Korea
Market Overview
Hawai‘i has experienced a robust recovery in travel demand from Korea and expects moderate growth in the coming years. Hawai‘i Tourism Korea (HTK) is actively monitoring the market trends and is focused on strengthening Hawai‘i’s position as a top destination for Korean travelers by collaborating closely with key travel trade partners, prominent consumer brands, and influential media outlets in consumer campaigns and market education.
Strategy
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Promote responsible travel by partnering with celebrities, influencers, and media to create content that inspires Korean travelers to book Hawaiʻi trips.
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Position Hawaiʻi as a top romance destination through stories and social media content highlighting honeymoons, anniversaries, and couples' getaways.
- Boost spending by collaborating with credit card companies to promote premium, long-stay packages and Hawaiʻi's festivals/events, using exclusive offers to drive immediate bookings.
- Develop tailored tourism products with airlines and travel agencies targeting high-spending markets like golf, surfing, honeymoons, and eco-tourism, with clear calls-to-action.
- Introduce agritourism and voluntourism programs to connect visitors with local people, culture, and communities.
