KOREA: Hawai i Golf FAM Trip (October 2 ~ 8) 3 rd Hawai i-korea International Tourism Seminar (October 18) Monthly Asia Newsletter Vol. 9 No.

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1 Monthly Asia Newsletter Vol. 9 No. 11 Aloha!! US Visa Waiver status was formally granted to Taiwanese effective November 1 leading to a scramble by Taiwanese travel agents to launch new Hawai i tour products. Hawai i Tourism Taiwan is aggressively approaching airlines and key tour wholesale partners to organize charter flights from Taiwan to Hawaii during Chinese New Year 2013, as the first step in securing the re-launch of direct non-stop flights from Taipei to Honolulu in Following are some of the highlights of Hawai i Tourism Asia s activities during the past month together with opportunities to participate in some of our upcoming marketing programs in Asia. Mahalo! KOREA: Hawai i Golf FAM Trip (October 2 ~ 8) In partnership with Korea s Golf Travel Association, Global Travel News (a leading weekly travel trade newspaper) and Asiana Airlines, Hawai i Tourism Korea hosted a major golf FAM tour targeting specialized Korean golf travel agents from October 2 to 8. A total of 12 participated in the FAM trip and stayed 2 nights on O ahu and 3 nights on Maui. On O ahu, they enjoyed golf at Ko Olina Golf Club, Ewa Beach Golf Club, and Kapolei Golf Course. Waikiki PARC sponsored accommodation, while Royal Hawaii Tour sponsored transportation and DFS Galleria Waikiki hosted a welcome dinner. On Maui, they visited and played golf at Makena Beach Golf Course, and Kapalua Plantation Course. The Makena Beach and Golf Resort sponsored accommodations and meals, and Maui Visitors & Convention Bureau sponsored meals and transportation for the FAM participants on Maui. 3 rd Hawai i-korea International Tourism Seminar (October 18) Hawai i Tourism Korea helped organize the 2012 Hawai i-korea Tourism Seminar in Honolulu hosted by Travel Press, a travel trade magazine with a circulation of 20,000. Travel Press invited over 90 tourism and industry partners from both Korea and Hawai i. Special guest speakers for the tourism seminar included John Jackson (Vice President-Marketing of Korean Air), Chris Hong (President of Web Tour), Monisa Cline (Vice President-Worldwide Sales of Hawaiian Airlines), and Emily Kim (Marketing Director at HTK) who each made a 15-minute presentation about tourism updates and current consumer trends in Korea. 1

2 NFL Pro Bowl in Hawai i promotions with Hanjin Travel Hawai i Tourism Korea is working with Hanjin Travel to promote the NFL Pro-Bowl in January 2013 in order to secure the first-ever Hawai i tour products incorporating the Pro-Bowl. Hanjin Travel will promote and sell the new NFL Pro-Bowl tour packages with a target of 100 pax from Korea. Essential information such as seat inventory, price variances for different seat categories and official images were provided to Hanjin Travel by HTK. In conjunction with the ongoing project, Hanjin Travel will plan and conduct a range of online and offline promotions to promote the package. Special event pages for the promotion will be developed and introduced on its powerful website as well as on affiliated websites including airline partners. Consumer Trends in Korea 379 Generation: The 379 generation refers to Koreans in their 30s. Korea s 379 Generation is so-named because it consists of Koreans in their 30s, born in the 70s, who graduated university in the 90s. The 379 generation stands out as a symbol of the age group in Korea with the most spending power, supported by the saying that people in their 30s own foreign cars and travel overseas, but do not own property. In fact, according to research conducted by the Korean Automobile Distributors Association, Koreas in their 30s are the age group which has bought the most foreign cars with 36.5% of 379s owning a foreign car. Furthermore, Koreans in their 30s represent 20.9% of Korea s outbound travel market, ranking first among all Korean demographics. Driven by this 379 Generation trend, all major Korean travel agents are working to attract Korean travelers in their 30s by offering tour packages in a range of price zones, packed with more activities. CHINA: Pro Bowl Promotion in China Hawai i Tourism China has worked closely with the NFL s China office to prepare for the American football Experience Event on December 2 in Guangzhou. HTC s aim is to boost the number of Pro Bowl visitors to Hawai i from among the limited number of just 4,000-6,000 football fans in China. The NFL has offered HTC a free booth at the event to promote Pro Bowl tour packages and Hawai i as a world-class destination. HTC is also working with Beijing CTS Sports Travel Service Co. Ltd. to develop a new 4N/6D tour package to the NFL Pro Bowl in Hawai i. This Pro Bowl group will depart China on January 25, with each package selling for $2,500, including the Pro Bowl ticket. Beijing CTS Sports will promote the package at the NFL Guangzhou experience event on December 2 together with HTC as well as at major Chinese universities, which have football teams. HTC will support with a welcome letter to Pro Bowl visitors who need assistance with their U.S. visa application, given the younger less traditional demographic involved. 2

