2011 to the hawai‘i state legislaturefiles.hawaii.gov/dbedt/annuals/2011/2011-hta.pdf · 2011...

2011 A n n u A l R e p o R t to the Hawai‘i State legislature

Kupu in the Hawaiian language means “to sprout, grow, or increase.” The kupukupu fern, one of the first plants to bring life back to the land after a lava flow and featured on the front cover is a symbol of the recovery of Hawai‘i’s tourism economy in 2011. Kupu represents the return of life back to the people and the land, much like the results of the collective efforts of the Hawai‘i Tourism Authority, our marketing and visitor industry partners, state and county officials and the people of Hawai‘i in support of our visitor industry. The actions and programs described in this report, together with our commitment to preserving what makes Hawai‘i so special – our people, our place and culture, aim to help Hawai‘i’s tourism economy to thrive and prosper.

Table of ContentsLetter from the Hawai‘i Tourism Authority .......................................................................................................................... 2Highlights of 2011 ..................................................................................................................................................................... 3I. Overview of the Hawai‘i Tourism Authority • Background,OrganizationandOperations ............................................................................................................... 4 • BoardofDirectorsandStaff ........................................................................................................................................ 5II. Strategic Plans .................................................................................................................................................................. 6 III. Destination Brand Management ................................................................................................................................... 7 1. Access ............................................................................................................................................................................. 8 2. HawaiianCulture .....................................................................................................................................................9-10 3. NaturalResources ....................................................................................................................................................... 11 4. SafetyandSecurity ..................................................................................................................................................... 12 5. BrandExperiences ................................................................................................................................................ 13-15 6. WorkforceDevelopment ............................................................................................................................................ 16 7. Marketing -MarketingOverview ................................................................................................................................................ 17 -MarketingPartnersandLeisureMarketing .......................................................................................................... 18 •NorthAmerica ................................................................................................................................................... 19 •Japan .................................................................................................................................................................... 20 •OtherAsia ........................................................................................................................................................... 21 •Oceania................................................................................................................................................................ 22 •Europe ................................................................................................................................................................. 23 -SportsMarketing ................................................................................................................................................ 24-25 -OtherMarketingProjects ........................................................................................................................................ 26 -BusinessMarketing .................................................................................................................................................. 27 -GlobalCMI ............................................................................................................................................................... 28 -2011AsiaPacificEconomicCooperation(APEC)Leaders’Week .................................................................... 29 8. Communications&Outreach ............................................................................................................................. 30-31IV. Hawai‘i Convention Center .......................................................................................................................................... 32V. Tourism Research ..................................................................................................................................................... 33-34 VI. Transient Accommodations Tax Distribution .......................................................................................................... 35 VII. HTA Fiscal Year 2011 Actuals ...................................................................................................................................... 36

H A W A I ‘ I T O U R I S M A U T H O R I T Y 2 0 1 1 A N N U A L R E P O R T 1

Aloha,

OnbehalfoftheHawai‘iTourismAuthority(HTA),thestateagencyfortourism, wewouldliketopresenttheHTA’sAnnualReportforcalendaryear2011.

Thisreportcoverstheagency’sactivities,accomplishmentsandchallengesfrom JanuarythroughNovember2011. ThisyearwasoneofrecoveryforHawai‘i’svisitorindustry.InMarch,Japan, amajormarkettoourtourismeconomy,wasstruckbyadevastatingearthquakeandtsunami.Withtheeffectsofthetsunamievenfeltonourshores,theHTAsuccessfully implementedarecoveryplantogeneratebusinessfromothermarketstomakeupforthelossesoftheJapanmarket,aswellascommunicationsprogramstomakepeopleawarethatasadestinationHawai‘iwassafeandalwaysreadytowelcomevisitors. WhiledeclinesintheJapanmarketwereexpected,Hawai‘i’stourismeconomycontinuedtorecover,withgainsinvisitorspendingandarrivalsfromareassuchasKorea,China,AustraliaandCanada.TheHTAalsorevisedtargetsinMaytoreach$12.6billioninvisitorspendingand7.47millionarrivals,up15.2percentand 5.4percentrespectively,over2010. WealsorealignedtheHTAintotwoareasthatdefinetheHawai‘ibrand–marketingandexperience.ThisrealignmenthasallowedustoachievecertainefficiencieswhilestrikingabalancebetweenmarketingtheHawaiianIslandsandsupportingprogramsandproductsthatareuniquetotheHawai‘iexperience. Thisyear,wewerehonoredtowelcome21leadersoftheworld’seconomies, includingPresidentBarackObama,forthe2011AsiaPacificEconomicCooperationLeaders’WeekinNovember,providingHawai‘iwithaonce-in-a-lifetimeopportunitytoshowcaseourpeople,placeandculture,aswellasouroutstandingfacilitiesasaglobalmeetingsdestination.TheHTAremainscommittedtobuildingonthe worldwideattentionandinterestinourstatethattheconferencegenerated. Whileglobaleconomicuncertaintyremains,theHTAisoptimisticforHawai‘i’svisitorindustryin2012.Weunderstandthisisacriticaltimeforourstateandthe HTAiscommittedtodoingitsparttohelpleadHawai‘itoeconomicrecovery. Mekaha‘aha‘a,

RonaldWilliams MikeMcCartney HTAChair President&ChiefExecutiveOfficer

Letter from the Hawai‘i Tourism Authority

Mike McCartney

Ronald Williams

Economic Contributions of Hawai‘i’s Travel & Tourism Industry in 2010

• Produced$11.2billionor17.3percentofgrossstateproduct;

• Accountedforapproximately145,235jobsor17.4percentoftotalemploymentforthestate;and

• Contributed$1.05billiontaxdollarstothestategovernmentor19.8percentoftotalstatetaxrevenue.

Source:Hawai‘iDepartmentofBusiness,EconomicDevelopment &TourismandtheHTA

2 H A W A I ‘ I T O U R I S M A U T H O R I T Y 2 0 1 1 A N N U A L R E P O R T

Industry Performance & Projections by MMA*

Visitor Expenditures Visitor Arrivals 2011 2010 2011 2010 Projections Actual Projections Actual ($billion) ($billion) (million) (million)U.S.West 4.30 3.96 3.05 2.96U.S.East 3.23 2.91 1.68 1.63Japan 2.09 1.90 1.27 1.24Canada 0.89 0.75 0.45 0.41OtherAsia 0.53 0.28 0.25 0.17 China 0.20 0.13 0.09 0.06 Korea 0.26 0.15 0.13 0.08 Other** 0.07 0.00 0.03 0.02Oceania 0.44 0.33 0.22 0.16Europe 0.27 0.23 0.11 0.11Other*** 0.85 0.55 0.33 0.30ArrivalsbyCruise 0.03 0.02 0.12 0.10Total+ 12.60 11.01 7.47 7.08

* MajorMarketArea ** Taiwan,HongKongandSingapore*** Allothercountriesnotlisted + DoesnotincludeSupplementalBusinessSpending(projection)of0.18

2011Projectionsbasedon2011revisedtargetsapprovedMay19,2011Source:HTA

• Visitorspendingreached$6billionforthefirsthalfof2011,up18.4percentcomparedto2010.

July• TheHTAannounceditspartner-shipwithESPNfortheinauguralHawaiianIslandsInvitationalsoccerevent,bringingteamsfromJapan,Korea,AustraliaandColorado.

• HawaiianAirlineslauncheddirectservicebetweenHonoluluandOsaka.

August• ChinaEasternAirlinesbegan thefirst-everregularlyscheduleddirectservicebetweenShanghai,ChinaandHonolulu.

• TheHTAlauncheditsFestivalsandEventsiPhoneapplication.

September• Hawai‘ihostedthe20115thAnnualChina-U.S.TourismLeadershipSummit.

• TheHTAsponsoredthefirstannualHawai‘iFood&WineFestival,featur-ingworld-renownchefs.

October• SunPlusbeganservicefor21charterflightsfromregionalcitiesinJapantoHawai‘i.

• GovernorNeilAbercrombieandtheHTAvisitedTokyo,OkinawaandChinatomeetwithtravelindustryleadersintheregion.

November• Delegatesrepresenting21worldeconomiesattendedthe2011AsiaPacificEconomicCooperation(APEC)Leaders’Week,heldinHonolulu.

• AlaskaAirlinesestablisheddirectservicefromHonolulutoSanDiego.

December• AirAustraliabeginsdirectservicefrombothBrisbaneandMelbourne,AustraliatoHonolulu.

• AsianaAirlinesre-enterstheHawai‘imarketfull-timewithdirectserviceconnectingHonoluluandIncheon,SouthKorea.

Highlights of 2011 2011wasayearofrecoveryforHawai‘i’stourismeconomy.WhendisasterstruckJapaninMarch,concernshiftedtothecountry’srecoveryandtheimpactontourismtotheHawaiianIslands.Hawai‘ifaredthroughwithgainsinitsdiversifiedmajormarketareas,increasesinvisitorspendingandnewandadditionalairliftthathelpedtodistributethebenefitsoftourismacrossthestate.

January• Hawai‘i’stourismeconomycon-tinuedtoreboundwithseven(7)consecutivemonthsofdouble-digitgrowthinoverallvisitorspending.

• Thefirst-everdirectcharterflightfromChinaarrivedinHonolulu.

February• TheHTAlaunchedthestate’sfirstHawaiianlanguagegreetingattheHonoluluInternationalAirport.

• Visitorspendingforthemonthexceeded$1billion,surpassingthepeakyearof2007.

March• TheHTAimplementedanEconomicRecoveryPlantocompensateforlossesanticipatedfromtheearthquake andtsunamithataffectedJapan.

• TheAloha for JapancampaignwasestablishedtoraisefundstoassistthepeopleofJapan.

April• Visitorarrivalsandspendingsawpositivegainsforthefirstfour(4)monthsof2011.

• Morethan80,000roomnightsweregeneratedbytheAmericanAcademyofNeurology’s63rdAnnualConferenceheldattheHawai‘iConventionCenter.

May• TheHawai‘iConventionCenterhostedtheAmericanPsychiatricAssociation’s164thAnnualMeetingwithmorethan10,000attendees,contributinganestimated$47 millioninstatetaxrevenue.

• TheHTArevisedtargetsfor2011toreach$12.6billioninvisitorspendingand7.5millioninvisitorarrivals.

June• Hawai‘iTourismKoreabroughttoprealityshow“TheChallenger”toHawai‘iIslandandshot16episodes.

Hawai‘i Food & Wine FestivalAloha for Japan

iPhone application


I. Overview of the Hawai‘i Tourism Authority

Hawaiian Culture Brand Management

SMG (Hawai‘i Convention

Center)

Hawai‘i Tourism Japan

Hawai‘i Tourism Europe

Hawai‘i Tourism Oceania

Hawai‘i Tourism Asia

Hawai‘i Visitors & Convention Bureau

HAWAI‘I TOURISMAUTHORITY

Department of Business, Economic Development

& Tourism (DBEDT)

Brand Maintenance Programs

Communications & Outreach

Big Island Visitors Bureau

Kaua‘i Visitors Bureau

Maui Visitors Bureau

O‘ahu Visitors Bureau

GovernorLegislature

Marketing Programs

Experience Programs

Background In1998,theHawai‘iTourismAuthority(HTA)wasestablishedthroughalegislativeactastheleadstateagencyforHawai‘i’svisitorindustry.ThissameactalsoestablishedtheTourismSpecialFund,asetpercentageoftransientaccommodationstax(TAT)collectionsthatisassessedonhotels,vacationrentalsandotheraccommodations,andisusedbytheHTAtomarket,developandsupportHawai‘i’svisitorindustry. Amongitsresponsibilitiesasthestate’stourismagency,theHTAischargedwiththefollowing:

• Settingtourismpolicyanddirectionfromastatewideperspective;• Developingandimplementingthestate’stourismmarketingplanandefforts;• Managingprogramsandactivitiestosustainahealthyvisitorindustryforthestate;

• DevelopingandmonitoringimplementationoftheHawai‘iTourismStrategicPlan:2005-2015(StateTSP);and

• Coordinatingtourism-relatedresearch,planning,promotionalandout-reachactivitieswiththepublicandprivatesectors.

Guiding Principle Inspiredbyournaturalenvironment,world-renownhospitalityandalohaspirit,theHTAwillhonorandperpetuateourNativeHawaiianandmulti-culturaltraditionsandculture,andcontinuetosupportHawai‘i’sislandcommunities.WewillinvestinHawai‘i’speople,placeandculturetoensureourHawaiianIslandsremainauniquelyspecialplacetoliveandvisit.Organization TheHTAisheadedbyapolicy-makingboardofdirectorsthatconsistsof 12public,votingmembersrepresentingeachofHawai‘i’sfour(4)counties. Theboardmembershaveexpertiseintheareasofvisitorindustrymanagement,marketing,promotions,transportation,retail,entertainmentandvisitor attractions.OneoftheboardmembersalsomaintainsexpertiseintheareasofHawaiianculturalpractices.TheHTAboardreportstothelegislaturethroughitspresidentandchiefexecutiveofficer. TheprimarypurposeoftheboardistosetbroadpoliciesanddirectionsfortheHTA’sactivitiesthatare:

• ConsistentwiththeStateTSP;and• InalignmentwiththeHTAStrategicPlan:2012-2013(HTAPlan).

