February 2015:
In This Issue
Market Updates
Japan: Maintaining Success in a Mature Market
Outlook After Another Successful Year in Tourism
Save the Date for HTA's Spring Marketing Update
In the News

Groups will get $3M from tourism agency (Honolulu Star-Advertiser, 1/16/2015)

Save the Date
Mar. 22, 2015

Mar. 11, 2015 

Apr. 2-30, 2015

Apr. 24-May 3, 2015
(Hawaii Island)

Aug. 27-28, 2015 
Hawaii Tourism Conference
Marketing Highlights

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Market Updates 


Jan-Dec. 2014                               2014               2013       %Chng

Visitor Expend. ($mil.)            $14,747.1        $14,412.6          2.3%

Visitor Arrivals                         8,282,680       8,174,461           1.3%

The full report is available here


Feb.-April 2015                             2015                2014      %Chng

TOTAL SEATS                           2,904,801         2,710,822         7.2%

Domestic                                 1,947,441         1,757,840       10.8%

International                              957,360            952,982         0.5%

The full report is available here.

Japan: Maintaining Success in a Mature Market

Japan is the largest international market for Hawaii's visitor industry who last year made up 18 percent of all arrivals. However, due to the strengthening U.S. dollar against foreign currencies and an unstable Japanese economy, visitor spending slightly declined (-2.9%) in 2014 in $2.4 billion.

Hawaii Tourism Japan has been working on innovative ways to showcase the Hawaiian Islands to this mature market. In 2014, HTJ launched a campaign with the popular Ultraman character and partnered with top-boy band Arashi for a concert in Hawaii that brought thousands of Japanese to the state, reaching a new demographic.

This year, more exciting and new programs will take place to promote Hawaii, including the launch of Shaka-chan, a mascot character that will be used to promote Hawaii and educate the Japan market about the shaka symbol or gesture and the meaning of aloha. Check out the story of Shaka-chan here.


To continue reading, click here.


Outlook After Another Successful Year in Tourism

Last year, we hit another milestone for tourism: $14.75 billion in visitor expenditures (+2.3%), $1.57 billion in state tax revenue (+2.3%) and 8.28 million visitors to the Hawaiian Islands (+1.3%). After exceeding 2014 targets and surpassing previous years' records, where is Hawaii's tourism economy headed in 2015? 


To continue reading, click here.

Save the Date for HTA's Spring Marketing Update

The HTA and its global contractors Hawaii Visitors and Convention Bureau (HVCB), Hawaii Tourism Japan (HTJ), Hawaii Tourism Oceania (HTO), Hawaii Tourism China (HTC), Hawaii Tourism Korea (HTK), Hawaii Tourism Taiwan (HTT), Hawaii Tourism Europe (HTE), Hawaii Tourism Latin America (HTLA) and Meet Hawaii - will present marketing updates and opportunities during the HTA's annual Spring Marketing Update on Wednesday, March 11, 2015 at the Hawaii Convention CenterRegistration is from 7:45 a.m. to 8:20 a.m in front of Liliu Theater. The briefing is from 8:20 a.m. to 12:30 p.m. Those unable to attend the event can register to watch the meeting via webinar. 


Capacity is limited so registration is required to attend the Spring Marketing Update or participate in the webinar. For more information and to register, click here


HTA recognizes the use of the 'okina ['] or glottal stop, one of the eight consonants of the (modern) Hawaiian language; and the kahakō[ā] or macron (e.g., in place names of Hawai'i such as Lāna'i). However, HTA respects the individual use of these markings for names of organizations and businesses. Due to technological limitations, this current communication may not include all Hawaiian diacritical markings.