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The Hawaii Tourism Authority has awarded a two-year contract for marketing services in Europe to Emotive Travel Marketing Ltd., the agency announced Friday.
According to the announcement by HTA, per the contract, Emotive Travel Marketing will operate as part of HTA’s Global Marketing Team as Hawaii Tourism Europe. The contract will encompass brand management and marketing to the European market, as well as visitor education.
While monthly visitor numbers from the domestic market have returned to — and often surpassed — pre-Covid levels, international markets, including Europe, have been slower to make a comeback. In a statement, HTA officials noted that the new contract signals “HTA’s return to this major market area.” According to HTA, visitors from Europe spent $268.1 million in 2019.
“HTA is eager to rejuvenate our longstanding relationships in Europe and support this strengthening visitor source market to help drive economic recovery for Hawaii,” said Daniel Nāho‘opi‘i, HTA’s chief administrative officer, in a statement. “We are pleased to welcome Emotive Travel Marketing to our team and look forward to the critical work ahead.”
The contract will begin on Jan. 1, 2024, and run through Dec. 31, 2025. HTA will have the option to extend the contract for up to another three years.
According to HTA officials, Emotive Travel Marketing was selected through an evaluation committee comprised of government and industry representatives following a Request for Proposals that had been issued in July.
HTA did not immediately respond to an inquiry from PBN regarding the dollar amount for the contract. However, the release noted that “contract terms, conditions, and amounts are subject to final negotiations with HTA and the availability of funds.
HTA officials said that the contract will focus on educating European visitors about “traveling mindfully and respectfully while supporting Hawaii’s communities and economy.”
“Focus will also be placed on driving visitor spending into Hawaii-based businesses, including supporting local businesses, festivals and events; purchasing Hawaii-grown agricultural products; and promoting Hawaii-made products in-market in partnership with HTA, the state’s Department of Business, Economic Development & Tourism, and the private sector,” HTA officials stated.
HTA also noted that the marketing will target “mindful travelers with an emphasis on lifetime trip expenditures and increasing per person, per day expenditures in alignment with the Key Performance Indicators established in HTA’s 2020-2025 Strategic Plan: increased average daily visitor spending, increased total visitor spending, increased visitor satisfaction, and increased resident sentiment toward tourism.”