Operations TheHTAisadministrativelyattachedtotheStateDepartmentofBusiness,EconomicDevelopment&Tourism(DBEDT).TheHTA’spresidentandchiefexecutiveofficerreportsdirectlytotheHTAboardofdirectorsandisresponsibleforassistingtheboardinitsresponsibilitytoexecutethemandatesofChapter201BoftheHawai‘iRevisedStatutes.

Hawai‘i Island

La-na‘i

MauiO‘ahu

Moloka‘iKaua‘iNi‘ihau

Kaho‘olawe


Tourism Research

Hawai‘i Convention Center

Members Representation

Ronald Williams,Chair At-largePresident&CEOAtlantisAdventures,LLC

Douglas Kahikina Chang,Vice Chair At-largeGeneralManagerRitzCarltonClub&ResidencesKapaluaBay

Kelvin M. Bloom At-largePresidentAstonHotelsandResorts,LLC

Vernon F.L. Char At-largeAttorneyatLaw CharSakamotoIshiiLum&Ching (termended10/9/11)

Patricia Ewing CountyofKaua‘iPresidentEwing,Ltd.

Patrick K. Fitzgerald CountyofHawai‘iCEOHualālaiInvestors,LLCKonaVillageInvestors,LLC

Board of Directors(Nov.15,2011)

StaffMike McCartney Presidentand ChiefExecutiveOfficerMomi Akimseu CommunicationsandTourism BrandManagerCaroline Anderson TourismBrandManagerMuriel A. Anderson SeniorAdvisorandLiaisonfor APECJon J. Baron AdministrativeAssistantLynn D. Bautista ContractsandAdministrative ManagerMaile A. Caravalho AccountingAssistantMinh-Chau T. Chun TourismResearchManagerCy Feng TourismResearchManagerJadie Goo TourismBrandManagerIrene Iha AdministrativeFiscalAssistantGrace Lee TourismBrandManagerLawrence Liu TourismResearchStatisticianStella V. Montero Budget/FiscalOfficerDaniel K. Nāho‘opi‘i TourismResearchDirectorJanna Nakagawa AdministrativeAssistantMelissa Ortega SecretaryWinfred Pong VicePresident, AdministrativeandFiscalAffairsRoann Rakta ExecutiveAssistantandHuman ResourcesOfficerAngela Rodriguez TourismBrandManagerMichele Shiowaki AdministrativeAssistantMichael Story TourismBrandandSports ManagerVengie S. Talaro AdministrativeAssistantMarc Togashi FiscalManagerDavid Uchiyama VicePresident, BrandManagementKeli‘ihoalani N.K. Wilson DirectorofHawaiian CulturalAffairs

Members Representation

Michael K. Kobayashi At-largePresident,PolynesianHospitalityKobayashiTravelService,Ltd.

Craig G. Nakamura CountyofMauiPartnerCarlsmithBallLLP

Aaron J. Salā At-largeOwner/CEOAJSProductions,LLC

Charlene “Cha” Thompson City&CountyOwner/ExecutiveVicePresident ofHonoluluTihatiProductions

Sharon R. Weiner At-largeVicePresidentGlobalCommunications&GovernmentRelationsDFSGroupL.P.

Leon D. Yoshida At-largePresident&CEOSawayakaHawai‘i,Inc.,dbaTellmeclubHawai‘i


Hawai‘i Tourism Strategic Plan: 2005-2015 In2004,theHTA,withassistanceandinputfromtheindustryandthecommunity,developedtheStateTSP.This10-yearplanisfocusedoncreatingasustainablefutureforHawai‘i’svisitorindustryandidentifiesasharedvisionforHawai‘itourismbyindustrystakeholders. By2015,tourisminHawai‘iwill:

• HonorHawai‘i’speopleandheritage;• ValueandperpetuateHawai‘i’snatural andculturalresources;

• Engendermutualrespectamongallstakeholders;

• Supportavitalandsustainableeconomy;and

• Provideaunique,memorableand enrichingvisitorexperience.

Theplanalsoprovidesaroadmapthatincludesthefollowingcomponentsforachievingthatvision:

• GuidingprinciplesandNativeHawaiianvalues;

• Performanceindicatorstohelpmeasure thecollectivesuccessinachievingthe visionforHawai‘i’svisitorindustry;

• Nine(9)strategicinitiativesthatwere identifiedastheprioritiesneededtoachievethevision;and

• Leadandsupportpartnersinthepublicandprivatesectorswhoneedtoworktogetheroneachinitiativetoachievetheoverallvision.

Hawai‘i Tourism Authority Strategic Plan: 2012-2013 In2011,theHTArevisedtheHawai‘iTourismAuthorityStrategicPlan:2010-2012totheHawai‘iTourismAuthorityStrategicPlan:2012-2013(HTAPlan).ThegoaloftheHTAPlanistooptimizebenefitsforHawai‘ithatintegratetheinterestsofvisitors,thecommunityandvisitorindustry.Toachievethesegoals,theHTAwillworktosupportmarketingprogramsthatstimulateshort-termvisitorarrivalsandexpenditures,utilizetheintegratedbrandmanagementapproach,ensureavailabilityofairseats,andfocusontheinternationalmeeting,incentives,conventionsandexhibitions(MICE)market. TheHTAPlanprovidesobjectivesandshort-andlong-termgoalsfor2012:7.7millionvisitors,$186perpersonperdayexpendituresand$13.3billionineconomicimpactfromdirectvisitorspending.ThroughtheHTAPlan,theHTAalsoseekstooperatemoreefficiently,effectivelyandproductivelyasthestate’stourismagency,andmaximizethereturnoninvestmentofstatetaxcollections.

II. Hawai‘i Tourism Strategic Plan: 2005-2015 and Hawai‘i Tourism Authority Strategic Plan: 2012-2013


III. Destination Brand Management

Asthestate’stourismagency,oneoftheHTA’skeystrategicrolesisbrandmanage-

ment,morespecifically,managingthepromotionofHawai‘i’sbrandandsupportingprogramstohelpdeliveronthebrandpromise.ThisworkrequirestheHTA,astheoverallcustodianoftheHawai‘ibrand,toensurethealignmentofadvertisingandmarketingprogramswithatrueHawai‘iexperience. SuccessfulbrandmanagementisachievedbytheHTAcoordinatingwithglobalmarketingpartners,visitorindustrypartners(including domesticandinternationalairlinecarriers),traveltrademembersandcommunitystakehold-erstoensuremarketingandcommunicationeffortsareontarget,appropriateandalignedwithHawai‘i’sdistinctiveproducts,activities,naturalresources,Hawaiiancultureandmulti-cultures—insum,theHawai‘iexperience. RelatingtotheHawai‘iexperienceand deliveringontheHawai‘ibrandpromise,theHTAhastheabilitytomanage,createandsupportthedevelopmentofuniquetourismexperiencessuchascommunityandculturalfestivals,sportingevents,naturalresourcesandothercommunityprograms.TheHTAalsodirectlyaffectsthevisitorexperiencethroughitssupportofworkforcedevelopment,safetyandsecurity,andvisitorassistanceinitiatives,allthe whileintegratingcommunityandresidentconsiderationsandrespectfortheHawaiian hostculture.


1. AccessGoal: To maintain and improve transporta-tion access, infrastructure and services to facilitate travel to, from and within Hawai‘i.

Asanislandstate,Hawai‘iisdependentontheairlineindustrytoprovideadequate

airlifttoandfromtheHawaiianIslandsthatsupportsthefoundationofthevisitorindustry,butmoreimportantly,allowsfortheoverallgrowthincommerceaswellasincreasedopportunitiesfordiversifiedeconomicdevelop-ment.MaintainingairliftcontinuestobeaprimaryfocusfortheHTAthroughitsairaccessprograms. TheHTAandtheHawai‘iVisitorsandConventionBureau(HVCB)continuedtoworkwithairlineconsultantSabreAirlinesSolutionstobetteranalyzeanddevelopairserviceinitia-tivestohelpstabilizeandincreaseairservicetobenefitallislandsinthestate.HTA’s Airlift Development Program TheHTA’sAirliftDevelopmentProgramisacooperativeprogramwithairlinesandwholesal-ersaimedatstimulatingtraveltoHawai‘iwithanemphasisonshort-termimpactwhilesup-portingprofitableairlifttotheislands.TheHTAprovidedfundingfor79cooperativeprogramsinconjunctionwiththesepartners,whowererequiredtoprovideatleasta3:1matchinfundstosupporttraveltothestateduringthetraditionallyslowerspringandfallperiods.TheprogramseekstoattracthigherspendingandmoreactivevisitorstoHawai‘i,expandexposure

fortheoveralldestination,andhelpsustainroutesthatareatriskofcancellation.Throughtheseprograms,morethan$6.6millionhasbeeninvestedinthemarketplace.Increasing Airlift TheHTAworkscloselywithpartnersintheairlineindustrytosupportestablishedroutesandencouragenewones.Thisyear,establishedairlinesexpandedserviceandanumberofnewairlinesenteredtheHawai‘imarket,contributingtoanincreaseinairseatsandroutes.China• InJanuary,ChinaEasternAirlineslaunchedthefirstdirectflightfromHawai‘itoChina;and

• ThesuccessofthesechartersledChinaEasternAirlinestoestablisharegularroutebetweenHonoluluandShanghai,ChinabeginninginAugust.

Korea• HawaiianAirlinesestablisheddirectservicefromHonolulutoSeoulfour(4)timesweekly;and

• AsianaAirlinesre-enteredtheHawai‘imarketinSeptemberoperatingtwiceweeklyflightsfromSeoultoHonolulu.

Japan• HawaiianAirlinesexpandeditsservicetoJapanandlaunchedanewdirectroutefromHonolulutoOsaka;and

• SunPlusoperated21charterstoHawai‘ifromregionalcitiesinJapan.

North America•AlaskaAirlinesestablishedanewdirectroutebetweenBellingham,WAandHonoluluinJanuary;

•UnitedAirlinesestablishedaHiloto LosAngeles,CAflightthatbeganinJune;and

•AlaskaAirlinesaddeddirectservicefromHonolulutoSanDiego,CAinNovember.

Oceania•AirAustraliabeginsdirectservicefrombothBrisbaneandMelbourne,AustraliatoHonoluluinDecember;and

•HawaiianAirlinesannounceditwillincreaseflightfrequencyforitsHonolulutoSydneyroutebeginninginDecember.

DESTINATION BRAND MANAGEMENT

AIRLIFT OVERVIEWScheduled Air Seat Inventory

by Major Market Area Airseats Airseats 2010 2011 Actuals Outlook* % Chng

USWest 5,745,356 5,848,123 1.8%USEast 923,036 726,119 -21.3%Japan 1,627,513 1,610,089 -1.1%Canada 286,492 318,256 11.1%Oceania 172,496 216,785 25.7%OtherAsia 154,089 286,796 86.1%Other 281,258 278,186 -1.1%Total 9,190,240 9,284,354 1.0%Notes:*AsofSeptember2011OAGScheduledFlight


Goal: To honor and perpetuate the Hawaiian culture and community.

Hawai‘i’shostcultureandcommunityarekeytothesustainabilityofitsvisitor

industry.TheHTArecognizesthatitisHawai‘i’speople,placeandculturethatenhancethevisitorexperience,andisproudtosupportnumerousprogramsunderthisinitiative.Ku- kulu Ola: Living Hawaiian Culture Program In2011,theHTAawardedfundingto29 organizationswithcommunity-basedprojectsthathelptoenrichandperpetuatetheHawaiianculture.ThefundsaregrantedthroughtheRequestforProposalsprocess,whichincludesreviewandassessmentbytheHTA’sHawaiianCultureProgramAdvisoryCouncil(HCPAC).SupportedprojectsincludeHaleKū‘ai’sMaoliArtinRealTime;WaheaFoundation’sPanPacificHulaExhibition2011:Hawai‘i;andBishopMuseum’s NāKukui āPauahi:HawaiianHallDocentProgram.AcompletelistofprojectsisavailableontheHTA’swebsite.

