Hawaii Tourism Authority Puts Focus on Europe
The Hawaii Tourism Authority (HTA) awarded a two-year contract for visitor education and brand management and marketing services in Europe.
The contract was awarded to Emotive Travel Marketing Ltd., which will operate as a part of HTA’s Global Marketing Team as Hawaii Tourism Europe. Strategic efforts will educate European visitors about traveling mindfully and respectfully while supporting Hawaii’s communities and economy. Focus will also be placed on driving visitor spending into Hawaii-based businesses, including supporting local businesses, festivals and events; purchasing Hawaii-grown agricultural products; and promoting Hawaii-made products in-market in partnership with HTA, the state’s Department of Business, Economic Development & Tourism (DBEDT), and the private sector.
HTA’s work in the Europe market began in 1998 when the organization was established. Due to the global COVID-19 pandemic, HTA ended its Europe contract in 2020 when tourism was at a near standstill. In 2019, visitors from Europe spent $268.1 million, generating $31.29 million in state tax revenue (directly, indirectly and induced) for Hawaii.
The decision to resume focus on Europe was based on input from HTA’s leadership team and Hawaii industry partners, as well as data from the Tourism Economics Marketing Allocation Platform, which synthesizes information and provides recommendations based on realizable return, market costs, market risks, and constraints.
The new contract will commence on January 1, 2024, and will end on December 31, 2025, with HTA having an option to extend for an additional three years or parts thereof. Contract terms, conditions, and amounts are subject to final negotiations with HTA and the availability of funds.