3 Trade Training Activities in China Hawai i Tourism China conducted a tourism training seminar in Shandong Province, targeting 70 major travel agencies in Qindao and Jinan. Qingdao and Jinan are rapidly emerging markets in Shandong Province where residents still prefer multi-destination tour packages with affordable prices, with the most popular U.S. tour package being a 14-day or 16-day Hawai i + U.S. Mainland tour. HTC not only introduced the six Hawaiian Islands, major attractions, cultural events and festivals, but also Hawai i-only tour package options in order to start shifting this market to Hawai i-only tour package development. This reflects HTC s continued effort to open up new markets and gateway cities to Hawai i-only tour packages in , a rapidly growing trend. Hawai i Tourism China hosted a Hawai i MICE Seminar for Corporate Accounts in Beijing on October 23 to promote Hawai i as a MICE destination to key Chinese corporate clients. Held at the St. Regis Beijing, the MICE Seminar was an in-depth presentation to 30 select potential corporate MICE clients, highlighting essential Hawai i MCI resources, particularly on the Neighbor Islands. New Hawaii Travel Products in China China Classical Holidays International Travel Center is promoting three major tour packages to Hawai i including a brand new Hawai i-only (5N/7D) package. Korean Air is the major partner of China Classical Holidays, providing non-stop flights from Tianjin to Seoul, connecting to Honolulu. 3

4 CYTS is promoting 10 different new Hawai i tour packages on its website They include Hawai i-only packages, Hawai i + Korea packages and Hawai i + U.S. Mainland packages. It is first time in China that a package has been promoted linking Hawai i with another country other than the U.S. To better promote the Hawai i + Korea package, CYTS is working with Korean Air. For the new Hawai i-only packages, CYTS is offering different category hotels to meet different consumer needs and prices ranging from $2,000 to $2,700 per person. CYTS is also promoting new two-island itineraries such as an Hawai i 6N/8D FIT tour with Hilton Hotels. Guests will spend three nights at Hilton Waikoloa Village on Hawai i Island and three nights at the Hilton Hawaiian Village Waikiki Beach Resort on O ahu. Hawai i Tourism China worked closely with UTour in October to jointly promote UTour s new Hawai i tour packages introduced during its Hawai i road show in East China to major secondary gateway cities including Hangzhou, Ningbo, Nanjing, Suzhou, Wuxi and Hefei. UTour is China Eastern Airlines top agency, blocking seats on each direct non-top flight from Shanghai to Honolulu in the second half of UTour has also invested significantly in a new tour product brochure with significant Hawai i exposure. 4

5 Hawai i Tourism China is working closely with Shanghai Jin Jiang Tours to promote a new Hawai i Honeymoon tour package flying via Seoul to Honolulu on Korea Air, with four groups already booked for departure in November. The honeymoon promotion named My Beautiful Bride in Hawai i and the new tour packages cover O ahu and one Neighbor Island. Shanghai Jin Jiang Tours has also added Hawai i as one of its most important destinations in its 2013 Tour Package Manual (see below), which includes its most popular Hawai i 5-night/ 7-day tour package. China Media coverage on Hawai i Cosmopolitan (October): this is the Chinese version of Cosmopolitan Magazine in the U.S., with a similar message of fashion, beauty, lifestyle, and a special focus on the self-development of young urban women and with a huge circulation of 1.7 million copies monthly throughout China. The magazine s senior editor participated in the last Fam organized by Hawai i Tourism China and the October issue featured a 4-page story headlined Hawai i, More than a Dream. The feature article introduced the Hawaiian Islands as being more than a romantic destination, with culture, arts, and a huge variety of activity options. Total equivalent advertising value: $488,500. Travel + Leisure (August): also the Chinese equivalent of Travel & Leisure in the U.S., this powerful leisure travel publication has a monthly circulation of 550,000 throughout China. The August issue includes a major feature on the gourmet scene on O ahu with a total equivalent advertising value of $922,300. 5

