Hawai‘i tourism Authorityfiles.hawaii.gov/dbedt/annuals/2010/2010-hta.pdfJapan 1.898 1.826 1.228...

2010 AnnuAl RepoRt to the Hawai ‘ i State legislature

Hawai‘i tourism Authority

ALOHAWritten by Hawai‘i’s treasured kupuna, Auntie Pilahi Pākī and placed in Hawai‘i state law for perpetuity (HRS §5-7.5)

The “Aloha Spirit” is the coordination of mind and heart within each person. It brings each person to the self. Each person must think and emote good feelings to others. In the contemplation and presence of the life force, “Aloha,” the following unuhi laulā loa (free translation) may be used:

Akahaimeaning kindness, (grace) to be expressed with tenderness;

Lōkahimeaning unity, (unbroken) to be expressed with harmony;

‘Olu‘olu meaning agreeable, (gentle) to be expressed with pleasantness;

Ha‘aha‘ameaning humility, (empty) to be expressed with modesty;

Ahonuimeaning patience, (waiting for the moment) to be expressed with perseverance.

“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

These are traits of character that express the charm, warmth and sincerity of Hawai‘i’s people. It was the working philosophy of Native Hawaiians and was presented as a gift to the people of Hawai‘i.

Aloha is more than a word of greeting or farewell or a salutation.

Aloha means mutual regard and affection and extends warmth in caring with no obligation in return.

Aloha is the essence of relationships in which each person is important to every other person for collective existence.

Aloha means to hear what is not said, to see what cannot be seen, and to know the unknowable.

“The aloha spirit of our people sets Hawai‘i apart from every other visitor destination around the world.”Mike McCartneyPresident & Chief Executive OfficerHawai‘i Tourism Authority

Table of Contents

Letter from the Hawai‘i Tourism Authority . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2I. Overview of the Hawai‘i Tourism Authority • Background, Mission and Organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 • Board of Directors & Committees. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 • Staff & Operations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 II. Strategic Plans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 III. Brand Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 1. Access . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2. Hawaiian Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9-10 3. Natural Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 4. Safety and Security. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 5. Tourism Product Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13-15 6. Workforce Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 7. Marketing - Marketing Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 - Leisure Marketing and CMI . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 •NorthAmerica . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 •GlobalCMI . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 •Japan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 •OtherAsia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 •Oceania . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 •Europe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 - Business Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 - Sports Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26-27 -OtherMarketingProjects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28-29 8. Communications&Outreach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30-31IV. Hawai‘i Convention Center . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32V. Tourism Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33-34 VI. Hawai‘i’s Visitor Industry • Transient Accommodations Tax . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 VII. HTA Fiscal Year 2010 Actuals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

1H A W A I ‘ I T O U R I S M A U T H O R I T Y 2 0 1 0 A n n U A l R e p O R T

Aloha, OnbehalfoftheHawai‘iTourismAuthority(HTA),thestateagencyfortourism,wewouldliketopresentyouwiththeHTA’s Annual Report to theHawai‘iStateLegislatureforcalendaryear2010.Thisreportcoverstheagency’sactivities,accomplishmentsandchallengesfromJanuarythroughOctober2010. As2010drawstoaclose,weremaincautiouslyoptimisticbythedouble-digitgrowthinvisitorspendingandarrivalsduringthemonthsofSeptemberandOctober.Whileourtourismeconomyiscontinuinginitsrecovery,wewillcontinuetoimplementtheHTA Strategic Plan: 2010-2012 todrivedemandtoboostarrivalsandexpenditures,aswellascontinue tohelpprovideanincomparablevisitorexperience.Wewillalsocon-tinue to aggressively market Hawai‘iasaglobalmeetingdestination andcapitalizeontheinterestinourstateaswepreparetohostthe 2011APECLeaders’meetinginNovember2011. Hawai‘i’svisitorindustrycontinuestobeacriticaleconomicdriver forourstate.Withtourismaccountingformorethan14.8percentof our state’seconomyandmorethan133,000jobs,itisessentialthatwe continuetoworktogethertohelpstabilizeandstrengthenHawai‘i’s visitor industry. Atthestartoftheyear,theHTAsettargetsof6.7millioninvisitorarrivalsand$11.8billionintotalstatewideeconomicimpactindirectvisitorspending.Wearepleasedtoreportthatwerecentlyrevisedourprojectionsandanticipatereachingmorethan7millionvisitorsthisyear. Whilevisitorsarecomingback,spendingisincreasingandthenumberof air seats to Hawai‘iareontherise,weneedtocontinuedrivingdemandtoourislands.Overall,theseareinitialindicationsthatHawai‘i’s tourismeconomyisonthepathtorecovery,butthereisstillalotmoreworkaheadofus. Inclosing,wewouldliketoacknowledgeandthankallofthosewhohaveworkedwithusthroughouttheyear.Welookforwardtoour continuedpartnershipandworkingtogetherwithyouin2011.

Mahalonuiloa,

Ronald Williams Mike McCartney Chair President&ChiefExecutiveOfficer

2 H A W A I ‘ I T O U R I S M A U T H O R I T Y

Letter from the Hawai‘i Tourism Authority

Economic Contributions of Hawai‘i’s Travel & Tourism Industry in 2009

• Produced$9.5billionor14.8percentofgrossstateproduct;

• Accountedforapproximately133,620jobsor 15.9percentoftotalemploymentforthestate;and

• Contributed$923.5milliontaxdollarstothestate government or 18.9 percent of total state tax revenue.

Source: Hawai‘iDepartmentofBusiness,EconomicDevelopment & Tourism and HTA

Visitor Performance & Projections by MMA

Visitor Expenditures Visitor Arrivals 2010 2009 2010 2009 Projections Actual Projections Actual ($billion) ($billion) (million) (million)

US West 3.939 3.468 2.914 2.719

USEast 2.891 2.695 1.612 1.561

Japan 1.898 1.826 1.228 1.168

Canada 0.722 0.629 0.390 0.347

Others 1.543 1.177 0.772 0.625

Supplemental Business 0.174 0.174 NA NA

Visitorsbycruiseships 0.027 0.025 0.096 .097

Total 11.197 9.993 7.012 6.517

NA–Notapplicable2010ProjectionsbasedmostrecentdataandanalysisasofDecember1,2010Source: HTA

Mike McCartney

Ronald Williams

“We are pleased to report that we… anticipate reaching more than 7 million visitors this year.”

I. Overview of the Hawai‘i Tourism Authority

2 0 1 0 A n n U A l R e p O R T 3

Background In1998,theHawai‘iTourismAuthority(HTA)wasestablishedthroughalegislativeactasthelead state agency for Hawai‘i’s visitor industry. ThissameactalsoestablishedtheTourismSpecial Fund, a set percentage of transient accommodationstax(TAT)collectionsthatisassessedonhotels,vacationrentalsandotheraccommodations,andisusedbytheHTAtomarket, develop and support Hawai‘i’s visitor industry. AmongitsresponsibilitiesastheState’s tourismagency,theHTAischargedwiththefollowing:

• Settingtourismpolicyanddirection from a statewide perspective;

• DevelopingandimplementingtheState’s tourism marketing plan and efforts;

• Managingprogramsandactivitiesto sustainahealthyvisitorindustryforthestate;

• Developingandmonitoringimplementa-tionoftheHawai‘i Tourism Strategic Plan; and

• Coordinatingtourism-relatedresearch,planning,promotional,andoutreachactivitieswiththepublicandprivate sectors.

Mission To strategically manage Hawai‘i tourism in a sustainable manner consistent with our economic goals, cultural values, preservation of natural resources, community desires, and visitor industry needs.

Organization TheHTAisheadedbyapolicy-makingboardofdirectors,whichconsistsof12public,votingmembersrepresentingeachofHawai‘i’sfour(4)counties.Theboardmembershaveexpertiseintheareaofvisitorindustrymanagement,marketing, promotions, transportation, retail, entertainment, and visitor attractions. One of theboardmembersalsomaintainsexpertiseintheareasofHawaiianculturalpractices.TheHTABoardreportstothelegislaturethroughitspresidentandchiefexecutiveofficer. TheprimarypurposeoftheBoardistosetbroadpoliciesanddirectionsfortheHTA’s activitiesthatare:

• ConsistentwiththeHawai‘i Tourism Strategic Plan: 2005-2015(StateTSP);and

• InalignmentwiththeHTA Strategic Plan: 2010-2012.

Hawai‘i Island

La-na‘i

MauiO‘ahu

Moloka‘iKaua‘iNi‘ihau

Kaho‘olawe

Board CommitteesAdministrative Standing CommitteeMakespolicyrecommendationsrelatingtotheadministrationoftheHTAandmakesfindingsandrecommendationsrelatedtotheevaluationofthePresident&CEO.Committee members: Ronald Williams (chair), Kelvin Bloom (vice chair) and Douglas Chang.

Budget & Audit Standing CommitteeMakes policy recommendations to ensure thefinancialintegrityoftheHTAthroughtheproper allocation and expenditure of funds in amannerconsistentwiththeBoard’s policies andobjectives,andensuresthatfundsareproperlyexpendedunderabudgetpreviouslyapprovedbytheBoard.Committee members: Vernon Char (chair), Michael Kobayashi (vice chair), Kelvin Bloom, and Patrick Fitzgerald.

Marketing Standing CommitteeMakes policy recommendations on initiatives relatedtothemarketingandpromotionofHawai‘iasavisitordestination,includingtheHawai‘i Convention Center.Committee members: Sharon Weiner (chair), Leon Yoshida (vice chair), Douglas Chang, and Kyoko Kimura.

Strategic Planning Standing CommitteeMakes policy recommendations relating to researchandplanningfortourisminHawai‘i. Committee members: Kyoko Kimura (chair), Patricia Ewing (vice chair), Douglas Chang, and Cha Thompson.

Board of Directors(AsofOctober31,2010)


Members Representation

Ronald Williams,Chair At-large President&CEO Atlantis Adventures, LLC

Sharon Weiner,ViceChair At-large Vice President GlobalCommunications andGovernmentRelations DFSGroupLimited

Kelvin Bloom At-large President Aston Hotels and Resorts, LLC

Douglas Kahikina Chang At-large GeneralManager RitzCarltonClub&Residences, Kapalua Bay

Vernon F.L. Char At-large Attorney at Law CharSakamotoIshiiLum &Ching

Patricia Ewing County of Kaua‘i Owner Kong Lung Company

Members Representation

Patrick K. Fitzgerald County of Hawai‘i ChiefExecutiveOfficer Hualalai Investors, LLC & Kona Village Investors, LLC

Kawaikapuokalani K. Hewett At-large

Kyoko Y. Kimura County of Maui Managing Director Hotel Wailea

Michael Kobayashi At-large President KobayashiTravelService,Ltd.

