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
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 3
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
4 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
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
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 5
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
6 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
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.
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 7
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
8 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
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
DESTINATION BRAND MANAGEMENT
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
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 9
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.
10 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
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
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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
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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.
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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).
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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)
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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.
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16 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
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.
DESTINATION BRAND MANAGEMENT
Governor Neil Abercrombie and HTA representatives meeting with JATA members
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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:
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18 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
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
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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
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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
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KBS Challenger promotional material
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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
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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
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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
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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
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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.
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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
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thattheirattendancefromAsiamorethandoubledfrompreviousevents.Recordnumberswerenotedoverall,especiallyfromAustraliaandChina;
• TheHCC’swebsitewasredesignedwith contentorganizedintocategoriestobemoreuser-friendly.Thesitecanbeviewedat www.hawaiiconvention.com; and
• TheHCCdevelopedandproducedanew businessmessagesalesvideoaswellastwo(2) newlyupdatedclientservicevideos.ThesevideosarebeingusedtopromotethebusinessattributesofthestateofHawai‘i.
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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
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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
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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.”
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New HTA website
HTA print ads
8. Communications & Outreach
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Japan Earthquake OnMarch11,followingtheearthquakeandtsunamithathitJapan,thetragicaftermathwasfeltaroundthePacific.AtsunamiwarningwasissuedforHawai‘iandtheHTAactivateditsCrisisCommandCenterandmonitoredupdatesfromofficialsources.Throughoutthecrisis,theHTAdisseminatedupdatesandprovidedinformationtoitsmarketingpartners,Hawai‘i’svisitorindustry,andtheglobalmedia.Followingthetragedy,theHTAcontinuedto provideupdatesontheHTA’sEconomicRecoveryPlan,improvementstoHawai‘i’sinfrastructureand facilities,andreliefeffortsforJapan.
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Media coverage
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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
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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
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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:
34 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
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 $85.0*
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Estimated TAT Distribution FY 2012 ($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
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
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
“”