2. Hawaiian Culture

TheHTAprovidessupporttoNativeHawaiiansignatureeventsthatperpetuatetheHawaiianculturethroughprogramsandactivitiesforresidentsandvisitors,includingthefollowing:

• PrinceKūhiōCelebrationheldannuallyinMarch,tohonorthenotedHawaiianprinceforhismanyachievementsandcontributions;

• MerrieMonarchHulaFestivalheldinApril,thepremierhulafestivalintheworld;

• KingKamehamehaCelebrationheldinJune,incommemorationofHawai‘i’sfirstmonarch,KingKamehamehaI;

• PrinceLotHulaFestivalheldinJuly,anon-competitivehulaeventthatincludeshālau(hulaschools)fromHawai‘iandabroad;and

• AlohaFestivalsheldfromAugustthroughOctober,along-standingeventthat celebratestheHawaiianculturethroughvariousactivitiesandeventsonallmajorislands.

Native Hawaiian Festivals Program

Living Hawaiian Culture Program


Native Hawaiian Hospitality Association TheHTAsupportstheNativeHawaiianHospitalityAssociation(NaHHA),aleadorgani-zationfortheHawaiianCultureinitiativeintheStateTSP.In2011,NaHHAdirecteditseffortsoncontinuingtobridgetheHawaiiancommunityandthevisitorindustry.ItsworkplanincludedbuildingontheOlaHawai‘iprogram,whichconcentratesonHawaiianculturaltrainingoftheindustryworkforceandtheexpansionofthisprogramtotheneighborislands.InpartnershipwiththeHTAandtheOfficeofHawaiianAffairs(OHA),NaHHAalsoprovidedHawaiianculturetrainingtomorethan1,500volunteersofthe2011APECLeaders’Week.

Other EffortsNa- Kahua Mokulele Program TheNāKahuaMokuleleProgramwasestablishedtocreateanauthenticarrivalanddepartureexperience.TheHTAsupportedeffortstocreateairportsignageinHawaiianandEnglishaswellasgreetingsforarrivingordepartingvisitorsandresidentsintheHawaiianlanguageattheHonoluluInternationalAirport.Similargreetingsforneighborislandairportswerealsorecordedbyresidentsoftheirislands.The40-secondwelcomemessage,playedinHawaiianandEnglish,canbeheardthroughouttheHonoluluInternationalAirportthree(3)timesanhour.Themessagewelcomingkama‘āinaandvisitorsisasfollows:

Continued on next page


Merrie Monarch Festival

In-Flight Hawaiian language video

Aloha e nā makamaka kipa mai i ke Kahua Mokulele Kau‘āina O Honolulu! E nā ‘ōhua e ha‘alele ana, no ‘oukou ka maluhia o ka holo ‘ana a ho‘i hou mai. E nā malihini i hō‘ea mai me nā kama‘āina pū kekahi, ke aloha o ka ‘āina iā ‘oukou a pau!

EnglishTranslation:

Welcome to the Honolulu International Airport! If you’re headed out, travel safely and come back soon. Kama‘āina, welcome home. And if you’ve just arrived, we hope that you enjoy your stay in our islands!

Hawaiian Culture Initiative TheHTAiscommittedtoworkingwithleadentitiestoadvanceeffortsoftheHawaiianCultureinitiativeoftheStateTSP.Separately,theHTAdirectlymanagesvariousprojectsincludingculturaltrainingforvisitorindustrymanagement.

Hawaiian Cultural Program Advisory Council TheHTA’sHawaiianCulturalProgramAdvisoryCouncil(HCPAC),formedin2004,assiststheHTAinaddressingtherelationshipbetweenthevisitorindustry,Hawaiiancultureandcommunity.HCPACmembershipincludesculturalpractitioners,aswellasrepresentativesfromHawaiiancommunitygroups,thevisitorindustryandeachcounty.Today,HCPACcontinuestoassisttheHTAwithoverallguidanceforitsHawaiianCultureProgramandincludesthefollowingindividuals:

• Nā‘ālehuAnthony,Palikū Documentary Films

• PeterApo,Office of Hawaiian Affairs• KainoaDaines,O‘ahu Visitors Bureau• LeonaMapuanaKalima,Office of

Hawaiian Affairs• RobbieKaholokula,Consultant• CherylL.Ka‘uhane-Lupenui, The Leader Project• DebbieNakanelua-Richards,

Hawaiian Airlines• RamsayRemigiusMahealaniTaum,

Life Enhancement Institute of Hawai‘i • MichaelWhite, Kā‘anapali Beach Hotel

DESTINATION BRAND MANAGEMENT - H A W A I I A N C U LT U R E

Ma‘ema‘e Marketing Program ToassurethatHawai‘iisbeingmarketedinasensitiveandaccuratemanner,theHTAcreatedaprogramtohelpensureconsistentsupporttomarketingpartnersandindependentgroupssuchastouroperators.Mechanismssuchasreferencetoolkitsandothertrainingwereprovidedtoaidinthedevelopmentofaccurateandrespon-siblepromotionalmaterialsusedtomarkettheHawaiianIslands.Hawaiian Art Program at the Hawai‘i Convention Center TheHTAstartedaprogramtoshowcasetheworkofNativeHawaiianartistsattheHawai‘iConventionCenter(HCC).An80-footmural,locatedinthelobbyofthecenter,isthefirstartpiecetobefeatured.Theprogram,aresultofapartnershipwiththeHTAandOHA,isintendedtoprovideNativeHawaiianartistsanongoingvenuetosharetheirworkamonglargenationalandinternationaldelegatesattendingmeetingsandeventsattheHCC.Additional Support for Hawaiian Culture Programs FundsweresetasidetoestablishpartnershipsandassistavarietyofeffortsforthecommunityintheareaofHawaiianculture.Someoftheseprogramsincludethedevelopmentofnewsignagefor‘IolaniPalace,QueenEmmaSummerPalaceandHulihe‘ePalaceandthecreationofanin-flightwelcomevideoinHawaiianandEnglishfor arrivingvisitorsandkama‘āina.


3. Natural ResourcesGoal: To respect, enhance and perpetuate Hawai‘i’s natural resources to ensure a high level of satisfaction for residents and visitors.

TheHTA’sNaturalResourcesProgrambeganinFY2003followingaprovisobythe

Hawai‘iStateLegislaturein2002thatdirectedtheHTAtoprovide$1millioneachyearfromitsbudgettosupporteffortstomanage,improveandprotectHawai‘i’snaturalenvironmentaswellasareasfrequentedbyvisitors.Anadditional $1millionisprovidedannuallytotheDLNRfromtheHTA’sTourismSpecialFund. Throughthisprogramin2011,theHTA:

• ProvidedfundingtotheDLNRinsupport oftheNāAlaHeleTrailsandAccessProgramanditsStateParksDivision.Thesefundswereusedtosupporta“BacktoBasics”effortthatfocusedonneededrepairs,maintenanceandimprovementsatstateparkfacilitiesandongoingtrailsprogramactivities;and

• Supported28community-basedprojectsthroughoutthestatethroughanRFPprocess.

Thefollowingisapartiallistofcommunity-basedprogramsthatreceivedfundingfromtheHTAin2011.AcompletelistofprojectscanbefoundontheHTA’swebsite.

Organization ProjectTitle&Island DescriptionE Mau Nā Ala Hele Enhancements of the Restorationandimprovementofthehistoric Puna Trail PunaTrailinKea‘autoprovidehazardand (Hawai‘i) informationalsignage.Mālama Nā Honu Mālama Nā Honu Educationalprogramtoprotectandconserve Educational and endangeredHawaiiangreenseaturtles Conservation Project throughpublicawareness. (O‘ahu)Pacific Whale Onsite Coral Reef Informationalandeducationalcoralreef Foundation Naturalist Program stationtoeducateUluaBeachvisitorson (Maui) responsiblereefetiquette.Tri-Isle Resource Preserve Hawai‘i Educationaloutreachprogramthatprovides Conservation and (Statewide) informationlinkingpotentialvolunteers Development Council, Inc. withenvironmentalprogramsacrossthestate.

In2002,theHTAestablishedtheNaturalResourcesAdvisoryGroup(NRAG),agroupofindividualsfromthepublicandprivatesectorswhoseexpertiserelativetoHawai‘i’snaturalenvironmenthavehelpedtoshapetheHTA’sNaturalResourcesPrograminlinewiththeStateTSPbyidentifyingpriorities,establishingobjectivesandsettingcriteria. Today,theNRAGcontinuestoassistthe HTAinthisarea,workinginsupportofHawai‘i’svisitorindustry,communityandenvironment, andcurrentlyincludesthefollowingindividuals:

• NelsonL.Ayers,Division of Forestry and Wildlife, DLNR

• CurtCottrell,Division of State Parks, DLNR• RobertHarris,The Sierra Club, Hawai‘i

Chapter• MarkFox,The Nature Conservancy of Hawai‘i• AnnetteKa‘ohelauli‘i,Hawai‘i Ecotourism

Association• VincentShigekuni,PBR Hawai‘i• T.‘AulaniWilhelm,Papahānaumokuākea

Marine National Monument

Natural Resources Advisory Group

2011 Natural Resources Program

Ma- lama Na- Honu



Safety and Security: VAP Contacts

Eachyear,volunteersassistwithmorethan1,000casesonO‘ahu,Kaua‘i,Maui

andHawai‘iIsland.VAPisfundedbytheHTAwithadditionalsupportfromthevisitorindustryandlocalbusinesses.Formoreinformation,pleasecontactaVAPprovideronyourisland.Visitor Aloha Society of Hawai‘i (O‘ahu)Jessica Lani Rich, president and executive directorPh:(808)926-8274Visitor Aloha Society of Kaua‘iTricia Yamashita,executive directorPh:(808)482-0111VASH Maui (Maui County) Janet Kuwahara,director of VASHPh:(808)244-3530VASH Hawai‘i IslandLinda Allen,executive directorPh:(808)756-0785–WestHawai‘iPh:(808)756-1472–EastHawai‘i

4. Safety and SecurityGoal: To provide a safe Hawai‘i visitor experience.

TheHTAisasupportentitythathelps advancethisinitiativeandcommitsto

assistingotherleadagenciesandorganizationsresponsibleforensuringthatHawai‘icontinues tobeasafeandsecurevisitordestination.Crisis Management Intheeventofacrisisoremergencysituation,theHTAcollaborateswithstateandcountycivildefenseagencies,thevisitorindustry,andfederalagenciestokeepvisitorsawareandinformed. TheHTAimplementsvariousstepsinresponsetoacrisisoremergencysituation,including:Mitigation• WorkwithStateandcountycivildefense

agenciesandvisitorbureaustoprovideguid-anceandinformationtothevisitorindustry;and

• Informvisitorstoincreaseawarenessandreadinessoftheevent.

Preparation• Collaboratewithfederal,state,countyand

otheremergencyresponderstodiscuss possiblescenariosandprepareforapotentialemergency;and

• ReceiveupdatesfromthePacificDisasterCenter,civildefenseagenciesandNationalWeatherServiceonpotentialhazards.

Response• ActivatecrisisteamandtheHTACommand

Center,andworkwithemergencyofficialsandindustrypartnerstodetermineimpacts;

• Monitorupdatesanddisseminateaccurateinformationtothevisitorindustry,globalmarketingpartnersandmedia.

Recovery• Monitorandtrackevents;and• Implementnecessaryeconomicrecovery

planstomaintainahealthytourismeconomy.

OnMarch11,2011,theHTAactivateditsCommandCenterfollowingtheissuanceofatsunamiwarningforthestateofHawai‘i.TheHTAmonitoredthecrisisanddisseminatedinformationtotheindustryandmedia,andvisitorindustrypartnersassistedthousandsofJapanesevisitorsinthestate.

Visitor Assistance Programs WhenvisitorsinHawai‘iareaffectedbycrimeandotheradversities,Hawai‘iexemplifiesitshospitalitybyprovidingresourcesandsupportthroughtheVisitorAssistancePrograms(VAP)availableineachcounty.Theseagencies,alongwithvolunteersandpartnerorganizations,offerassistance,includingguidanceandsupport,giftcertificatesandrestaurantcoupons,amenitybags,lodgingandairlineassistance,andcounsel-ingandbereavementservices.“VASH contacted us just a day after our tragedy

and provided us tremendous support during this very sad time for my family. I don’t think we could have accomplished everything we needed to do without the help of your organization. All of us will remember your kind generosity and support.” -The Su Family



5. Brand Experiences

Other Product Development ProgramsGoal: To provide a diverse and quality experience that supports events that celebrate Hawai‘i’s unique culture and community for visitors and residents.

TheHTAsupportssignatureeventsthatprovideexperiencesthatareuniqueand

enriching,whilevaluingandperpetuatingHawai‘i’snaturalresources,Hawaiiancultureandhonoringitspeopleandtraditions.EffortsunderthisinitiativearetheCountyProductEnrichmentProgram,FestivalsandEventsProgramandOtherProductDevelopmentPrograms.

