The Hawaii Tourism Authority continues its work to stabilize travel demand for the Hawaiian Islands through strategic global marketing, while ensuring that tourism benefits benefit communities. As part of this focused effort, HTA is strengthening its partnership with the Ladies Professional Golf Association through the LOTTE Championship presented by Hoakalei which is being held this week on O’ahu.

The winner of last year’s LOTTE Championship was Grace Kim, an Australian golf star. As her fans in Australia – a key source market for visitors to Hawaii – watch her compete again this week, they will see 120 of her fellow LPGA professional golfers from more than 15 countries against the backdrop of the beautiful South Coast of Hawaii. ‘O’ahu, including Hawaii native Malia Nam.

“The growth of sports tourism provides us with vast opportunities, such as the LOTTE Championship, to enable us to engage with these high-level athletes and showcase the depth and breadth of our islands on a global scale, while giving our local athletes a chance to shine here at home. » said Mufi Hannemann, Chairman of the Board of Directors of HTA. “We encourage our residents and families to come and enjoy the best of championship golf. »

Part of HTA’s partnership with the LPGA included the creation of the LPGA*USGA Girls Golf Hawai’i Chapter in 2023 to further educate Hawaii’s young golfers. A Buy One, Get One promotion is also available for Hawaii residents (government-issued ID required). Tickets for the LOTTE Championship are available at www.lottechampionship.com. Children aged 16 and under are free when accompanied by an adult ticket holder.

Community engagement efforts are a key component of HTA’s sports partnerships. A recent example: the renovation of a basketball court and technology lab by the Los Angeles Clippers last month while they were in Hawaii for an exhibition game against the Golden State Warriors. Both teams also hosted youth basketball clinics during their time on the islands.

Thanksgiving weekend in Maui, Maui Invitational Tournament will return to Lahaina, accompanied by a Kākoʻo Maui benefit concert series and a locally made goods market.

Sports tourism is a key part of the U.S. national strategy to attract international visitors to the country. The LOTTE Championship is now in its 12th edition. Its title sponsor, LOTTE, is a well-known name in South Korea – a key international source market for visitors to Hawaii.

Visitors from Korea spent $314.8 million in Hawaii during the first nine months of 2024, generating $36.5 million in tax revenue for the state. In comparison, visitor spending was $322.8 million (-2.5%) in the first nine months of 2023 and $352.2 million (-10.6%) in the same period before the 2019 pandemic, according to an official.

HTA recently renewed its Korea marketing and brand management services contract with AVIAREPS Marketing Garden Holdings Ltd., which operates as Hawai’i Tourism Korea (HTK) representing the Hawaiian Islands. The contract continues through December 31, 2025, with the option to extend for up to four additional one-year terms, subject to availability of funds.

In August, Nāho’opi’i and Department of Business, Economic Development and Tourism Director James Kunane Tokioka participated in a travel mission to Korea led by Hawaii Lieutenant Governor Sylvia Luke, the highest-ranking Korean-American government official in the United States. During the mission, HTK held meetings with the Hawaiian delegation and executives of Korean Air and Air Premia to promote its Incheon-Honolulu routes, expand air connectivity and develop strategies to attract Korean visitors to the islands.

“Underlining our state’s commitment to strengthening key international markets, including Korea, we are working collaboratively with government leaders and our Hawai’i Tourism Korea team to develop partnerships and reignite Korean visitors’ interest in travel,” said HTA manager Kalani Ka’anā’anā. director of stewardship. “When we combine our marketing efforts with partnerships that reinvest in our community and bring exciting professional sporting events to our residents – including opportunities for our local athletes like Malia Nam to shine on the world stage – that’s tourism regenerative in action.