 |
Click Photo to Enlarge
Illustration By Dawid Siano | stock.xchng |
Growing tourism
More visits from Korean, Chinese citizens expected
As emerging economies of Korea and China create more wealth and leisure time, Hawaii is expected to get its share of a booming export: tourists.Michael Merner, managing director of Hawaii Tourism Asia, predicted the number of Korean and Chinese outbound travelers arriving in the state will double within the next two years.
Wednesday afternoon, Merner shared this rosy, encouraging assessment, as well as opportunities for businesses to respond, capture and entice this growing market. More than 40 people from various businesses, resorts and the transportation industry attended the presentation, sponsored by the Big Island Visitor's Bureau.
advertisement
In December, a memorandum of understanding between the United States and China was signed. Expected to be implemented in May and June, it will allow Chinese citizens to participate- in group leisure travel for the first time, Merner said. The U.S. travel and tourism industry is expected to benefit from this memorandum. Experts forecast that 576,000 Chinese will travel to the U.S. by 2011.
Working with the U.S. Embassy and the state in 2005, Hawaii Tourism Korea created the Aloha Honeymoon Program, minimizing paperwork and speeding the appointment process for Korean newlyweds intending to spend time in Hawaii. Now, 300,000 couples make the trip annually, Merner said.
In January, the Aloha Incentive Program was launched, easing the process for meeting and incentive groups to visit the state. The number of incentive groups is expected to soar, much the same as the honeymoon market has taken off the last few years. Other promising target groups include people in their 30s and 40s with families, retirees and golfers, Merner said.
In late 2008 or early 2009, South Korea is expected to be admitted in the federal Visa Waiver Program, which enables nationals of certain countries to travel to the United States for tourism or business for stays of 90 days or less without obtaining a visa. Despite restrictions, total Korean outbound travel is "literally exploding and constantly skyrocketing," increasing from 6 million travelers in 2001 to 13.3 million in 2007, Merner said.
 |
|
Click Photo to Enlarge
With China and Korea emerging as major economic players, citizens will have more wealth and leisure time, which tourism officials says could get more Chinese and Korean visitors to choose Hawaii as a vacation destination, particularly if the U.S. government eases rules on visa restrictions for those countries. |
In March 2007, Korean Air increased its daily flights to Honolulu from six to nine. Asiana Airlines has entered a code share agreement with All Nippon Airways for a year now. Both are looking at the possibility of launching new services, such as direct flights to the Big Island, Merner said.
Hawaii Tourism Authority has significantly increased its Korean marketing budget, enabling Hawaii Tourism Korea to schedule more training programs, events, workshops, online materials and advertising. The total marketing budget for Asia is $1.2 million; however, an additional $300,000 will be used toward specifically promoting the state to Korean tourists, Merner said.
Anticipating the boom, some in the industry are beginning to prepare brochures, fact sheets, press releases and Web sites in Korean and Chinese. There are also programs being developed to train tourism workers in the languages and cultural customs. Hawaii Tourism Asia also has opportunities for Hawaii business to market their services and partner in promotions, Merner said.
|
Digg This
 |