County Product Enrichment Program TheCountyProductEnrichmentProgram(CPEP),apartnershipbetweentheHTAandeachofthefour(4)counties,diversifiesandenrichesHawai‘i’stourismproductbydevelop-ingnewandenhancingcommunity-basedevents,experiencesandprojectsrelatedtosix(6)nicheareasinlinewithChapter201BoftheHawai‘iRevisedStatutes.ThestatutesprovidefortheHTAto“coordinatethedevelopmentofnewproductswiththecountiesandotherpersonsinthepublicandprivatesectors,includingthedevelopmentofsports,culture,healthandwellness,education,technology,agricultureandnaturetourism.” In2011,theHTAprovidedsupportthatbenefitted113statewideprojectsthroughout theyear.

Technical Assistance and Capacity Building Inadditiontoprovidingfinancialsupport toselectedprojects,theHTA’sstrategytostrengthenHawai‘i’sfestivalsandeventsindustryincludesafocusoncapacitybuildingwithintheindustryandimprovingthequalityoffestivalsandeventsofferedthroughtechni-calassistanceprograms.Thetwo(2)effortsunderthisareainclude:Annual Festivals and Events Seminar InMay,theHTAsponsoredits7thAnnualHawai‘iFestivalsandEventsSeminar,“RevitalizingtheGuestExperience,”attheHCCandonHawai‘iIsland.Nationalandlocalexpertsspokeontopicsincludingattractingbroaderaudiences,optimizingrevenue resourcesandovercomingoperationalobstacles.Certified Festival and Events Executive Program Twenty-fourHawai‘ifestivalandeventprofessionalsprogressedthroughtheCertifiedFestivalandEventExecutiveprogramin2011,aprofessionalcertificationprogramofferedbytheInternationalFestivalsandEventsAssociation(IFEA)tohelpeventprofessionalsenhanceandimprovetheirproduct.TheprogramwasfirstdevelopedbytheIFEA,thepremierassociationsupportingandenablingfestivalandeventprofessionalsworldwide,inpartnershipwiththeHTA.

Post-Arrival Promotional Campaign Thepost-arrivalpromotionalcampaignsupportsislandfestivalsandeventsaroundthestateandhighlightsprogramsthatreceivefundingfromtheHTA.ThecampaignprovidesinformationtoresidentsandvisitorsaboutthemanyqualityfestivalsandeventshappeninginHawai‘ithroughouttheyear.Festivals of Hawai‘i iPhone Application InAugust,theHTAlaunchedtheFestivalsofHawai‘iiPhoneapplicationthatoffersfree,user-friendlyaccesstoinformationonmorethan100HTA-sponsoredfestivalsandevents,allowinguserstosearchforeventsbyisland,locationandtype(suchascuisine,sportsandeducation)andthroughtheGPS-based“NearMe”functionthatoperatesusingGooglemaps.Social Media TheHTAlaunchedaFacebookpageinconjunctionwith itswebsite,sharing updatesoffestivals andevents,visitorstatisticsandothertourism-related information.Usersareencouragedtovisitand“Like”theHTA’spageatwww.facebook.com/HawaiiHTA.



County Product Enrichment Program

Pu‘uhonua O Ho-naunau 50th Anniversary (County of Hawai‘i)

Festival of Lights (County of Kaua‘i) Maui Arts & Cultural Center: Alfred Shaheen: Fabric to Fashion (County of Maui)

ThefollowingisapartiallistofprogramsthatreceivedfundingfromtheHTAthroughCPEPin2011.AcompletelistofallprojectsisavailableontheHTA’swebsite.County of HAWAI‘IPu‘uhonua O Ho-naunau 50th Anniversary Celebration AculturalcelebrationthatprovidedvisitorsandresidentswithauniquelyHawaiianexperi-encethathonorsthecultureandtraditionsoftheHawaiianpeople.VisitorsexperiencedtraditionalHawaiianfood,customsandactivities.GuidedarchaeologicalhikesalsoeducatedvisitorsontheHawaiianlifestyle.Ka‘u- Coffee Festival Thetwo(2)-dayfestivalincreasedawarenessandstrengthenedthesustainabilityofKa‘ū’scoffeeindustry.Majoreventsincludedaho‘olaule‘a,liveentertainment,hula,coffeeauction,coffeetasting,recipecontest,demonstrations,farmtours,crafts,keikiactivitiesandeducationalseminars.

County of KAUA‘I

Waimea Town Celebration Celebratedthehistoric,culturalandmusicalheritageofwestKaua‘i.19th Annual Hawaiian Slack Key Guitar Festival - Kaua‘i Style ThisfestivalfeaturedHawai‘imusiciansandartistswhohavemadeanameforthemselvesaspractitionersoftheslackkeyguitargenre.11th Annual Ko-loa Plantation Days Rodeo Thisfast-pacedrodeofeaturedcattleranchingandhistoricHawaiianpanioloevents.Festival of Lights Thisholidaycelebrationshowcasedlocal traditionsandanamazingcollectionoffolkartcreatedbyAuntieJosieChansky.4th Annual Red Clay Jazz Festival AmusicfestivalthatfeaturedHawai‘iand mainlandjazzartistsandlocallygrownand producedfood.

County of MAUI

Lahaina Plantation Days Thethree(3)-daycelebrationofwestMaui’splantationheritagewasfilledwithentertainment,foodbooths,culturaldemonstrations,heritagedisplaysandafilmnight.Thisyear,Maui-madedocumentary,“GreatGrandfather’sDrum,”whichtoldthestoryofaJapanese-AmericanwhosettledonMaui,wasscreened.Visual Arts Exhibition Program at the Maui Arts & Cultural Center Thisyear’sexhibitionscelebratedMaui’streasuredconservationlands(TheLegacyofLand)andconceptsofnature,architectureandspace(AllusionsofSpace);andexploredthemulti-ethnicancestryoffive(5)Mauiartists (PoiDog)andthehistoryofalohafashion (AlfredShaheen:FabrictoFashion).Theyearconcludedwithashowofworksbyfour(4)NativeHawaiianwomenartists(KēiaManawa).


DESTINATION BRAND MANAGEMENT - B R A N D E X P E R I E N C E S

Waiki-ki- Spam Jam (City & County of Honolulu)

City and County of HONOLULU

Hawai‘i Book and Music Festival Acelebrationofstoryandsong,thefamily- friendlyfestivalfeaturedlocal,nationalandinternationalauthors,aswellasmusicandstageperformances,paneldiscussions,story-telling,poetryslamsandotheractivitiesandentertainment.Hawai‘i Fishing and Seafood Festival ThiseventshowcasedHawai‘i’suniquefishingandseafoodcommunitiesandculturalheritage,andofferedrelateddisplays,demonstrations,vesseltours,seafoodsafetypresentations,childrenactivitiesandproductsales.

HTA Festivals & Events

Pan Pacific Festival (O‘ahu)

TheHTAalsosupportsmajorfestivalsthatportraythediversityandcultureofHawai‘ianddrawsresidentsandasignificantnumberofvisitorstothestate.• KonaCoffeeCulturalFestival,Hawai‘i Island • KōloaPlantationDays, Kaua‘i • MauiFilmFestivalatWailea, Maui• HonoluluFestival, O‘ahu• PanPacificFestival/MatsuriinHawai‘i, O‘ahu• Hawai‘iFoodandWineFestival, O‘ahu• Hawai‘i International Film Festival, O‘ahu

Maui Film Festival at Wailea

Korean Festival AcelebrationoftheKoreanculturethatfeaturedmanyactivitiesincludingKoreanmusic,dance,food,culturaldisplays,akidsplayground,artsandcrafts,andperforminggroupsfromKorea.Okinawan Festival Attractingmorethan50,000visitorsannually,theOkinawanFestivalhasbecomethepremiereannualeventoftheHawai‘iUnitedOkinawaAssociation.ThefestivalhonoredOkinawancultureandincludedliveentertainment,ethnicfoodsandculturalexhibitions.Waiki-ki- Spam Jam Aone-nightstreetfestivalwithentertain-ment,craftandfoodboothsthatfocusedonSpam,apopularHawaiian“delicacy.”

Korean Festival (City & County of Honolulu)


6. Workforce Development

Maui High School Agritourism Student Conference

Waia-kea High School students at hotel briefing

Goal: To ensure a sufficient and highly qualified workforce that is provided with meaningful careers and advancement opportunities.

Tosupporthospitalityefforts,theHTAisworkingwithleadagenciestomakeservice

learningopportunitiesavailableforHawai‘i’scurrentandfutureworkforce,includingcertifi-cationprogramstoenableproviderstodeliverqualityservice.TheHTAalsoinvestsinculturaltrainingprogramstobetterprepareHawai‘i’svisitorindustrytobeabletomeettheneedsofHawai‘i’sincreasingnumberofvisitorsfromemergingandnon-Englishspeakingmarkets.

Chinese, Korean and Japanese Language and Culture Training ToprepareemployeesworkinginHawai‘i’shospitalityandtourismindustryonthelanguage,culture,protocolandcustomsofemergingvisitormarkets,theHTAlauncheditsChinese,KoreanandJapaneseLanguageandCultureTrainingProgramin2009.Inconjunc-tionwithKapi‘olaniCommunityCollege,theHTAdevelopedacurriculumthatpreparesemployeesinHawai‘i’stourismindustryto betterservevisitorsfromChina,KoreaandJapan.Todate,morethan2,000peoplehavepartici-patedintheprogramincludingstafffromDFSHawai‘i,theHawai‘iConventionCenter,Tiffany&Co.,StarwoodHawai‘iWaikīkīproperties,andKo‘olinaGolfClub.

Academy of Hospitality and Tourism TheAcademyofHospitalityandTourism(AOHT)programencouragesHawai‘i’syouthtolearnaboutHawai‘i’svisitorindustry,discoveropportunitiesthatmaybeavailabletothem,seetheindustryasaviablecareeroption,andreceivetheeducationandtrainingneededtosuccessfullypursueacareerinthisfield. TofacilitatethiseffortandbegintoaddressthepresentandfuturechallengesfacingHawai‘i’svisitorindustryworkforceneeds,theHTAsupportssix(6)AOHThighschoolsontheislandsofO‘ahu,Kaua‘iandMaui:McKinleyHighSchool,WaipahuHighSchool,Kaua‘iHighSchool,BaldwinHighSchool,MauiHighSchoolandLahainalunaHighSchool. Thisyear,theHTAalsosupportedasimilarhospitalityprogram,inadditiontotheAOHT,offeredattwo(2)highschoolsonHawai‘iIsland:KealakeheHighSchoolandWaiākeaHighSchool.

Hawai‘i State Tour Driver and Guide Certification Course TheKapi‘olaniCommunityCollegeContinuingEducation’sHawai‘iStateTourDriverandGuideCertificationCourseoffersindustryprofessionalstheopportunitytohonetheircustomerserviceskillsbylearningto delivereffective,interactiveandentertainingtours,whilesharinginformationaboutHawai‘i’scultureandhistory.



7. MarketingGoal: To develop marketing programs that contribute to sustainable economic growth.

MarketingtheHawaiianIslandsremainedatoppriorityfortheHTAin2011.While

visitorspendingandarrivalswereupforthefirstquarteroftheyear,concernshiftedtothelossoftheJapanmarketinMarch,andglobaleconomicinstabilityremainedaconcernthroughtheyear.Despitethesechallenges,theHTAwasabletoputforthnumerousmarketingeffortsthathelpedintheroadtorecoveryforHawai‘i’stourismeconomy.Thefollowingarethemajormarketingachievementsof2011:

• TheHTArealignedtwoareasthatshow-casetheHawai‘ibrand,marketingandexperience.ThisrealignmentallowedtheHTAtoachievecertainefficiencieswhilestrikingabalancebetweenmarketingtheHawaiianIslandsandcreatingprogramsandproductsthatareuniquetotheHawai‘iexperience;

• SuccessfulmarketingeffortsledtheHTAtoreviseinitial2011targetsupwardtoreach$12.6billioninvisitorexpendituresand7.5millionvisitorarrivals;

• RFPswereissuedforexternaltourismmarketingmanagementservicesinAprilforthefollowingMMAs:NorthAmerica,Meetings,ConventionsandIncentives,Japan,OtherAsia(China,Korea,HongKong,SingaporeandTaiwan),Oceania(AustraliaandNewZealand)andEurope

(Germany,UnitedKingdom,France,ItalyandSwitzerland);

• ThroughtheRFPprocess,theHTAselecteda.LinkLLCasthenewmarketingcontractorforJapantobettercompeteintheglobalmarketplaceandcreateamoreintegratedapproachtotheHTA’smarket-ingprograms;

• MembersoftheU.S.TravelAssociationandChinaNationalTourismAssociationgatheredinHawai‘iforthe5thAnnualChina-U.S.TourismLeadershipSummittobuildonthegrowingChinesetourismmarket;and

• Hawai‘i’shostingofthe2011APECLeaders’WeekprovidedanunprecedentedopportunityfortheHTAtocapitalizeonworldwideinterestinourstateasaglobalmeetingsdestination.

