Travel agent Carolyn Clark flew in from Florida last week for a refresher course on the latest in kayak tours, culinary adventures and new places to stay on O'ahu.

The O'ahu Visitors Bureau hosted 44 of 50 top travel agents from across the Mainland last week for a five-day familiarization tour as part of the agency's effort to effectively target visitors to Hawai'i by continuing to educate top travel agents about things to do and see on O'ahu.

With the sudden closing of Aloha and ATA airlines, rising fuel prices and soaring airfares, the bureau more than ever is counting on knowledgeable travel agents to keep up demand for Hawai'i among Mainland residents.

Stacey Alford serves as director of travel industry sales for the O'ahu Visitors Bureau, a branch of the Hawai'i Visitors and Convention Bureau. "These agents are the best of the best when it comes to selling O'ahu, so they need to know the latest news related to the destination."

Alford said the 50 top agents were designated from about 700 agents who have received some specialized training, earning degrees in the O'ahu Destination Specialist program.

Travel agents Carolyn Clark and her husband, Ron, were on their 56th trip to Hawai'i. They were married at Waimea Falls Park in 1990 and come back every year, often escorting groups of seniors and baby boomers. "We love it here," she said.

But on the East Coast, Hawai'i competes with the Caribbean, which is a cheaper and closer sunny destination. And the Clarks say they have to educate people on Hawai'i as a unique destination with culture, natural resources and activities they won't see elsewhere.

And that means getting over the misconception that "Hawai'i is just like Florida with mountains."

The Clarks signed up for a "Farm to Table" culinary tour that took them to Aloun Farms to see produce being grown and to a session with Gourmet Cooking Hawai'i to have their harvest cooked and served.

Carolyn said they'd gotten a lot out of a similar concept tour last year, when they went to Sumida Farms near Pearlridge Center. "We rolled up our pants and picked our own watercress," she said. Then chef Mavro set up a kitchen under a nearby tent and whipped more fresh ingredients into a gourmet meal.

The agents pay their airfare but the bureau, the hotels, restaurants and activities here take care of most of the agents' expenses while they're here. The hope is they go back home and can recommend places based on their own experiences.

"The Best Of The Best" tour included hotel updates, a Native Hawaiian perspective on wellness with Kauila Clark, visits to North Shore beach homes available for rent, dinner at Chef Mavro's or Alan Wong's, and breakfast at Kaka'ako Kitchen.

The agents also got a behind-the-scenes visit to the Waikiki Nei showroom, still under construction; and bento dinners at the Waikiki Shell as part of the Hawai'i Romance Festival.

The idea is to have the agents act as part of the marketing team. The course includes extensive training about O'ahu, including meetings with industry workers, niche market training seminars and themed presentations, workshops and Web sessions.

Chris Russo, of Broomfield, Colo., said Hawai'i travel makes up about 15 percent of his business. And he said the doubling in price of airfares has caused some "sticker shock."

But he said his business to Hawai'i is increasing. "Our numbers are up over this time last year," Russo said.

And he credits part of that to the state's enduringly idyllic image: "It's always still the No. 1 dream destination."

Doug Walker is president of Walker Travel and Cruises in Gresham, Ore., where he said Hawai'i travel is second only to Disney vacations for his customers.

He said Hawai'i can remain a favored destination because U.S. travelers find it different but comfortable. "You don't need a passport to get here," he said. "The water is clean."

Neal Miller runs a small home-based travel agency in Atlanta, where he specializes in honeymooners of all ages. He said the higher airfares are causing some ripples of concern in his customers.

While they're not canceling their vacation, sometimes he's recommending that they stay in a cheaper hotel or shave a day's worth of hotel, car and activities to help compensate for the higher airfare.

Miller said the personal experience allows him to confidently advise visitors on what to do on vacation. "I insist they go hike Diamond Head first thing on their first morning here."

He also encourages them to eat in several restaurants on Kapahulu Avenue and take a trip to Hale'iwa that includes a stop at Matsumoto's for shave ice.

Miller takes his own advice and sometimes stays in Hawai'i for months at a time, running his business from here. "I'm 'ohana, shirttail 'ohana," he said with a grin.