HTA Focus - Brand Management and Enhancement of Visitor Experience

Mike McCartney, Chief Executive Officer of Hawaii Tourism Authority (HTA), was the keynote speaker at the August North Shore Chamber  membership meeting. The HTA Board of Directors has 12 members.  The Governor appoints six, Senate President three and Speaker of House three.  The board sets policy for marketing Hawaii, and HTA is funded through the  7.25%  Transient Accommodation Tax (TAT).

Mr. McCartney reviewed recent statistics which are available on the HTA website at: http://www.hawaiitourismauthority.org. Hawaii had 7 million visitors at the height of the visitor industry in 2005.  Now the target is 6.7 million.  There has been a decrease of 22% in visitor spending, and, according to Mr. McCartney, it won't ever be the same as it was before.  However, Hawaii is doing well.  We have the second highest room rates and income per room second only to New York. The average visitor spends $161 per day with Japanese spending $260 and Americans $130.

Mr. McCartney said that we will need to focus on brand management.  People want to experience the culture and people of Hawaii when they come here.  They want to experience the aloha spirit.  Therefore, a large part of the  new HTA strategy is to develop the brand and support communities to make the visitor experience authentic and interesting.