Europe
Market Overview
HTA re-entered the European market in 2024 and is carrying that momentum into 2026, with a focus on the UK and Germany. Despite modest economic growth, easing inflation and declining interest rates are supporting increased outbound travel from Europe. Growing demand for authentic, sustainable, and culturally rich experiences alongside longer stays and multi-destination travel aligns well with Hawaiʻi’s offerings, strengthening its appeal to European travelers. Hawaiʻi Tourism Europe (HTE) employs an integrated approach combining consumer marketing, strategic PR, and trade partnerships to enhance brand presence and deepen engagement across the region.
Strategy
- Elevate Hawaiʻi’s brand through authentic storytelling rooted in Hawaiian culture and community values, encouraging responsible engagement with the islands’ heritage and environment.
- Attract high-value, mindful travelers seeking meaningful experiences, promoting multi-island travel to extend stays, increase spending, and deepen cultural connection.
- Engage consumers and the travel trade through strategic PR, sharing compelling stories and timely updates that generate strong media coverage and position Hawaiʻi as a premium destination.
- Build strategic partnerships with tour operators, airlines, and aligned brands to expand reach, leverage co-operative marketing, and drive bookings through competitive rate loading and packaging.
- Deliver robust training and engagement for travel trade and media through digital platforms, in-person meetings, FAM trips, and industry events, building destination expertise and long-term advocacy in Europe.
Resources
Contact Information
Christina Tuchman
Senior Brand Manager
Hawaiʻi Tourism Authority
Email: [email protected]