Korea
Market Overview
The Korean market is an important source market from Asia for Hawai‘i. Affluent travelers from high-end market segments are primarily from the Seoul and Busan regions. Hawai‘i continues to be a favored romance destination for Koreans. Hawai‘i Tourism Korea (HTK) aims to recovery the Hawai‘i travel market from the COVID-19 pandemic by increasing travel demand in collaboration with industry partners with refined strategies.
Strategy
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Implement a multi-channel advertising program to strengthen Hawai‘i's brand and utilize consumer events to enhance brand awareness and promote responsible and respectful travel.
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Collaborate with media partners specializing in cultural experiences, sustainability, and lifestyle to showcase Hawai‘i's regenerative initiatives.
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Educate travel agents on each island's brand identity and unique offering and leverage partners' channels to deliver Mālama Hawai‘i/Mālama Maui messaging.
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Partner with agencies to develop special interest tourism products for niche markets such as golf, surfing, honeymoons, edutourism and ceo-tourism.
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Partner with airlines and travel trade aimed to increase airlift to Hawai‘i.
