Hawai‘i Tourism Authority's European Revival in 2024

As 2024 unfolds, the Hawai‘i Tourism Authority (HTA) marks a pivotal moment in global travel by reestablishing its presence in Europe. Under the name Hawai‘i Tourism Europe, the state agency, renowned for promoting the Hawaiian Islands globally, has initiated a strategic partnership with Emotive Travel Marketing (ETM) Ltd. This collaboration is set to reinvigorate the Hawaiian Islands' allure in the United Kingdom, while New Age Marketing, ETM Group's European counterpart, takes charge of both the German and Swiss markets.

According to traveldailynews, the partnership, which commenced on January 1, 2024, signifies more than just a business venture; it's a milestone in Hawai‘i's journey to re-establish its tourism footprint. The HTA's initiative goes beyond mere market expansion. It aims to enlighten European travelers about the virtues of mindful tourism, thereby fostering communal support and sustainability in Hawai‘i.

Daniel Nāho‘opi‘i, HTA’s Interim President and CEO, emphasizes HTA’s commitment to rejuvenating European ties. This revival is not just about economic recovery; it’s about rekindling long-standing relationships and promoting Hawai‘i as a destination that combines luxury, adventure, culture, and heritage, set against the backdrop of its breathtaking natural beauty.

ETM’s appointment as Hawai‘i Tourism Europe's representative in the UK and Europe underscores HTA’s confidence in ETM's capability to capture the essence of Hawai‘i. The goal is to inspire mindful visitation, extend stays, and entice travelers with Hawai‘i's unique offerings.

A Team Effort Led by Industry Experts

The enthusiasm is palpable in the words of Fleur Sainsbury, Director of ETM and UK Account Manager for Hawai‘i. The team is already actively engaging with travel trade and media, crafting campaigns that not only promote the destination but also immerse travelers in Hawaiian culture.

Katharina Dorr’s role as Account Director overseeing the UK, Germany, and Switzerland, cements the strategic approach of Hawai‘i Tourism Europe. This collective effort aims to create a sustainable and enriching travel experience, aligning with the interests of experienced personal travelers who value cultural and exotic experiences.

2024 heralds a new chapter for Hawai‘i Tourism Authority, one that promises growth and sustainability in harmony with the islands’ culture and community. As Hawai‘i Tourism Europe embarks on this journey, it sets a precedent for mindful and enriching travel experiences, catering to the evolving needs of today’s global travelers.