Canada
Market Overview
Canada is the second largest international market for the Hawaiian Islands and has an important relationship with Hawaii, specifically the western provinces of British Columbia and Alberta. In addition,, Ontario is a growing market for Hawaii. Canadian Snowbirds spend a great amount of time in Hawaii during the winter months and many Canadians own real estate throughout the islands.
Strategy
- Promote the Hawaiian culture and Hawaiian values as the big differentiator from any other beach destination. With limited budget to reach the final consumer, Hawaii Tourism Canada will train the Canadian travel trade professionals to become brand ambassadors who can educate the Canadian traveler about Hawaii’s values and vacation options.
- Execute in-market programs including hosting the Aloha Canada event, a series of webinar trainings, the development of strong relationships with tour operators and the promotion of the Hawaii Specialist program. Travel professionals will participate in the Malama Hawaii program by sharing the Kuleana videos with their clients and promoting the properties participating in the Malama Hawaii campaign, ensuring visitors are educated before they arrive in the Hawaiian Islands.
- Continue targeted public relations outreach to the consumer and travel trade media, sharing the Kuleana and Malama Hawaii messeges as well as story ideas which will reach the high-quality traveler who is interested in culture-rich and high-value destinations. Social media will engage with Canadians, sharing the essence of the destination.
