The Hawaii Tourism Authority (HTA) approved $3 million in emergency funds for the Hawaii Visitors and Convention Bureau to increase tourism promotion in the U.S. and Canada.
Rex Johnson, HTA's president and CEO, made the announcement this week at Travel Weekly's Leadership Forum in Honolulu.
The comprehensive effort includes cooperative marketing programs and online efforts with airline, hotel and wholesaler partners.
The money is needed for programs to head off visitor misperceptions about Hawaii's airline seat availability and rising costs in light of the recent shutdowns of Aloha Airlines and ATA.