Charlene “Cha” Thompson City & County Owner,Executive ofHonolulu Vice President TihatiProductions

Leon Yoshida At-large President&CEO Sawayaka Hawaii, Inc. dbaTellmeclubHawaii

Brand Management

Leisure Marketing

SMG (Hawai‘iConvention Center)

Hawai‘i Tourism Japan

Hawai‘i Tourism Europe

Hawai‘i Tourism Oceania

Hawai‘i Tourism Asia

Hawai‘i Visitors &Convention Bureau

(HVCB) - North America

Hawai‘i ConventionCenter

HVCB Corporate Meetings & Incentives

Business Marketing

HAWAI‘I TOURISMAUTHORITY

Department of Business, Economic Development

& Tourism (DBEDT)

GovernorLegislature

Tourism ResearchCommunity

Branding Experiences

Operations

2 0 1 0 A n n U A l R e p O R T 5

HTA StaffMike McCartney President and ChiefExecutiveOfficer

Momi Akimseu Tourism Brand Manager

Caroline Anderson Tourism Brand Manager

Muriel A. Anderson Senior Advisor & Liaison forAPEC

Lynn D. Bautista Contracts Manager

Maile Caravalho Accounting Assistant

Minh-Chau T. Chun TourismResearchManager

Cy Feng TourismResearchManager

Jadie Goo Tourism Brand Manager

Irene Iha Administrative Fiscal Assistant

Lois Kajiwara Program Assistant

Robbie Ann Kane Tourism Brand Manager

Grace Lee Tourism Brand Manager

Lawrence Liu TourismResearchStatistician

Stella V. Montero Budget/Fiscal Officer

Daniel Naho‘opi‘i TourismResearchDirector

Janna Nakagawa Program Assistant

Melissa Ortega Clerical Assistant

Winfred Pong Vice President, Administrative & Fiscal Affairs

Roann Rakta ExecutiveAssistant

Michele Shiowaki Program Assistant

Michael Story Tourism Brand Manager

Vengie Talaro Administrative Assistant

David Uchiyama Vice President, Brand Management

Keli‘ihoalani N.K. Wilson Director of Hawaiian Cultural Affairs

TheHTAisadministrativelyattachedtotheStateDepartmentofBusiness,EconomicDevelopment&Tourism.TheHTA’spresidentandchiefexecutive officerreportsdirectlytotheHTABoardofDirectorsandisresponsibleforassistingtheBoardinitsresponsibilitytoexecutethemandatesofChapter201BoftheHawai‘i Revised Statues.


II. Hawai‘i Tourism Strategic Plan: 2005-2015 and Hawai‘i Tourism Authority Strategic Plan: 2010-2012

Hawai‘i Tourism Strategic Plan: 2005-2015 (State TSP) In2004,theHawai‘iTourismAuthority(HTA),withassistanceandinputfromtheindustryandthecommunity,developedtheHawai‘i Tourism Strategic Plan: 2005-2015(StateTSP).This10-year plan is focused on creating a sustain-ablefutureforHawai‘i’s visitor industry and identifiesasharedvisionforHawai‘i tourism byindustrystakeholders. By 2015, tourism in Hawai‘i will:

• HonorHawai‘i’speopleandheritage;• ValueandperpetuateHawai‘i’s natural

and cultural resources;• Engendermutualrespectamongall

stakeholders;• Supportavitalandsustainableeconomy;

and• Provideaunique,memorableand

enrichingvisitorexperience. Theplanalsoprovidesaroadmapthatincludesthefollowingcomponentsfor achievingthatvision:

• GuidingprinciplesandNativeHawaiianvalues;

• Performanceindicatorstohelpmeasurethecollectivesuccessinachievingthevision for Hawai‘i’s visitor industry;

• Nine(9)strategicinitiativesthatwere identifiedastheprioritiesneededtoachievethevision;and

• Leadandsupportpartnersinthepublicandprivatesectorswhoneedtoworktogetheroneachinitiativetoachievetheoverall vision.

Hawai‘i Tourism Authority Strategic Plan: 2010-2012 (HTA Plan) In2009,theHTAdevelopedtheHawai‘i Tourism Authority Strategic Plan: 2010-2012(HTAPlan)toprioritizetheHTA’s work in support of theStateTSP,andmoreimportantly,tohelpstabilizeHawai‘i’svisitorindustryduringtheU.S. economic crisis and curtail consecutive monthsofdouble-digitdecliningvisitorarrivalsand expenditures. TheHTAPlanprovidedobjective,short andlong-termgoalsfor2010(6.7million visitors;$188PPPDexpenditures;$11.8billioneconomicimpactindirectvisitorspending)and2011-2012(6.9millionvisitors;$202PPPDexpenditures;$13billioneconomicimpactindirectvisitorspending).TheHTAPlanalsoseeksto provide new systems to improve transpar-encyandaccountabilityandtoconverttheHTAintoanexpandedresearchbasedentityutilizingkey performance indicators.

FY 2010 FY 2011 Budget BudgetBrand Management (in millions) (in millions)Category

Access/Airlift Development Programs $4.1 $6.1

Hawaiian Culture $1.3 $1.7

Natural Resources $2.0 $3.0

Safety and Security $0.5 $0.5

Tourism Product Development $2.7 $3.0

Workforce Development $0.2 $0.2

Leisure Marketing $29.8 $37.1

Sports Marketing $2.8 $7.1

Business Marketing $8.7 $10.3

Opportunity Fund $12.5 $3.5

Communications&Outreach $0.3 $0.3

Total Brand Management $64.9 $72.8

III. Brand ManagementInresponsetoarapidlychangingmarket, theHTArealizedthatitmustalsochangethe

wayitconductsbusinesstodealwithboththeshort-termcurrenteconomiccrisisfacingourstate,andthelonger-termchallengeofachiev-ingahealthyandsustainableindustrythatprovidesmaximumbenefitstoourcommunity. OneofthemostimportantstepstakenbytheHTAboardandstaffwasunderstand-ingthateverythingitdoes–fromproductdevelopment to support of Hawaiian culture, to marketing – must ultimately, support its efforts todeliverontheHawai‘ibrandpromise. Whatisabrand?Simplyput,abrandisasum of all feelings, opinions, exposure to marketingmaterial,andexperiencesthata personhasrelativetoaproduct,service, company, or, in Hawai‘i’s case, a destination. TohelpHawai‘i delivertheHawai‘ibrandinthebestwaypossible,theHTArestructureditsoperationssothatdepartmentsthatpreviouslyoperatedindependentlywerenowunderthesinglebannerofBrandManagement.Theseoperations include:• Access• Communications&Outreach• HawaiianCulture• Marketing• NaturalResources• SafetyandSecurity• TourismProductDevelopment• WorkforceDevelopment

WorkinghandinhandwiththeHTA’s TourismResearchDivision,thenewstructureincreased synergy and improved effectiveness, allowing for greater coordination and colla-borationofprogramsandactivities.Notonlydidthiscreategreaterconsistency,butalsocreatedopportunitiestobetterleverageefforts.ThisresultedinmoreefficientandeffectiveuseofHTAresourcesandanapproachthatwasconsistentwiththegoalsoftheStateTSPandtheHTAPlan.

2 0 1 0 A n n U A l R e p O R T 7


1. Access

Inanefforttoaddresschangesintheairlineindustry,theHTAandtheHawai‘i Visitors and

ConventionBureau(HVCB)continuedworkingwithairlineconsultantSabreAirlineSolutionson air service development initiatives aimed atstabilizingandincreasingairservicetothestate following year-over-year capacity losses in 2008 and 2009. Bytheendofthisyear,nearly92percentofthedomesticseatslostduetotheclosuresofATAandAlohaAirlinesisexpectedtoberestored.Ontheinternationalfront,year-over-yearincreasesinseatcapacitywereobservedfromJapan,Canada,SouthKorea,andAustralia.

Goal: To maintain and improve transportation access, infrastructure and services to facilitate travel to, from and within Hawai‘i.

Airlift Efforts Giventhevolatilityoftheairlineindustryand Hawai‘i’sdependenceonadequateandconvenientairlifttoandfromthestate,theHTA spendsaconsiderableamountoftimeandresourcesinthisareaworkingonthefollowing:

• DevelopingCloserAirlineTies:TheHTAandtheHVCBcontinuedtodevelopcloserworkingrelationshipswithairlineofficialsandnetworkrouteplanners,meetingwithdomestic and foreign air carriers at route planning conferences and participating inone-on-onemeetingsatairlinehead-quarterofficesaroundtheworld.Ongoingdiscussionswiththeairlineshavefocusedoncooperativeeffortsaimedatstrength-ening traffic on existing routes and identifying potential new route opportuni-ties in un-served or under-served domestic and international markets.

BRAnD MAnAGeMenT

• HTA’sAirliftDevelopmentProgram: TheHTA’s Airlift Development Program is acooperativeprogramwithairlinesandwholesalerstobringvisitorstoHawai‘i. TheHTAprovidedfundingfor74coop-erativeprogramsinconjunctionwithairlinesandtravelwholesalerswhichwererequiredtoprovideatleasta3:1matchinfundstosupporttraveltothestateduringthetraditionallyslowerspringandfallperiods.TheprogramseekstoattracthigherspendingandactivevisitorstoHawai‘i,expandexposurefortheoveralldestination,andhelpsustainroutesthatare at risk of cancellation. In total, more than$10millionhasbeeninvestedinthemarketthroughthesecooperativeprograms.

AIRLIFT OVERVIEWSeat Inventory Overview

Scheduled Air Seats (2002 - 2010) 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 TargetTOTAL 8,252,306 8,557,770 9,317,245 10,023,606 10,360,886 10,190,698 9,162,013 8,676,773 9,179,104 9,343,362US West 4,640,094 4,987,951 5,295,351 5,756,866 6,323,008 6,301,206 5,622,071 5,346,752 5,741,701 5,817,523USEast 821,464 963,693 1,281,642 1,415,379 1,243,016 1,098,866 1,048,333 894,638 923,036 923,036Japan 1,961,733 1,785,277 1,857,465 1,970,365 1,816,797 1,851,850 1,605,128 1,597,326 1,620,333 1,636,536Canada 313,773 299,419 290,725 300,182 369,886 304,393 280,375 228,838 286,492 286,492OtherAsia 78,176 94,407 103,809 126,751 130,320 140,551 137,038 164,965 153,788 218,228Oceania 211,129 189,564 228,608 227,268 244,173 259,968 193,287 168,524 172,496 181,121Other 225,937 237,459 259,645 226,795 233,686 233,864 275,781 275,730 281,258 280,426Source:HTAScheduledAirseats(2010-asofOctober2010OAG)

2 0 1 0 A n n U A l R e p O R T 9

BRAnD MAnAGeMenT

2. Hawaiian Culture

RecognizingthattheHawaiiancultureandcommunityarewhatmakeHawai‘iunique,

andiscriticaltothesustainabilityofHawai‘i’s visitorindustry,theHTAsupportsseveralprogramsunderthisinitiative:

Ku-kulu Ola: Living Hawaiian Culture Program In2010,theHTAprovidedfundingto26organizationsforvariousprojectsthathelp tostrengthenandperpetuatetheHawaiian culture.ThefundsareawardedusingtheRequestforProposalsprocessthatincludesreviewandevaluationbytheHTA’s Hawaiian CultureProgramAdvisoryCouncil(HCPAC).SupportedprojectsincludeHaleKū‘ai’s Maoli Art in Real Time, PA‘I Foundation’s MAMo: MaoliArtsMonth,andtheKīpahulu‘OhanaKapahuLivingFarm.Acompletelistof projectsisavailableontheHTA’swebsite: www.hawaiitourismauthority.org.

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

TheHTAprovidessupporttoNativeHawaiiansignatureeventsthatperpetuatetheHawaiianculturethroughprogramsandactivitiesforresidentsandvisitors,includingthefollowing:

• PrinceKūhiōCelebrationheldannually inMarch,tohonorthenotedHawaiian princeforhismanyachievementsandcontributions;

• KingKamehamehaCelebrationheldinJune,incommemorationofHawai‘i’s first monarch,KingKamehamehaI;

• PrinceLotHulaFestivalheldinJuly,isanon-competitivehulaeventthatincludeshālau(hulaschools)fromHawai‘i and abroad;

• AlohaFestivalsheldfromAugustthroughOctober,along-standingeventthatcelebratestheHawaiianculturethroughvariousactivitiesandeventsonallmajorislands; and

• MerrieMonarchHulaFestivalheldin April,thepremierhulafestivalintheworld.