6 Golf Vacations + Lifestyle (October): one of the most popular magazines combining golf and travel, this publication targets Chinese golf lovers with content about all aspects of the game with a particular emphasis on golf-related vacations. Circulation is 250,000 copies nationwide throughout China. The October issue featured Hawai i as the Best Golf Destination for Investors in The same issue also introduced the Royal Hawaiian Club on O ahu. Total equivalent advertising value: $581,800. TAIWAN: Taipei International Travel Fair (TITF 2012) (October 16 29) Press Conference: Hawai i Tourism Taiwan was invited by the Taiwan Tourism Association and Discover America to join the American Pavilion display table and host hula performances during the TITF 2012 press conference held on October 17 at the Ambassador Hotel. HTT invited Taiwan s Nani Hula to perform at the press conference. Hawai i was given an award for its continuing support of TITF over the past 26 years. 6

7 Taipei International Travel Fair (TITF 2012): this year s Taipei International Travel Fair (ITF), now in its 26th year and one of the biggest annual travel industry events in the Asia-Pacific region, attracted 1,200 exhibitors from 61 countries with 262,590 visitors, and 1,500 booths from 61 countries. The US Visa Waiver Program boosted interest in U.S. travel, making the American Pavilion the focus of this year s event. A significant surge in buying was reported during the four-day fair, with local travel agents reporting more than $50 million in revenue. Hawai i Booth at the American TITF Pavilion: the organizer and industry partners contributed funds to allow HTT to set up a Hawai i booth at the American Pavilion at TITF Hawai i had a one-unit booth with five co-exhibitors: Hawaiian Airlines Taiwan GSA, Pop Tour (HVCB member in Taiwan), Hilton Hotels, Aston Hotels & Resorts, and Watabe Wedding. Set up in a strategic corner, the Hawai i booth had double the impact, allowing display of Hawai i posters and a surfboard, and Hula performers to be on hand for photo opportunities. Kumu hula Kalani Po omaihealani of the Aloha Academy in Japan flew in with the Lei Queen 2012 and three hula dancers to perform without cost, and Taiwan s Nani Hula and Ukulele Group alternately performed on the TITF main stage as well as at the Hawai i Booth. 7

8 Consumer Promotions in Taiwan My USA Dream Vacation Press Conference: a joint U.S. Commercial Office promotion and press conference was held on October 11 to announce the promotion Theme Parks in the USA at the Living Mall, Taipei. Hawai i Tourism Taiwan made a presentation on Hawai i festivals and events with a PowerPoint presentation which included the Polynesian Culture Center s Halloween promotions. The release has been posted on the websites of HTT, Discover America and U.S. Commercial Section. First Hula Competition in Taiwan: Hawai i Tourism Taiwan cooperated with the ROC Dance & Sport Federation (TDSF) to hold the First Hula Competition in Taiwan on October 27 to promote Hawai i s hula culture. HTT invited the winner to perform at the Hawai i booth during the Taipei International Travel Fair (TITF) from October (see above). TDSF was responsible for announcing the competition to the Taiwan media, venue rental, selecting judges, prizes, and awards. HTT provided giveaways for the participants. The hope is that the hula competition will be held every year to continue raising the profile of hula in Taiwan, and develop more young dancers in Taiwan. HTT Director and kumu hula Kalani Po omaihealani from Hawai i were invited as judges. The report is posted on the activity website: 8

