Is Hawaii Moving Away From US Tourists?Discover Hawaii Makes Bold New Focus On Asian Markets

Published on July 10, 2025

Hawaii makes a bold statement in changing its tourism direction, proactively seeking to capture the emerging markets in China and Taiwan. Notwithstanding the constant inflow of tourists from the United States over the decades, the new direction by the Aloha State represents quite a radical shift. Through newly signed contracts worth $1 million to these two Asian nations, Hawaii has initiated in secret a multi-year campaign to grow tourism from these nations. The change in direction represents quite an important shift in the tourism marketing policy of the state, whose tourism base has in the past largely been dependent on US tourists.

Governor Josh Green has been leading the charge in this transformation, personally heading missions to Japan to advance new travel opportunities, including biometric screening, Global Entry access, and immigration pre-clearing at the Haneda Airport in Tokyo. In February 2025, Hawaii formalized its relationship with Japan in an action plan to further simplify visitor entry. At the same time, Hawaii has been stepping up promotion in Japan in retail campaigns and appearance at events. The moves have helped to renew Hawaii’s rapport with Japanese travelers to highlight the state’s pivot toward wider global markets.

A New Direction for Hawaii’s Tourism Strategy

Hawaii’s decision to target China and Taiwan is seen as a strategic step away from its traditional U.S. tourism base. The state’s tourism strategy has relied heavily on domestic visitors, with more than 80% of all arrivals in 2024 coming from the U.S. However, the first half of 2025 has shown early signs of change. Visitor numbers have stagnated, and concerns have arisen over rising travel costs, reduced airline services, and dissatisfaction with overall travel experiences. Despite this, Hawaii’s focus on U.S. visitors appears to have diminished, with the state pivoting to international travelers in search of new revenue streams.

The newly announced contracts for public relations and marketing in China and Taiwan are worth a total of $1 million and are scheduled to begin in January 2026. These campaigns will target high-value, mindful travelers, with an emphasis on promoting Hawaii as a premium, sustainable destination. Hawaii plans to showcase its diverse culture, scenic beauty, and growing cultural events. The goal is to not only increase brand awareness in China and Taiwan but also to shift demand from peak to off-peak seasons, easing pressure on Hawaii’s local infrastructure.

Why Timing Makes This Strategy Unique

What sets this new direction apart is not just the focus on Asian markets, but the timing of these announcements. The restructuring of Hawaii’s tourism governance earlier this year, when the Hawaii Tourism Authority (HTA) was dismantled, left the state with no board or director. This decision shifted the authority’s oversight directly under Governor Green, signaling a new approach to managing Hawaii’s tourism strategies. With no established checks and balances, the decision to prioritize Asia marks a clear directive from the top leadership.

This restructuring has raised questions about Hawaii’s future tourism direction. While the state has pursued initiatives aimed at international growth, it has not made comparable reinvestments in its core U.S. market, where the majority of its visitors still come from. The announcement of the $1 million contracts targeted at China and Taiwan further reinforces this shift and has sparked concern that Hawaii is moving away from its loyal U.S. visitors, who may feel increasingly overlooked.

The Domestic Struggles of Hawaii and its Tourism Industry

In recent years, Hawaii’s tourism industry has faced numerous challenges. While the state saw a surge in arrivals post-pandemic, particularly from the U.S., concerns have grown as prices continue to rise and the quality of services diminishes. In May 2025, Hawaii reported only a modest 1% increase in arrivals, a far cry from the booming travel numbers seen in 2019. Visitor spending, which had been a major economic contributor, is showing signs of slowing down. Domestic travelers, especially those from the U.S. East Coast and Canada, are questioning the value of their trips amid soaring costs and less-than-ideal service.

While Hawaii’s tourism industry has traditionally focused on these core markets, recent data suggests that the state’s strategy is now moving towards diversifying its visitor base. The decision to target overseas markets such as China and Taiwan may provide the state with a new opportunity to recover and grow its tourism economy. However, this comes at a cost, particularly in terms of alienating loyal U.S. visitors who feel that their needs and preferences are no longer prioritized.

International Focus: Asia and Europe

This new emphasis on Asia mirrors Hawaii’s previous marketing efforts in Europe. In 2023, Hawaii launched a multi-market promotional campaign targeting travelers in the UK, Germany, and France. The same “high-value, mindful travelers” theme used in these European markets is now being applied to China and Taiwan. Yet, the absence of similar outreach to U.S. visitors has left some feeling frustrated. Locals and long-time visitors have voiced concerns about the growing focus on international travelers while U.S. tourism continues to stagnate.

The Emotional Tone of Visitor Feedback of Hawaii

Feedback from Hawaii’s core visitors has been emotional, with many longtime travelers expressing a sense of abandonment. Some feel that while Hawaii has long relied on U.S. tourism, the state is now using its resources to attract international visitors at the expense of its domestic audience. These visitors feel increasingly unwelcome, despite the fact that their taxes have long contributed to Hawaii’s tourism fund. The symbolic nature of the $1 million contracts, though relatively small in terms of marketing budgets, carries weight. It signals a shift in priorities, away from the U.S. and toward international markets, despite ongoing domestic dissatisfaction.

Moving Forward: The Stakes for Hawaii’s Tourism Industry

The bids for the new advertising contracts for China and Taiwan must be in by Aug. 8, with the decisions to come by the end of August. Successful campaigns would position Hawaii for dramatic increases in visitor numbers from Asia to blunt the swings in U.S. visitor arrival numbers. Should the campaigns fail to materialize and domestic visitors remain losing interest, though, Hawaii would have to scramble to restore its relationship with its most faithful market.

Hawaii is all in on the concept of broadening its visitor base in Asia at this point, but the state has to manage the possible backlash from its U.S. tourists carefully. The change in direction, though ambitious, needs to be managed carefully in order to guarantee the long-term prosperity of the islands as a leading vacation spot.