Partnership With Prestigious Women’s Golf Championship Exemplifies Intersection of Strategic Global Marketing and Destination Stewardship

Partnership With Prestigious Women’s Golf Championship Exemplifies Intersection of
Strategic Global Marketing and Destination Stewardship
Community Invited to LPGA LOTTE Championship at Hoakalei This Weekend
HONOLULU – The Hawai‘i Tourism Authority (HTA) is continuing its work to stabilize travel
demand to the Hawaiian Islands through strategic global marketing, while also ensuring tourism’s
benefits flow to our communities. As part of this focused effort, HTA is furthering its partnership
with the Ladies Professional Golf Association (LPGA) through the LOTTE Championship presented
by Hoakalei being held this week on Oʻahu.
Last year’s LOTTE Championship winner was Grace Kim, an Australian golf star. As her fans in
Australia – a key Hawaiʻi visitor source market – watch her compete again this week, they will see
120 of her fellow professional LPGA golfers from over 15 countries with the beautiful backdrop of
Oʻahu’s south shore, including Hawaiʻi’s own Malia Nam.
“The rise of sports tourism brings vast opportunities, such as the LOTTE Championship, for us to
engage with these high-profile athletes and showcase our Islands’ depth and breadth globally,
while also giving our homegrown athletes a chance to shine here at home,” said Mufi Hannemann,
HTA’s board chair. “We encourage our residents and families to come out and enjoy championship
golf at its finest.”
Part of HTA’s partnership with the LPGA included the establishment of the LPGA*USGA Girls Golf
Hawai‘i Chapter in 2023 to further cultivate Hawai‘i’s youth golfers. A Buy One, Get One promotion
is also available for Hawai‘i residents (government-issued ID required). LOTTE Championship
tickets are available at www.lottechampionship.com. Children ages 16 and under are free when
accompanied by an adult ticket holder.
Community engagement endeavors are a key feature of HTA’s sports partnerships. A recent
example: the renovation of a basketball court and technology lab by the Los Angeles Clippers last
month when they were in Hawaiʻi for an exhibition game against the Golden State Warriors. Both
teams also held youth basketball clinics during their time in the islands. Coming up Thanksgiving
weekend on Maui, the Maui Invitational will return to Lahaina, paired with a Kākoʻo Maui benefit
concert series and a marketplace of locally-made products.
Focus On Recovering Key International Markets
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 year. Its title sponsor, LOTTE, is a household
name in South Korea – a key international source market for Hawaiʻi visitors.
Visitors from Korea spent $314.8 million in Hawai‘i during the first nine months of 2024, generating
$36.5 million in state tax revenue. In comparison, visitor spending was $322.8 million (-2.5%) in the
first nine months of 2023 and $352.2 million (-10.6%) during the same timeframe in pre-pandemic
2019.
HTA recently renewed its contract for brand marketing and management services in Korea 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 up to four additional one-year terms, subject to the availability of funds.
In August, Nāho‘opi‘i and Department of Business, Economic Development & Tourism Director
James Kunane Tokioka participated in a Korea travel mission led by Hawai‘i Lieutenant Governor
Sylvia Luke, the highest-ranking Korean American government official in the U.S. During the
mission, HTK organized meetings with the Hawai‘i delegation and executives from Korean Air and
Air Premia to promote its Incheon-Honolulu routes, expand air connectivity and develop strategies
to attract Korean visitors to the Islands.
“Underscoring 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 travel interest among Korea visitors,” said Kalani Ka‘anā‘anā,
HTA’s chief stewardship officer. “When we pair our marketing efforts with partnerships that reinvest
in our community and bring exciting professional sports events to our residents — including
opportunities for our local athletes like Malia Nam to shine on the world stage — that’s
regenerative tourism in action.”
For more information on HTA’s work in the Korea market, visit
www.hawaiitourismauthority.org/what-we-do/brand-marketing/korea/