Brand marketing is a top priority for the HTA. As a research-based organization, we have been proactive in using visitor data and market intelligence to develop innovative programs that contribute to sustainable economic growth. In order to implement the HTA’s long-term strategic plans, we focus on major marketing areas, collaborate with our global marketing partners, and work with industry stakeholders to create efficient marketing solutions that improve and strengthen Hawaii’s tourism economy.
To maximize our return on investment, HTA focuses on attracting visitors from major market areas (see below) that provide the greatest potential for travel to Hawaii. We also work with island visitor bureaus to promote unique island attributes to further differentiate our incomparable Hawaiian Islands.
The United States continues to be Hawaii’s largest source market for visitors. This market includes visitors who travel to Hawaii from the U.S. West (defined as the 11 Pacific states west of the Rockies), U.S. East (all other states). Learn More >
Canada is Hawaii's second largest international market, and the fourth largest source market overall, for visitors to Hawaii. Learn More >
Japan continues to be a major market for Hawaii and is the largest source of international visitors to the state. Our marketing partner in Japan is Hawaii Tourism Japan (HTJ). Learn More >
Our Other Asia marketing partners focus primarily on attracting visitors from South Korea, China,Taiwan and Southeast Asia. These emerging markets are important because of their high growth potential for outbound travel to and Hawaii. Learn More >
The Oceania market targets visitors from Australia and New Zealand which has experienced steady growth over recent years. Our marketing partner in this region is Hawaii Tourism Oceania. Learn More >
Marketing efforts in Europe has focused primarily on attracting visitors from Germany and the United Kingdom. HTA works with Hawaii Tourism Europe (HTE) to bring visitors from these long-haul destinations. Learn More >
AEG and Hawaii Visitors and Convention Bureau’s (HVCB) Corporate Meetings and Incentives (CMI) division are the HTA’s partners in promoting Hawaii as a preferred destination for business tourism (meetings, conventions and incentives conferences). Together with the Hawaii Convention Center (HCC), we are also strategically branding Hawaii as a top-of-mind global meetings place and ideal business destination. Learn More >
Island Visitor Bureaus
The purpose of the Island Visitor Bureaus are to promote the interests of the individual counties (Oahu, Island of Hawaii, Maui and Kauai). The Island Visitor Bureaus work with the Hawaii Visitors and Convention Bureau, in addition to the HTA’s other international marketing partners to market and promote leisure and business travel, including meetings and conventions, on their islands.