AVIAREPS Marketing Garden Holdings Ltd. is contracted by HTA for brand marketing and management services in Korea.


Market Overview

The Korean market is an important source market from Asia for Hawai‘i. Affluent travelers from high-end market segments are primarily from the Seoul and Busan regions. Hawai‘i continues to be a favored romance destination for Koreans. Hawai‘i Tourism Korea (HTK) aims to recovery the Hawai‘i travel market from the COVID-19 pandemic by increasing travel demand in collaboration with industry partners with refined strategies.


  • Implement a multi-channel advertising program to strengthen Hawai‘i's brand and utilize consumer events to enhance brand awareness and promote responsible and respectful travel.
  • Collaborate with media partners specializing in cultural experiences, sustainability, and lifestyle to showcase Hawai‘i's regenerative initiatives.
  • Educate travel agents on each island's brand identity and unique offering and leverage partners' channels to deliver Mālama Hawai‘i/Mālama Maui messaging.
  • Partner with agencies to develop special interest tourism products for niche markets such as golf, surfing, honeymoons, edutourism and ceo-tourism.
  • Partner with airlines and travel trade aimed to increase airlift to Hawai‘i.

Contact Information

Irene Lee
Country Director
Hawai‘i Tourism Korea
1128 Signiture Tower, West
100 Cheonggyecheon-ro, Joong-gu,
Seoul, 04542 South Korea 

Telephone: 82-2-777-0033

Email: [email protected]

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Partnership Opportunities

HTA's Global Marketing Team offers a variety of consumer, travel trade, and MCI marketing opportunities. Partnership opportunities include digital and social media marketing, public relations, travel trade, and meeting sales programs.

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