The Hawai‘i Tourism Authority is excited to announce its renewed marketing efforts to attract tourists from Europe. After ending its previous contract in 2020 due to the COVID-19 pandemic, the authority has awarded a two-year contract to Emotive Travel Marketing for visitor education and marketing services in the European market. With a focus on mindful and responsible travel, the authority aims to support Hawai‘i’s economic recovery by driving visitor spending into local businesses and promoting Hawai‘i-made products. The targeted brand marketing will align with the authority’s strategic plan to increase average daily visitor spending and satisfaction. This decision was made based on input from industry partners and data from the Tourism Economics Marketing Allocation Platform. The contract will begin on January 1, 2024, with an option for an extension.
Hawaiʻi Tourism Authority begins marketing again to Europe market
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The Hawai‘i Tourism Authority (HTA) is excited to announce its renewed efforts to attract tourists from Europe. With the awarding of a two-year contract for visitor education and marketing services in Europe, HTA aims to bolster the visitor source market and drive economic recovery for Hawai‘i. The contract has been awarded to Emotive Travel Marketing, who will operate as Hawai‘i Tourism Europe within HTA’s Global Marketing Team. This move comes after the previous marketing contract for Europe was put on hold in 2020 due to the COVID-19 pandemic.
HTA has a long history of promoting Hawai‘i as a tourist destination in the European market. Since its establishment in 1998, HTA has been actively involved in attracting visitors from Europe, thereby contributing to the state’s economy. However, with the onset of the global pandemic, HTA had to suspend its marketing efforts in Europe. Now, as the world begins to recover from the pandemic, HTA is keen to revitalize its relationships with European tourists and reestablish Hawai‘i as a top travel destination for them.
Selection of Emotive Travel Marketing
After a rigorous evaluation process, Emotive Travel Marketing was chosen to spearhead HTA’s marketing efforts in Europe. The selection was made through a Request for Proposals, ensuring that the most suitable entity would be entrusted with the task. Emotive Travel Marketing will now operate as Hawai‘i Tourism Europe within HTA’s Global Marketing Team. Their expertise and experience in the tourism industry make them the ideal partner for HTA in promoting Hawai‘i to the European market.
The strategic goals of HTA’s renewed marketing efforts in Europe are centered around educating European visitors about mindful and respectful travel practices that benefit both the local communities and the economy of Hawai‘i. HTA aims to drive visitor spending towards Hawai‘i-based businesses, support local festivals and events, promote the purchase of Hawai‘i-grown agricultural products, and showcase Hawai‘i-made products. By aligning with the Key Performance Indicators outlined in HTA’s 2020-2025 Strategic Plan, the marketing campaign intends to increase average daily visitor spending, total visitor spending, visitor satisfaction, and resident sentiment toward tourism.
The target audience for HTA’s marketing campaign in Europe are mindful travelers who are willing to make a lasting impact during their visit to Hawai‘i. HTA recognizes the potential of this audience in driving economic recovery and aims to appeal to their travel preferences. By focusing on lifetime trip expenditures and increasing per person, per day expenditures, the campaign intends to attract visitors who are willing to support local businesses and actively contribute to the wellbeing of the local communities.
HTA’s marketing approach for the European market will emphasize the unique and diverse experiences that Hawai‘i has to offer. By highlighting the natural beauty, cultural heritage, and warm hospitality of the islands, the campaign aims to capture the imaginations of potential European tourists. Additionally, the marketing materials will emphasize the importance of mindful and respectful travel practices, encouraging visitors to be responsible stewards of the environment and Hawai‘i’s communities.
Previous Work in Europe Market
HTA has a wealth of experience and success in targeting the European market. Previous marketing campaigns in Europe have resulted in substantial economic benefits for Hawai‘i. In 2019 alone, visitors from Europe spent $268.1 million, generating $31.29 million in state tax revenue. This revenue, in turn, has contributed to the overall wellbeing of the state and its residents. HTA’s past work in the European market serves as a strong foundation for the renewed marketing efforts and reinforces the authority’s commitment to attracting European tourists.
Reasons for Resuming Focus on Europe
The decision to resume HTA’s focus on the European market was based on careful consideration and collaboration with industry partners and the leadership team. Data from the Tourism Economics Marketing Allocation Platform played a significant role in guiding this decision. The platform synthesized information and provided valuable insights on realizable return, market costs, market risks, and constraints. Considering these factors, it became clear that resuming marketing efforts in Europe would be a strategic move that aligns with HTA’s goals and has the potential to drive economic recovery for Hawai‘i.
The new contract between HTA and Emotive Travel Marketing will commence on January 1, 2024, and conclude on December 31, 2025. HTA has the option to extend the contract for an additional three years, subject to negotiation and the availability of funds. The specifics of the contract, including terms, conditions, and the financial arrangement, will be finalized in due course through negotiations between HTA and Emotive Travel Marketing.
As Hawai‘i looks ahead to a brighter future in tourism, HTA’s renewed marketing efforts in the European market hold the promise of attracting a new wave of mindful travelers who will contribute to the sustainable growth and prosperity of the islands. With Emotive Travel Marketing onboard, HTA is confident in its ability to showcase the allure of Hawai‘i and make a lasting impression on European tourists.