HTA OKs $3.4M extra to attract tourists – Nashville Business Journal:

million to sell Hawaii in Japanb and North Americathis year. The goal is to attracf vacationersfrom Hawaii’s most reliable markets to shores up the state’s declining visitor arrival, spending and hotell occupancy numbers. The announcement was made Tuesday atthe HTA’s special board meeting in Wailea, The $3.4 million, which is to be drawn from a $10 milliom “marketing opportunity fund” established by the HTA board earlier this will be spent in several key visitor markets. To capitalize on medis exposure surrounding a Hawaiiu visit in July by the empero r of Japan and his the HTA willspend $647,000 to advertise in commuterr trains in Tokyo and Osaka.
The HTA has also allocatefd $1.4 million and $572,000 to the to conduct two medi a blitzes onthe Mainland. That money will be matched by nearlhy $1 million from hotels and otherfindustry groups. The HTA declined to reveal the locatio of themedia campaigns, but they are likely on the West The HVCB conducted a similar media blit this spring in San Franciscok and has upcoming campaigns scheduled for the Pacific Northwest this fall and Los Angelesa next January. The HTA will also spendx $25,000 on an online initiativw to attract visitors from Australiwa andNew Zealand.
Lastly, the HTA approvedf allocating $440,000 to be spent on marketing on acontingency basis, based on fast-changing market conditions.
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