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Hawai‘i Tourism Authority reenters Europe In 2024

Emotive travel marketing group to represent the Hawaiian Islands as Hawai‘i Tourism Europe in the UK, Germany and Switzerland.

The Hawaiʻi Tourism Authority, the state agency responsible for representing the Hawaiian Islands brand globally, has reentered Europe. Operating as Hawaiʻi Tourism Europe, Emotive Travel Marketing (ETM) Ltd, will represent the Hawaiian Islands in the United Kingdom. ETM Group’s counterpart in Europe, New Age Marketing, will be responsible for the German and Swiss markets.

The two-year partnership commenced on January 1, 2024. This marks a significant milestone as the Hawaiian Islands work to re-establish the destination’s presence, educate visitors about traveling mindfully to support Hawai‘i’s communities, build strategic partnerships, and achieve meaningful growth in the UK and European markets. In the wake of the Maui wildfires, welcoming European travelers back to Hawaiʻi is an important part of ensuring tourism’s contributions to Maui’s recovery.

“HTA is eager to rejuvenate our longstanding relationships in Europe and support this strengthening visitor source market to help drive economic recovery for Hawai‘i,” said Daniel Nāho‘opi‘i, HTA’s Interim President and CEO. “We are pleased to welcome Emotive Travel Marketing and New Age Marketing to our team as they commence the critical work ahead.”

HTA’s decision to select Emotive Travel Marketing underscores their confidence in ETM to effectively promote the diverse offerings of the Hawaiian Islands to European travelers. ETM is well-positioned to fulfill HTA’s goals of encouraging mindful visitation and expenditures, extending length of stay and captivating the imagination of travelers with the luxurious, adventurous, culturally rich, and heritage-infused experiences that Hawai‘i has to offer, all against the stunning backdrop of its natural beauty.

“We are delighted to represent the Hawaiian Islands as Hawaiʻi Tourism Europe in the UK & Europe with a very experienced and passionate team leading the account. We are excited to be working with such an incredible destination and have hit the ground running with re-engaging the travel trade and media and developing compelling campaigns that will connect consumers with the Hawaiian Islands and their culture,” said Fleur Sainsbury, Director of ETM and UK Account Manager for Hawai‘i.

Katharina Dorr will oversee all three European markets – UK, Germany and Switzerland – as the Account Director of Hawai‘i Tourism Europe.

Theodore Koumelis
Co-Founder & Managing Director - Travel Media Applications | Website

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.