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• Hawaii Tourism Authority Comments Regarding Allegiant Air's Announcement On New Service To Hawaii

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Statement Attributable to Mike McCartney, President and CEO Hawai‘i Tourism Authority

REGARDING ALLEGIANT AIR’S ANNOUCEMENT ON NEW SERVICE TO HAWAI‘I

We are pleased that Las Vegas-based Allegiant Air has announced that it will enter the Hawai‘i market in June 2012 servicing Fresno, Ca. and Las Vegas. The initial cities Allegiant Air will service directly to Hawai‘i are from the U.S. West market, the largest market to Hawai‘i’s tourism economy, which is projected to draw more than 3.1 million visitors in 2012. The addition of these flights will help to provide additional direct flight access to the Hawaiian Islands and is estimated to provide $29.8 million in visitor expenditures and $3.25 million in tax revenue.

Allegiant’s entrance into Hawai‘i will bring attention to our market as we head into the summer booking period. It will also help to open doors to many new travelers by providing low-cost travel package options that include air, hotel, rental car and attractions. The HTA anticipates that Allegiant’s announcement will also help to stimulate airfare repositioning and attract incremental visitors and visitor spending for the Hawaiian Islands.

We are pleased that this established and fast-growing airline and travel company will commence operating flights to the state and look forward to their continued growth here. We wish Allegiant Air success on their new routes and will continue to work with them in the future.

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ABOUT HAWAII TOURISM AUTHORITY (HTA)

FEATURED LINKS Hawaiian Culture Calendar of Events Featured Programs and Events HAWAII BRAND EXPERIENCE Hawaiian Culture Arts & Culture Community Natural Resources Workforce Sports Other

Who we are:

• Established in 1998, the HTA is the lead state agency for Hawai‘i’s visitor industry
  
• Responsible for setting tourism policy and direction from a statewide perspective
  
• Funded through a set percentage of the transient accommodations a tax (TAT) collection that is assessed on hotels, vacation rentals and other accommodations.
  
• The HTA is headed by President and CEO Mike McCartney, and a 12 member policy-making board of directors who represent the visitor industry, business community, community-at-large, and Hawai‘i’s four counties

Strategic goals:

• Improve the quality of the Hawai‘i experience
  
• Contribute to a good quality of life for Hawai‘i residents
  
• Achieve or exceed:
  
  • Visitor spending targets
    
  • Per person per day spending targets
    
  • Air seat targets

What we do:

As the state’s tourism agency, one of the HTA’s key strategic roles is brand management, more specifically, managing the promotion of Hawai‘i’s brand, and supporting programs to help deliver on the brand promise. This work requires the HTA, as the overall custodian of the Hawai‘i brand, to ensure the alignment of advertising and marketing programs with a true Hawai‘i experience.

Successful brand management is achieved by the HTA coordinating with global marketing partners, visitor industry partners, including domestic and international airline carriers, travel trade members, and community stakeholders to ensure marketing and communication efforts are on target and appropriate, and aligned with Hawai‘i’s distinctive products, activities, natural resources, Hawaiian culture and multi-cultures–in sum, the Hawai‘i experience.

Relating to the Hawai‘i experience and delivering on the Hawai‘i brand promise, the HTA has the ability to manage, create and support the development of unique tourism experiences such as community and cultural festivals, sporting events, natural resources and community programs. The HTA also directly affects the visitor experience through its support of workforce development and visitor assistance initiatives, all the while integrating the community and residents considerations and respect for the Hawaiian host culture.

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  Established in 1998, the HTA is the lead state agency for Hawai‘i’s visitor industry. the HTA has the ability to manage, create and support the development of unique tourism experiences such as community and cultural festivals, sporting events, natural resources and community programs.

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