PrinceKūhiōCelebration

Merrie Monarch Hula Festival King Kamehameha Celebration

Native Hawaiian Festivals Program

Kīpahulu ‘Ohana Kapahu Living Farm on Maui

Aloha Festivals

Ma‘ema‘e Marketing Program In2010,theHTAdevelopedadditionalmechanismstoconsistentlysupportmarketingpartnersandindependentgroupssuchastouroperators,withongoingmarketingassistancethroughouttheyear.Effortsincludetheinitialdevelopment of tool kits and awareness educa-tiontohelppromoteproperdevelopmentofbrochuresandotherpromotionalcollateralthatis used to market Hawai‘itotheworld.

Additional Support for Hawaiian Culture Programs Inanefforttocontinuetosupportthecommunity,fundsweresetasidetoestablishpartnershipsandassistavarietyofcommunityeffortsintheareaofHawaiianculture.SomeoftheseprogramsincludesupportfortherevitalizationandsurvivaloftheHawaiianlanguagethroughapartnershipwiththe‘AhaPūnanaLeo,aswellassupportfortheeduca-tion,gatheringandempoweringofHawai‘i’s NativeHawaiiancommunitieswiththeCouncilfor Native Hawaiian Advancement.

Hawaiian Cultural Program Advisory Council TheHTA’s Hawaiian Cultural Program AdvisoryCouncil(HCPAC),formedin2004,assiststheHTAinaddressingtherelationshipbetweenthevisitorindustry,theHawaiiancultureandthecommunity.HCPACmembershipincludescultural practitioners, as well as representatives fromHawaiiancommunitygroups,the visitorindustryandfromeachcounty. Today,HCPACcontinuestoassistthe HTAwithoverallguidanceforitsHawaiianCultureProgramandincludesthefollow-ing individuals:

• Nā‘ālehuAnthony,Palikū Documentary Films

• PeterApo,Peter Apo Company• KainoaDaines,Queen Kapi‘olani Hotel• LeonaMapuanaKalima,Office of

Hawaiian Affairs• RobbieKaholokula,Consultant• CherylL.Ka‘uhane-Lupenui,YWCA

O‘ahu• DebbieNakanelua-Richards,Hawaiian

Airlines• RamsayRemigiusMahealaniTaum,

University of Hawai‘i, School of Travel Industry Management

• MichaelWhite, Kā‘anapali Beach Hotel

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Native Hawaiian Hospitality Association TheHTAprovidessupporttotheNativeHawaiianHospitalityAssociation(NaHHA),aleadorganizationfortheHawaiianCultureinitiativeintheStateTSP.In2010,NaHHAfocuseditseffortsoncontinuingtobridgethegapbetweentheHawaiiancommunityandthevisitorindustry.Itsworkplanincludedbuild-ingontheOlaHawai‘iprogram,whichfocuseson Hawaiian cultural training of industry workforceandtheexpansionofthisprogramtotheneighborislands.

Other EffortsTourism Legacy Luncheon TheTourismLegacyLuncheonwasheldaspartoftheHTA’s 2010 Tourism Conference. Theawardshonorindividuals,organizationsandbusiness-esthathaveperpetuated theHawaiianculture and traditions. Awardeesthisyear included thelateDr.GeorgeKanaheleandtheBishopMuseum.

Recipients of the 2010 Tourism Legacy Awards


3. Natural Resources

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

TheHTA’sNaturalResourcesProgrambeganinFY2003,followingaprovisobytheHawai‘i

StateLegislatureinthe2002sessionthatdirectedtheHTAtoprovideatleast$1millionannuallyfromitsbudgettosupporteffortstomanage, improve and protect Hawai‘i’s natural environmentandareasfrequentedbyvisitors.Anadditional$1millionfromtheHTA’s Tourism SpecialFundisprovidedannuallytotheStateDepartment of Land and Natural Resources (DLNR).

Throughthisprogramin2010,theHTA:• ProvidedmoniestoDLNRtosupportthe

NāAlaHeleTrailsandAccessProgramand itsStateParksDivision.Thesefundswere used to support a “Back to Basics” effort thatfocusedonneededrepair,mainte-nance and improvements at state park facilities and ongoing trails program activities; and

• Supported29community-basedprojectsthroughoutthestatethroughaRequestfor Proposals process.

2010 Natural Resources ProgramThefollowingisapartiallistofcommunity-basedprogramsthatreceivedfundingfromtheHTAin2010.AcompletelistofprojectscanbefoundontheHTA’swebsite.

Organization Project Title & Island Description

Friends of the Future Waipi‘o Valley Educationalandinformationalprogramon Education & thecultural,historicandenvironmental Information Officer significanceofthevalleytoimprovevisitor Program (Hawai‘i Island) understanding

County of Kaua‘i Po‘ipūBeach Restoration and mitigation study to Restoration Study determinethefeasibilityandlogistics (Kaua‘i) for Po‘ipūBeachrestoration

Ke ‘Aupuni Ala Pālā‘au (Moloka‘i) Developmentofaone-halfmiletrailin Lōkahi,Inc. Pālā‘au State Park to restore native forest habitat,andprovideinterpretationand education

Moanalua Gardens Kamananui Valley Removal of invasive species, old signs and Foundation Improvements (O‘ahu) markers, and installation of educational interpretativesignsatkeysitesinthe newly-opened valley and trail

In2002,theHTAestablishedtheNaturalResourcesAdvisoryGroup(NRAG),agroupofindividualsfromthepublicandprivatesectors,whoseexpertiserelativetoHawai‘i’s natural environmenthavehelpedtoshapetheHTA’sNaturalResourcesPrograminlinewiththeStateTSPbyidentifyingpriorities,establishingobjectivesandsettingcriteria. Today,theNRAGcontinuestoassistHTAinthisarea,workinginsupportofHawai‘i’s visitor industry, community and environment, and currentlyincludesthefollowingindividuals:

Natural Resources Advisory Group• 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

Ka‘ena Point Hawai‘i Watchable Wildlife

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4. Safety and Security

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T heHTAisasupportentitytohelpadvancethisinitiativeandiscommittedtoassisting

otherleadagenciesandorganizationsrespon-sibleforensuringthatHawai‘icontinuestobe a safe and secure visitor destination.

Crisis Management TheHTAcontinuedtocollaboratewiththeState Tourism Liaison, state and county civil defenseagencies,visitorindustrybusinessesand associations, and federal emergency agencies to plan for, and discuss potential crisis/emergencyscenariosthatcouldaffectvisitorswhilevacationinginHawai‘i, as well as identify waysforincreasedpartnershipandprepared-ness in mitigating disasters and providing assistance to Hawai‘i’s visitors. OnFebruary27,2010,theHTAactivated theHTACommandCenterinresponsetoan 8.8magnitudeearthquakethatstruckChile.Followingtheissuanceofthetsunamiwarning,theHawai‘i visitor industry crisis management team implemented its crisis management procedures. Fortunately, Hawai‘i experienced nosignificantadverseeffectsandtheday’s eventsprovidedtheopportunityforvariousorganizations to implement and learn from theirindividualcrisisactionplans.

SafetyandSecurity: VAP Contacts

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

and Hawai‘iIslandthatinvolvevisitors whoarevictimsofcrimeorexperienceunexpectedhardships.VAPisfundedbytheHTAwithadditionalsupportprovidedbythevisitorindustry.Formoreinforma-tion,ortofindouthowyoucanvolunteeror donate, please contact a VAP provider on your island.

Visitor Aloha Society of Hawai‘i (O‘ahu)Jessica Lani Rich, President and Executive Director Ph:(808)926-8274

Visitor Aloha Society of Kaua‘i Tricia Yamashita, Executive Director Ph:(808)482-0111

VASH Maui (Maui County) Janet Kuwahara, Director of VASH Ph:(808)244-3530

Visitor Aloha Society of Hawai‘i IslandLinda Allen, Executive DirectorPh:(808)756-0785-KonaPh:(808)756-1472-Hilo

Goal: To achieve a safe Hawai‘i visitor experience.

Security Camera Surveillance Program – A State and County Partnership Followingthesuccessfulimplementationof Maui County’s security camera surveillance programin2009,theHTAcontinuedtoworkwiththecountiestodevelopsimilarprogramsinpublicareasfrequentedbyvisitorsandresidents:

• Thisyear,theHTAapprovedHawai‘i County’sprogramwhichincludedtheinstallation of 38 surveillance cameras in Kailua-Kona,Hilo,Pāhoa,andAkakaFalls.Thisprogramwasapartnershipbetweennumerous community organizations includingtheHawai‘iCountyPolice,theKailua Village Business Improvement DistrictandtheHiloDowntownImprovement Association; and

• ContinuedtoworkwiththeCityandCounty of Honolulu to implement its programbytheendof2010.

Visitor Assistance Programs WhenvisitorsinHawai‘iareaffectedbycrimeandotheradversities,Hawai‘i’shospital-ityisexemplifiedbytheVisitorAssistancePrograms(VAP)availableineachcounty. Theseagencies,alongwithvolunteersandawide network of partner organizations, offer assistance in many forms, including guidance and support, gift certificates and restaurant coupons,amenitybags,lodgingandairlineassistance,andcounselingandbereavementservices.


Goal: To provide a diverse and quality tourism product unique to Hawai‘i that enhances the Hawai‘i visitor experience and enriches residents’ quality of life.

5. Tourism Product Development

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UndertheHTA’snewstructure,these programs fall under “Community

BrandingExperiences”andincludetheCountyProductEnrichmentProgram,theFestivalsandEventsProgram,andOtherProduct Development Programs.

County ProductEnrichment Program TheCountyProductEnrichmentProgram(CPEP)isapartnershipbetweentheHTAandeachofthefour(4)countiestodiversifyandenrichHawai‘i’stourismproductinlinewithChapter201BoftheHawai‘i Revised Statutes, whichprovidesfortheHTAto“coordinatethedevelopmentofnewproductswiththecountiesandotherpersonsinthepublicandprivatesectors,includingthedevelopmentofsports,culture,healthandwellness, education,technology,agriculture,andnature tourism.” In2010,theHTAprovidedsupportthatbenefittedmorethan120differentprojectsthroughouttheyear.

Technical Assistance and Capacity Building In addition to providing financial support toselectedprojects,theHTA’s strategy to strengthenHawai‘i’s festivals and events industryincludesafocusoncapacitybuild-ingwithintheindustryandimprovingthequalityoffestivalsandeventsofferedthroughtechnicalassistanceprograms. Thetwo(2)effortsunderthisareainclude:

Annual Festivals and Events Seminar InJune,theHTAsponsoredits6thannual Hawai‘iFestivalsandEventsSeminar:“DefiningtheDestination:MotivatingTravelThroughFestivalsandEvents,”heldattheHawai‘iConventionCenter.Theseminarfeatured national and local speakers.

Certified Festival and Events Executive Program EighteennewfestivalandeventprofessionalsbegantheCertifiedFestivalandEventExecutive(CFEE)program,aprofessional certification program offered bytheInternationalFestivalsandEventsAssociation(IFEA)tohelpeventprofession-alsenhanceandimprovetheirproduct.Hawai‘icurrentlyhasatotalof11graduatesofthenewCFEEFastTrack®Program.

TheprogramwasfirstdevelopedbytheIFEA,thepremierassociationsupportingandenablingfestivalandeventprofession-alsworldwide,inpartnershipwiththeHTA.

Post-Arrival Promotional Campaign ThePost-ArrivalPromotionalCampaignsupports island festivals and events around thestateandhighlightsprogramsthatreceivefundingfromtheHTA.Thecampaignprovides information to post-arrival visitors andresidentsaboutthemanyqualityfestivalsandeventshappeninginHawai‘i throughouttheyear.