2011 HTA Recovery Plan FollowingtheMarch11eventsinJapan,theHTAimplementedarecoveryplantocompensatefortheanticipateddeclineinvisitorsfromthatregion.Overallgoalsoftheplanincludedthefollowing:

• Stabilizemarketstomaintainmarketshareposition;

• SourcediversifiedmajormarketareasandsecondarycitiestocompensatefortheanticipatedJapanmarketshortfalls;

• Continuetoachievevisitorexpendi-turetargetssetfor2011;

• ImplementcommunicationprogramstoensuretravelerswereawarethatHawai‘i,asadestination,wassafe,infrastructurereadyandalwaysabletowelcomevisitors;and

• WorkwithJapantravelpartnerstoappropriatelytimere-stimulationfortheJapanmarket.

ThesuccessoftherecoveryplaninmarketingtheHawaiianIslandstootherregions,andtheearlier-than-expectedreturnoftheJapanmarket,werecontribut-ingfactorsintheHTA’sdecisiontoreviseoverall2011targetsupwardinvisitorspendingandarrivals.


Governor Neil Abercrombie and HTA representatives meeting with JATA members


Leisure Marketing TheHTAcontractswithfive(5)mar-ketingorganizationstopromoteHawai‘iintheMMAs:HVCB,Hawai‘iTourismJapan(HTJ),Hawai‘iTourismOceania(HTO),Hawai‘iTourismAsia(HTAsia),andHawai‘iTourismEurope(HTE).TheseMMAsincludeU.S.East,U.S.West,Japan,Canadaandotherdevelopinginternationalmarkets. Ofthetotalleisuremarketingbudget,morethan92percentofthefundswereallocatedtoHawai‘i’stwo(2)largestsourcemarkets:NorthAmerica(U.S.West,U.S.EastandCanada)andJapan,whichrepresentacombinedtotalofmorethan87percentofthetotalnumberofvisitorstoHawai‘i.

Hawai‘i Visitors & Convention Bureau (HVCB) North America Jay Talwar, Senior Vice President, Marketing Tel: (808) 924-0220 Email: [email protected] Websites: www.gohawaii.com www.somuchmorehawaii.com

Corporate Meetings & Incentives Mike Murray, Vice President, Sales & Marketing, Corporate Meeting & Incentives Tel: (808) 924-0253 Email: [email protected] Website: www.meethawaii.com

Hawai‘i Tourism Japan (HTJ)* Japan Office Takashi Ichikura, Executive Director Tel: 81 (03) 3573-2511 Email: [email protected] Website: www.gohawaii.com/jp

Hawai‘i Office KeikoFujita,Hawai‘iProjectCoordinator Tel:(808)924-0248 Email:[email protected]

*Asof1/1/12 EricTakahata,President Email:[email protected] Website:www.gohawaii.com/jp

Hawai‘i Tourism Asia (HTAsia) Masaki Sakamoto, Director Tel: 81 (90) 5568-9373 Email: [email protected]

China (Hawai‘i Tourism China) – Shanghai Office David Sun, Travel Trade Marketing Director Tel: 86 (21) 6359-1523 Email: [email protected] Website: www.gohawaii.com/cn

China (Hawai‘i Tourism China) – Beijing Office Cynthia Zhou, Director

Tel: 86 (10) 8532-5213 Email: [email protected] Website: www.gohawaii.com/cn

Korea (Hawai‘i Tourism Korea) Emily Kim, Marketing Director Tel: 82 (2) 777-0033 Email: [email protected] Website: www.gohawaii.com/kr

Taiwan (Hawai‘i Tourism Taiwan) Jemy See, Account Director Tel: 886 (2) 2537-6372 Email: [email protected] Website: www.gohawaii.com/tw

Hawai‘i Tourism Europe (HTE) Continental Europe Christine Klein, Account Manager Tel: 49 (89) 55 25 33 409 Email: [email protected] Website: www.gohawaii.com/de

U.K. and Ireland Sara del Nozal, Account Manager Tel: 44 (0)207 6446 127 Email: [email protected]

Hawai‘i Tourism Oceania (HTO) Australia Helen Williams, Country Manager Tel: 61 (2) 9286-8937 Email: [email protected] Website: www.gohawaii.com/au

New Zealand Darragh Walshe, Country Manager Tel: 64 (9) 9772 234 Email: [email protected] Website: www.gohawaii.com/nz

SMG Hawai‘i Randy Tanaka, Hawai‘i Convention Center, Assistant General Manager Tel: (808) 943-3559 Email: [email protected] Website: www.hawaiiconvention.com www.BusinessAloha.com

Global Marketing Partners TolearnmoreabouttheHTA’smarketingpartners,thelatestdevelopmentsineachmajormarketarea,ortofindouthowyoucanparticipateinprograms,pleasevisittheHTA’swebsiteorcontactthefollowingrepresentatives:

DESTINATION BRAND MANAGEMENT - M A R K E T I N G


CY 2011 LEISURE BUDGETMMAs Budget(in$millions)*

N.America 29.516Japan 8.000OtherAsia 2.240Oceania 0.918Europe 0.160Other** 0.635TOTAL $41.469

Inadditiontotraditionalmarketingefforts,theHTAchallengeditsmarketingpartnerstodevelopinnovative,out-of-the-boxactivitiestodrivedemandandbringvisitorstotheislandsin2011. TheHTAalsoimplementededucationalprogramsfortraveltradethroughwork-shopsandseminarsinordertoprovideretailagentswithup-to-date,compellingandinterestinginformationtohelpincreaseawareness,interestandpromotetraveltoHawai‘i.

* Includes:OpportunityFundandInternational MarketingPublicRelations** Includes:IslandChaptersInternationalMarketing

Budget Allocations by MMAin 2011

N. America71.2%

Other1.5%

Europe0.4%

Oceania2.2%

Other Asia5.4%

Japan19.3%

NORTH AMERICA

Billboard Ads in Los Angeles

Seattle: Hawai‘i Weekend at the Pacific Science Center

LA Times spadea wraps

NorthAmericacontinuestobeHawai‘i’slargestsourcemarketforvisitors.Thismarketin-

cludestheU.S.West(definedasthe11PacificstateswestoftheRockies),U.S.East(allotherstates)andCanada.Asthestateoftheglobaleconomyremainedunclearandrecoveryunevenin2011,demandfortraveltoHawai‘ifluctuated.Intheyear,theHTAworkedwiththeHVCB,itsmarketingcontractorforNorthAmerica,onthefollowing:

• Continuedtoevolvethesuccessfulshort-termmarketsaturation“blitz”strategy:HVCBupdatedthe“PerfectMomentsintheIslandsofHawai‘i”themewhilecontinuingtoreachpeoplemostlikelytotravelamidstcontinuingeconomicuncertainty.Themonth-longprogramsblanketedLosAngelesandOrangeCounty,thePacificNorthwest,SanFranciscoBayareaandgreaterChicagomarketacombinedtotalofseven(7)times;

• ToalleviatethedownturninvisitorsfromJapan,theHTAprovideddirectionandanincrementalbudgettotheHVCBforthree(3)simultaneousmarketsaturationsinDallas,DenverandPhoenix;

• TheeffortsoftheHVCBanditsIslandChapterssecuredseveralmajornationaltelevisionprogramsthatshowcasedHawai‘i:“TheTravelChannel,” “TheCookingChannel,”“FoodNetworkCanada,”“ABCNetwork”and“TVACanada;”

• Updatedandimprovedtheconsumerwebsitegohawaii.combyintegratingalloftheinternationalversionsintoonesite;

• Traveltradetrainingmoduleswereputinplacetoallowforvirtualtrainingonaconsistentandmorecost-efficientbasisworldwide;

• Deployedsocialmediaprogramsasanothereffec-tiveandefficientmarketingtoolforHawai‘i;and

• TheHTA’sCultureandArtsinitiativeprogramsreceivedincreasedmarketingsupportviathenewgohawaii.comwebsiteasisland-specificvideoblogswereproducedandhostedonthegohawaii.com/artspage.Inaddition,aspecialFestivalsofHawai‘ipagewascreated(www.gohawaii.com/festivalsofhawaii)tohighlightHTA-sponsoredevents.DatafromthiscalendarisfedtotheHTA’sFestivalsofHawai‘iiPhoneapplication.

North America Visitor Profile(U.S. WEST, U.S. EAST AND CANADA)

U.S. WESTPrimaryPurposeofStay: Pleasure(2,436,481) vs.MCI(121,201)AverageLengthofStay: 9.56daysFirstTimeVisitors: 19.2%RepeatVisitors: 80.8%AverageNumberofTrips: 6.93

U.S. EASTPrimaryPurposeofStay: Pleasure(1,268,652) vs.MCI(123,864)AverageLengthofStay: 10.44daysFirstTimeVisitors: 42.3%RepeatVisitors: 57.7%AverageNumberofTrips: 4.07

CANADAPrimaryPurposeofStay: Pleasure(375,662) vs.MCI(15,989)AverageLengthofStay: 12.70daysFirstTimeVisitors: 36.9%RepeatVisitors: 63.1%AverageNumberofTrips: 3.99Source:HTA2010AnnualResearchReport



ThemomentumintheJapanmarketthatHawai‘iexperiencedin2010carriedwellinto2011

untilthedevastatingearthquakethatoccurredinMarch.Asexpected,theinitialimpactwassevere.VisitorarrivalsfromJapandroppedsignificantlyandHawai‘icontinuedtoexperiencedeclinesinvisitornumbersasthecrisisevolvedfromtheearthquake,tothetsunamiandtopublicconcernsoverradiation. Seven(7)monthsfollowingthecrisis,theresiliencyoftheJapanesemarketandthepowerfulconnectionbetweenthepeopleofJapanandHawai‘iwasreflectedthroughthereturnofJapanesevisitorstravelingtotheHawaiianIslands,andtheirmonth-over-monthincreasesinvisitorspending. Initialtargetsfor2011weresetat1.26millionvisitorarrivalsandadjusteddownwardto1.14millionfollowingtheeventsonMarch11.Two(2)monthslater,theHTAonceagainreviseditstargetsto1.27millionvisitorarrivalstoreflectbetter-than- anticipatedbookingsandastrongyen,whichbuoyedspendingthroughouttheyear.

Japanmarkethighlightsin2011includethefollowing:

• Momentumfrom2010carriedthroughtothefirstquarterof2011;

• Japanvisitorexpendituresremainedhigh,buoyedbythestrengtheningoftheyen,throughouttheentireyear;

• Immediatelyaftertheearthquakeand tsunami,trendsforextendedstaypackages inHawai‘ibegantoemerge;

• TheAloha for Japancampaignwasanoutpouringofcommunityandvisitorindustryeffortsthatraisedmorethan$8millionandunderscoredthesignificantcloseculturaltiesbetweenthepeopleofJapanandHawai‘i;

• Bysummer,ariseindemandfortravelbetweenJapanandHawai‘icontributedtotheadditionofmorethan65charterflightstothemarket;

• DeltaAirLinesandHawaiianAirlinesannouncedthestartofservicefromFukuoka,oneofseveralregionalmarketsshowingpotentialforincreasedoutboundtravel. AnewrailsystemservicingtheKyushuregionprovideseaseofaccessforpeopleinsouthernJapantotraveloutofFukuoka;and

• TheHTAannouncedtheselectionofanew contractor,a.LinkLLC,toheadupthemarketingofHawai‘iinJapanbeginningin2012.

JAPAN

Japan Visitor ProfilePrimaryPurposeofStay: Pleasure(1,067,634) vs.MCI(47,620)AverageLengthofStay: 5.87daysFirstTimeVisitors: 41.5%RepeatVisitors: 58.5%AverageNumberofTrips: 3.81

Source:HTA2010AnnualResearchReportGovernor Neil Abercrombie and JATA President Akira Kanai in Tokyo

Hawaiian Islands Brand tie-up campaign

Hawai‘i born Jun Hasegawa in Japan’s Glamorous Magazine



The2011marketingactivitiesofHawai‘iTourism Asia(HTAsia)focusedprimarilyonthegrow-

ingmarketsofSouthKorea,ChinaandTaiwan.HTAsiawassupportedinthisworkbyofficesinSeoul(Hawai‘iTourismKorea),ShanghaiandBeijing(Hawai‘iTourismChina)andTaiwan(Hawai‘iTourismTaiwan). Criticalmarketingeffortsplacedanemphasisonworkingwithairlinestoincreasebothairliftcapacityanddirectservice,raisetop-of-mindawarenessfor Hawai‘iviamajormediathroughoutAsiaandawiderangeoftravelagentco-ops,educateandmotivatekeytraveltradegroupstopackage,developnewtourproductstosellHawai‘i,targethigh-yieldsegmentsincludingincentivegroupsfrombothKoreaandChina,andsupporttelevision,guidebookpublicationsandon-lineinitiativestobringtheHawaiianIslandsfrontandcentertothesemarkets.

