Gov. Linda Lingle today recommended boosting the amount of money spent on tourism marketing by $10 million after meeting with hotel owners and operators to discuss how to get Hawai'i's tourism industry back on track.

Lingle arranged the 90-minute meeting with the 25 hoteliers. She said key, aggressive steps can be taken to increase visitors and visitor spending both in the coming months as well as in the long-term. Lingle's recommendation came on the same day state officials reported that visitor arrivals fell 14.1 percent in July.

"We know from prior experience that the current slowdown in the visitor market will eventually turn around, but we don't want to just wait for that to happen," Lingle said.

A major focus of the discussions included earmarking more money for marketing. Lingle and hoteliers jointly recommended that the Hawai'i Tourism Authority reallocate an additional $10 million in HTA's budget for marketing.

"This investment is not just about filling hotel rooms, but is critical to all other industries, including retail, restaurants, tour operators, car rental companies, visitor attractions, and the countless other businesses that rely on tourism," Lingle said.

While most of the hotel properties indicated they were reaching out to the kama'aina market with special rates and package deals, the general agreement during the meeting was the need to bring new money into the state.

Lingle and Lt. Gov. James "Duke" Aiona are planning separate trips to Asia in November to promote Hawai'i's visitor industry.

Participants in today's meeting represented hotel owners and operators of properties statewide, including: Outrigger Hotels and Resorts, Marriott Hotels and Resorts, Prince Hotels Hawai'i, Ko Olina Beach Club, HTH Corporation, Starwood Hotels and Resorts, Halekulani Corporation, Ocean Resort, ResortQuest Hawai'i, New Otani Kaimana Beach Hotel, Royal Hawaiian Hotel, Hyatt Hotels and Resorts, Kona Village Resort, 'Ilima Hotel and the Hawai'i Hotel and Lodging Association. Marsha Wienert, the state's tourism liaison, help lead the discussion.