Other Product Development Programs

Festivals of Hawai‘i Print Ad

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BRAnD MAnAGeMenT - TOURISM pRODUCT DeVelOpMenT

ThefollowingisapartiallistofprogramsthatreceivedfundingfromtheHTAthroughCPEPin2010.AcompletelistofallprojectsisavailableontheHTA’swebsite.

County of MAUI

Maui Arts & Cultural Center (MACC): Hands Percussion Team A world-renowned professional percus-sionensemblefromMalaysiawhobringslifetothedrumwiththeirmulti-culturalpercussion skills.

La-na‘i Pineapple Festival AnnualcelebrationatLāna‘i’s scenic Dole Parkfeaturinghistoricand cultural displays, entertainment, food, crafts,andchildren’s activities.

County of HAWAI‘I

East Hawai‘i Dance Festival &Extravaganza AcelebrationdedicatedtohonoringandpreservingHawaiiandanceandexploringthedevelopment of new dance genres, ranging fromhip-hoptohula,tangototribal,and traditional to cutting-edge.

East Hawai‘i Cultural Council’s Aloha Saturdays OneSaturdayamonth,theeventshowcasesHawai‘i’s cultural traditions, including Hawaiian music,hula,artsandcrafts,andfood.

County of KAUA‘I

The Emalani Festival Anall-dayeventatKanaloahuluhuluMeadowin Kōke‘eStatePark,honoringQueenEmmaandfeaturingliveHawaiianmusic,hula, outdoorexhibits,andculturaldemonstrations.

The Kaua‘i Music Festival’s Kaua‘i Music Festival Songwriter Conference Afour(4)-daycelebrationoftheart,craftandbusi-ness of songwriting, whichincludesopportunities to learn songwriting tips,haveone-on-one consultations withmusicindustryrepresentatives and enter a songwriting competition.

Aloha Saturdays (County of Hawai‘i) East Hawai‘i Dance Festival & Extravaganza (County of Hawai‘i)

MauiArts&CulturalCenter: Hands Percussion Team (County of Maui)

County Product Enrichment Program


Inaddition,theHTAsupportsthefollowingmajorfestivalsthatportraythediversityandculture of Hawai‘iwhiledrawingresidentsandasignificantnumberofvisitorstothestate.

• Hawai‘i International Film Festival, O‘ahu

• Honolulu Festival, O‘ahu • Kōloa Plantation Days, Kaua‘i • Kona Coffee Cultural Festival,

Hawai‘i Island• Maui Film Festival at Wailea, Maui• Pan Pacific Festival/Matsuri

in Hawai‘i, O‘ahu

Maui Film Festival at Wailea (Maui)

City and County of HONOLULU

Farmers’ Market Held year-round at various locations on O‘ahu,theseopenairmarketsaresponsoredbytheHawai‘i Farm Bureau Federation and providesfarmers,ranchersandotherswithanopportunitytosellandshowcasetheirlocallygrown and produced products.

Hawai‘i Book and Music Festival FeaturesactivitiessetattheMusicMainStage, Hawai‘iChorusShowcase,AuthorandPanel Pavilions, Humanities Panels Pavilion, Hawaiian Culture and Language Pavilions, Talk Story Stage, Keiki Stage, Keiki Activities andKeikiAuthors/IllustratorsPavilion,andsunset concerts.

Hawai‘i Fishing and Seafood Festival ThiseventcelebratesHawai‘i’suniquefishingandseafoodcommunitiesandculturalheritage,andoffersrelateddisplays,demonstrations, vessel tours, seafood safetypresentations,childrenactivities, and product sales.

Okinawan Festival Attractingmorethan50,000visitorsannually,theOkinawanFestivalhasbecomethepremiereannualeventoftheHawai‘i UnitedOkinawaAssociation.ThefestivalcelebratesOkinawancultureandincludeslive entertainment, delicious foods and culturalexhibitions.

Okinawan Festival (City & County of Honolulu)Maui Classic Music Festival (County of Maui)

KōloaPlantationDays(Kaua‘i)

HTA Festivals & Events

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6. Workforce Development

Tourism Workforce Coordinator, Advisory Council and Website InpartnershipwiththeStateDepartmentofLaborandIndustrialRelations,thisprojectencompassesthree(3)actionableitemsthatwererecommendedintheTourism Workforce Development Strategic Plan: 2007-2015, a plan developedbytheUniversityofHawai‘i at Mānoa,SchoolofTravelIndustryManagementfortheHTAin2008.Primaryeffortsin2010 includedschoolandcommunityvisits,presentations, continued promotion of, and improve-menttothewebsite(hitourismcareers.org), seeking funding to support new and existing

tourism workforce development training programs, and advisory council meetings to address current workforce issues and needs.

Chinese, Korean and Japanese Language and Culture Training Thisprogramwasdevelopedin2009in partnershipwithKapi‘olani Community College to prepare employees in Hawai‘i’s tourism industrytobetterservevisitorsfromChina,JapanandKorea.Todate,morethan1,400peoplehaveparticipatedintheChineselan-guage and culture training, including frontline employeesandmanagersofStarwoodWaikīkīproperties, Hilton Hawaiian Village, Outrigger Waikīkī,RoyalHawaiianCenter,LouisVuitton,WaikīkīBusinessImprovementDistrict’s AmbassadorProgram,andtheRetailMerchantsof Hawai‘i.

Ho‘okipa Me Ke Aloha Program Thisprogramwasbuiltuponthecoordina-tioninitiallyestablishedwiththeKapi‘olani Community College in 2007 to create a resource of Ho‘okipaMeKeAlohatrainersonallmajorislands.Thesetrainersareequippedwiththe necessaryskills,toolsandinformationintheareas of Hawai‘ihistory,hostcultureandlanguage, and traditional Hawaiian values and customerservicepractices.Theysubsequentlytrainemployeeswithintheirorganizations,communities, and professional industry associa-tions,andhighschoolandcollegestudentsconsideringahospitalitycareer.

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AOHT students from Waipahu High School

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


Hawai‘i Tourism Careers website

Academy of Hospitality and Tourism (AOHT) Currently,theAOHTprogramsupportssix(6)highschoolsontheislandsofO‘ahu,Kaua‘i andMaui:McKinleyHighSchool,WaipahuHighSchool,Kaua‘iHighSchool,BaldwinHighSchool,MauiHighSchool,andLahainalunaHighSchool.TheAOHTprogramencouragesHawai‘i’syouthtolearnaboutHawai‘i’s visitor industry;discoveropportunitiesthatmaybeavailabletothem;seetheindustryasaviablecareeroption;andreceivetheeducationandtraining needed to successfully pursue a future careerinthisfield.

theVisaWaiverprogram,andanaggressiveleisureandbusinessmarketingeffort. In 2011, Hawai‘i will see an increase of air seatstotheislandswiththeadditionofnewdirectflightsfromIncheontoHonolulufrom Korean Air and Hawaiian Airlines. Althoughtherehavebeenfewervisitorscoming to Hawai‘i for city-wide conven-tionsthisyear,thenumberofvisitorsforMeetings,ConventionsandIncentives(MCI)travelhasincreased.InternationalMCIhasseen a staggering 59.8 percent increase in corporate meetings and 71.3 percent increase in incentive travel over 2009. TheHTAcontinuestomarketHawai‘i as aglobalmeetingdestinationandwillcapitalizeontheinterestinourstateasaprime destination for meetings as Hawai‘i preparestohosttheAPEC2011Leaders’ MeetinginNovember2011. Asaresearch-basedorganization,theHTAhasbeenstrategicinutilizingvisitordata and market intelligence to implement marketingprogramsthathelptoachieveitsshort-andlong-termgoals.TheHTAand its marketing contractors continue to worktogetherandcollaboratewithvisitorindustrystakeholderstomarketHawai‘i and pursueopportunitiesthatwillimproveandstrengthenourtourismeconomy.

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

Marketingcontinuedtobeatoppriority forHTAin2010.Followingayearthat

presented Hawai‘i’stourismeconomywithmanyunforeseenchallenges,includingtheeffectsoftheH1N1epidemicandtheglobaleconomic recession, HTA aggressively worked toimplementshort-termmarketingprogramstodrivedemandtotheislands. RestructuringtheHTA’s operations under a newly created Brand Management division allowedforincreasedcoordination,collabora-tion and efficiencies among core marketing initiativesconsistentwiththeHTAPlan.One oftheplan’sstrategicgoalswastoachieve6.7million visitors, $188 in per-person per-day spending,and$11.8billioneconomicimpactfrom direct visitor spending in 2010. To accom- plishthesegoals,theHTAchallengeditsmarket-ingpartnerstobemoreeffectiveandefficient,and to secure innovative opportunities to market Hawai‘i. Prioritywasplacedonstimulatingshort-term arrivals from Hawai‘i’stoptwo(2)majormarket-ingareas.InNorthAmerica,the“blitz”strategyagaintargetedtheWestCoast(SanFrancisco,LosAngelesandSeattle)aswellasChicago,tohelpdrivedemandfromcitieswithdirectflightaccess to Hawai‘i.InJapan,newstrategic

marketingprogramsincludingEKomoMaiKona,JaloaloandWakuwaku,weredevelopedand implemented to target potential visitors. DespitethelossofJAL’s direct Narita to Kona flightinOctober,airseatinventoryfromJapanhasstabilizedwiththeadditionofnewdirectflightsfromANA,DeltaAirlinesandHawaiianAirlinesoutofHaneda.TheincreaseinvisitorsfromJapanrepresentsagainforHawai‘i in marketshareofallJapanesetravelingabroad. Ontheinternationalfront,therecontinuedtobesubstantialgainsfromOceania(AustraliaandNewZealand)andKorea.ArrivalsfromAustralia increased 23.4 percent and 27.8 per-centfromNewZealandover2009,withvisitorstakingadvantageofthestrongexchangerateandtheincreasednumberofairseatsoutofthemarket. StronggrowthinarrivalsfromKoreawasduetopent-updemand,areboundingeconomy,

7. Marketing

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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.jp

Hawai‘i Office Keiko Fujita, Hawai‘i Project Coordinator Tel: (808) 924-0248 Email: [email protected]

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.cn

China (Hawai‘i Tourism China) – Beijing Office Cynthia Zhou, Director Tel: 86 (10) 8532-5213 Email: [email protected] Website: www.gohawaii.cn

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

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

Hawai‘i Tourism Europe (HTE) Continental Europe Christine Klein, Account Manager Tel: 49 (89) 23662197 Email: [email protected] Website: www.hawaii-tourism.de

U.K. and Ireland Mirjam Peternek, Director Tel: 44 (0) 1865 237 990 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) 9772234 Email: [email protected] Website: www.gohawaii.com/nz/

SMG Hawai‘i Neil Mullanaphy, Hawai‘i Citywide & Convention Sales, Executive Director of Sales & Marketing Tel: (703) 647-7410 Email: [email protected] Website: www.hawaiiconvention.com www.BusinessAloha.com

Marketing Partners TolearnmoreabouttheHTA’smarketingpartners,thelatestdevelopmentsineachmarketarea,ortofindouthowyoucanparticipateintheirprograms,pleasevisittheHTA’swebsitewww.hawaiitourismauthority.org,orcontactthefollowing representatives:

Leisure Marketing TheHTAcontractswithfive(5)mar-keting organizations: Hawai‘i Visitors &ConventionBureau(HVCB),Hawai‘i TourismJapan(HTJ),Hawai‘i Tourism Oceania(HTO),Hawai‘i Tourism Asia (HTAsia),andHawai‘iTourismEurope(HTE)topromoteHawai‘iinthemajormarketareas(MMA).TheseincludeU.S.East,U.S.West,Japan,Canada,andotherdevelopinginternationalmarkets. Ofthetotalleisuremarketing budget,morethan90percentofthefunds were allocated to Hawai‘i’stwo(2)largestsourcemarkets:NorthAmerica(U.S.West,U.S.EastandCanada)andJapan,whichrepresentacombinedtotalofmorethan90percentofthetotalnumberofvisitorstoHawai‘i.

