$2.5 Million Allocated to Bolster Efforts in the U.S. Mainland and
Japan
Honolulu, Hawaiʻi – Tourism on the island of Hawai‘i – the
island’s leading industry – is receiving some much-needed support with an
emphasis on new branding initiatives and increased marketing funding for its
two largest markets, the U.S. mainland and Japan.
On March 28, the Hawai‘i Tourism Authority’s (HTA) Board of Directors
approved reallocating $2.5 million in funding to support new marketing efforts
to help the island of Hawai‘i recover from the falloff in tourism stemming from
Kīlauea’s change in volcanic activity that
began 11 months ago.
Representative
Richard H. K. Onishi, chair of the House Committee on Tourism &
International Affairs and whose district covers Hilo, Kea‘au, Kurtistown, and
Volcano, said this added emphasis to help businesses, communities, and
residents on the island of Hawai‘i is appreciated.
"The Legislature last week approved an
additional $60 million in emergency relief funding to repair damaged
infrastructure," said Onishi. "But money for infrastructure alone
will not fix the damaged economy. That is why I was gratified to learn that the
HTA is stepping up to the plate to provide funds to help revive Hawai‘i Island's
economy."
Chris Tatum, HTA president and CEO, said the campaign is a
collaborative effort to enhance how the island of Hawai‘i is perceived by
travelers now that Kīlauea
volcano is idle, while also supporting businesses and jobs affected by the drop
in business over the past year.
“We are very thankful to Chair Onishi and the state lawmakers for
supporting the overall direction HTA is taking to do what is best for the
community’s future on the island of Hawai‘i,” said Tatum. “This new branding
campaign is needed to help enhance how travelers see the island of Hawai‘i as a
destination and to revitalize tourism for the good of businesses and residents
who rely on its sustainability.”
Funding to Support Branding in U.S. Mainland
and Japan
The $2.5 million
reallocated by HTA will be utilized by Hawai‘i Tourism United States ($1.5
million) and Hawai‘i Tourism Japan ($1 million) to implement a series of new
branding, marketing and publicity programs. This funding complements the
ongoing marketing and promotional programs being implemented by HTA’s Global
Marketing Team in accordance with the guidance provided by the Island of
Hawai‘i Visitors Bureau.
The new branding programs in the U.S. mainland and Japan will employ a
variety of communication tactics to reach travelers in prime regional areas via
marketing, promotions, sales blitzes to travel trade professionals, and public
relations.
Among the planned programs is a high-profile bus tour that will carry
island of Hawai‘i representatives and Hawaiian cultural practitioners, making
stops in key cities on the West Coast to promote travel opportunities to the
destination and showcase the vast number of attractions and activities visitors
can enjoy island-wide.
Kīlauea Lava Flows Continued for Five Months
Kīlauea, one of the
world's most active volcanoes, erupted on May 3, 2018, in the lower Puna area
on the island’s east side. Kīlauea continuously poured out lava over the next
five months covering approximately 13.7 square miles of land and destroying
more than 700 homes.
Although the affected area in lower Puna comprised less than one
percent of the island of Hawai‘i, which measures 4,028 square miles and is
larger than all of the other Hawaiian Islands combined, businesses island-wide
suffered significant losses in revenue, as many visitors began choosing to
avoid the island due to concerns about the lava flows and air quality.
On August 6, 2018, the lava flow from Kīlauea volcano ceased with the air quality
becoming clean and clear immediately thereafter. On March 26, 2019, the U.S.
Geological Survey changed Kīlauea
volcano’s alert level from “advisory” status to “normal,” officially ending the
eruption.
Impact of Kīlauea Eruption on Island of
Hawai‘i Tourism
The impact that Kīlauea volcano’s eruption has had on tourism for the
island of Hawai‘i over the past year is reflected in its visitor statistics.
As published through
April 2018, island of Hawai‘i tourism was on a record-setting pace through the
first four months of the year with the growth in visitor spending (+12.7
percent to $967 million) and visitor arrivals (+12.5 percent to 648,738
arrivals) significantly ahead of the previous high totals in 2017.
In the eight months that followed in 2018, visitor spending and
arrivals steadily declined on the island of Hawai‘i with the year-end figures
showing that visitor spending had flattened (+0.2 percent to $2.40 billion) and
visitor arrivals declined (-2.5 percent to 1,718,181 arrivals) compared to
2017.
Through February 2019, the island of Hawai‘i has reported substantial
decreases in both visitor spending (-10.3 percent to $445.8 million) and
visitor arrivals (-10.7 percent to 285,628 arrivals) compared to the same
two-month period in 2018.
Tatum commented, “With this new marketing campaign, our goals are to
help reverse this continuing decline and emphasize to travelers the positive
message about the abundance and diversity of attractions, activities, and sites
to see and enjoy on the beautiful island of Hawai‘i.”
About the Hawai‘i Tourism
Authority
The Hawai‘i
Tourism Authority is the State of Hawai‘i agency responsible for
strategically managing its support of the tourism industry. Established in 1998
to support Hawai‘i’s leading industry and largest employer, HTA continually
strives to help ensure tourism’s sustainability and the benefits it brings to
residents and communities statewide.
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