Hawaii is planning to send its first tourism ambassadors, as outlined in House Bill 1863, aimed specifically at rebuilding relationships with Canadian tourists. The position of “Honorary Ambassador to Canada” is intended to maintain connections with the declining Canadian visitor market, which has seen a drop from around 540,000 visitors in 2019 to approximately 433,000 in 2024. Contributing factors include economic challenges and currency fluctuations, with the Canadian dollar performing poorly against the U.S. dollar.
This new role will be located within the Department of Business, Economic Development, and Tourism (DBEDT), appointed by the governor for a four-year term. Unlike traditional advertising approaches, this ambassador will focus on nurturing relationships within the travel industry, though the position is unpaid.
Despite already investing tens of millions in tourism promotion, Hawaii is unique in creating such a role due to its geographical isolation, which makes it more vulnerable to declines in tourism. The plan was initially set to start this year but has been postponed for further discussion. Questions remain about the selection process, location, and potential budget for the position, with DBEDT requesting approximately $72,500 annually for related costs.
Overall, the introduction of tourism ambassadors is seen as a response to ongoing challenges in Hawaii’s tourism sector.
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