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The Walshe Group Pty Ltd is contracted by HTA for brand marketing management services in Oceania.

Market Overview

Rooted in shared values of heritage, culture, and environmental stewardship, the Australia and New Zealand markets share a strong affinity with Hawaiʻi, reinforced by a mutual understanding of the concept of kuleana, central to Hawaiʻi’s identity. Travelers from the region increasingly seek meaningful, experience-driven getaways that balance relaxation with cultural immersion, sustainability, wellness, and authenticity. Family-friendly outdoor adventures and cultural exploration consistently rank high among their preferences, with popular activities including hiking, cultural tours, water sports, food and wine experiences, and wellness escapes.

Strategy
  • Emphasize Hawaiʻi and Oceania’s close relationship as Pacific neighbors, connected through voyaging traditions, ocean currents, and a shared kuleana to care for the ocean.
  • Highlight Hawaiʻi – Oceania collaboration through initiatives such as Sea The Future, which engages Pacific youth leaders in ocean stewardship and plastic pollution awareness.
  • Promote key cultural partnerships, including the Annual Duke’s Day in Sydney, celebrating Duke Kahanamoku through surfing, Hawaiian cultural performances, and ocean conservation activities.
  • Support responsible film production and uphold cultural respect across projects based in Oceania.
  • Implement travel trade initiatives such as the Aloha Down Under (ADU) roadshow and customized travel agent familiarization itineraries that showcase the unique identity of each Hawaiian island.
  • Elevate Hawaiʻi Made products and increase awareness in Oceania of community-led programs.
Resources
Contact Information

Australia Office
Jennifer Gaskin
Chief Marketing Officer
Hawaiʻi Tourism Oceania
Level 10 117 York St
Sydney, Gadigal Country, NSW, Australia 2000

Telephone: +61 (2) 9286 8934
Email: [email protected]

New Zealand Office
Darragh Walshe
Brand Leader
Hawaiʻi Tourism Oceania
Level 19, 120 Albert St
Auckland CBD 1010
Tāmaki Makaurau, Auckland
Aotearoa, New Zealand

Email: [email protected]