CY 2010 LEISURE BUDGETMMAs Budget(in$millions)*

N. America 29.150Japan 6.831OtherAsia 2.018Europe .214Oceania .768Other** .310TOTAL $39.291

In addition to traditional marketing efforts,theHTAchallengeditsmarket-ing partners to develop innovative, out-of-the-boxactivitiestodrivedemandandbringvisitorstotheislandsin2010.TheHTAalsoimplementededucationalprogramsfortraveltradethroughworkshopsandseminarsinordertoprovideretailagentswithup-to-date,compelling and interesting information to sell Hawai‘i to consumers.

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*Includes:OpportunityFund/IslandChapters International Marketing**Includes:Internationalmarketingpublicrelations, administrative expenses, and program support


NORTH AMERICA

NorthAmericacontinuestobeHawai‘i’s largest sourcemarketforvisitors.ItincludestheU.S.

West(definedasthe11PacificstateswestoftheRockies),U.S.East(allotherstates)andCanada. Thisyear,Hawai‘ihasseenpositivegrowthinvisitorarrivals and spending over last year. Recovery continuestobeslow,buttheHTAiscontinuingto

Gohawaii.com website

Pacific Northwest Blitz ads

Los Angeles Blitz billboard ad


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

U.S. WESTPrimaryPurposeofStay: Pleasure(2,226,385) vs.MCI(123,627)AverageLengthofStay: 9.57daysFirst Time Visitors: 19.1%Repeat Visitors: 80.9%AverageNumberofTrips: 6.9

U.S. EASTPrimaryPurposeofStay: Pleasure(1,209,145) vs.MCI(139,9005)AverageLengthofStay: 10.42daysFirst Time Visitors: 43.0%Repeat Visitors: 57.0%AverageNumberofTrips: 4.0

CANADAPrimaryPurposeofStay: Pleasure(318,894) vs.MCI(17,109)AverageLengthofStay: 12.68daysFirst Time Visitors: 37.5%Repeat Visitors: 62.5%AverageNumberofTrips: 3.97Source:HTA2009AnnualResearchReport

aggressivelymarkettheislandstohelpstimulateshort-termbookingsandstrengthenHawai‘i’s tourismeconomy.TheHTAworkedwiththeHVCB,itsmarketingcontractorforNorthAmerica,onthefollowing:

• Continuationofitsshort-termmarketing saturation“blitz”strategywithmonth-longprogramsthatblanketedLosAngeles/OrangeCounty,thePacificNorthwest,theSanFranciscoBayarea,andthegreaterChicagomarketacombinedtotalofseven(7)times;

• Integrationofthemarketingsaturation programswithbaselinebrandmarketing programsintoptiermarketsthatreceived blitzsupport;

• Inpartnershipwiththeislandchapters,securedseveralmajornationaltelevisionprograms thatshowcasedHawai‘iontheFoodNetwork- Dinner Impossible; Diners, Drive-Ins and Dives; and Glutton For Punishment;DiscoveryChannelCanada – multiple episodes of Daily Planet; Live Well HD Network – Let’s Dish, and multiple episodes of Motion;

• Redesignedandrelaunchedtheconsumerwebsitegohawaii.com,bringingafresh,newperspectivetotheislandsofHawai‘i; and

• SupportoftheCulture MebloggerFAMthatbroughthigh-profile,mainlandbloggerstoHawai‘itoexperienceandblogaboutthe NāHōkūOHawai‘iMusicFestival.Theblog-gersalsometwithAlohaFestivalsandPrinceLotHulaFestivalorganizers,whichresultedin positive placement for Hawai‘i festival and culturestoriesthroughouttheyear.

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TheprimaryobjectivesoftheHVCB’s Corporate MeetingsandIncentives(CMI)divisionisto

generateleadsfornewbusinessopportunitiesandto promote Hawai‘i’sattributesasadestinationforworld-class meetings and conventions. HVCB’sfive(5)leadingbusiness-generating activities undertaken in 2010 included:

• AggressivelypursuingnewbookingleadsanddevelopingclientrelationshipsinNorthAmerica,AsiaandOceaniabyactivelypartici-patinginmorethan80marketingprograms, includingsalesblitzesintargetmarkets,clientFAM trips to Hawai‘i, national and regional tradeshows,andspecialpromotions;

• Organizingthe“Hawai‘i Prospect Sales Blitz” inFebruary,inwhichgroupsalesprofessionalsfrom 50 industry partner companies statewide joinedtheCMIteamincontacting10,000potentialclientsinNorthAmericatosellHawai‘iandseeknewbusinessopportunities;

• ExtendingtheHVCB’s successful Added Value Resource Center at BusinessAloha.comthrough

2012.Eight(8)cost-savingandvalue-addedprogramsweremadeavailabletohelpmakeHawai‘imoreaffordableforcorporateandincentive events. HCVB’s Corporate Social ResponsibilityProgram,thenewestinitiativeintroduced in 2010, provides visiting groups withalistingofnon-profitprogramsto supportduringtheirtimeinHawai‘i;

• IntroducingtheKoreaMeetingsIncentivesConventionsandExhibitions(MICE)IncentiveProgram,whichoffersspecialsavingsoncostsandenhancedservicestoKoreancompanieswanting to use a Hawai‘i trip as an incentive to increase productivity; and

• Utilizingthree(3)Hawai‘i-basedmeetingspro-grams–thePacificRimIncentives&MeetingsExchange(PRIME)conference,M&CInteractHawai‘i and Successful Meetings University – tobringmeetingplannersfromkeydomesticandinternationalmarketstoexperiencetheislandsandseetheopportunitiesavailableforclientstoholdmeetingsandevents.

2010 GLOBAL CMI

Korea MICE Program Ad



HVCB’s Hawai‘i Pavilion at The Motivation Show in Chicago, the world’s largest incentive exhibition

withadditionalconnectorflightsvia Incheon,Korea;and

- In addition, many of Hawai‘i’s airline and wholesalerpartnershaveofferedchartered flightstoHawai‘ithroughouttheyear, increasing access to Hawai‘i from gateway andregionalcitiesfromJapan;

• Duetothesuccessofthe“Hawai‘i 50 Select” campaignin2009,HTJrefreshedtheconceptbycollaboratingwithrenownedprofessionalphotographer,JunjiTakasago.Thiscollabora-tionelevatedtheappealandvisibilityofthecampaign and Hawai‘i, providing new tie-up opportunitiesincludingtalkshows,exhibi-tionsandpublishingcollaborations;

• With80percentofJapaneseconsumersbook-ingoverseastravelthroughtravelagencies,HTJconductedatravelagencyretailshopcampaigntoenhancevisibilityandawarenessfor Hawai‘i; and

• UpontheannouncementofJAL’s suspension ofitsNarita-KonaflightinOctober2010,HTJlaunchedacampaignwiththeHTAandtheBigIslandVisitorsBureau(BIVB)thatincludednewspaper advertorial in Asahi Newspaper’s TokyoEdition.HTJalsolauncheda“Let’sGo BigIsland”promotion,whichincludedawebpageandflyerintroducingexclusivepartnerofferingsforJapanesevisitorstoHawai‘iIsland.IncollaborationwiththeHTA,theBIVBandHTJ,majortravelcompaniesalsolaunchedtheEKomoMaiKonacampaigntofurthersustainJapanesearrivalstoHawai‘i Island.

JapancontinuestobeamajormarketforHawai‘i andisthelargestsourceofinternationalvisitors

tothestate.Thisyear,therehasbeenanincreaseinarrivalsandvisitorspendingbytheJapaneseandwiththefavorablecurrencyexchangerateandthestart of direct service from Haneda to Hawai‘iinthefourthquarter,Hawai‘imarketingprogramsinJapanwill continue.

• DespitetheimpactofJapanAirlines’(JAL)aircraftdownsizingandflightsuspensionofitsNarita-KonarouteinOctober,thereweremanypositivechangesinairlifttoreportin2010:

- WiththerunwayexpansionatHanedaAirport and Open Sky agreements effective fall 2010, Hawai‘iwillreceivethree(3)newdirectflights betweenHanedaandHonoluluviaANA, HawaiianAirlinesandJAL;

- Attheendof2010,DeltaAirlineswillservice anewroutebetweenNagoyaandHonolulu, inadditiontoupgradingitsaircraftwith increased air seat capacity;

- Korean Air continues to grow its Hawai‘i bookingswithinregionalJapanesemarkets,

JAPAN

Billboard advertisement at Shiodome business district underpass (Tokyo)

Crea Traveller Ad

“E Komo Mai Kona” campaign Hawai‘i Island travel brochure


Japan Visitor ProfilePrimaryPurposeofStay: Pleasure(1,074,178) vs.MCI(1,048,593)AverageLengthofStay: 5.83daysFirst Time Visitors: 42.1%Repeat Visitors: 57.9%AverageNumberofTrips: 3.8

Source:HTA2009AnnualResearchReport

2 0 1 0 A n n U A l R e p O R T 21

OTHER ASIA

T he2010marketingactivitiesofHawai‘i Tourism Asia(HTAsia)focusedprimarilyonSouthKorea

andChina,two(2)marketswithhighpotentialforvisitorgrowthtoHawai‘i,withasecondaryfocusonTaiwan. Additional airlift to Hawai‘ibyKoreanAirthisyearhelpedtosignificantlyboostKoreanarriv-als to Hawai‘i.TheChinamarketalsosawsignificantgrowthin2010,whichhasbeenlimitedduetothelack of direct non-stop airlift to Hawai‘i. HTAsia’s 2010 marketing plan is focused on: Workingwithairlinestoincreaseliftanddirectservice to Hawai‘i;raisingvisibilityandtop-of-mindawareness of Hawai‘iasadestinationviamajormediathroughoutAsiaandawiderangeoftravelagent co-ops; educating and motivating key travel trade to aggressively package and sell Hawai‘i, and toensurethedevelopmentofnewtourproducts;targetinghigh-spend/high-yieldsegmentsincludingleisure incentive groups from Korea; and supporting televisioninitiatives,guidebookpublicationsandon-linechannelsthatshowcaseHawai‘i.

Korean Air Promotion Ad

Shanghai World Expo

Scene from “Super Taste” TV (Taiwan)


OTHER ASIAPrimaryPurposeofStay: Pleasure(82,175) vs.MCI(13,012)AverageLengthofStay: 7.78daysFirst Time Visitors: 76.2%Repeat Visitors: 23.8%AverageNumberofTrips: 1.89Source:HTA2009AnnualResearchReport

HTAsia’shighlightsfortheyearincludethe following:

• Hawai‘iTourismKorea(HTK),incollaborationwithHVCBCMI,createdanewbenefitandincentive package program designed to motivate majorKoreanMICEgroupstochooseHawai‘i in2010andproducedthefirstHawai‘iMICEPlanner in Korean;

• HTAsiaorganizedthesecondAsia“SuperFam”Tour to Hawai‘i,inviting55majortravelagents,airlines and travel media from around Asia to Hawai‘iinMarch;

• HTAsiaorganizedthefirstHawai‘i Asia Travel MissioninApriltoSeoul,ShanghaiandBeijing,with42delegates(26inKoreaand16inChina)from Hawai‘i participating;

• HTKpromotedthethree(3)additionalweeklyKoreanAirflightsbetweenSeoulandHonoluluthatstartedonJune12.Thepromotions includedaTVhomeshoppingpromotion, agent sales contest, co-op ad campaign, onlineconsumerpromotion,andShinsegaeDepartment Store consumer promotion;

• Hawai‘iTourismChina(HTC)assistedtheHTA in organizing “Hawai‘iWeek”attheShanghaiWorldExpo2010inJune;

• Hawai‘iwasawardedthetitleofTopOverseasHoneymoonDestinationinChinainJanuarybySina.com,China’sleadingtravelwebsite,withmorethan2millionChineseregisteredusers;and

• Hawai‘iTourismTaiwan(HTT)workedcloselywithHVCBCMIonsecuringseverallargeincen-tive groups to Hawai‘i in 2010, including a new insurancegroupwhichbroughtmorethan6,000individuals.


