Travel between Hawaii and South Korea is increasing, which is good news for tourism businesses in Hawaii that cater to Korean visitors. Ocean Star Cruises, a family-owned business, hosts over 10,000 Korean visitors each year. The spring and fall seasons in Korea are popular for honeymoons and weddings, and many couples choose to visit Hawaii for romantic activities such as sunset cruises. Koreans’ love for Hawaii translated into about $220 million in spending in the first half of this year alone. Pre-pandemic, around 250,000 Koreans traveled to Hawaii each year, but this year, that number is expected to be 170,000. While the Korean travel market is still recovering, it is one of the fastest-growing markets for Hawaii and Asia. However, the slow Korean economy is creating a bottleneck to recovery. The strong U.S. dollar has made travel to the U.S. more expensive for Koreans, affecting exports. To combat this, Hawaii Tourism Korea is targeting the premium market and promoting expensive hobbies such as golf and scuba diving. They are also trying to increase the number of Koreans visiting Maui and non-affected areas to help the economy. South Korea’s tourism strategy in the U.S. focuses on promoting the countries’ shared history, such as inviting war veterans and showcasing exhibits on the U.S.-Republic of Korea alliance. Korean officials also appeal to visitors’ curiosity about North Korea, offering tours of the Demilitarized Zone. Many Hawaii residents enjoy traveling to Korea for shopping, food, culture, and scenery. In the winter, a new Korean carrier, Air Premia, plans to offer low-cost flights between Honolulu and Incheon, providing more opportunities for travel between the two destinations. Overall, the increase in travel between Hawaii and South Korea is expected to benefit both countries’ tourism industries.