Europe
Market Overview
HTA reentered the European market in 2024, focusing on the UK, Germany, and Switzerland. Economic recovery in these markets is expected to boost consumer confidence and spending, leading to increased demand for long-haul travel. The growing interest in luxury, sustainable holidays, beach vacations, and cultural experiences aligns with Hawai‘i’s offerings, making it an attractive destination for European travelers. Hawai‘i Tourism Europe (HTE) employs a strategic mix of innovative consumer marketing, PR, and trade partnerships to strengthen Hawai‘i's brand awareness in the region.
Strategy
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Raise Hawai‘i’s brand awareness by focusing messaging on Hawai‘i’s unique culture, local community, natural beauty, diverse experiences across all islands.
- Attract high-value travelers to Hawai‘i visiting multiple islands, to increase length of stay and spend across the state.
- Engage with both consumer and travel trade traditional and digital media outlets and share compelling news updates and destination stories to generate buzz and media coverage about Hawai‘i.
- Establish strategic partnerships with tour operators, airlines, and affinity brands to extend the reach and leverage co-operative programs to stimulate bookings.
- Provide training and engagement opportunities for the travel trade and media through online and in-person meetings and training, FAM trips, and networking events to create deeper connections and enhance their destination knowledge.
