Grazie!
Walking around the Waikiki streets and shops as an Italian visitor, I have noticed a lack of Europeans. Are you marketing enough to European travelers? We travel a lot, and we really love Oahu.
I would suggest setting up a more effective strategy to attract Europeans, taking into account that the new market segment of travelers often prefers authentic experiences over global shopping mall products.
First of all, I would strongly recommend the creation of a network of traveler information offices. Actually according to my guidebook, there isn’t any useful tourist information office in Honolulu. Second, I would suggest investing in new socially responsible traveling proposals such as “zero impact” bed and breakfasts or other eco-travel lodging. I have experienced similar concepts in South Africa, Mozambique and Brazil and they would perfectly fit with Hawaii.
Third, I would promote more authentic cultural events such as art exhibitions, music concerts and Hawaiian cultural festivals. After that, you will need to advertise the new Oahu “brand positioning” through international magazine articles, public relation campaigns and a tourist guide presence. Guidebooks are one of the most effective tools to advertise a place, so I would translate them in more languages. For example, I wasn’t able to find Lonely Planet for Hawaii in Italian.
I am definitely convinced that this would be a win-win business and cultural operation. What would make those Europeans travelers happy would also help Hawaiian people to preserve their cultural identity, and the authentic taste of your magnificent Islands.
Federica Braghi
Visiting Honolulu
