In a marked shift from its recent focus on diversifying visitor demographics largely internationally, the Hawaii tourism Authority (HTA) is reported to now be steering its collective marketing efforts back to the U.S. mainland. Is this too little, too late, or just the right time?
If this makes you shake your head, it does us as well. Can the HTA with tourism-head-pro-hotel-anti-vacation-rental/”>Mufi Hanneman spearheading it, help lead Hawaii to the travel marketing success it needs and now says it wants?
U.S. mainland visitors were an audience for HTA to easily keep engaged, rather than letting them slide for so long. Who knows, maybe Governor Green will even speak out next about the importance of U.S. mainland visitors returning to Hawaii.
This strategic pivot reflects an obvious but previously elusive critical reassessment of its target markets. Hawaii now seeks to encourage the state’s most important tourism sector amidst global shifts and abounding local challenges.
The long-awaited shift in focus to U.S. mainland…
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