Europe
Market Overview
HTA’s work in the Europe market began in 1998 and due to the global COVID-19 pandemic, HTA paused it’s marketing in 2020 when tourism was at a near standstill. In 2024, HTA rejuvenates its longstanding relationships in Europe with primary focus on the UK, Germany, and Switzerland, targeting mindful visitors who tend to stay longer and are interested in culture, nature, and connecting with locals.
Strategy
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Reintroduce and enhance Hawai‘i’s brand in Europe to showcase Hawai‘i’s unique culture, local community, natural beauty and diversity of all islands to travel trade as well as holidaymakers.
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Market the islands as a destination for responsible and respectful travel focusing on shoulder seasons.
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Attract high value travelers to Hawai‘i visiting several islands, to increase length of stay and spend across the state.
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Promote regenerative tourism and strengthen the state’s recovery, especially supporting the island of Maui.
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Partner with the travel industry in supporting them with co-op campaigns and through trainings and fam trips.
