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Hawai‘i Tourism Oceania celebrate record number of Australians saying ‘Aloha’

February 28, 2014 Destination Hawaii No Comments Email Email

For the first time in history, Australian visitor numbers to Hawai‘i have exceeded 300,000 and the love affair with Australian travellers looks set to continue in 2014.

Results for 2013* have been released and show a record 305,783 Australians visited the Hawaiian Islands last year. Hawai‘i Tourism Oceania (HTO), are pleased to announce that this is a 24.3% increase on 2012 and when added to the fact that in2012 visitor numbers increased by 33.9% and in 2011 they increased by 33.6% this is no mean feat.

Just as importantly, Australians who are choosing Hawai’i as their holiday destination are venturing beyond Oahu to the neighbour islands of Maui, Kaua‘i and Hawai‘i Island with overall travellers who visited O‘ahu and a neighbour island increasing by 30%. In fact Australian visitors to Kaua‘i rose 25.2%, Maui by a massive 37.9% and Hawai‘i Island increased by 18.8%, in 2013 versus 2012.

Outgoing Country Manager for Hawai‘i Tourism Oceania Helen Williams said “Our primary objective for 2013 was to communicate to Australian travellers the depth and breadth of experiences across Hawai‘i’s six islands, highlighting the unique character of each one, geographic diversity, range of activities and interesting history and culture.  This messaging was evident in all consumer and trade marketing activities including the wonderful TODAY show coverage, where the weather was broadcast live from 3 different islands in a week for the first time ever”.

In other results, average length of stay remained strong at 9.47 days and repeat visitation increased in 2013, with these visitors returning to Hawai’i an average of 2.28 times.

This breaking of the 300,000 barrier can be attributed to a number of factors including the continued strength of the Aussie dollar and increase in the number of direct flights.  Ashlee Galea, Hawai‘i Tourism Oceania’s Marketing Manager of four years and incoming Country Manager said “It’s so exciting to see that Australians are venturing beyond O‘ahu to the neighbour islands in increasing numbers. They are discovering that each island offers a completely different experience, which then gives them more reasons to return in the future. The warmth of the Hawaiian people ensures that our visitors turn into great ambassadors for the destination, spreading the spirit of Aloha and in turn inspiring others to consider Hawai’i for their next holiday.”

“HTO would like to say a warm mahalo (thank you) to the travel trade who have given the Hawaiian Islands their strong support over the years. The industry’s growing interest and awareness of the destination and their own positive word of mouth have certainly contributed to the rise in Hawai’i’s popularity.”

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