US Travel Companies Urge Hawaii to Increase Marketing Efforts to Compete with Global Rivals
Major travel companies in the US are urging Gov. Josh Green and Hawaii tourism officials to step up their marketing efforts, warning that the state is falling behind its global competitors who are actively promoting their destinations.
The appeal comes after the nation’s longest government shutdown, which ended on Wednesday. However, the shutdown, combined with the Federal Aviation Administration’s order to reduce air traffic by up to 10% at the nation’s busiest airports, including Honolulu’s Daniel K. Inouye International Airport, has greatly impacted Hawaii’s visitor industry.
The FAA and US Department of Transportation have announced that the flight restrictions will be lifted as of 6 a. m. today, according to the New York Times.
State data shows that in September 2024, a total of 690,858 visitors came to Hawaii, a 2. 5% decrease compared to September 2023. Year-to-date, Hawaii has welcomed 7. 29 million visitors, a modest 0. 4% increase from the same period last year. Industry leaders say that demand continues to decline.
In a letter to Gov. Green, David Hu, President and CEO of Pleasant Holidays, along with top executives from Delta Vacations, ALG Vacations, and Classic Vacations, expressed their concern about Hawaii’s diminishing visibility and messaging compared to other destinations that are investing heavily in marketing campaigns.
The letter stated, “We are concerned that Hawaii’s visibility and messaging are not keeping pace with other destinations. Not only is there a need for an increased presence and visibility of the Hawaii brand, but there is also a need for a multi-year, strategic messaging plan backed by dedicated funding.
Hu also shared with the Honolulu Star-Advertiser that the impact of the shutdown-related air traffic restrictions on Hawaii’s tourism bookings over the past two weeks has been significant, similar to the impact of a hurricane on Jamaica.
He added, “Everything is on pause right now. When things come back, visitors will be asking themselves, ‘Where should we go? Where can we go?
As the situation in the Caribbean improves, Hu expects that the destination will make an effort to attract tourists back. He believes that Hawaii needs to increase its marketing efforts to avoid being overshadowed.
Industry Push
The letter to Gov. Green from the four travel company executives also urged the state to develop and communicate a long-term framework to protect Hawaii’s market share.
“With consistent and dedicated funding, both state organizations and external partners can invest and plan strategic messaging campaigns to amplify the story and culture of Hawaii to a global audience,” they wrote.
Currently, the Hawaii Tourism Authority operates with an annual budget of $63 million. Gov. Green has added a $6 million infusion for a Maui recovery campaign to stabilize tourism after the Lahaina wildfire in August 2023.
The four travel company executives praised the state’s Maui campaign and expressed their gratitude for its role in supporting