In 2010, Hawai‘isawstronggrowthinvisitorarrivalsfromAustraliaandNewZealand.Withthefavor-

ablecurrencyexchangerateinbothcountriesandadditionalairliftfromthismarket,Hawai‘i Tourism Oceania’s(HTO)effortsin2010focusedonpromot-ing low cost travel to Hawai‘i;addingneighborislandtripstoextendthelengthofstay;andeducatingthetraveltradeandcoordinatingtradetie-up marketing campaigns. HTO’shighlightsfortheyearincludethe following:

• AFlightCentrecampaignencouragingthepurchaseoflow-costHawai‘i package deals. Thisprogramincludedparticipationinthe

OCEANIA


Waimea Canyon

Aloha Dayz

Flight Centre Expo HA & HTO

Aloha Down Under

OCEANIAPrimaryPurposeofStay: Pleasure(122,454) vs.MCI(5,502)AverageLengthofStay: 9.24daysFirst Time Visitors: 55.5%Repeat Visitors: 44.5%AverageNumberofTrips: 2.46


FlightCentreExpo,amajormediacampaignthatincludedtelevision,pressads,national in-storepromotions,websitepresence,and customer e-newsletters;

• Australia’shighest-ratedmorningTVprogram,Channel7’s Sunrise,ranafive(5)-daylivebroadcastfromWaikīkīBeach,reaching6.3million viewers nationally;

• TheannualAlohaDownUnderroadshowhighlighteduniqueculturalandauthenticexperiencesfoundonlyontheislandsofHawai‘i,andfeaturedmorethan30Hawai‘i partnersandattractedmorethan750agentsacross Australia and New Zealand;

• HTOteamedupwithBillabongtosponsor“AlohaDayz,”apromotioncenteredon winning a free trip to Hawai‘iandshowcasinggreattraveldealsinthemarket;and

• Getaway, Australia’shighest-ratedholiday andtravelprogram,filmedfour(4)Hawai‘i segments on O‘ahuandMauiwhichairedontheTravel Channel.

2 0 1 0 A n n U A l R e p O R T 23

EUROPE

In2010,marketingeffortsintheEuropeanmar-ketplace,specificallyinGermanyandtheUnited

Kingdom(UK),continuedwithemphasisplacedontravel trade training, sales calls and fulfillment of requestsfromconsumers,traveltradeandmedia. Hawai‘iTourismEurope’s(HTE)highlightsfortheyearincludethefollowing:

• TheAlohaUp-N-OverSales&MediaMissionthattookplaceinMunich,FrankfurtandLondon.ElevenHawai‘ipartnersjoinedthemission,trainingmorethan230agentsat variouseventsandmeetingwithtouropera-tors and media.

• AjointtraveltradecampaignwithFTITouristik,oneofthelargestGermantour

German travel article featuring Lāna‘i

Travel Trade Campaign withFTI Touristik

Summer 2010 Europe Product FAM


EUROPEPrimaryPurposeofStay: Pleasure(89,807) vs.MCI(7,077)AverageLengthofStay: 13.09daysFirst Time Visitors: 70.4%Repeat Visitors: 29.6%AverageNumberofTrips: 2.32


operators to Hawai‘i,waslaunchedtoincreasetradeawarenessandbookingstoHawai‘i;

• ApromotionwithUK’sTravel2/TravelbagtookplaceinSpring2010,whichincludedawindowpostercampaignin500Travel2shops, targeted direct marketing campaign, dedicated webpageonTravel2.com, e-newsletter to more than7,000travelagentsintheUK,andaradioandonlinepromotionwithSmoothRadio,whichreachedmorethan500,000listenersoveratwo(2)-weekperiod;

• HTEorganizedagroupFAMtourtoMauiandHawai‘iIslandwithkeyGermanandUKtouroperators:ThomasCook(UK),Kuoni(UK),BestatTravel(UK),ArtofTravel(Germany),AmericaUnlimited(Germany),andExplorerFernreisen(Germany);and

• HTEwontwo(2)awardsattheVisitUSAAssociation Media Awards 2010 for an article on Hawai‘i in Food & Travelmagazineinthe following categories:

• BestConsumerMagazineTravelArticle in 2009; and • BestTravelPhotographyin2009



T hestrategyforbusinessmarketingis to promote Hawai‘i as a preferred

destinationforbusinesstourism(meetings, conventions or incentives confer-ences)bystrengtheningrelationshipsand increasing promotional presence andbrandidentityofthedestinationonagloballevel.In2010,theHawai‘i ConventionCenter(HCC)salesandmarketingdepartmentofSMGHawai‘i focusedonbusinessdevelopmenttocreateabaseforlong-termbusinessfor Hawai‘i.Thisincluded:

• StrategicallybrandingHawai‘i as an excellent place for corporate meetings and incentives;

• Expandingsaleseffortsthroughcollaborativepartnerships;

• Increasingleadsandbookings;• Aligningdeploymentofstaff

againstneedyearsandbookingsgoals; and

• Increasingtop-of-mindawarenessfor Hawai‘iasabusinessdestina-tion.

Hawai‘i Convention Center Sales and Marketing SMGHawai‘iandtheHVCB’s CMI division(page20)continuedtopro-mote Hawai‘i as a premier meetings, conventions and incentives destination usingthetagline,“Where Business and Aloha Meet” in ad campaigns featured invariousnationalmeetingspublica-

tionsanditswebsiteBusinessAloha.com. BelowarehighlightsofSMGHawai‘i’s marketingactivitiesandaccomplish-ments:

• WebsitedatareportsfortheHCCmainwebsiteandallglobaloutreachmulti-lingualmicro-sitesswitchedtoreal-timeGoogleAnalytics,givingeachclientaccessto information on-demand;

• Hawai‘i destination information fortheglobaloutreachmicro-siteswastranslatedintoSpanish;

• AdirectmailpiecewassenttothemembersoftheProfessionalConvention Management Association(PCMA)followingtheassociation’s annual meeting;

• Amazon.com’s gift card program was used to extend awareness of Hawai‘iandtheHCCintheminds of meeting and convention industry leaders;

• HCCpartneredwithMeetingMobi,asoftwaredevelopmentcompany,todevelopandbeta-test a conference application attheWorldCongressonZeroEmissionsInitiatives.Theapplica-tionisnowbeingofferedtofuture conventions; and

• HCCdevelopedanonlinebidbookwhichwascompletedinDecember2010.

InNovemberof2009,PresidentBarackObamaselected Hawai‘iasthesiteofthe2011AsiaPacificEconomicCooperation(APEC)Leaders’ Meeting.Establishedin1989,APECaimstofacilitatebalanced,inclusiveandsustainableeconomicgrowthofAsia-Pacific economies.Twenty-onemembereconomiescurrentlypartici-pateinthisregionalgrouping,accountingformorethan55percentofworldGDPand43percentofworldtrade. TheAPECforumwillincludetheLeaders’ Meeting on November12&13,2011inHawai‘i,precededbymeetingsoftheAPECSeniorOfficials,Ministers,theAPECBusinessAdvisoryCouncil,andtheCEOSummit.Morethan20,000peopleareexpectedtogatherinHawai‘iforthesemeetings,includingapproximately2,000mediarepresentativesfromaroundtheworld.TheHawai‘iHostCommittee,appointedbyU.S.SenatorDanielK.Inouye,isheadedbyChairPeterHo,chairman,presidentandCEO,BankofHawaii,andVice-ChairTimJohns,presidentandCEO,BishopMuseum,andwillplayavitalroleinsupportingtheeffortsoftheU.S.andtheWhiteHouseinhostingLeaders’ Week.AlsoontheboardisMikeMcCartney,presidentandCEOoftheHTA. ThisisauniqueandunprecedentedopportunityforHawai‘i toshowcaseitspeople,diverseculturalheritageandtalent,aswellasitsincomparablehospitality,world-classfacilitiesandoutstandingeconomicsectors.ThisfocuswillshowtheworldwhatpastgenerationshavesuccessfullybuiltinHawai‘i and providealookatwhattheworld’sfuturemayholdforHawai‘i as auniquebridgebetweentheU.S.andAsia.ItwillalsoshowcaseHawai‘iasastrategicallylocatedglobalmeetingplaceanddrawattention to Hawai‘i’s meetings, incentives, conferences, and exhibitionsmarket,facilitiesandinfrastructure. For more information, visit www.apec2011hawaii.com

APEC 2011

Business Marketing

2 0 1 0 A n n U A l R e p O R T 25


The Quiksilver in Memory of Eddie Aikau Sheraton Hawai‘i Bowl PGA Tour Event


Sports MarketingS portingeventsenhanceHawai‘i’s

economy,imageandqualityoflife.Recognizingthesebenefits,theHTA developed a sports marketing program designed to increase Hawai‘i’ssportspresencetoaglob-allycompetitivelevel,diversifythevisitorexperience,highlightthestate’suniqueattributes,andbuildasustainablesportstourismmarket. In2010,theHTA’s Sports Market-ingProgramincludedthefollowinghighlights:

• TheHTAbroughtstakeholderstogethertomakeHawai‘i’s winningbidforthe2012World Vintage Rugby Carnival. Theseven(7)-dayeventwillattractmorethan60teamsfrom countries including Canada, New Zealand, Ireland,

England,France,Spain,Germany,SouthAmerica,Australia,andSouthAfrica;

• Teamingupwithlocalorgani-zations,theHTAissupportingthetranslationofUniversityofHawai‘i(UH)WarriorfootballgamesintoJapanese.Six(6)UHhomegamesplayedbetweenSeptemberandDecemberwillbetranslatedandbroadcastonadelayedscheduleonaJapanesecablesportschannel.ThebroadcastsareaimedatdevelopingaJapanesefan baseforHawai‘iathletics;

• TheHTA’spartnershipwiththePGA Tourbroughtfour(4)professional golf tournaments to Hawai‘i in 2010, including:

- SBS Championship

- Sony Open in Hawai‘i - Mitsubishi Electric

Championship at Hualālai - Wendy’s Skins Game Thegolftournamentsresulted

inmorethan20hoursoftelevisioncoveragebroad-castnationallyduringthewintermonths.TheHTAhasnegotiated a new multi-year agreementwiththePGATourfortheyears2011–2014. Thestructureofthenew agreement focuses on core PGAToureventsbringingvalueand relevance to Hawai‘i’s golf market;

• ThroughitsagreementwithESPN,theHTAprovidedfund-ingfortheSheraton Hawai‘i Bowlfootballgameandthe

Diamond Head Classicbasketballtournament.WiththeinitialinvestmentwithESPN,theHTAwasalsoabletoindirectlysupportfive(5)additionalsportingevents:

- Nā Wāhine O Ke Kai, September26,2010

(Moloka‘i to O‘ahu) - Moloka‘i Hoe, October10,2010

(Moloka‘i to O‘ahu) - The Stand Up World

Tour Finals December11–17,2010

(Hawai‘i) - The Quiksilver in Memory

of Eddie Aikau December2,2010–

February28,2011(O‘ahu) - The Waikīkī Roughwater Swim September6,2010(O‘ahu)


Moloka‘i Hoe

Ford Ironman World Championship

2 0 1 0 A n n U A l R e p O R T 27

Portfolio of Sporting Events InadditiontothePGATourandHTA’s relationshipwithESPN,theHTAinvestedinthefollowingeventsin2010:

• FordIronmanWorldChampionship

October9,2010(Hawai‘i)• XterraWorldChampionships October24,2010(Maui)• EASportsMauiInvitational November22-24,2010(Maui)• XterraTrailRunWorld

Championship December5,2010(O‘ahu)

Diamond Head ClassicXterraWorldChampionship

• TheHTAandtheHCChaveformedapartnershipwithUnitedStatesCanoeandKayak(USACK),whichisthenationalgoverningbodyundertheUnitedStatesOlympicCommittee(USOC).TheHCChasbeengiventhedesignationofanofficialUSACKtrainingsiteandhasprepared a portion of its facility to playhosttotheUSACKOlympicteamthrough2011;

• TheHTAexecutedamulti-yearagreementwiththeNationalFootballLeague(NFL)tohosttheProBowlAll-StarFootballGamein 2011 and 2012. Approximately 20,000 fans travel to Hawai‘i specifi- callyforthegame,whichcontributesmorethan$28millionineconomicimpact and national television ratingsaveragesof5.0.TheNFL

hasagreedtoproduceaweekofactivities for residents and visitors leading up to Pro Bowl game day, andtohostmultipleyouthfootballandcheerleadingclinicsacrossthestate of Hawai‘i; and

• Inpreparationfor2011,theHTAhascontinuedtodevelopstrongpartnershipswhilebuildingalargesportsportfolioofmorethan25eventshighlightedbyseveralocean-basedevents,including surfing, stand-up paddling, outrigger canoe races, outrigger canoe surfing, and open-water swimming.

