Hawaii opens more doors to Chinese visitors

Hawaii will increase its marketing to China in light of two recent actions that promise to make the Islands more accessible to Asia’s largest economy.

Hawaiian Airlines’ announcement that it will launch nonstop flights between Honolulu and Beijing in April 2014 put Hawaii on notice that it can expect many more visitors from China within a year.

Additionally, U.S. Sen. Mazie Hirono, D-Hawaii, introduced legislation in Congress that would allow Hong Kong to be eligible for the U.S. visa-waiver program, making it easier for visitors from the special administrative region of China to travel to Hawaii.

Noting the significance of these events, the Hawaii Tourism Authority is preparing to increase its marketing to China. It issued a request for information from businesses interested in participating in the upcoming procurement for destination marketing management services for the developing market.

But experts in the tourism industry say Hawaii as a destination is not yet prepared for an impending surge of Chinese visitors, and that culture and communication need to be taken into account to make them feel welcome on a Hawaii vacation.

The HTA lowered its 2013 projections for the China market in March because the anticipated announcement of nonstop flights had not yet been made. The HTA is projecting 144,910 visitors from China and total spending of $362 million this year. HTA Vice President of Brand Management David Uchiyama said he expects the HTA will have 2014 projections in late May or early June.

While projections for 2014 are not yet available, the HTA has said Hawaiian Airlines’ flights to China will generate an estimated $81 million in annual visitor spending and about $8.47 million in state tax revenue.

Experts in Chinese tourism stress the importance of Hawaii, as a destination, preparing for the increase in Chinese visitors to ensure they have a good experience to share with their friends, family and social networks in China, and to become repeat visitors.

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