian countries outside of Japan say they are balancing marketing efforts across the islands.
While growth is expected across the board, Oahu will continue to welcome the lion’s share of visitors in 2018. And there’s no doubt that visitors from North America will dominate the market on Oahu and the neighbor islands.
Caroline Anderson, HTA tourism brand manager, said Hawaii’s core domestic markets have strong economic fundamentals. It’s also good news that oil is hovering around $60 a barrel — since airlines typically add capacity when prices are low, she said.
The Hawaii Visitors and Convention Bureau plans to continue focusing on what it calls the “never beens,” people from markets like New York, where a large percentage of potential visitors have yet to visit Hawaii.
The North American market will further benefit from Air Canada’s announcement Wednesday that it plans to launch seasonal service to Kauai this winter and double the frequency of its flights from Western Canada to Hawaii.
BOUND FOR HAWAII
Tourism gains for the state’s top four markets:
2018 2017 2018 2017
Market arrivals arrivals Change spending spending Change
U.S. West 3.95 million 3.84 million 3% $6.4 billion $6.2 billion 4%
U.S. East 2.05 million 1.99 million 2% $4.4 billion $4.3 billion 4%
Japan 1.59 million 1.57 million 2% $2.3 billion $2.2 billion 5%
Canada 530,738 518,051 2% $1.1 billion $1 billion 5%
Source: Hawaii Tourism Authority