Nā Wāhine O Ke Kai


Shanghai China Expo 2010 Hawai‘iparticipatedinthe2010ShanghaiWorldExpo,thelargestinthehistoryofworldfairs.ThroughoutthemonthsofMay-October2010,morethan190countriesand50interna-tionalorganizationstookpartintheExpo. Hawai‘i’spresenceattheExpohaselevatedHawai‘i’svisibilitytomillionsofChineseresidentsandvisitorsfromaroundtheworld.ThroughoutHawai‘iWeek(June6-11),islandmusicandhuladancers were featured on multiple stages and intheExpoParade.AllUSAPavilionstudentambassadorswereoutfittedinalohashirtsandequippedwithHawai‘italkingpointstosharewithvisitorstotheUSAPavilion. TheHTAsuccessfullyhostedaseriesofeventsthatincludedapressconference,Hawai‘i Day OpeningRibbonCuttingCeremony,one-on-onemediainterviews,aVIPLuncheonforChinese

A visitor poses in front of the world’s largest aloha shirt

Other Marketing Projects

“The Expressions of Aloha” webpage on gohawaii.com

Highlighting Hawai‘i’s Arts & Culture Toshowcasethediversityoftheculture and arts Hawai‘ihastooffer,theHTApartneredwithPacificNetworkTVtofeaturetheseactivities,eventsandorganizations on its internet network and websitethroughJune.InJuly,theHTAcollaboratedwiththeHVCBinhavingdedicatedartsandculturewebpagesongohawaii.com.Thesitefeaturesinforma-tion on art, dance, cuisine, and festivals withtiestoacomprehensivecalendarlisting,videosandphotosofartsand cultural activities. It focuses on pre-arrival marketing and targeting potential visitorswhoareinterestedinHawai‘i’s dynamic arts and culture scene.

Hula dancers perform for onlookers at the 2010 Shanghai World Expo

government officials and airline executives, as wellastheAlohaNightDinner.MajorleadingtourwholesalersandairlineofficialsmetwiththeHTAandothergovernmentofficialstoexchangeideasonHawai‘i tourism promotion intheChinesemarket. ThenumberofvisitorstotheExporeached350,000 to 450,000 per day during Hawai‘i Week. MediacoverageinChinageneratedfromHawai‘i’s participationintheExpowellsurpassed$3milliondollarsinadvertisingvalue.The2010ShanghaiWorldExpoprovidedatremendousopportunitytoshareHawai‘i’sincomparableAlohaSpirit,showcasetheislandsasaworldpremiervisitordestination,andhelpedtosolidifypartnershipsandcollaborativeeffortsamongChinesetraveland media partners.


Heritage Sites of Hawai‘i TheHeritageSitesofHawai‘iarecomprisedof20sitesthrough-outtheHawaiianIslandsthatprovidesignificanthistorical,culturalorenvironmentalcontributionstotheunderstandingandenjoymentofourdestination.TheHTAidentifiedthese“must-see”siteswithinputfromeachisland’svisitorsbureau.WorkingwiththeHVCBandHTJ,theheritagesiteshavebeenincorporatedontotheirwebsiteswithalistingavailablefordownloadinEnglishandJapanese. Someofthefeaturedsitesinclude:

• KīlaueaLighthouse(Kaua‘i)• ‘IolaniPalaceStateMonument(O‘ahu)• KalaupapaLookout(Moloka‘i)• KaunolūVillage(Lāna‘i)• HaleakalāNationalPark(Maui)• Hawai‘i Volcanoes National Park

(Hawai‘iIsland)

2010 Mahalo Month Initssecondyear,theMahaloMonthprogramcontinuedtogaininterest withtravel profes-sionals whosellHawai‘i. TheMahaloMonthprogramisdesignedtobeanindividualFAMtourheldduringtheshoulderperiod of April-May, and is intended to attract in-market travel trade to experience Hawai‘ifirsthand,allowingthemtoselltheislandsasan ideal tourism destination more proficiently.Morethan140dealsandspecialswereofferedbyHawai‘i visitor industry partners and 2,400 new individuals registered to view theMahaloMonthoffersonthewebsitemahalomonth.com. AmajorityoftheregistrantswerefromtheU.S.,Canada,Australia,Japan,andGermany.


Na- Ho-ku- O Hawai‘i Music Festival WithadesiretoelevateHawaiianmusicandcreateamajorfestivaleventduringashoulderseason,theHTAsupportedtheNaHōkūOHawai‘i Music Festival in its inaugu-ralyear.Thisnewfour(4)-dayeventwasheldMay27-30andconsistedofatwo(2)-dayworkshopattheHawai‘i Convention Center and two (2)daysofmusicalperformancesand entertainment on 25 stages throughoutWaikīkī.

Hula Town Hilo Anewinternationalhulafestival,theHulaTownHiloeventwasheldSeptember22-25inHilo,Hawai‘i. Thefour(4)-dayfestivalconsistedofperformances,workshops,culturalsessions,andtours.TheeventaimedtoexpandtherichhistoryofHilo,aswellascreateaninternationalhulafestivalthatwelcomesvisitorsfromaroundtheworldtodiscuss,enjoy,connect,andlearnabouthula.

Haleakalā National Park‘Iolani Palace State Monument

2 0 1 0 A n n U A l R e p O R T 29

8. Communications & Outreach

T heHTAconductscommunicationsandcommunityoutreachactivitiestokeep

stakeholdersandkeyconstituenciesawareofagency initiatives, plans and programs, as well aseducatethepublicontourismissues.Forthisinitiative,ongoingcommunicationseffortsincludethefollowing:

• NewsreleasesandmonthlyelectronicnewslettersontheHTA’s programs and activities, including monthlydistributionofHawai‘i tourism visitor statistics andotherinformation;

• Speechesandpresentations givenbyHTAboardmembers,management and staff in Hawai‘iandabroad;face-to-facemeetingswithgovernment,industry,business,andcommunity leaders statewide.

Goal: To facilitate interaction among all stake-holders, improve the lines of communication and enhance greater understanding of roles, values and concerns.

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

authority.org)providesanoverviewof theHTAandinformationaboutits activitiesandprograms.Thesitealso includesRequestsforProposals,marketing presentations, visitor statistics information,andnewsreleases.This year, HTA added a dedicated landing pagefortourismresearchthathas current visitor data and reports publishedeachmonth;

- Travel Smart Hawai‘i’s website (www.travelsmarthawaii.com)provides information on trip preparation, planning and safety for visitors traveling to Hawai‘i;

- The HTA’s Festivals and Events Seminar microsite(www.htafestivals andevents.com)providesinformation ontheHTA’s annual Festivals and EventsSeminar,includingprogram information,speakerbiographiesand presentations; and

BRAnD MAnAGeMenT

Public Relations Efforts TheHTAisdedicatedtoeducatingandinforminglocalresidentsandstakeholdersaboutitsprogramsandinitiatives,focusingitspublicrelationseffortsonconductingcommu-nicationsandcommunityoutreach.Thisyearalone,theHTAsecuredcoverageinmorethan284printarticles,111ofwhichwereneighborislandpublications,and12broadcastinterviewswithvariousmediaoutlets.MediabriefingsandinterviewswerealsoscheduledwithreportersfromtheHonolulu Star-Advertiser, Pacific Business News, Hawaii Business,andtheAssociated Press.

HTA’s Festivals & Events Microsite

HTA’s Monthly E-Bulletin

- The HTA’s Hawai‘i Tourism Conference microsite(www.hawaiitourismconference. com)providesinformationontheHTA’s annual Tourism Conference, including registration information, program description and presentations.


Follow us @HawaiiHTAHTA is now on Twitter. Weekly tweets keep followers updated on HTA-related initiatives and events, as well as general Hawai‘i tourism information.

BRAnD MAnAGeMenT COMMUnICATIOnS & OUTReACH

Hawai‘i Tourism Conference TheHTAhelditsHawai‘i Tourism Conference –Ao Ka Pō–A New BeginningattheHawai‘i Convention Center on August 10-11. Approxi-mately550peopleattendedtheconferenceoverthetwo(2)-dayperiod.TheconferencebringstogetherHawai‘i’s visitor industry and communi-tytolearnaboutcurrentindustrytrends,marketdevelopments and issues occurring in theglobalandlocal visitor industry, provide networking opportunities, andhighlighttheHTA’s activities. A variety of topics were presented on thefirstdayoftheconferencethattouchedonissuesincludingsocialmedia,heritagetourism,sports tourism, festivals and events, corporate meetingsandincentives,andtheairlineandcruise industries. TheTourism Legacy Awards luncheonthisyearhonoredthelateDr.GeorgeKanaheleandtheBishopMuseum.NewtotheconferencewastheMarketplaceLounge,whichfeatured24HTA-supported programs, events and festivals from acrossthestate.

Japan Hawai‘i Tourism Council TheJapan-Hawai‘iTourismCouncil(JHTC)wasestablishedinJanuary2008andiscomprisedofmorethan80topgovernmentandindustryexecutivesfromJapanandHawai‘i’s visitor industry. Its purpose is to continuethecloserelationshipbetweenHawai‘iandJapan,andtoaddressissuesandopportunities relating to tourism.

Legislative Services Inpreparationforthe2010legislativesession,theHTAmetwithrepresentativesfromthecommunity,industryandgovern-mentineachcountytodiscussissuesandestablishpriorities.Duringthesession,theHTAmaintainedcommunicationwithleader-ship,committeechairsandadministrationpersonnel; advocated for measures to strengthenandsupporttheHTA,industryand state; and countered opposing measures.

HTA president and CEO welcomes attendees to theHawai‘i Tourism Conference

Feature coverage of HTA

2 0 1 0 A n n U A l R e p O R T 31

T heworld-classHawai‘i ConventionCenter(HCC),

marketedandmanagedbySMGHawai‘i,infusesthelocaleconomywithmillionsofdollarsthroughmeetings and conventions, serving as a platform for economic and businessdevelopment.Thisyear,theHCCgeneratedmorethan $394 million in direct delegate spending statewide and more than$38millioninstatewidetaxrevenue. An excess of 500,000 hotelroomnightswasrealizedasaresultofoff-shoregroupsmeetingattheHCC.During2010,thesalesteambookedatotalofnearly689,000definiteroomnightsfor all future years, a significant accomplishmentconsideringthetougheconomicconditionsthatcontinuetolinger.TheHCCisalsopleasedtoserveasthehostvenuefor numerous community events throughouttheyear.

