Hawaii positive despite dip

THE fluctuating Australian dollar and a decrease in airlift out of Melbourne are contributing factors in a 7% drop in Australian visitor numbers to Hawaii.

Speaking during an Aloha Down Under (ADU) event last Fri, Hawai’i Tourism Oceania (HTO) Country Manager Australia, Giselle Radulovic, said “We are tracking a little bit lower than we were at this time last year with 143,636 arrivals as at 30 Jun, and will have 13,000 less seats this year out of Australia into the Hawaiian islands”.

However, on a positive note, the average length of stay from Australians remained strong at 9.5 days, and Oceania visitors were recorded as the third highest spending visitor market after China and Korea.

“Recent market research we conducted also verified what we already knew – that families, including multi-generational families, are our key markets, along with couples which make up a big segment too,” said Radulovic.

Research also revealed experiential offerings incorporating nature rated highly among Australians, including activities like the Road to Hana drive in Maui, and sailing along the Napali Coast in Kauai.

HTO has responded with the implementation of an experience-led strategy to appeal to Australian visitors, including the creation of more road trip itineraries and packaging up experiences incorporating naturebased activities with the trade.

In the coming year, plans for the tourism office include ongoing trade initiatives including face-to-face training, lunch and learn workshops, events such as ADU and the Month of Lei, and training campaigns focusing on multi-island education incorporating single island specialist famils.

Pictured: The HTO team at the event in Sydney are Kris Phadungkiatipong, Charis Ricafuente, Giselle Radulovic, Madeline Atkins, Sade Villatora and Lisa Baddock.