HTAsia’s2011highlightsincludethefollowing:• OrganizedthesecondHawai‘iAsiaTravelMissiontoSeoul,ShanghaiandBeijing;

• Hawai‘iTourismChina(HTC)workedwithChinaEasternAirlinesandmajorwholesalerstolaunchcharterflightsthatcoincidedwiththeChineseNewYear,andfollowedthisupwiththestartofscheduledserviceinAugustbetweenHonoluluandShanghai;

• AdditionalairliftbyKoreanAir,HawaiianAirlinesandAsianaAirlineshelpedtosignifi-cantlyboostKoreanarrivalstoHawai‘i:

–Hawai‘iTourismKorea(HTK)implemented alarge-scaleonlinecampaign,salescontests withkeyagents,TVhomeshoppingpromo- tionsandnewspaperadvertisement campaignstobringawarenessforthese flightsandmoretraffictoHawai‘i;and

• Organizednumerousfamiliarizationtrips,resultinginmajortravelagents,airlines,travelmediaandbusinessexecutivesfromAsiagainingfirst-handexposuretoHawai‘i’sculture,infrastructureandworld-classmeetingfacilities.

OTHER ASIA

OTHER ASIAPrimaryPurposeofStay: Pleasure(132,862) vs.MCI(19,734)AverageLengthofStay: 7.32daysFirstTimeVisitors: 79.6%RepeatVisitors: 20.4%AverageNumberofTrips: 1.73Source:HTA2010AnnualResearchReport

China MICE Fam at Kualoa Ranch

Ctrip Hawai‘i Honeymoon Package promotion


KBS Challenger promotional material


Korea Angel-in-UsCoffee promotion

In2011,Hawai‘icontinuedtoexperienceconsis-tentandstronggrowthinvisitorarrivalsfrom

bothAustraliaandNewZealand.Withthefavor-ablecurrencyexchangerateinbothcountriesandadditionalairliftfromthismarket,Hawai‘iTourismOceania’s(HTO)effortsfocusedonpromotingaffordabletraveltoHawai‘i,addingneighborislandtripstoextendlengthofstay,educatingtraveltradeproviders,coordinatingtradetie-upmarketingcampaigns,andincreasingawarenessfornewservicefromtheBrisbaneandMelbournemarketsstartinginthefourth(4)quarter. HTO’shighlightsfortheyearinclude:

• A“Hawai‘i5-0”campaignusinganintegratedmediascheduleincludingamixofbroadcastradio,digitaloutdoor,commuterandmain-streamprint,onlineandemailmarketing;

• AconsumercampaigninconjunctionwithFlightCentreExpohelpedHawai‘isecureanadditional3,862additionalairseats;

• “Home&Away,”anAustraliantelevisionprogramwithadailyviewingaudienceof 1.2million,featuredthree(3)travel-relatedepisodesfilmedinHawai‘i.HTOprovidedsupportthatincludedstorysuggestionsandthecreationofitineraries.Thepre-promotionoftheepisodesincludedpromotional segmentsontelevisionshowssuchas“Sunrise,”“TheMorningShow”and“BetterHomesandGardens,”aswellasinnationalnewspapersandTVguides;

• HTO,inpartnershipwithFernwoodFitnessHealthClubsacrossAustralia,launcheda“WinaTriptoHawai‘iforYouandTwoFriends”girlfriendgetawaypromotionaspartofthenetwork’s“GetFoxy2011”challenge;and

• IndependenceDaycelebrationsinNewZealandweretakentoanewlevelin2011withaspecialHawaiianshowcasepresentedbyHTOandtheU.S.Embassy.Theweek-longactivitiesenabledHawai‘i’scuisineanduniqueculturetobepromotedtomorethan700membersoftheU.S.Embassy’sinfluentialclientbase.

OCEANIA

OCEANIAPrimaryPurposeofStay: Pleasure(145,691) vs.MCI(6,839)AverageLengthofStay: 9.84daysFirstTimeVisitors: 54.3%RepeatVisitors: 45.7%AverageNumberofTrips: 2.45

Source:HTA2010AnnualResearchReport

Hawaiian Airlines “Hawai‘i Five-O” campaign

HTO Experience Aloha 2011 Kaua‘i

Travelscene AMEX TV ad



Billabong “Win a Trip to Hawai‘i” campaign

Teekane Herbal Wellness Tea promotion

In2011,marketingeffortsintheEuropeanmar-ketplace,specificallyinGermanyandtheUnited

Kingdom(U.K.),continuedwithemphasisplacedontraveltradetraining,salescallsandfulfillmentofrequestsfromconsumers,traveltradeandmedia. Hawai‘iTourismEurope’s(HTE)highlightsfortheyearinclude:

• TheBillabong“WinaTriptoHawai‘i” campaignreachedouttofemaleconsumersanddrew50,000uniquevisitspermonthtotheBillabongGirlswebsiteduringthefour (4)monthcontestperiod;

• TheVirginHolidaysHawai‘iCinemaPromotionforthelaunchofthe“PiratesoftheCaribbean4”movieincludedanadvertisingcampaign

thatreachedtwo(2)millionpeopleat40differenttheatersoverfour(4)weeks;

• TeekanneHerbalWellnessTeapromotedtheirsummerteasthemed“Hawai‘i”andgaveawayatriptotheHawaiianIslands;

• AtradeandconsumercampaignwithTUI,oneofEurope’sleadingtravelgroups,increasedbookingsby42%duringthepromotionperiod.Thecampaignincludedcoverageinthecom-pany’sonlinenewsletterto220,000consumers,TUIsalescommunicationto30,000travelagents,andHawai‘iimagesinTUI’sin-storetravelvideoat220TUItravelagenciesinGermany;and

• Apromotion,“TheSandwichIsles,”asHawai‘iwasreferencedbyCaptainJamesCookin1778,sponsoredtheBritishSandwichWeekPromotion,includingatripgiveawaytoHawai‘i,andreceivedpresscoveragethatreachedmorethan30millionconsumersintheU.K.

EUROPE

EUROPEPrimaryPurposeofStay: Pleasure(99,145) vs.MCI(5,574)AverageLengthofStay: 12.75daysFirstTimeVisitors: 71.3%RepeatVisitors: 28.7%AverageNumberofTrips: 2.30

Source:HTA2010AnnualResearchReport

Pirates of the Caribbean postcard



Sports MarketingTheHTAcontinuestobroaden

Hawai‘i’ssportsofferingsassignificantcontributionsfromsportstourismandsportingeventsarebroughttothestate. SportingeventsenhanceHawai‘i’seconomy,imageandqualityoflife. Tooptimizethesebenefits,theHTA developedasportsmarketingprogramdesignedtoincreaseHawai‘i’ssportspresencetoagloballycompetitivelevel,diversifythevisitorexperience,highlightthestate’suniqueattributesandbuildasustainablesportstour-ismmarket. TheHTA’sSportsMarketingProgramincludedthefollowinghighlightsin2011:

• ESPNRegionalTelevision,Inc., incooperationwiththeHTAandMajorLeagueSoccer

(MLS),announcedthecreationoftheHawaiian Islands Invitational,aninternationalsoccereventfromFeb.23-25,2012,atAlohaStadiuminHonolulu.Theannualeventwill featurefour(4)gamesoveratwo(2)-dayperiodandwillhostprofessionalsquadsfromaroundtheglobe.TheHawaiianIslandsInvitationalwillbebroadcastonESPN3.comandnumerousESPNInternationalnetworks.TheinauguraleventwillincludetheColoradoRapids(MLS);YokohamaFC(Japan’sJLeague);theMelbourneHeart(Australia’sA-League);andBusanI-Park(Korea’sK-League);

• TheHTAbroughtstakeholderstogethertomakeHawai‘i’swinningbidforthe2013Golden Oldies Field Hockey Tournament.Theseven(7)-dayeventwillattractmorethan80teamsfromcountriesincludingtheU.S.,Canada,NewZealand,Australia,Japan,IrelandandU.K.;

• Teamingupwithlocalorganiza-tions,theHTAissupportingthetranslationofUHWarriorbasketball,footballandbaseballgamesintoJapanese.Thetrans-latedUHhomegameswillbebroadcastonadelayedscheduleonaJapanesecablesports channel.ThebroadcastsareaimedatdevelopingaJapanesefanbaseforHawai‘iathletics;

• TheHTA’spartnershipwiththePGATourbroughtfour(4)professionalgolftournamentstoHawai‘iin2011,including:

- The Hyundai Tournament of Champions

- The Sony Open in Hawai‘i - The Mitsubishi Electric

Championship at Hualālai - The Kā‘anapali Skins Game

Thegolftournamentscombinedformorethan50hoursofnationaltelevisioncoveragebroadcastduringthewintermonths.TheHTAhasamulti-yearagreementwiththePGATourfrom2011-2014,thestructureofwhichfocusesoncoretoureventstobringincreasedvalueandprestigetoHawai‘i’sgolfmarket.

PGA Tour Event Sheraton Hawai‘i Bowl Xterra World Championships



Ford Ironman World Championship

Kaua‘i Marathon

Pro Bowl TheHTAexecutedamulti-year agreementwiththeNationalFootballLeague(NFL)tohosttheProBowlAll-StarFootballGamein 2011and2012.Approximately17,000fanstraveltoHawai‘ispecificallyforthegame,whichcontributesmorethan$28millioninvisitorspendingandhighNielsonnationaltelevisionratings.TheNFLalsosupportsaweekofactivitiesforHawai‘iresi-dentsandvisitorsleadinguptotheProBowlgame,includinghostingmultipleyouthfootballandcheer-leadingclinicsacrosstheHawaiianIslands.

Ocean Sports TheHTAhascontinuedtodevelopseveralocean-basedeventsacrossmultipledisciplinesincluding:

• Surfing• Stand-uppaddling• Outriggercanoeraces• Outriggercanoesurfing• Openwaterswimming

AnewpartnershiphasbeenformedwithNBCSportstoairtheseocean-basedsportsonitsUniversalplatform.Thisnewpartnershipprovidesgreatexposurefortheseintrinsicsportsthathighlightthestate’snaturalattributes.

InadditiontothePGATouranditsrelationshipwithESPN,theHTAinvestedinothersport-ingeventsfor2011:

• Ford Ironman World Championship Oct.8,2011(Hawai‘i)

• XterraWorldChampionships Oct.23,2011(Maui)

• EASportsMauiInvitational Nov.21-23,2011(Maui)

• XterraTrailRunWorldChampionship Dec.4,2011(O‘ahu)

• DiamondHeadClassic Dec.22-25,2011(O‘ahu)

• SheratonHawai‘iBowl Dec.24,2011(O‘ahu)

• ThroughitsagreementwithESPN,theHTAprovidedfundingfortheSheraton Hawai‘i BowlfootballgameandtheDiamond Head Classicbasketballtournament.WiththeinitialinvestmentwithESPN,theHTAwasalsoable toindirectlysupportfour(4)additionalsportingevents:

- Nā Wāhine O Ke Kai, Sept.25,2011 (Moloka‘itoO‘ahu)

- Moloka‘i Hoe, Oct.9,2011(Moloka‘itoO‘ahu) - The Stand Up World Tour Finals Dec.10–16,2011(Hawai‘i) - The Quicksilver in Memory

of Eddie Aikau Dec.1,2011–Feb.28,2012 (O‘ahu)

EA Sports Maui Invitational Battle of the PaddleNa- Wa-hine O Ke Kai



2011 Mahalo Month Initsthirdyear,theMahaloMonthprogramcontinuedtogaininterestwithtravelprofes-sionalswhohelptopromoteandsellHawai‘iasadestinationfortravel.TheMahaloMonthprogramprovidesopportunitiesfortravelprofessionalstoexperiencetheHawaiianIslandsfirst-handthroughindividualizedfamiliarizationtoursduringtheApril-Mayperiod.Morethan1,500individualsregisteredtoviewthemorethan 120MahaloMonthspecialsthatwereoffered byHawai‘ivisitorindustrypartnersat mahalomonth.com.

Other Marketing ProjectsHighlighting Hawai‘i’s Arts & Culture TheHTAcontinuedtofeaturethediversityoftheHawaiianculture,arts,activities,eventsandorganizationsondedicatedartsandculturewebpagesongohawaii.com.Thesitefeaturesacomprehensivecalendarlisting,videosandphotosofartsandculturalactivities.



Mele Mei MeleMeiisamonth-longcelebrationofHawaiianmusicshowcasedatmultiplevenuesthroughoutWaikīkī.ThemusicfestivalhelpstoincreaseawarenessforHawaiianmusicinHawai‘iandaroundtheworld.