HCC 2010 Highlights:• Business Traveler magazine

honoredtheHCCwithits“BestConvention/Conference Center” award.Thisisthe3rdconsecu-tiveyearthattheHCChaswonthiscovetedrecognition;

• Facilities & Destinations maga-zinepresentedtheHCCwithits

IV. Hawai‘i Convention Center12thconsecutive“PrimeSite”award(1999-2010),asvotedonbymeetingandconventionindustry leaders;

• Association Meetings magazine readersnamedtheHCCasone ofthetop15conventioncentersintheU.S.,witha“2010InnerCircleAward.”TheHCCwasrecognizedforitshighlevelofservice,flexiblefunctionspaceandqualityoffoodandbever-ages;

• TheHCChasworkedcloselywiththeAsiaPacificEconomicCooperation(APEC),alongwiththeU.S.DepartmentofStateonthehousingandlogisticsfortheNovember2011eventattheHCC;

• TheHCCwasthekeysponsor fortheNikkeiBPEcoManage-mentForumheldMay12,2010inTokyo.Theforumfocusedonthetopicofcleanenergyandserved as an ideal platform to launchtheWorldCongressonZeroEmissionsevent;and

• TheHCCisamemberofthesteering committee working withtheInternationalUnionfor Conservation of Nature (IUCN)tobringits2016WorldConservation Congress to Hawai‘i. As a result of discus-

Hawai‘i Convention Center Top Events of 2010International Foundation of Employee Benefit Plans 2010 ConventionDelegates: 12,500 RoomNights: 100,500Visitor SpendingGenerated: $59,022,343

American Chemical Society 2010 International Chemical Congress of Pacific Basin SocietiesDelegates: 11,620RoomNights: 93,425Visitor SpendingGenerated: $54,867,170

American Academy of Periodontology 96th Annual MeetingDelegates: 6,000RoomNights: 48,240Visitor SpendingGenerated: $28,330,725

Alzheimer’s Association 2010 International ConferenceDelegates: 5,500 RoomNights: 44,220Visitor SpendingGenerated: $25,969,831

Baptist World Allliance 2010 World CongressDelegates: 6,000RoomNights: 48,240Visitor SpendingGenerated: $28,330,725

sionswiththeU.S.Departmentof State’s Bureau of Oceans, Environment,andScience(OES),thesteeringcommitteeis allowed to contact non-governmentalmembersforsupportandsponsorshipofthe2016 meeting.

Community Relations: TheHCCsponsoredmajorevents accentuating Hawaiian culture, including working closely withMaoliArtinRealTime,whichreceivedagrantfromtheHTAtoshowcaselocalartwork.Delegatesfromfour(4)nationalandinter-nationalconventionsenjoyedmeetingtheartistsandhadtheopportunitytopurchasetheirproducts. TheHCCalsohostedtheInternationalIndigenousCouncil’sHealing our Spirit Worldwide Conference,theAsiaPacificCleanEnergySummit,andtheEast-West Center’s50thAnniversaryInterna-tionalConference.AnotherspecialeventhostedbytheHCCwastheHawai‘iBusinessAmbassadorsMahaloDinner,whichrecognizedtheworkoflocalbusinessleaderstohelpsecurefuturemeetingsandconventionsfortheHCC.


V. Tourism Research

As a result of Act 5, Special Sessionof2009,theHTAbegan

overseeingtourismresearchand thedataresponsibilitypreviously conductedbytheStateDepart-mentofBusiness,EconomicDevelopment&Tourism(DBEDT). InJanuary2010,theTourismResearchDivision(TRD)relocatedtotheHawai‘i Convention Center topermanentlyjointheHTA.

Tourism Research TheTRDdevelopsandprovidesstatistical and analytical informa-tionandconductsspecialresearchon Hawai‘i’svisitorindustrythathelpstoaidstatemarketingandproduct development efforts, industry planning, tourism policy-

making, and provides economic informationonthemostimportantindustryinourstate.Highlightsin2010 include:

• Theunveilingofthenewtourismresearchhomepageon hawaiitourismauthority.org/ research.Theredesignedpage provides additional researchresourcesfocusedonmarketingandbrandmanagement, as well as market segment specific reportsthatwerepreviouslyonlyavailableinlarge compendiumpublications;

• Activelyinvolvedinresearch-ingandestimatingflightandseatcapacityfiguresforthemanynewroutesandflightsthatwereannounced;

• WiththechangesinTATdistribution,amodelwasdeveloped to estimate TAT for FY 2010-2012 for HTA budgetingpurposes;and

• Assumedexpandedroleofdeveloping additional visitor researchsystemstomonitor

competitive destinations and manageprojectstocollectaccommodations statistics on Hawai‘icompetitorswhiletrackinghowHawai‘i target markets perform in competi-tive destinations.

Ongoing programs and publications: VisitorStatistics:TheTRDproduces statistical reports on visitor arrivals and expenditures. Thisdatacollectionprogramrecordsthedemographicchar-acteristics,travelmethodsandspendinghabitsofHawai‘i’s visitorsthrougharangeofsurveysincludingthedomesticin-flight,international intercept, island visitors, and cruise visitor surveys. Visitor Satisfaction and Activities:Throughanextensivepost-tripsurvey,thisprogramprovidesfeedbackthatwillhelpHawai‘i’sbusinessestotakeproactive measures in promotion, maintenance and improvement. Theresearchmeasuresvisitors’

satisfactionwithHawai‘i as a visitor destinationfromthetopsix(6)majormarketareas;U.S.West,U.S.East,Japan,Canada,Europe,andOceania. VisitorPlantInventory: TheTRDconductsanannualstate-wide survey on existing visitor accommodations in Hawai‘i and also catalogues planned develop-ments and additions to existing developments. Visitor Forecasts and Outlook:TheTRDpartnerswithDBEDT’sResearchandEconomicAnalysisDivision(READ)onthe visitorforecastportionofthe QuarterlyStatisticalandEconomicReport.Together,thedivisionsworktoexpandtheestimatesfor arrivals and spending for visitors overthenextfive(5)yearsbyMMA.TheTRDalsocontinuestoproduceamonthly,three(3)-monthrollingairline seat capacity outlook.

2 0 1 0 A n n U A l R e p O R T 33

New HTA tourism research homepage

HTA Research Publications


TheHTATourismResearchdivision provides statistical and

analytical information and conducts specialresearchonHawai‘i’s visitor industrytoenableandempowerstakeholderstomakeinformeddecisions in support of our tourism economy.Thefollowingisalistoftimelyandrelevantdaily,monthly,quarterly,andannualresearchreportsproducedbyHTAthatareavailableonitswebsite:

Visitor Highlights Statistics on visitors to Hawai‘i including data on arrivals, trip characteristicsandspendingisavailablevianewsreleases,monthlytablesandthepresident’smessage.

• Daily Passenger Counts – updated daily

• Island Highlights–distrib-utedone(1)weekafternewsrelease

• Visitor Expenditures [Top four(4)MMA]–distributedsame day as news release

• Arrivals by U.S. Regions [By states and Metropolitan StatisticalArea(MSA)]–distributedone(1)weekafter news release

TOURISM ReSeARCH

• Arrivals by MMA (Countries)–distributedquarterly

Historical Visitor Statistics Detailedtablesonarrivals,tripcharacteristics,spending,anddemographicsonmulti-yeartablesincludingdataonfinalmonthlyvisitorstatistics,historicalislanddata,historicalvisitorexpenditures,historicalvisitorsbyU.S.regions,andhistoricalvisitorsbyMMA.

Visitor Profiles Up-to-date data on wedding/honeymoon,cruisevisitorsandbusinesstravelerswhovisitfromMMAs. Includes statistics on purpose of trip, accommodation type and lifestages.

Marketing Research Informationgatheredontravel-ers’motivations,behaviorsanddecisionsfromtheresultsoftheMarketingEffectivenessStudyanddatafromtheVisitorSatisfactionand Activity Survey.

Infrastructure Research Informationontheindustriesthatsupportvisitorexperiencesincluding reports on air seats,

accommodations,cruiseshipsandparks.ReportsincludetheAirlineSeats Capacity Outlook, Natural ResourceResearch,SustainableTourismProject,andVisitorPlantInventory Report.

Product Research Data for planning and develop-ment of attractions, activities, events, and retail from Activities Participation from Visitor Satisfaction & Activities Study andNaturalResourcesResearch.

Evaluation and Performance Measures Monitorstheprogressandimpact of Hawai‘i’s visitor industry withreportsontheTourismForecast, Visitor Satisfaction Monitoring Report, Visitor Satisfaction & Activity Report, and Resident Sentiments on Tourism Survey.

Tourism Library Presentations, reports, plans andothertourismresearchresources.

VI. Hawai‘i’s Visitor IndustryTransient Accommodations Tax (TAT) Collections

Anothermeasurementoftheindustry’sperformanceistheamountofTATcollectionsthatthestatereceiveseach

month.ThemoreTATcollected,themorebenefitsthatareaccruedtothestateasawhole,totheindividualcounties, andultimately,tobenefitHawai‘i’sresidents.Importantly,this revenuefindsitswayintothelocalcommunityoneachisland, tosupportschools,police,infrastructureandparks,andcontrib-utestoanimprovedqualityoflifeforHawai‘i residents. In FY 2010,thestatecollectedatotalof$224.2millioninTAT,whichwasanincreasefromFY2009whenthetotalcollectionwas$210.6 million. ForFY2010,theTATrevenuescollectedforthestateweredistributedasfollows:

• 15percentwasdepositedintotheConventionCenter EnterpriseSpecialFund;

• 31percentwasdepositedintotheTourismSpecialFund(HTA’sfund);

• 14percentwasdepositedintothegeneralfund;and• 40percentwasdistributedtothecounties(14.5percent

to Kaua‘i, 18.6 percent to Hawai‘i, 22.8 percent to Maui, and44.1percenttoHonolulu).

In2009,theLegislaturepassedAct61,SLH2009inresponsetoaCouncilonRevenuesprojectionofa$2billionrevenueshortfallforthefiscalbiennium(2009-2011).TheactincreasedtheTATby1%fortheperiodofJuly1,2009toJune30,2010;and2%fortheperiodofJuly1,2010toJune30,2015.Therev-enuescollectedbytheadditionaltaxincreasewillbedepositedintothegeneralfund,exceptfor12.5%oftheincreasewhichwillbedepositedintotheTourismSpecialFundforFY2010-2011.

2 0 1 0 A n n U A l R e p O R T 35

*Inclusiveof$1millionprovisoallocatingmoniestotheStateDepartmentofLandand Natural Resources. Source: State Department of Taxation

VII. HTA Fiscal Year (FY) 2010 ActualsHawai‘iTourismAuthority

Fiscal Year 2010 Actuals($000)


REVENUES Tourism Special Fund $68,139 Investment Pool Interest/Miscellaneous Receipts 754

TOTAL REVENUES $68,893

APPROPRIATIONS FY 2010 $84,181 TOTAL APPROPRIATIONS $84,181

HTAEXPENDITURES Administrative Costs 2,783 Sports&FestivalEvents 3,592 Community&SpecialEvents 7,897 Product Development 3,400

MAJOR MARKETING Leisure Marketing 43,550 Meetings, Conventions & Incentives Costs 8,700

TOTALHTAEXPENDITURES $69,922

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

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