Marketing Effort Made to Attract High-Spending Chinese Golfers to Hawaii

The Hawaii Tourism Authority and Pacific Links Hawaii have announced that they are working together to attempt to attract more high-spending Chinese golfers to the Hawaiian Islands. Micah Kane, the chief operating officer of Pacific Links Hawaii commented, "Year-to-date, we've hosted about 2,500 rounds of golf for Chinese members. Ideally, we'd like to see the partnership grow so that we can host 200 to 300 Chinese players monthly." Chinese golfers that come to Hawaii spend more than $550 per day in hotel stays, activities, and travel expenses.

David Uchiyama, the vice president of brand management for HTA, added, "We've partnered with Hyundai to develop the Korean golf market and with Sony to develop Japan, but this is the first time that we've participated in a public-private partnership to bring more Chinese golfers to Hawaii. In general we are doing very, very well in China, and we'll continue to improve our numbers. Golf is becoming a mainstream sport in China. If we can create enough demand, we'll get more carrier frequency, and that will help build the market even more."

Liwei Kimura, the director of business development for Starwood's Hawaii Region, Greater China & South East Asia Markets, commented, "We commend HTA and Pacific Links' leadership in this niche market development as golf is a fast-emerging activity in China, not only because it is viewed as a healthy and enjoyable sport, but also because people are attracted to it as a luxury lifestyle and a statement of social status. Hawaii can benefit by targeting these higher-spending, luxury leisure travelers who can bring us more economic benefit with less impact on our natural resources. Promotion of golf travel is one of the best ways to maximize Hawaii's competitive advantages while highlighting its world-class courses to target the Chinese."

Source: Honolulu Star Advertiser, 1-12-2015, www.staradvertiser.com
Posted by Jeff Uyemura-Reyes, Principal Broker, REALTOR®
Global Executive Realty, LLC
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