Na- Ho-ku- Hanohano awards

Na- Ho- ku- O Hawai‘i Music Festival AsapartofMeleMei,theHTAalsosupportstheNāHōkūOHawai‘iMusicFestival.Thefour(4)dayeventwasheldMay26-29andconsistedofatwo(2)dayworkshopattheHawai‘iConventionCenterandtwo(2)daysofmusicalperformances.Theeventconcludedwiththe NāHōkūHanohanoAwardshonoringlocal andHawaiianartistsfortheirachievements.

“The Expressions of Aloha” webpage on gohawaii.com

Business MarketingThestrategyforbusinessmarketingispro-

motingHawai‘iasapreferreddestinationforbusinesstourism,meetings,conventionsandincentivesconferences,bystrengtheningrela-tionshipsandincreasingpromotionalpresenceanddestinationbrandawareness.In2011,effortsfocusedondevelopingshort-termbusinesswhilecontinuingtobuildastrongbaseofbusinessforfutureyears.Thisincluded:

• StrategicallybrandingHawai‘iasa preferreddestinationforcorporate meetingsandincentives;

• Identifyingviablemarketsegmentstoimpactshort-termneedsandfillbacklog;

• Expandingsaleseffortsthroughcollabora-tivepartnerships;

• Increasingleadsandbookings;• Dedicatingstaffresourcesagainstneedyearsandbookinggoals;and

• Increasingtop-of-mindawarenessforHawai‘iasabusinessdestination.

Hawai‘i Convention Center Sales and Marketing SMGHawai‘iandtheHVCB’sCMIdivision(page28)continuedtopromoteHawai‘iasapremiermeetings,conventionsandincentivesdestinationusingthetagline,“WhereBusinessandAlohaMeet”inadsfeaturedinvariousmeetingspublicationsanditswebsite www.BusinessAloha.com. SMGHawai‘i’shighlightsfortheyearincludethefollowing:

• TheHCCworkedcloselywiththeHVCBandtheHTAonaproactivemarketingandmediaimplementationplancenteredonHawai‘i’shostopportunityforthe2011APECLeaders’Week.Theintegratedplan includedamediafamiliarizationtour,advertisingandpublicrelationcampaigns;

• TheHCC’sglobaloutreachprogramremainsstrong,settingboththeHCCandHawai‘iapartfromothercompetitors.Varioustoolsincludingmicrosites,flyers,brochuresandadvertisementscontinuetobeusedinmultiplelanguagestohelpsupporttheHCC’sinternationalefforts;

• TheAmericanAcademyofNeurologyheldtheirconferenceinHawai‘iandreported


thattheirattendancefromAsiamorethandoubledfrompreviousevents.Recordnumberswerenotedoverall,especiallyfromAustraliaandChina;

• TheHCC’swebsitewasredesignedwith contentorganizedintocategoriestobemoreuser-friendly.Thesitecanbeviewedat www.hawaiiconvention.com; and

• TheHCCdevelopedandproducedanew businessmessagesalesvideoaswellastwo(2) newlyupdatedclientservicevideos.ThesevideosarebeingusedtopromotethebusinessattributesofthestateofHawai‘i.


Meetings, Incentives, Conventions, Exhibition media FAMs

TheHVCB’sCorporateMeetingsandIncentives(CMI)divisionistaskedwithgeneratingnew

businessopportunitiesforHawai‘i’smeetingsindus-trystatewideandpromotingtheHawaiianIslandsasaworld-classdestinationforhostingmeetings,conventionsandincentiveprograms.TheHVCB’sleadingbusiness-generatingactivitiesundertaken in2011includedthefollowing:

• TheHVCBsponsoredthePacificRimIncentives&MeetingsExchange(PRIME)andutilizeditsresourcestoelevatetheviabilityoftheconferenceandtostrengthenHawai‘i’sbrandasameetingsdestinationamongplanners.

• TheHVCBpartneredwithMeetingsProfessionalsInternational(MPI)andMPI’sAlohaChaptertohostaCertifiedMeetingProfessionals(CMP)exam,afirstforHawai‘i.Twelve(12)Hawai‘imeetingsprofessionalsearnedtheprestigiousindustrycertification;

• TheHVCBsecuredanexclusivedestinationsponsorshipof“SmartMeetings”magazine’s“SmartMart”tradeshoweventsin2011.Heldmonthlyinkeymarketsnationwide,eachtradeshowgivestheHVCB’ssalesdirectorsone-on-oneaccesstomeetingplannersattendingtheseeventsandcreatesnewopportunitiestodevelopbusinessleads;

• TheHVCBbroadeneditsdirectsaleseffortstoreachmoreindependentthird-partyplanners,anticipatingthataresponsetotheeconomicdownturnbymanyorganizationswouldbeeliminatingin-housemeetingplannerpositionsandturningtothird-partyplannerstofillthatresponsibility;

• TheHVCBdevelopedbookingtargetsforitsIslandChaptersandrestructuredtheresponsibilityoftheirsalesdirectorstofocusonconversionratherthantravelingoutsidethestatetodevelopnewbusinessopportunities.Thisstrategyhasbeensuccessful,asthechaptershavesecurednewbookingsfrompotentialcustomerscomingtotheirislandwhilealsosavingontravelcosts;and

• TheHVCBandHCCcollaboratedonamarketingprogramtocapitalizeonHawai‘i’shostingof2011APECLeaders’Week.Themarketingprogramutilizedacombination ofpublicrelationsandco-opadvertisingto bolsterHawai‘i’sbrandasaworld-classmeetingsdestination,whilealsosupportingsaleseffortsbyHawai‘i’smeetingsindustrytodevelopnewbusinessgoingforwardinto2012.

GLOBAL CMI



John A. Burns School of Medicine site tour for APEC press trip

Smart Meetings

“And so it was America’s turn to host APEC, and I could not imagine a more fitting place than my home state of Hawai‘i... This is the most diverse state in our nation, home to so many races and immigrants and Americans who trace their roots back to many of your countries. Hawai‘i is not perfect, but I think Hawai‘i comes about as close as you’ll come to a true melting pot of cultures, where people live and work together in mutual trust and mutual respect. That’s the spirit of Hawai‘i.It’s what made me who I am.

— President Barack Obama

Asia.ItalsoshowcasedHawai‘iasastrategically-locatedglobalmeetingplaceanddrewattentiontoHawai‘i’smeetings,incentives,conferences,andexhibitionsmarket,facilitiesandinfrastructure.PresidentBarackObamadeclaredthesummitasuccessandU.S.AmbassadorforAPECKurtTongsaid,“Hawai‘igetsanA-plus.” FollowingthesuccessofAPECLeaders’Week,theHTAwillworktobuildontheinterestinHawai‘iasanidealplacetoconductbusinesswiththecapabilitiesofhostingeventsofthiscaliberandstature. Formoreinformation,visit www.apec2011hawaii.com

Left to right: Mike McCartney, Dr. Charles E. Morrison, Lt. Governor Brian Schatz and Peter Ho

2011 APEC Leaders’ Week

InNovember2009,PresidentBarackObamaselectedHawai‘i

asthesiteofthe2011AsiaPacificEconomicCooperation(APEC)Leaders’Meeting.Establishedin1989,APECaimstofacilitatebalanced,inclusiveandsustainableeconomicgrowthofAsia-Pacificeconomies.Twenty-one(21)membereconomiescurrentlyparticipateinthisregionalgrouping,accountingformorethan55percentofworldGDPand43percentofworldtrade. TheAPECforumincludedtheLeaders’MeetingfromNov.12-13,2011inHawai‘i,precededbymeet-ingsoftheAPECseniorofficials,ministers,theAPECBusiness

AdvisoryCouncil,andtheCEOSummit.ThousandsofdelegatesandinternationalmediagatheredinHawai‘iforthesemeetingsprovidingHawai‘ianopportunitytopresentitselfonworldstage. TheHawai‘iHostCommittee,appointedbyU.S.SenatorDanielK.Inouye,washeadedbyChairPeterHo,chairman,presidentandCEO,BankofHawaii,andVice-Chair TimJohns,seniorvicepresident,HMSA,andplayedavitalrolein



supportingtheeffortsoftheU.S. andtheWhiteHouseinhostingAPECLeaders’Week.AlsoontheboardwasMikeMcCartney, presidentandCEOoftheHTA. Thiswasauniqueandunprec-edentedopportunityforHawai‘itoshowcaseitspeople,diverseculturalheritageandtalent,aswellasitsincomparablehospitality,world-classfacilitiesandoutstandingeconomicsectors.ThisfocusshowedtheworldwhatpastgenerationshavesuccessfullybuiltinHawai‘iandprovidedalookatwhattheworld’sfuturemayholdforHawai‘iasauniquebridgebetweentheU.S.and

Jim Tollefson, Mayor Billy Kenoi, Mayor Peter Carlisle, Mayor Bernard Carvalho, Mayor Alan Arakawa, Lt. Governor Brian Schatz and Peter Ho announced the Hawai‘i Business Innovation Showcase

Goal: To facilitate interaction among all stakeholders, improve the lines of communi-cation and enhance greater understanding of roles, values and concerns.

TheHTAconductscommunicationsandcommunityoutreachactivitiestokeep

stakeholdersandkeyconstituenciesawareofagencyinitiatives,plansandprograms,aswellaseducatethepubliconissuesrelatedtothevisitorindustry.Forthisinitiative,ongoingcommuni-cationseffortsincludethefollowing:

• NewsreleasesandelectronicnewslettersontheHTA’sprogramsandactivities,includingmonthlydistributionofHawai‘itourismvisitorstatisticsandotherinformation;

• SpeechesandpresentationsgivenbytheHTA’sboardmembers,managementandstaffinHawai‘iandabroad,andface-to-facemeetingswithgovernment,industry,busi-nessandcommunityleadersstatewide;and

• HTA-supportedwebsites:− The HTA’s website(www.hawaiitourism

authority.org):In2011,theHTAover-hauleditswebsite,makingiteasiertoaccessandidentifyinformationontheHTA’sprogramsandactivities.Thenewsiteismoreuser-friendly,comprehensiveandbetterorganizedforuserstosearchforinformation;and

− Travel Smart Hawai‘i’s website (www.travelsmarthawaii.com):Providesinformationontrippreparation, planningandsafetytipsforvisitors travelingtoHawai‘i;and

Public Relations Efforts TheHTAisdedicatedtoeducatingandinforminglocalresidentsandstakeholdersaboutitsprogramsandinitiatives,focusingitspublicrelationseffortsonconductingcommunicationsandcommunityoutreach.Thisyearalone,theHTAsecuredcoverageinmorethan383printarticles,130ofwhichwereneighborislandpublications,and13broadcastinterviewswithvariousmediaoutlets.Mediabriefingsandinterviewswerealsoscheduledwithreportersfromthe“HonoluluStar-Advertiser,”“PacificBusinessNews,”“HawaiiBusiness”andthe“Associated press.”


New HTA website

HTA print ads

8. Communications & Outreach


Japan Earthquake OnMarch11,followingtheearthquakeandtsunamithathitJapan,thetragicaftermathwasfeltaroundthePacific.AtsunamiwarningwasissuedforHawai‘iandtheHTAactivateditsCrisisCommandCenterandmonitoredupdatesfromofficialsources.Throughoutthecrisis,theHTAdisseminatedupdatesandprovidedinformationtoitsmarketingpartners,Hawai‘i’svisitorindustry,andtheglobalmedia.Followingthetragedy,theHTAcontinuedto provideupdatesontheHTA’sEconomicRecoveryPlan,improvementstoHawai‘i’sinfrastructureand facilities,andreliefeffortsforJapan.

DESTINATION BRAND MANAGEMENT - C O M M U N I C AT I O N S & O U T R E A C H

Media coverage


5th China-U.S. Tourism Leadership Summit

China-U.S. Tourism Leadership Summit TheHTAworkedcloselywithofficialsoftheU.S.TravelAssociation(USTA)towelcomemorethan60regionaltourismdirectorsfromtheU.S.andChinatoHawai‘ithisyearforthe5thAnnualChina-U.S.TourismLeadershipSummit.TheSummit,consideredtobeoneofthetopeconomicaccomplishmentsbythetwocountries,isdesignedtobuildbusinessthroughcreatingrelationshipsandknowledgeofboththeChineseandU.S.markets.

Hawai‘i Business Roundtable Meeting U.S.SecretaryofCommerceJohnBrysonandhisstaffparticipatedinaHawai‘iTourismRoundtablediscussionwithvisitorindustryleadersandHawai‘ilegislatorstodiscussopportunitiesrelatingtointernationaltourismasanexport.SecretaryBrysonalsopresentedtheStateofHawai‘iwithaCertificateofAppreciationforAchievementinTradefortheoutstandingpromotionofHawai‘iasatopdestina-tionforvisitorsfromaroundtheworld.