9 THE PHILIPPINES: 1st Philippine Agents Fam Tour to Maui and O ahu Hawaiian Airlines Manila and Hawai i Tourism Asia held the first travel agent Fam tour to Maui and O ahu on October 2-7. A total of 13 travel agents from Manila and provincial areas were invited to experience the beauty of the Hawaiian Islands through this 6-day/5-night visit. Two escorts from Hawaiian Airlines Manila GSA assisted agents throughout the trip. Hawai i Tourism Asia arranged the itinerary and escorted the group. On Maui, the group stayed at the Kā anapali Beach Hotel, which hosted dinner and breakfast. Royal Lahaina Resort provided a complimentary pass to their Luau. Maui Visitors & Convention Bureau sponsored land transportation. On O ahu, the group stayed at the Marriott Waikiki Beach Resort & Spa and at Waikiki Resort Hotel. The Hilton Waikiki Beach Hotel hosted breakfast. The Polynesian Cultural Center, Kualoa Ranch, the Magic of Polynesia Dinner Show, and Ali i Kai Dinner Cruise sponsored activities. In addition to the Honolulu City Tour, the group visited Pearl Harbor and Waikele Premium Outlets. O ahu Visitors Bureau sponsored land transportation, and Roberts Hawaii extended a 50% discount on mini-bus rental with upgrade to motor coach, plus complimentary hotel-to-airport express transfer. 2nd Philippine Agents Fam Tour to O ahu and Hawai i Island Hawaiian Airlines Manila and Hawai i Tourism Asia held its second travel agent Fam tour to O ahu and Hawai i Island from October A total of 14 major travel agents from Manila and provincial areas were invited to experience Hawai i for the first time. Two escorts from Hawaiian Airlines assisted agents throughout the trip. Hawai i Tourism Asia arranged the itinerary and escorted the group. On Hawai i Island, the Big Island Visitors Bureau prepared lei greetings at Hilo Airport, and accompanied the group for tour and lunch to Mauna Loa Macadamia Nuts Farm and Imiloa Astronomy Center. The group then visited the Hawai i Volcanoes National Park and stayed at Hilton Waikoloa Village, which hosted dinner and breakfast. A presentation was made by BIVB, which also sponsored land transportation. On O ahu, the group stayed at the Waikiki Resort Hotel, which also hosted breakfast. The Polynesian Cultural Center, Kualoa Ranch, Magic of Polynesia Dinner Show, and Ali i Kai Dinner Cruise sponsored activities. In addition to the Honolulu City Tour, the group visited Pearl Harbor and Waikele Premium Outlets. O ahu Visitors Bureau sponsored the land transportation costs, and Roberts Hawaii extended 50% discount on mini-bus rental with upgrade to motor coach, plus complimentary hotel to airport express transfer. 9

10 Upcoming Asia Promotional Opportunities Korea: a) Shooting for the 3 rd Korean Travel Guidebook (Early December, All Islands) b) PRIME 2012 (November 27~December 4) O ahu and Kaua i c) MICE Top Sales Agents Reward FAM (December 11-17) - O ahu and Maui For more information please contact Julia Koo of Hawai i Tourism Korea at jkoo@aviareps.com China: a) The First Shanghai International Golf (Tour) Exhibition 2012 (November 16 18) b) China International Travel Mart (November 15-18, Shanghai) c) The 5 th China Meetings Industry Convention (CMIC) 2012 (November 28-30, Beijing) d) U.S. Travel and Education Pavilion at the Asia Golf Show 2012 (November 30 December 2, Shenzhen) For more information please contact David Sun of Hawai i Tourism China at dsun@aviareps.com Taiwan & Other Asia: a) K-Arena Travel Fair in Kaohsiung (November 16-19) b) Taichung Autumn International Travel Fair (November 23-26) c) Joint seminar with Hawaiian Airlines GSA Taiwan (November 21) d) PRIME 2012 (November 27~December 4) e) ANTOR Table Mart in Hsinchu (December 4) f) ANTOR Table Mart in Tainan (December 6) g) Tainan International Travel Fair (December 7-10) h) Kaohsiung Travel Fair (December 14-17) i) Taichung Winter Travel Fair (December 28-31) For more information please contact Jemy See of Hawai i Tourism Taiwan at jsee@aviareps.com Mahalo! 10