Spotlight on New Hotels

Hawai‘i Tourism Authority to Revive Visitor Education and Brand Management Initiatives in Europe

Hawai‘i Tourism

After the prolonged tourism lull induced by the COVID-19 pandemic, the Hawai'i Tourism Authority (HTA) is ready to restore its work in Europe, one of Hawai'i's vital visitor markets.

HTA recently issued a Request for Proposals (RFP 23-04) to acquire visitor education and brand management and marketing services for the European major market area.

HTA first initiated support in the Europe market in 1998 when it was founded. The contract was discontinued in 2020 when tourism came to an almost complete halt due to the pandemic. However, 2019 data reveals the significance of the Europe market for Hawai'i, with European visitors spending $268.1 million and generating $31.29 million in state tax revenue.



With its board of directors' backing, HTA plans to reinstate its focus on Europe starting 2024 with a new contract that will enhance the present visitor education, brand management, and marketing efforts of HTA’s Global Marketing Team. This decision is founded on feedback from HTA’s leadership and Hawai'i industry partners and data from the Tourism Economics Marketing Allocation Platform.

HTA's upcoming strategy will also prioritize driving visitor spending into Hawai'i-based businesses to bolster the local economy. This includes promoting Hawai‘i-made products in-market, supporting local businesses, festivals, and events, and encouraging the purchase of Hawaiʻi-grown agricultural products.



Targeting mindful travelers, the brand marketing will focus on maximizing lifetime trip expenditures and per person, per day expenses in line with HTA’s 2020-2025 Strategic Plan Key Performance Indicators.

The contract is scheduled to commence on January 1, 2024, and will conclude on December 31, 2025, with an option to extend for an additional three years or parts thereof.

HTA will hold a pre-proposal conference via Zoom on July 28, and the deadline for proposals is 2:00 p.m. HST on August 25.


Latest Travel News

IBTM World 2023

Barcelona Awaits as IBTM World 2023 Exhibitor Spaces Near Sell-Out

October 03, 2023 MICE
IBTM World, the premier event for the global business events sector, has reported a remarkable 85% of its exhibiting space already sold for this year's event, outpacing both last year and 2019's figures. Scheduled to take place in Fira, Barcelona on November…

Travel and Tourism News

October 02, 2023

England Bans Single-Use Plastic

In a significant environmental stride, England has enforced a ban on the supply of single-use plastics starting this Sunday, October 1, 2023.
England Bans Single-Use Plastic
September 29, 2023

Top 5 best elements of online casino games

There are many reasons why online casino games are so popular in the modern day. Whether that be how accessible the digital games are, or the sheer…
online casino
September 28, 2023

WTTC and Saudi Arabia Strengthen Ties

The World Travel & Tourism Council (WTTC) and the Ministry of Tourism of Saudi Arabia have reached a significant milestone by extending their…
Masjid al nabawi
Copyright © 2023 ftnNEWS - Focus on Travel News.