Hawai‘i tourism roundtable meeting with Lt. Governor Brian Schatz, Mike McCartney and Peter Ho

Na- Mea Makamae O Waiki-ki-

EveryyeartheWaikīkīCommunityCenter(WCC)selectsoutstandingindividualsand corporationsthathavemadeasignificantimpactonWaikīkīandthevisitorindustry.InAugust2011,theHTAwasselectedandhonoredatWCC’s9thAnnualNāMeaMakamaeOWaikīkī,Honoring the Treasures of Waikīkī.

Ronald Williams, Senator Donna Kim, Mike McCartney and Aaron Sala at the Na Mea Makamae O Waikiki event

IV. Hawai‘i Convention Center

Theworld-classHawai‘iConventionCenter(HCC),

marketedandmanagedbySMGHawai‘i,infusesthelocaleconomywithmillionsofdollarsthroughmeetingsandconventions,servingasaplatformforeconomicandbusinessdevelopment.Thisyear,theHCCgeneratedmorethan$406.7millionindirectdelegatespendingstatewideandmorethan$39.4millioninstatewidetaxrevenue.TheHCCwillrealize548,167*hotelroomnightsasaresultofoff-shoregroupsmeetingattheHCC.AsofOctober2011,thesalesteambookedatotalofnearly765,901*definiteroomnightsforallfutureyears,asignificantaccomplishmentconsid-eringthetougheconomicconditionsthatcontinuetolinger.TheHCCisalsopleasedtoserveasthehostvenuefornumerouscommunityeventsthroughouttheyear.*Forecastasof10/19/11.TheLOS(lengthofstay)isbasedontheU.S.delegatestay-ingat8.04nights(O‘ahu)and9.21nights(statewide);AsiaPacificdelegatestayingatthree(3)nights.Roomnightsforothertypesofbookings(suchaslocaleventswithroomnights)withoffshoreattendeesarebasedoninformationprovidedbytheclientandnotedwithanasterisk(*)whenapplicable.

HCC 2011 Highlights:• “Facilities&Destinations” magazinepresentedtheHCCits13thconsecutive“PrimeSite”award,votedonbymeetingandconventionindustryleaders;

• TheHCCpartneredwithEnterpriseHonolulutodeveloptheWorldCongressonZeroEmissionsInitiativesandworkedwiththeDepartmentofBusiness,EconomicDevelopment&TourismtohosttheAsia-PacificCleanEnergySummitExpo.Morethan15countrieswererepresentedattheSeptember2011meeting;

• TheHCCworkedcloselywith the2011APECHawai‘iHost CommitteeandtheU.S.Department ofStateonthelogisticsforeventsheldattheHCCduringthe2011APECLeaders’Week;

• TheHCCformedastrategicpartnershipwiththeHealthcareConvention&ExhibitorsAssociation(HCEA),agroupthatrepresentsaquarterofthemeet-ingsindustryandprovidesastablemarketfortheHCC;and

• TheHCCwasthesolesponsor oftheNewYorkSocietyof

AssociationExecutives(NYSAE)AnnualEducationInstituteeventheldJan.19.Morethan60associationexecutivesandmeetingplannersfromtheNewYorkmetropolitanareawereinattendance.

Community Relations: TheHCChostedtheHawai‘iBusinessAmbassadorsMahaloDinner,whichrecognizedthehardworkoflocalbusinessleaderstohelpsecurefuturemeetingsandconven-tionsfortheHCC. TheAmericanPsychiatricAssociation’s(APA)164thAnnualMeeting,heldattheHCCfromMay14-18,raised$7,158indonationsforHawai‘inonprofitorganization,MentalHealthKōkua.Themeetingdrewnearly10,000participantswhowereinvitedtomakeadonationaspartofthisyear’s“APAGivesBackProgram,”whichsupportsagroupinthecommunityhostingtheAPA’sannualmeeting.TheAPAalsohostedtheHawai‘iAlohaClassic2011golftournamentinpartnershipwiththeWaipahuAlohaClubattheWaikeleCountryClubtoraiseadditionalfunds.

2011 APEC Leaders’ Week*Delegates: TBDRoomNights: TBDVisitorSpending Generated: TBD

American PsychiatricAssociation 2011 AnnualMeetingDelegates: 18,500RoomNights: 148,740VisitorSpending Generated: $87,353,068

American Academy ofNeurology 2011 Annual MeetingDelegates: 7,500RoomNights: 60,300VisitorSpending Generated: $35,413,406

American College of ChestPhysicians 2011 Annual MeetingDelegates: 5,000RoomNights: 40,200VisitorSpending Generated: $23,608,937

2011 Blood and MarrowTransplant Tandem MeetingsDelegates: 2,400RoomNights: 19,296VisitorSpending Generated: $11,332,290

*DataforAPECLeaders’Weekwas notavailableattimeofpublication.

Hawai‘i Convention Center Top Events of 2011


V. Tourism Research

TheTourismResearchDivision(TRD)developsandprovidesstatisticaland

analyticalinformationandconductsspecialresearchonHawai‘i’svisitorindustrythathelpstoaidstatemarketingandproductdevelopmentefforts,industryplanning, tourismpolicymakingandprovideseconomicinformation.Highlightsin2011include:

•TheunveilingofthetourismresearchsectiononthenewHTAwebsitehawaiitourismauthority.org/research-reports.Theredesignedsectionprovidesadditionalresearchresourcesfocusedonmarketingandbrandmanagement,aswellastheabilitytosearchbytopicandabuilt-inRSSfeed;

•Researchedflightandseatcapacityfiguresandestimatedeconomicimpactforthenewroutesandflights;

• Increasedtheavailabilityofvisitorstatisticswithearlierreleasedatesforthemonthlyvisitorhighlightsandgraphicaldashboardtodisplaykeyperformanceindicators;

• SupportedthedevelopmentofHTAperformancetargetsandestimatesoffutureTATcollection;

•DevelopednewmethodologiestotrackonlineandsocialmediaandsentimentofpotentialvisitorstoHawai‘i;and

•Developedadditionalvisitorresearchsystemstomonitorcompetitivedestina-tionsandmanagedprojectstocollectaccommodationsstatisticsonHawai‘icompetitorswhilealsotrackinghowHawai‘itargetmarketsperformedincompetitivedestinations.

Ongoing programs and publications: Visitor Statistics: TheTRDproducesstatisticalreportsonvisitorarrivalsandexpenditures.Thisdatacollectionprogramrecordsthedemographiccharacteristics,travelmethodsandspendinghabitsofHawai‘i’svisitorsthrougharangeofsurveys.

Visitor Satisfaction and Activities: Throughanextensivepost-tripsurvey,thisprogramprovidesfeedbackthathelpsHawai‘i’sbusinessestotakeproactivemeasuresinpromotion,maintenanceandimprovementintheirofferings.Theresearchmeasuresvisitors’satisfactionwithHawai‘iasavisitordestinationfromthetopsix(6)majormarketareas(MMA):U.S.West,U.S.East,Japan,Canada,EuropeandOceania. Visitor Plant Inventory:Thestatewidesurveytracksexistingvisitoraccommodationsaswellasplanneddevelopmentsandadditionstoexistingdevelopments. Visitor Forecasts and Outlook: TheTRDpartnerswithDBEDT’sResearchandEconomicAnalysisDivision(READ)onthevisitorforecast.Together,thedivisionsworktoexpandtheestimatesforarrivalsandspendingforvisitorsoverafive(5)yearperiodbyMMA.TheTRDalsocontinuestoproducesamonthly,three(3)-monthrollingairlineseatcapacityoutlook.

HTA Tourism Research website page


HTA Research Publications

Visitor Highlights StatisticsonvisitorstoHawai‘iincludingdataonarrivals,tripcharacteristicsandspendingisavailablevianewsreleases,monthlytablesandthepresident’smessage.

• DailyPassengerCounts–updateddaily• MonthlyMMAHighlightsnewsrelease andVisitor Expenditures [Topfour(4)MMAs]–distributedthe3rdweekofeachmonth

• IslandHighlightsandArrivals by U.S. Regions[BystatesandMetropolitanStatisticalArea(MSA)]–distributedsamedayasnewsrelease

• ArrivalsbyMMA(Countries)–distributedquarterly

Historical Visitor Statistics Detailedtablesonarrivals,tripcharacteris-tics,spendinganddemographicsonmulti-yeartablesincludingdataonfinalmonthlyvisitorstatistics,historicalislanddata,historicalvisitorexpenditures,historicalvisitorsbyU.S.regionsandhistoricalvisitorsbyMMA.

Visitor Profiles Up-to-datedataonwedding/honeymoon,cruisevisitorsandbusinesstravelerswhovisitfromMMAs.Includesstatisticsonpurposeoftrip,accommodationtypeandlifestages.Marketing Research Informationgatheredontravelers’motiva-tions,behaviorsanddecisionsfromtheresultsoftheMarketingEffectivenessStudy,TravelTradeBarometers,CMIstudiesanddatafromtheVisitorSatisfactionandActivitySurvey.Infrastructure Research Informationontheindustriesthatsupportvisitorexperiencesincludingreportsonairseats,accommodations,cruiseshipsandparks.ReportsincludetheAirlineSeatsCapacityOutlook,NaturalResourceResearch,SustainableTourismProjectandVisitorPlantInventoryReport.Evaluation and Performance Measures MonitorstheprogressoftheHTA’sprogramsandtheimpactsofHawai‘i’svisitorindustrywithreportsontheTourismForecast,VisitorSatisfactionMonitoringReport,economicimpactstudies,brandawarenesstracking,performancedashboardsandaResidentSentimentsonTourismSurvey.TRDalsosupportsdevelopmentofHTAperformancetargetsandestimatesoffutureTATcollection.

TOURISM RESEARCH

The following is a list of daily, monthly, quarterly and annual research reports produced by the HTA that are available on its website:


VI. TAT DistributionTransient Accommodations Tax (TAT) Collections

Anothermeasurementoftheindustry’sperformanceistheamountofTATcollectionsthatthestatereceiveseachmonth.

ThemoreTATcollected,themorebenefitsthatareaccruedtothestateasawhole,totheindividualcounties,andultimately,tobenefitHawai‘i’sresidents.Importantly,thisrevenuefindsitswayintothelocalcommunityoneachislandtosupportschools,police,infrastructureandparks,andcontributestoanimprovedqualityoflifeforHawai‘iresidents.InFY2011,thestatecollectedatotalof$284.5millioninTAT,whichwasa26.9percentincreasefromFY2010whenthetotalcollectionwas$224.2million. In2009,theLegislaturepassedAct61,SLH2009,whichincreasedtheTATby1%fortheperiodofJuly1,2009toJune30,2010;and2%fortheperiodofJuly1,2010toJune30,2015.Therevenuescollectedbytheadditionaltaxincreasewillbedepositedintothegeneralfund,exceptfor12.5%oftheincrease,whichwasdepositedintotheTourismSpecialFundforFY2010-2011. Act103,SLH2011waspassedinthe2011Hawai‘istatelegislativesessionthatcappedtheTATrevenuetobedepositedintotheHTA’sfundat$69million.Despitethereduction,theHTAremainsoptimisticandcommittedtoworkingwithitsmarketingpartnersandHawai‘i’stourismstakeholderstopreservethevitalityofHawai‘i’stourismeconomy.

TAT Distribution FY 2011 ($mill)

*Inclusive of $1 million proviso allocating monies to the State Department of Land and Natural Resources.Source: State Department of Taxation

Counties $102.9

Convention CenterEnterprise Special Fund $36.8

General Fund $59.8

Tourism Special Fund $85.0*


Estimated TAT Distribution FY 2012 ($mill)

Counties $93.0

Convention CenterEnterprise Special Fund $34.5

General Fund $103.4

Tourism Special Fund $69.0*

*Inclusive of $1 million proviso allocating monies to the State Department of Land and Natural Resources.Source: State Department of Taxation

VII. HTA Fiscal Year (FY) 2011 Actuals


Hawai‘iTourismAuthorityFiscal Year 2011 Actuals

($000)

REVENUES TourismSpecialFund $84,981 InvestmentPoolInterest/MiscellaneousReceipts 666

TOTAL REVENUES $85,647

APPROPRIATIONS FY2011 $86,947

TOTAL APPROPRIATIONS $86,947

HTA EXPENDITURES AdministrativeCosts 2,822 Sports&FestivalEvents(IncludesProBowl/PGA) 7,930 Community&SpecialEvents 11,922 ProductDevelopment 4,794

MAJOR MARKETING LeisureMarketing 43,907 Meetings,Conventions&IncentivesCosts 8,764

TOTAL HTA EXPENDITURES $80,139

The world will turn to Hawai‘i as they search for world peace because Hawai‘i has the key… and that key is Aloha!

— Auntie Pilahi Pākī

“”

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Hawai‘i Tourism Authority Hawai‘i Convention Center1801 Kalākaua AvenueHonolulu, Hawai‘i 96815(808) 973-2255www.hawaiitourismauthority.org

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