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The Honolulu Advertiser

Posted on: Tuesday, February 15, 2005

Record year for tourism expected

By Lynda Arakawa
Advertiser Staff Writer

Continued strength in the Mainland and international markets is expected to boost Hawai'i's tourism industry to a record 7 million-plus visitors this year.

Visitors pack the beach in front of the Hilton Hawaiian Village. Tourism officials noted that limited capacity at hotels will push rates higher, so they're shifting their marketing to visitors who are willing to pay more and stay longer in the Islands.

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But the focus of the Hawai'i Tourism Authority and its contractors is not just on bringing more visitors here, but attracting tourists who spend more and stay longer, HTA officials said yesterday at an update on their marketing plans.

The state welcomed about 6.91 million visitors last year, just short of the record 6.95 million who arrived in 2000, according to a state Department of Business, Economic Development and Tourism report released last month. DBEDT is predicting 7.14 million visitors this year.

HTA marketing director Frank Haas noted that this is the first time since the early 1990s that demand is strong from both the domestic and international markets, but noted the limited hotel capacity will mean a continued rise in rates.

"We just have to attract the kind of people that want to pay those rates and that's a different marketing issue than it was in the past," Haas said. "It's all about targeting now. It's all about who we're talking to rather than more and more people."

Common key areas targeted by HTA's marketing contractors include the romance market, golf and other sports, and culture.

RECORD PACE
Year Visitors
2000 (record) 6.95 million
2004 6.91 million
2005 (projected) 7.14 million
Hawaii Tourism Japan, a company contracted to promote the state in Japan, noted the need to improve the "quality" of tourists. This year's campaign focuses on Hawai'i's culture and traditions and targets active seniors, families, the wedding/honeymoon market and "office ladies" — young working women.

The number of visitors from South Korea is expected to increase because of the introduction of a shorter, five-day workweek. In addition, China Airlines is increasing its number of nonstop flights from Taipei, Taiwan, to Honolulu, said Masaki Sakamoto, executive director of Hawaii Tourism Asia. However, strict visa controls for residents of some Asian countries continue to make travel to the United States difficult, Sakamoto said.

Hawaii Tourism Europe and Hawaii Tourism Oceania representatives noted strong economies in Europe, Australia and New Zealand as well as favorable exchange rates should encourage travel to the United States.

The Hawai'i Visitors and Convention Bureau, which markets Hawai'i in North America, will continue to highlight the state's beauty, diversity of experiences and spirit of aloha, said Jay Talwar, HVCB's vice president of marketing. He said the agency is also pursuing opportunities for national television exposure like that of last year's "American Idol" and is working with various film studios.

Reach Lynda Arakawa at 535-2470 or larakawa@honoluluadvertiser.com.