Member Profile

Hawaii Tourism Europe


Hawai‘i Tourism Europe (HTE) focuses on the UK, Germany, and Switzerland, targeting mindful visitors who tend to stay longer and are interested in culture, nature, and connecting with locals.

Our strategy is to reintroduce and enhance Hawai‘i’s brand in Europe to showcase Hawai‘i’s unique culture, local community, natural beauty and diversity of all islands to travel trade as well as holidaymakers. We aim to:
- Market the islands as a destination for responsible and respectful travel focusing on shoulder seasons
- Attract high value travelers to Hawai‘i visiting several islands, to increase length of stay and spend across the state
- Promote regenerative tourism and strengthen the state’s recovery, especially supporting the island of Maui
- Partner with the travel industry in supporting them with co-op campaigns and through training and fam trips.


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