Monthly Newsletter Vol. 8
No. 5
Aloha!!
Visitor arrivals from Korea, China and Taiwan showed great increases in the first quarter of 2011 compared to the
same period in 2010.
Following are some of the highlights of Hawaii Tourism Asia’s activities during the past
month.
Mahalo!
Visitor Statistics:
Arrivals from Korea, China and Taiwan continued to show
great increases in the first quarter of 2011.
Year-To-Date
(YTD) arrivals have shown strong increases through March
2011, with arrivals from Korea up 14.9%, arrivals from
China up 29.2% and arrivals from Taiwan up 22.2%
resulting in an overall increase in arrivals to Hawaii from
Asia of 20.7% so far in 2011.
KOREA
Jan - Mar 2011
Jan - Mar 2010
23,223
Department of Business, Economic Development Tourism -Research and Economic Analysis Division
14.9%
CHINA
Jan - Mar 2011
Jan - Mar 2010
18,527
14,339
% Change
29.2%
TAIWAN
Jan - Mar 2011
Jan - Mar 2010
3,537
Source: Hawai'i Tourism Authority
20,211
% Change
2,895
% Change
22.2%
Total Other Asia
Jan - Mar 2011
48,561
Jan - Mar 2010
40,223
% Change
20.7%
KOREA:
‘Spread Aloha’ Online Promotion with Korean
Air, celebrating additional flights to Hawaii
To celebrate the four additional Korean Air flights between Seoul and
Honolulu that launched February 28, Hawaii Tourism Korea launched an
online campaign, ‘Spread Aloha!’ to target a larger pool of consumers,
who buy airline tickets via the Internet and mobile sites. The campaign
event banner has been displayed on Korean Air’s website during the
campaign period from April 11 to May 10. The Hawaii event banner is
on Korean Air’s main page, http://kr.koreanair.com that leads to an event
page, where participants can receive entry information as well as
participate in Hawaii sweepstakes prizes. A total of 8 Hawaii partners –
AQUA Hotels & Resorts, Aston Hotels & Resorts (Aston Waikiki Sunset
and Aston Waikiki Beach Hotel), Waikiki Resort Hotel, Ala Moana Center,
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Royal Hawaiian Center, PF Chang’s Chinese Bistro, Waikiki Beach Walk, and the Pineapple Room by Alan
Wong – actively participated in the promotions by providing prizes for 90 Korean winners. In addition to the
event, HTK organized an online promotion, ‘Make your Hawaii slogan’ to attract attention from Korean Air
website members. HTK and Korean Air will select the best 100 Hawaii slogans, and participants will have a
chance to win giveaways including iPod/iPhone speaker, instant camera, travel bag, and free drink coupons etc.
Mnet TV & Cosmopolitan magazine - Hawaii photo shoot project with
Hyori Lee
Hawaii Tourism Korea worked with Mnet TV and
Cosmopolitan magazine to conduct a special fashion photo shoot
of Calvin Klein Jeans with famous Korean singer, Ms. Hyori Lee
from April 18th to 25th. Mnet, one of the popular cable TV
networks in Korea, visited Oahu and Maui to film its reality TV
show program, ‘Project ONE,’ capturing various attractions on
each island – East Oahu, North Shore, Kualoa Ranch, Ka’anapali,
and Hana. Cosmopolitan, a leading monthly fashion and lifestyle
magazine with a circulation of 100,000, also joined the project to create a special feature on Maui along with
Hyori. While HTK sponsored the ground handling on each island, Waikiki EDITION and Westin Maui Resort
& Spa supported accommodations including daily breakfasts. Two 30-minute episodes of Mnet ‘Project ONE’ on
Hawaii will be aired in early May. Mnet TV will also post a Hawaii banner on its ‘Project ONE’ homepage,
which will link to the HTK website. Cosmopolitan’s special Maui feature will be published in its June issue.
Total equivalent advertising value: $1.4 million.
Hawaii Road Show with Hanjin Travel
(March 29 ~ 31): In continuing efforts to educate Korean travel
agents about Hawaii and boost sales of Hawaii tour products in
major cities outside of Seoul, Hawaii Tourism Korea organized
the 2nd Hawaii Road Show with Hanjin Travel, inviting 150
leading retail agents from Hanjin’s three major sales offices in
Daejeon, Daegu, and Busan. HTK visited each city with Hanjin
Travel to inform them of Korean Air’s four additional flights to
Hawaii and to provide educational training sessions on the six
islands. Hawaiian Airlines also joined the road shows in Daegu and Busan to emphasize their new direct flights
between Incheon and Honolulu. While HTK sponsored meals in each city, Hawaiian Airlines provided 2
round-trip tickets for lucky draw winners.
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Korea Media exposure for Hawaii

OFF Magazine (April): following an individual media FAM, Hawaii
Tourism Korea successfully generated a 131-page special issue on Hawaii
with a Hawaii cover page in OFF magazine, a leading Korean monthly travel
magazine with a circulation of 30,000. In its April issue and under the title of
‘Hawaii,’ OFF magazine’s Hawaii special issue has in-depth information on
Hawaii that includes weddings, an introduction to each of the neighbor islands,
Hawaiian culture such as the ukulele and hula, shopping, hotels and restaurants.
Total equivalent advertising value: $1.8 million.

