The Hawai‘i Tourism Authority (HTA) is actively working to strengthen travel demand for the Hawaiian Islands by implementing targeted global marketing strategies, while also ensuring that tourism benefits extend to local communities. A key component of this effort is HTA’s continued collaboration with the Ladies Professional Golf Association (LPGA), highlighted by the ongoing LOTTE Championship presented by Hoakalei on Oʻahu.
Grace Kim, an Australian golf sensation, claimed victory at last year’s LOTTE Championship. As her fans in Australia – one of Hawaiʻi’s major visitor markets – watch her compete again this week, they will also see 120 other top LPGA professionals from more than 15 countries, all competing against the stunning backdrop of Oʻahu’s south shore, including Hawaiʻi’s own Malia Nam.
“The rise of sports tourism brings vast opportunities, such as the LOTTE Championship, for us to engage with these high-profile athletes and showcase our Islands’ depth and breadth globally, while also giving our homegrown athletes a chance to shine here at home,” said Mufi Hannemann, HTA’s board chair. “We encourage our residents and families to come out and enjoy championship golf at its finest.”
HTA’s collaboration with the LPGA includes initiatives such as the creation of the LPGA*USGA Girls Golf Hawai‘i Chapter in 2023, aimed at nurturing the next generation of golfers in Hawai‘i. Additionally, Hawai‘i residents can take advantage of a Buy One, Get One promotion with proof of a government-issued ID.
Community involvement is central to HTA’s sports partnerships. A recent example includes the Los Angeles Clippers’ renovation of a basketball court and a technology lab during their visit to Hawai‘i for an exhibition game against the Golden State Warriors. Both teams also hosted youth basketball clinics. Looking ahead, the Maui Invitational returns to Lahaina this Thanksgiving weekend, featuring the Kākoʻo Maui benefit concert series and a marketplace for locally-made products.
Targeting Key International Markets
Sports tourism plays a crucial role in the U.S. strategy to attract international visitors. Now in its 12th year, the LOTTE Championship is an important event for Hawai‘i, especially considering its title sponsor, LOTTE, is a well-known brand in South Korea, a significant source of visitors to Hawai‘i.
Korean visitors spent $314.8 million in Hawai‘i during the first nine months of 2024, contributing $36.5 million in state tax revenue. This marks a slight decrease from $322.8 million (-2.5%) in the same period of 2023, and a larger drop from $352.2 million (-10.6%) in 2019, before the pandemic.
HTA has recently renewed its brand marketing and management services contract with AVIAREPS Marketing Garden Holdings Ltd., which operates as Hawai‘i Tourism Korea (HTK), to promote the Hawaiian Islands in Korea. The contract runs through December 31, 2025, with an option for up to four one-year extensions, depending on funding availability.
In August, Nāho‘opi‘i and James Kunane Tokioka, Director of the Department of Business, Economic Development & Tourism, participated in a travel mission to Korea led by Hawai‘i Lieutenant Governor Sylvia Luke, the highest-ranking Korean American official in the U.S. During the mission, HTK arranged meetings with Korean Air and Air Premia executives to enhance air connectivity, promote Incheon-Honolulu routes, and develop strategies to attract more Korean visitors to Hawai‘i.
“Underscoring our state’s commitment to strengthening key international markets, including Korea, we are working collaboratively with government leaders and our Hawai‘i Tourism Korea team to develop partnerships and reignite travel interest among Korea visitors,” said Kalani Ka‘anā‘anā, HTA’s chief stewardship officer. “When we pair our marketing efforts with partnerships that reinvest in our community and bring exciting professional sports events to our residents — including opportunities for our local athletes like Malia Nam to shine on the world stage — that’s regenerative tourism in action.”
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