Hāʻawi ka Hawaii Tourism Authority (HTA) i ʻaelike ʻelua makahiki no ka hoʻonaʻauao malihini a me ka hoʻokele brand a me nā lawelawe kūʻai aku ma ʻEulopa.
Ua hāʻawi ʻia ka ʻaelike iā Emotive Travel Marketing Ltd., e hana ana ma ke ʻano he ʻāpana o ka HTA Global Marketing Team e like me Hawaii Tourism Europe. E ho'ona'auao 'ia ka po'e malihini o 'Eulopa e pili ana i ka hele 'ana me ka no'ono'o a me ka mahalo i ke kāko'o 'ana i nā kaiāulu a me ka ho'okele waiwai o Hawai'i. E kau ʻia ka manaʻo ma ka hoʻolilo ʻana i nā malihini kipa i nā ʻoihana ma Hawaiʻi, me ke kākoʻo ʻana i nā ʻoihana kūloko, nā ʻahaʻaina a me nā hanana; kūʻai ʻana i nā huahana mahiʻai i ulu ʻia e Hawaiʻi; a me ka hoʻolaha ʻana i nā huahana i hana ʻia e Hawaiʻi ma ka mākeke me ka hui pū ʻana me HTA, ke Keʻena ʻOihana Pāʻoihana, Hoʻomohala Waiwai a me ka Mākaʻikaʻi o ka mokuʻāina (DBEDT), a me ka ʻoihana kūʻokoʻa.
Ua hoʻomaka ka hana a HTA ma ka mākeke ʻEulopa ma 1998 i ka wā i hoʻokumu ʻia ai ka hui. Ma muli o ka maʻi maʻi maʻi COVID-19, ua hoʻopau ʻo HTA i kāna ʻaelike ʻEulopa ma 2020 i ka wā e kū kokoke ana ka mākaʻikaʻi. I ka makahiki 2019, ua lilo ka poʻe malihini mai ʻEulopa i $268.1 miliona, e loaʻa ana he $31.29 miliona ma ka loaʻa kālā ʻauhau mokuʻāina (pololei, ʻaʻole pololei a hoʻoulu ʻia) no Hawaii.
ʻO ka hoʻoholo e hoʻomaka hou i ka nānā ʻana ma ʻEulopa ma muli o ka manaʻo mai ka hui alakaʻi o HTA a me nā hoa hana ʻoihana Hawaiʻi, a me nā ʻikepili mai ka Tourism Economics Marketing Allocation Platform, nāna e hoʻohui i ka ʻike a hāʻawi i nā manaʻo e pili ana i ka hoʻihoʻi ʻana, nā kumukūʻai mākeke, nā pilikia ma ka mākeke, a kaohi.
E hoʻomaka ka ʻaelike hou ma Ianuali 1, 2024, a e pau i ka lā 31 o Kekemapa, 2025, me ka HTA he koho e hoʻolōʻihi i ʻekolu mau makahiki a i ʻole kekahi hapa o ia mea. ʻO nā ʻōlelo ʻaelike, nā kūlana, a me nā huina e pili ana i nā kūkākūkā hope me HTA a me ka loaʻa kālā.
