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Lingle, tourism leaders unveil plan to rescue local economy

By Leland Kim - bio | email

WAIKIKI (KHNL)  -  It goes without saying.  It's been a rough year for Hawaii tourism.  Visitor spending dropped almost 18 percent from a year ago.  So, at an annual luncheon, Gov. Linda Lingle (R-Hawaii) and tourism leaders look for ways to turn things around.

Everyone seems to understand this has to be a long-range plan.  The economy isn't going to turn around overnight.  So they're looking to boost tourism and the local economy by trying new strategies.

Fewer visitors get a chance to see this picture perfect view of Waikiki beach because of the fuzzy economy.

"This is by far the worst economic crisis I've seen in my lifetime," said John Monahan, with the Hawaii Visitors & Convention Bureau.  "I've been in Hawaii since 1990, run a retailer, involved in business.  The global economy malaise we're seeing right now has really been unprecedented in my lifetime."

Visitors spend $206.9 million less than they did in 2007.  That's why the governor wants to prop up our number one industry.

"We do better than anyone else in the world and we have the best destination, because we have the very best people anywhere in the world," she said.

It's part of a greater plan to stimulate the local economy.  Her five-point plan includes increasing tourism marketing; look for ways to generate more investments; speed up the construction permitting process; lower taxes and fees; and get additional federal aid

"We're going to have to make some adjustments," said Gov. Lingle. "It can't be business as usual, just like it isn't for families or businesses, it cannot be for government."

And the tourism industry is also looking to shake things up, with a new marketing strategy.

"Our advertising campaign is the people of Hawaii would like to share their islands with you," said Monahan. "The people of Hawaii are great. The aloha spirit is a real thing and visitors feel it." 

And industry leaders are banking on that aloha spirit to bring more visitors back to our shores.

As part of their marketing strategy, they're focusing on emerging Asian countries like China and South Korea.  That's in addition to traditional targets like Japan, Canada, and the mainland.