Monthly Newsletter Vol. 10 No. 3 Aloha!! China Airlines will launch regular direct non-stop flights from Taipei to Honolulu twice weekly starting June 2, followed soon after by Hawaiian Airlines which will launch 3 new weekly direct non-stop flights to Honolulu from Taipei starting July 9. In separate news, 80 Hawai i partners participated in the Asia Workshop in Honolulu on February 26 to meet with 81 key travel agents from Korea, China, and Taiwan. Hawai i Tourism Asia has received many applications for the Annual Asia Travel Mission to Korea, China and Taiwan, with 15 Hawai i partners already signed up for the first-ever Hawai i Tourism Mission to Taiwan. Following are just some of the highlights of Hawai i Tourism Asia s activities during the past month and opportunities to participate in some of our future marketing programs in Asia. Mahalo! KOREA: 2013 Hawai i MICE Luncheon Seminar Hawai i Tourism Korea successfully organized an educational MICE luncheon seminar at the Westin Chosun Hotel in Seoul on February 7, inviting 80 key MICE industry partners, MCI travel agents, receptive operators, travel trade media and airlines. HTK conducted an hour-long presentation of Hawai i as a world-class MCI destination, followed by a luncheon for invited guests. During the seminar, HTK introduced the new Korea MICE incentive program including the new Neighbor Island cash-back incentive program for MICE groups staying overnight on the Neighbor Islands (additional $10 per pax) to participants, and distributed Hawai i brochures and MCI planners. Asia Super Fam Trip (February 21 ~ March 1) The Korea team organized the Asia Super FAM from February 21~March 1 inviting Seoul honeymoon travel agents, Seoul MICE travel agents and honeymoon travel agents from the Busan/Youngnam region, Hawai i Tourism Korea worked closely with the O ahu Visitors Bureau, the Big Island Visitors Bureau, and the Kaua i Visitors Bureau to develop itineraries on each island for three teams from Korea. Each Visitors Bureau created itineraries, secured accommodation, provided complimentary activities via Blue Hawaiian Helicopter and meals for the participants from Korea. Hawai i travel industry partners such as Hilo Hawaiian Hotel, Royal Kona Resort, Sheraton Kona Resort & Spa at Keauhou Bay, Hawaii Prince Hotel, The Kahala Hotel & Resort, Kualoa 1
Ranch, Fair Wind Snorkeling, Alamo Rent a Car, Hertz Rent a Car, The Modern Honolulu, Kauai Beach Marriott Resort, Grand Hyatt Kauai Resort & Spa, St. Regis Princeville Resort, DFS Galleria Waikiki, The Original Glider Rides, Hans Hedemann Surf School, Ala Moana Shopping Center, Hilton Waikoloa Village, Hilton Hawaiian Village Waikiki Beach Resort, Big Island Eco Adventure and Aloha Kona Tours also supported each team on each island. CHINA: CITS's Thousand Chinese Celebrating Chinese New Year in Hawai i promotion Hawai i Tourism China worked closely with China CITS on the hugely successful Thousand Chinese Celebrating Chinese New Year in Hawai i promotion on February 12. More than 800 Chinese visitors flew to Hawai i for the first annual Chinese New Year Celebration and all were warmly welcomed at a VIP Dinner Reception and later enjoyed a performance of "Ha - Breath of Life" at the Polynesian Cultural Center. All visitors participated in different tours and stayed in Hawai i for up to eight days. CITS invited Beijing TV to join the huge Chinese New Year s group and broadcast the event in China. China CITS offered various items to group members as lucky draw prizes such as Apple ipads to celebrate Chinese New Year. VIPs and important industry partners participating included: Mr. Yanguang Wang, Vice President, China CITS Mr. Mark A. Lewis, Commercial Officer, Embassy of the United States of America in China Ms. Wei Zhang, General Manager of Outbound Division, CITS Mr. Li Dong, General Manager of International Business, China UnionPay. Ms. Jing Xia, Marketing Manager of the Outbound Division, CITS Mr. Doug Murdock, Vice President of Administrative and Fiscal Affairs, HTA Ms. Monisa Cline, Vice President, Hawaiian Airlines Ms. Betty Brow, Vice President, Bank of Hawai i. 2