The Traveler (April): following the media FAM trip with
Hawaiian Airlines in February, Hawaii Tourism Korea
secured a 10-page feature on Oahu and the Big Island in The
Traveler, a monthly travel magazine with a circulation of
85,000. In its April issue and under the title of ‘The Volcano
Issue,’ it covered the Big Island’s history of volcanoes and
Hawaii Volcanoes National Park with images of Kilauea Crater
and Hapuna Beach State Park. The publication also introduced
Hilton Grand Vacations Club and Hilton Waikoloa Village.
Total equivalent advertising value: $140,000.
CHINA:
IT & CM China 2011 in Shanghai
Hawaii Tourism China participated in IT & CM China 2011 with HVCB and HCC at Shanghai Mart Expo on
April 13 -15. This is the 5th installment of the international MICE event that seeks to “Promote China to the
World and the World to China”. HTC met with over 20 corporate travel buyers and travel agencies from all over
the country through scheduled business appointments, which helped HTC obtain new potential accounts and
increase the China Hawaii MICE network.
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Caissa Launch Hawaii Wedding Package
Hawaii Tourism China worked with Caissa Travel Service which in our FAM tour to design Caissa’s 2011 new
wedding packages. Hawaii is the first priority romance product for Caissa to promote this year. Caissa has
invested in online advertising to promote Hawaii wedding packages from April 2011. The new wedding packages
include 5-nights accommodations, dinner cruise, Polynesian Culture Center tour, Hawaiian style wedding and
video shooting service targeting high-end customers. HTC supported Caissa in designing the online campaign and
joined a live interview with Caissa on a leading web portal’s travel portal at www.people.com. HTC will continue
to support Caissa Travel Service to encourage more new Chinese wedding couples to Hawaii.
China Media exposure for Hawaii
 Business Week/ Executive Life (April): Executive Life is a supplement to the Chinese edition of Business
Week magazine, and targets high-end consumers by promoting luxury brands and lifestyles. Readers are
mostly male executives in their 30s and 40s who are looking to live the good life. It has an exclusive
circulation of 160,000 nationwide throughout China. HTC has built up a strong relationship with their account
manager, and secured 2 pages of free ad space for Hawaii in their April issue. Total equivalent advertising
value: $152,000.
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 Photographic Travel (March): this is a leading Chinese travel
magazine for photography enthusiasts that targets educated men in
their 30s to late 40s and has a remarkable circulation of 255,000. In
the publication’s March issue, it featured 6-pages of editorial about
self-driving tours on the Big Island and Oahu with HTC’s assistance.
Total equivalent advertising value: $437,000.
TAIWAN:
China Airlines Blue Hawaii Romantic Tour package Launched
Hawaii Tourism Taiwan is actively promoting new Hawaii Tour Packages under the brand “Blue Hawaii
Romantic 7 Days” together with China Airlines and its key travel agents. The first tour groups under this new
package brand began arriving in Hawaii on April 8.
Media advertising started on March 30 and continues every
other day in Want Daily and China Times, and also on major internet portals including Yahoo, Want Daily, and
Suntravel websites until May 2. A major promotional offer was added in the ads: “Tipping Waived” (for Driver &
Tour Guide) if one travels in May. HTT also contributed giveaways (Hula
Girl or Surf Boy luggage tags and Hawaii Shoe Bag) for every purchase of
the Blue Hawaii Tour Package.
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All Nippon Airways (ANA) Hawaii Tour Packages
Hawaii Tourism Taiwan worked with ANA Sales on co-op promotions
surrounding its FIT Hawaii Tour Packages. ANA is offering very attractive
discounted airfares to entice Taiwanese tourists to use ANA to go to Hawaii. HTT
produced ANA Hawaii Tour Package leaflets for distribution at the Travel Fairs in
Taichung on April 15 – 18, Kaohsiung on May 6 – 9, and Taipei on May 13 – 16.
ANA will cooperate with HTT on its next TV project (Travel Show “Miss Travel”)
in mid-May by sponsoring air tickets to Hawaii.
Upcoming Asia Promotional Opportunities
Korea:
a) 2011 Asia Travel Mission in Beijing, Shanghai and Seoul (May 11th ~ 18th)
b) KBS Challenger Filming Project (May 20th ~ June 7th, Oahu and the Big Island, 70 PAX)
c) DIY Fam Trip with Hawaiian Airlines (June, Oahu and neighbor islands, 5~6 pax)
d) PRIME Fam Trip (June 7th ~14th, Oahu and the Big Island, 14~15 pax)
For more information please contact Julia Koo of Hawaii Tourism Korea at jkoo@aviareps.com
China:
a) 2011 Asia Travel Mission in Beijing, Shanghai and Seoul (May 11th ~ 18th)
b) PRIME and China MICE Fam (June 7th ~ 15th)
c) 2011 China Hangzhou International Leisure Industry Expo (September 16th ~ 19th)
For more information please contact David Sun of Hawaii Tourism China at dsun@aviareps.com
Taiwan & Other Asia:
a)
b)
c)
d)
e)
f)
Taiwan Media Fam Tour to Kauai (June 5th – 6th)
Taiwan Media Fam Tour to Oahu
(June 6th – 8th)
Taiwan Media Fam Tour to the Big Island (June 10th – 11th)
PRIME 2011 Fam Tour in Oahu (Philippine participants) Pre-Tour: (June 7th – 8th, & 11th)
Taiwan TV travel show “Miss Travel” / “Woman Loves Travel” shooting: (May 30th – June 6th)
Taiwan TV travel show “The Beautiful World” filming of Hawaiian Cruise & all 4 islands: (May 29th –
June 6th)
For more information please contact Jemy See of Hawaii Tourism Taiwan at jsee@aviareps.com
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