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A status update from Hawaii Tourism USA

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A status update from Hawaii Tourism USA


Christine Hitt

At the 2024 Hawaii Tourism Conference, held Sep. 30 to Oct. 2, the Hawaii Visitors and Convention Bureau’s (HVCB) Hawaii Tourism USA team shared how it’s hoping to stimulate travel demand to the Islands through events, partnerships, social media and engagement with advisors.

Jeffrey Eslinger, senior director of market insights and CRM for the HVCB, started off with some stats. Eslinger said the U.S. market will continue to be the largest source market for Hawaii tourism. Maui continues to see softness for visitation, and this fall, the state is seeing it as well.

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“The U.S. West is expected to show resilience in both visitation and expenditures, but the U.S. East will continue to face some challenges in attracting both visitors and maintaining the spending levels that we currently have been seeing,” Eslinger said.

Jay Talwar, senior vice president and chief marketing officer for Hawaii Tourism USA talked about its efforts to saturate the Los Angeles market. One example is the completion of an Aloha Market pop-up retail experience in Venice Beach, which saw more than 7,000 visitors.

Who does Hawaii want to visit?

Talwar also defined Hawaii’s target traveler as a respectful explorer, who is conscious of their impact. The targeted traveler is also a culinary enthusiast, culturally curious and appreciates learning about Hawaiian culture. 

On the travel trade side, Robyn Basso, senior director of Travel Industry Partnerships at the HVCB, said Hawaii Tourism USA has brought educational blitz events to U.S. markets and has held fam tours.

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Basso said she’s receiving great feedback from advisors who have attended fams and have regained their confidence in selling Maui. “We’ll continue with our [Hawaii Tourism] USA multi-island led fams,” Basso said. “We want to continue to support Maui, but we also want to support the strategy of multi-island visitation.” 

Basso also said Hawaii Tourism USA is investing in marketing to travel sellers so that they keep Hawaii top of mind. “Most importantly, driving them to our website to register, to engage with our resources and opt in for our communications. We want them to become a Hawaii destination specialist, so that’s the ultimate goal.”



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Hawaii suffers first defeat of the season against Loyola Chicago | Honolulu Star-Advertiser

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Hawaii suffers first defeat of the season against Loyola Chicago | Honolulu Star-Advertiser




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2026 Sony Open field is announced. See who’s playing in Hawaii

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2026 Sony Open field is announced. See who’s playing in Hawaii


The Sony Open in Hawaii has the honors of being the kickoff event to the 2026 PGA Tour season after the cancellation of The Sentry at Kapalua this season.

Instead of Maui, the Tour debuts in Honolulu on the island of Oahu, Jan. 15-18, at the Seth Raynor-designed Waialae Country Club, where Nick Taylor prevailed in a playoff over Nico Echavarria last year.

Among the changes this season is the field size, which was reduced from 144 to 120, and, there is no longer is a Monday qualifier offering four spots. Will that help with pace of play? Stay tuned.

The field includes the following notables in addition to Taylor and Echavarria: Daniel Berger, Keegan Bradley, Michael Brennan, Corey Conners, Tony Finau, Chris Gotterup, Brian Harman, Russell Henley, Billy Horschel, Robert MacIntyre, Collin Morikawa, Adam Scott, Jordan Spieth, Sahith Theegala, Gary Woodland and 62-year-old Vijay Singh.

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Here’s the full field for the Sony Open, which will be live on Golf Channel all four days as well as NBC with early-round coverage on Saturday and Sunday.

This year’s Sony purse is $9.1 million and the winner also will receive 500 FedEx Cup points. 



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Hawaii Pacific basketball teams split with Menlo | Honolulu Star-Advertiser

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Hawaii Pacific basketball teams split with Menlo | Honolulu Star-Advertiser




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