Hawaii Tourism Destination Brand Marketing Service for Korea MMA

The Hawaii Tourism Authority is seeking a qualified contractor to provide destination brand marketing services for the Hawaiian Islands within the Korea Major Market Area. The scope of services shall be limited to leisure travel marketing, excluding Meetings, Conventions & Incentives (MCI) market segment. The contractor will be responsible for strengthening brand awareness, driving travel demand, and increasing per-person expenditure. The contract term is expected to be 12 months, with a possible extension. • Develop and manage airline partnerships to monitor and optimize load factors, maintain and expand airlift capacity, and enhance multi-island utilization. • Target high-value mindful travelers while cultivating the next generation of travelers through targeted engagement. • Increase per-person expenditure and overall visitor spending in alignment with HTA's Key Performance Indicators. • Drive visitor spending into Hawaii-based businesses and organizations to support a healthy local economy. • Promote Hawaii's cultural festivals, events, and programs supported by HTA. • Educate visitors pre-arrival on safe, responsible travel, and respect Hawaii's culture, people, and environment.