Thursday, July 10, 2025
Hawaii charts its future tourism direction by strengthening its bond with Asia through targeted campaigns in China and Taiwan. The state is effectively redefine its emphasis with two new overseas advertising contracts worth $1 million to start in January 2026. The campaigns collectively represent a refreshing rebalancing—one that slants toward international market diversification even as it’s unwelcome news for home travelers who for decades have been the pillar of the visitor economy in Hawaii.
New Frontier: Eyes on China and Taiwan for Hawaii
In conjunction with its change in travel emphasis, the Hawaii islands have released public relations and advertising contracts for firms with experience in the Taiwanese and China marketplaces. The contracts arrive as part of a multi-year effort to position the islands as high-end, cultural immersion, and eco-oriented tourism. Partnerships for advertising have to be established in the respective countries and provide customized plans with respect to increased brand presence, increased interaction for the visitor, and additional expenditure—and especially during slower travelling periods.
Campaign themes are expected to highlight Hawaii’s rich traditions, community engagement opportunities, scenic diversity, and cultural festivals—inviting a deeper kind of tourism that extends beyond beach lounging and sightseeing.
Expanding a Broader Global Vision
This foray into China and Taiwan aligns with the increasingly strong focus on overseas markets by the state of Hawaii. The state has reinforced its tie with Japan through direct traveling connections, advanced screening protocols, and tourism collaboration over the last few years. Retail events, promotional campaigns, and cultural shows have been used to re-establish connectivity with post-pandemic Japanese tourists.
Previous campaigns initiated throughout France, Germany, and the UK also emphasize the larger mission: appeal to “conscious,” high-expenditure overseas guests who value cultural richness and eco-responsibility. The newest contracts reflect the same story in the new Asian environment.
A Critical Moment: Time and Leadership Come Together
The announcement of these contracts follows just weeks after the state simplified its tourism leadership architecture. Without traditional oversight in place and no tourism board to speak of, the travel plan for Hawaii now resides under unified authority. This reorganization gives credence to the latest moves—and the emphasis on China and Taiwan in particular.
Rather than business as usual, these international efforts now represent the inflection point for how Hawaii will grow, compete, and communicate with travelers of the future.
Domestic Travel Support Fades as Costs Mount and Frustration Builds
While the global pivot accelerates, travel patterns at home reveal cracks in the foundation. Though U.S. visitors still represented over 80% of Hawaii’s total arrivals in 2024, growth has slowed sharply in 2025. The increase in visitors year-over-year for May was just 1%, and total counts remain well below pre-2020 benchmarks.
Domestic travelers are now contending with steeper trip costs, inconsistent flight options, and reduced access to popular attractions. These realities have led many loyal visitors to question whether they still feel welcome or valued.
No Concurrent Initiative to Revitalize U.S. Travel
While the state aggressively courts new markets abroad, there’s a conspicuous absence of investment in re-engaging its largest and most consistent audience. Despite their outsized contribution to Hawaii’s tourism economy, U.S.-based travelers are not seeing targeted campaigns, discounts, or marketing refreshes.
At the same time, restrictions around vacation rentals, resort fees, and restricted public access have caused increasingly frustrated repeat guests.
A Small Investment with Huge Consequences
While $1 million for two contracts might not sound like much in the overall scope of international tourism spending, the selection of focus markets says it all. China and Taiwan now account for just a tiny percentage of the visitor mix in Hawaii, but they’re now being framed as the next area for expansion. The takeaway? The future for Hawaii is in different tourism.
The investment reflects a desire to grow beyond the U.S. market—a strategic risk with potential payoff, but also reputational costs if mismanaged.
Contracts on the Clock
Proposals for these new China and Taiwan campaigns have to come in by August 8. The contract winners would be revealed later in the month, and campaigns would start from January 1, 2026.
The performance of these international initiatives will likely shape the trajectory of Hawaii’s tourism recovery and diversification. If the strategy succeeds in attracting valuable new travelers, the state could unlock untapped potential. But if it underdelivers while domestic visitor engagement continues to slide, rebuilding that foundational trust could prove difficult.
Finding the Right Balance
Hawaii is standing at a pivotal crossroads. The decision to shift focus toward emerging Asian markets and reduce dependence on U.S. tourists reflects a calculated strategy to build resilience. Yet even as new markets are pursued, maintaining relationships with long-time visitors remains critical.
Renewing the future of tourism in Hawaii entails not only ambitious action but careful inclusion. The question before us is how to achieve the new growth without losing the tourists who waited the islands out during the lean times and pandemics. Managed carefully, the evolution of global tourism in Hawaii has the potential to build a more equitable and sustainable future. It will, however, require concerted action to ensure the innovator doesn’t sacrifice loyalty in the process.
