Hawaii looks beyond U.S. as domestic travel spending tightens
As Hawaii continues to manage the delicate balance of its tourism industry, its focus is increasingly shifting beyond its primary U.S. markets
This shift comes amid economic uncertainty in the U.S., where consumer travel spending is expected to decline, although the extent of the decline is unclear. Hawaii's tourism industry continues to face significant challenges.
Key takeaways
- The Hawaii Tourism Authority (HTA) is renewing its focus on European markets to diversify its visitor base and mitigate potential declines in domestic travel;
- This initiative isn't just about increasing visitation; it's about attracting "mindful travelers" who tend to stay longer, spend more and seek authentic cultural experiences;
- Hawaii's renewed emphasis on the European market is timely, as the U.S. tourism sector faces significant challenges beyond economic factors.
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