Europe $120, days 69.6% 30.4% Germany: UK: *Excludes EUROPE. MMA (by Air) Visitor Days 13.5% 0.1% 1.0% 13.4% 12.4% -0.9% 4.

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1 Overview The HTA, through Hawai i Tourism ( HTE), targets visitors from the countries of the United Kingdom and Germany, the two top source markets in the Major Market Area (U.K., Germany, France, Italy and Switzerland). The MMA has experienced moderate butt constant growth over recent years. has the highest length of stay of all the MMAs at dayss per trip. Since, the HTA has contracted with Aviareps Tourism, to provide general sales agent (GSA) services in. In December 2011, the HTA extended their contract for another year to provide GSA services in the amount of $120,000. Quick Facts & 2012 Targets Visitor Expenditures: Primary Purpose of Stay: Averagee Length of Stay: First Time Visitors: Repeat Visitors: Averagee Number of Trips: $238.1 million Pleasure (98,257) vs. MCI (7,782) days 69.6% 30.4% 2.31 EUROPE MMA (by Air) 2012 Targets 2011p-2012T Visitor Expenditures* ($ Millions) Visitor Days 1,366,674 Arrivals 104,403 Per Person Per Day Spending* ($) Per Person Per Trip Spending* ($) 1,888.7 Length of Stay (days) *Excludes supplemental business spending p: preliminary ,437,410 1,504, , , , , % 4.6% ,505, % 115, % 2.3% , % % 0.1% 1.0% 13.4% 12.4% -0.9% Contact Information Hawai i Tourism Authority: Hawai i Tourism : Germany: UK: Caroline Anderson, Tourism Brandd Manager Tel: (808) canderson@hawaiitourismauthority.org Christine Klein, Account Director Tel: 49 (89) cklein@aviareps.com Rachel Booker, Account Manager Tel: 44 (0) rbooker@ aviacircle.com 1

2 Market Summary Overall Preliminary year end 2011 figures show total an visitor arrivals at 114,823, up +1.8% over Average length of Stay increased +2.8% to dayss which also provided for a rise in total visitor days at +4.6%. Comparing 2011 to 2010, less people travelled to Hawai i too honeymoon or get married, and more came for meetings, conventions and incentives. Starting April 13, 2012, Mokulele Airlines will begin flying weekly charter flights to Rockford, IL about 100 miles outside of Chicago, and will expand the service to London in May. Boeing ER aircraft will be used to Rockford, IL and London Stanstead airports. The flights will be conducted by Charter World Solutions, doing business as Mokulele Tours. New 2012 seasonal non stop & Condor from Germany Air Berlin has a reached a final agreement with American Airlines regarding code share on onward flights from Los Angeles, Las Vegas and San Francisco to Honolulu o Edelweiss from Switzerland o ARKEFly from the Netherlands flights to the West Coast from: o Air Berlin Market Conditions The U.K. and Germany are the first two markets in the worldd to be invested in by the United States Brand USA campaign, America s first ever global consumer brand promotion for travel to the U.S. The advertising campaign for Brand USA will begin in Marchh Economists at Standard Chartered bank said the economy will contract by 1.3% in 2012, having previously predicted growth of 0.6% for next year. The eurozone economy will contract by 1.5% %. German tour operators are moderately optimistic for 2012 despite the uncertain economic outlook after achieving record figures this year, the fvw dossier shows. ans have the propensity to travel they will not givee up their holidays, but in difficult times will choose one long haul vacation over their skiing trips, golf and city breaks. The U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries forecasts the following growth for 2012 over 2011: UK (+3%); Germany (+ +3%); France (6%); Italy (3%); Switzerland (4%). Euro and Pound exchange rates forecasted to be weaker in ans are expected to travel closer to home. 2

3 Visitor Statistics Visitor Expenditures* ($ Millions) Visitor Days 1,327,042 Arrivals 108,022 Per Person Per Day Spending* ($) Per Person Per Trip Spending* ($) 2,146.0 Length of Stay (days) *Excludes supplemental business spending ,474, , , ,366, ,,437, ,504, , , , , , , % 4.6% 1.8% -0.4% 2.3% 2.8% : Distribution by Island EUROPEE MMA (by Air r) O'ahu Maui County...Maui...Moloka' i...lāna'i Kaua'i Hawai'i Island Hilo Kona 77,851 82,877 39, ,348 38, ,128 2,073 1,816 1,7177 1,941 22,459 22,233 29,514 31,748 15,073 14,007 23,279 25,584 76,412 39,698 39,012 1,763 1,733 20,938 30,397 14,567 24,263 81,352 44,120 43,254 1,802 1,803 21,910 30,867 14,535 24,631 82,921 46,059 45,337 1,818 1,614 23,658 33,687 16,143 27, % 4.4% 4.8% 0.9% -10.5% 8.0% 9.1% 11.1% 11.7% : Group vs. FIT; Leisure vs. Business Group vs FIT Group tour True Independent 10,3222 9,503 54,392 62,769 7,236 59,568 6,915 63,343 7,919 65, % 3.0% Leisure vs business Pleasure (Net) MCI (Net) Convention/Conf. Corp. Meetings Incentive 92,627 97,676 6,720 7,312 4,7000 4,765 1,014 1,310 1,236 1,537 89,807 7,077 5, ,525 5,533 4, ,257 7,782 5,272 1,160 1, % 40.6% 30.3% 65.7% 62.0% 3

4 : First Timers vs. Repeat Visitors 1st timers (%) Repeaters (%) Cost per Arrival/Return on Investment/Tax Revenue EUROPE MMA (by Air) HTA Expenses ($ Millions) State tax revenue generated* ($ Millions) Return on Investment t Cost Per Arrival *State government tax revenue generated (direct, indirect, and induced) Industry Major Tour Operators Below are the current top tour operators in Germany and the United Kingdom in relation to market share. This is based on total numbers of passengers to Hawai i. Germany FTI Touristik* Canusa Touristik* Travel Company Dertour Meier s Weltreisen TUI Thomas Cook AG Explorer Fernreisen Niche Tour Operators * FTI and Canusa are the only tour operators with an own dedicatedd Hawai i brochure. 4

5 United Kingdom These are the key tour operators who send UK visitors to Hawai i as a stand alone destination. This does not take into account multi center add ons to the West Coast. Expedia Trailfinders Gold Medal Virgin Holidays Ebookers Flight Centre Opodo Ltd. Lotus Travel Travelsphere Travelbag Ltd Major Hotels German visitors prefer to have intimate stays at smaller hotels, e.g. boutique hotels or prefer to stay at vacation homes. As Hawai i is still a bit limited in providing such accommodations, Germans also stay at bigger properties, but a good value for money/ price performance ratio is mandatory for their hotel choice. The British visitors, who chose Hawaii as their destination of choice for their vacation, are Brits investing in a luxury, once in a lifetime holiday, or honeymoon. With this in mind, the British visiting Hawai i will want large resort type hotels with restaurants, gourmet buffets and entertainment all forming part of the large resort with a beach nearby. Price and value for money is key. Boutique properties are becoming more popular with younger, discerning visitors (DINKS) looking for a more unique, personal and intimate experience. The British like to get breakfast as part of their stay in a hotel and this can be a deal breaker. 5