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Aether & Earth Company LLC is contracted by HTA for brand marketing and management services in China.

Market Overview

The outlook for China’s outbound travel to the United States remains positive, supported by continued collaboration between Chinese and U.S. tourism organizations to improve connectivity, streamline travel planning, and rebuild traveler confidence. Hawai‘i Tourism China (HTC) continues to strengthen Hawai‘i’s brand presence in the China market through integrated digital and social media marketing, while promoting responsible and regenerative tourism experiences aligned with Hawai‘i’s long-term tourism vision.

Strategy
  • Leverage Chinese consumer-preferred digital platforms including WeChat, Little Red Book (RED), Douyin, and Weibo, to showcase Hawai‘i’s culture, landscapes, local communities, and regenerative tourism, strengthening brand awareness and appeal.
  • Strengthen travel trade education through targeted one-on-one training and tailored briefings, helping travel advisors better understand each Hawaiian island’s unique positioning and experiences.
  • Build strategic partnerships with the travel trade and the U.S. Embassy and Consulates in China by leveraging their channels and networks to reach high-value travelers and key industry decision-makers.
  • Partner with airlines and leading OTAs to develop bundled travel products and deliver joint digital and social media campaigns that drive demand and conversion.
  • Engage airline partners and airport authorities to support discussions on restoring nonstop air service between China and Hawai‘i, enabling long-term market recovery and sustainable growth.
  • Deepen collaboration with the State of Hawai‘i Office in Beijing (SHOB) to align efforts across trade, tourism, agriculture, and Hawai‘i-made exports, strengthening Hawai‘i’s economic presence in China. 
Resources
Contact Information

Beijing Office
Dennis Suo
Managing Director
Hawaiʻi Tourism China
Room 1802, China Merchants Tower
No. 118 Jianguo Road, Chaoyang District
Beijing, 100022 China

Telephone: +86-10-6527-7530
Email: [email protected]