Amway China Diamond Invitational Incentive Group Hawai i Tourism China supported a total of 1,600 Chinese visitors participating in the 2013 Amway China Diamond Invitational Incentive Group to visit Hawai i from January 28 to February 4 with a gala incentive dinner at the Pacific Aviation Museum Pearl Harbor on February 1, which was a huge hit, and a first for Hawai i. Governor Neil Abercrombie welcomed the group in person and the festivities included a tour of the Museum, an outdoor cocktail party, and a gala dinner and show in the Museum s historic Hangar 79. Fifty-seven Roberts Hawaii and Polynesian Adventure Tour buses brought the guests and performers to the Museum where more than 200 set designers, actors, dancers, sound and light technicians spent two weeks building the show in Hangar 79. All participants stayed at O ahu hotels and 380 group members also made a one-day trip to Hawai i Island on January 29. The group held a one-day meeting at Sheraton Waikiki Hotel and stayed at the following hotels in Honolulu: Sheraton Waikiki Hotel, The Royal Hawaiian, Halekulani, Moana Surfrider, A Westin Resort & Spa and the Sheraton Princess Kaiulani Hotel. Media coverage on Hawai i in China Cosmopolitan (February 13): Cosmopolitan magazine in China has a massive circulation of 1.7 million copies monthly nationwide throughout China. HTC secured a feature on Maui in Cosmopolitan s Valentine s Day Special Edition with a total equivalent advertising value of $258,000. Modern Bride (February 2013): this leading bridal magazine, with content about wedding fashion, beauty, jewelry, accessories, and honeymoon travel is one of the largest wedding magazines in China with a circulation of 605,000. The February issue featured Hawai i as a dream destination for Valentine s Day generating a total equivalent advertising value of $224,600. 3
Updates on the U.S. Visa policy in China The U.S announced it will launch a new application policy for non-immigrant visa applicants from China, promising better customer service and lower costs. The new policy, which will go into effect on March 16, offers greater convenience for applicants scheduling visa interviews, completing visa processing procedures and checking their visa status. Visa applicants will only have to pay a standard processing fee of $160 for most non-immigrant visa categories. Unlike the current policy, no additional fees will be charged for scheduling or changing visa interview appointments or returning applicant passports. Using the embassy's hotline to make appointments or ask questions relevant to the application process will also be free. Internet-based services will also be supported by the new policy. Passports will be able to be collected at any of the 900 China CITIC Bank branches across China. Currently, applicants can only collect their passports from the embassy or have them returned by mail. The changes are not major, but will further ease the US visa barrier in China, and reflect the continued push by the U.S. Embassy and Consulates throughout China to continue lowering the US visa barrier. TAIWAN: Media coverage on China Airlines Charter flights to Hawai i during Chinese New Year Global Tourism Vision Magazine: one of the newest travel trend magazines in Taiwan published bi-monthly with a circulation of 20,000 copies reported on the China Airlines charter flights to Hawai i on January 31, February 2 & 10, and the new Love me again in Hawai i package. The issue featured Hawai i Tourism Taiwan promoting the China Airlines charter flights and sponsoring giveaways and activites. Total equivalent advertising value: $90,000. THE PHILIPPINES: 20 th Philippine Travel & Tour Expo (Phil TTE 2013) The 20 th Philippine TTE, organized by the influential Philippine Travel Agents Association (PTAA), was held February 15 17 at the Exhibition Center in Manila. Hawai i Tourism Asia supported Hawaiian Airlines-Philippines with giveaways and raffle draw prizes. 4
Upcoming Asia Promotional Opportunities Korea: a) Hana Tour Hawai i MICE Educational Seminar (March 19, Seoul) b) Lotte LPGA Golf Tournament on O ahu (April 17~20) c) Korea Receptive Operator FAM Trip (early April: Date-TBD) For more information please contact Julia Koo of Hawai i Tourism Korea at jkoo@aviareps.com China: a) Guangzhou International Tourism Forum (March 6-9, Guangzhou) b) 2013 China Golf Show (March 22-24, Beijing) c) China Outbound Travel & Tourism Market (Visit only, April 9-11, Beijing) d) Incentive Travel & Conventions Meetings IT & CM (Visit only, April 17-19, Shanghai) For more information please contact David Sun of Hawai i Tourism China at dsun@aviareps.com Taiwan & Other Asia: a) Taichung International Travel Fair: April 19-22 b) Kaohsiung International Travel Fair: May 10-13 c) Taiwan Tourism Exposition (May 24 ~ 27) For more information please contact Jemy See of Hawai i Tourism Taiwan at jsee@aviareps.com 5