China
Market Overview
China market continues to lead the person per day spending among all major source markets for Hawai‘i. Hawai‘i Tourism China (HTC) will continue to focus on digital and social media marketing to elevate Hawai‘i’s image and brand awareness and promote Mālama Hawai‘i and responsible travel.
Strategy
- Align with target audience through digital and social media strategy using Chinese consumer preferred platforms highlighting Hawai‘i’s culture, natural resources, community and regenerative tourism.
- Conduct educational webinars to train and educate OTAs and retail sales agents about each individual island’s unique brand and offerings.
- Form strategic partnerships with travel trade and U.S. Embassy in China to leverage their channels and events reaching mindful travelers.
- Continue to maintain and enhance the WeChat B2C and B2B Mini -programs sharing Hawai‘i's festivals and events, Made in Hawai‘i products, volunteer opportunities, and more.
