Tourism office lays out expectations for 2003

By Kelly Yamanouchi
Advertiser Staff Writer

The state's tourism marketing agency is placing its bets this year on a rebound in Japanese visitors and is focusing its promotion more closely on visitors from the Mainland, Japan and Canada.

The Hawai'i Tourism Authority yesterday signaled its direction for the new year when it released its goals for visitor spending at its first marketing committee meeting of the year.

With its strategy adjustment, the tourism authority hopes to hit a target of $11.1 billion in total visitor spending this year, or about 7.3 percent more than last year.

The goals, which the tourism authority will officially approve in the next several weeks, are premised on no outbreak of war with Iraq, which could significantly lower the number of visitors to Hawai'i.

Tourism industry officials use the tourism authority's goals in plotting their own strategies for marketing and planning.

High-spending visitors are critical to the tourism authority's plan to increase visitor expenditures. To reach $11.1 billion in visitor spending, the tourism authority is aiming to attract 6.7 million visitors, a 4.8 percent increase over last year. The number is lower than the state forecast of 6.8 million visitors. The state numbers are generally viewed as more optimistic.

Based on the tourism authority's projections, visitors will spend an average of $179 per person per day, which is $5 higher than last year.

To encourage tourists to spend more in the Islands, the authority's marketing efforts will focus on attracting "active vacationers" who spend more than tourists who simply lounge on the beach.

"You'll see a lot more focus on more reasons to really come to Hawai'i and enjoy it, more experiences," said Tony Vericella, president of the Hawai'i Visitors and Convention Bureau.