Expanding & Sustaining Hawaii’s Niche

Tourism Market

Presented by:Judith Fox-Goldstein, DirectorUniversity of Hawai'i at Hilo

Conference Center & Hawaiian EDventure

for:

KALA COMMITTEECOMMUNITY ENRICHMENT PRODUCT DEVELOPMENT

GRANTDECEMBER 16, 2003

University of University of Hawai`I Hawai`I

Sustainable Niche Tourism…Sustainable Niche Tourism…Community Community InspiredInspired, Community , Community DrivenDriven & Community & Community OWNED!OWNED!

COMMUNITY

UNIVERSITY STATE C0UNTY

ProgramDevelopers,Marketers

Students, Interns,Faculty, Cultural

& Educational Resource

Logistical , Clerical & Fiscal Support

Public RelationsAmbassadors

Marketing &Advertising

Grants, Reports &Product Development

Kupuna &Senior Centers

Volunteers , Community

Organizations &Mentorship Programs

Business and Local Vendors &Service Providers

COMMUNITY IMPACT COMMUNITY IMPACT Employment & ServicesEmployment & Services

• Cultural SpecialistsCultural Specialists• Naturalists, Scientists Naturalists, Scientists • Retirees, Teachers & Retirees, Teachers &

EducatorsEducators• Program DevelopersProgram Developers• Bi-Lingual InterpretersBi-Lingual Interpreters• Artists, Crafts People, Artists, Crafts People,

Musicians, DancersMusicians, Dancers• Field InterpretersField Interpreters• Biologists, Volcanologists, Biologists, Volcanologists,

AstronomersAstronomers• Business CommunityBusiness Community• Service Vendors (food, Service Vendors (food,

transportation, recreation, transportation, recreation, lodging, consumable lodging, consumable supplies)supplies)

• Kupuna, Senior CentersKupuna, Senior Centers• Visitor Industry Sites/ActivitiesVisitor Industry Sites/Activities• Specialty Hires – Specialty Hires –

Fitness,Wellness, Culinary Arts, Fitness,Wellness, Culinary Arts, Master Gardening, Quilting, Master Gardening, Quilting, Photography, Recreation, Photography, Recreation, AdventureAdventure

• Students and Junior Students and Junior AmbassadorsAmbassadors

• Public Relations, Marketing Public Relations, Marketing SpecialistsSpecialists

• Researchers/Visiting ScholarsResearchers/Visiting Scholars• Department of EducationDepartment of Education• Student ClubsStudent Clubs• Clerical SupportClerical Support• Junior AmbassadorsJunior Ambassadors• Training ProgramsTraining Programs

PRIMARY OBJECTIVES OFPRIMARY OBJECTIVES OF NICHE TOURISM (EduTourism) NICHE TOURISM (EduTourism)

PROGRAMSPROGRAMS• To To promotepromote Hawai`i as the Hawai`i as the PREMIER educational PREMIER educational

and cultural destination in the world!and cultural destination in the world!• To To showcaseshowcase our island’s diversity, extraordinary our island’s diversity, extraordinary

community resources and the University & community resources and the University & community’s expertise in science and culture.community’s expertise in science and culture.

• To To extendextend the visitors length of stay in Hawai`i. the visitors length of stay in Hawai`i.• To To developdevelop innovative niche tourism programs and innovative niche tourism programs and

activities appealing to a broad demographic of visitors.activities appealing to a broad demographic of visitors.• To To stimulatestimulate economyeconomy by increasing visitor by increasing visitor

expenditures. expenditures. • Acts as a Acts as a “change agent”“change agent” by expanding Hawaii’s by expanding Hawaii’s

image to “The image to “The 3 S’s3 S’s ( (SunSun – – SurfSurf – and – and SCIENCESCIENCE. . Expanding image to promote Hawai`i as a learning Expanding image to promote Hawai`i as a learning destination.destination.

NICHE TOURISM NICHE TOURISM PROGRAMS OFFER:PROGRAMS OFFER:

• Experiential educational, cultural, Experiential educational, cultural, recreational and wellness programs that recreational and wellness programs that provide hands-on, participatory and provide hands-on, participatory and integrated approaches to learning in a very integrated approaches to learning in a very unique environment.unique environment.

DESIGNED FOR: (Target DESIGNED FOR: (Target Markets)Markets)

• Students - local, national Students - local, national and international and international (Elementary-University)(Elementary-University)

• Educators, Researchers, Educators, Researchers, & Administrators& Administrators

• Organizations & ClubsOrganizations & Clubs• Incentive & Pre/post-Incentive & Pre/post-

conference groupsconference groups

• Cruise Industry Cruise Industry passengerspassengers

• Families/Families/IntergenerationalIntergenerational

• F.I.T.F.I.T.• Service LearningService Learning• Life Long LearnersLife Long Learners

EduTourism, Agri-Tourism, Cultural & Heritage Tourism, Hi-Tech Tourism and Wellness Tourism are all components of NICHE TOURISM (EduTourism.)

OSHER PARTICIPANTS CAN OSHER PARTICIPANTS CAN EXPERIENCE HAWAII’S EXPERIENCE HAWAII’S

VOLCANOES FIRST HAND!VOLCANOES FIRST HAND!

““3 Islands – 3 Volcanoes”3 Islands – 3 Volcanoes”

““HAWAII’S HOMES & HAWAII’S HOMES & GARDENS” GARDENS”

The perfect combination of The perfect combination of art and nature in symbiosisart and nature in symbiosis

““Birds of Paradise” – “Wings of Birds of Paradise” – “Wings of Aloha”Aloha”

Respecting the environment Respecting the environment and preserving the natural and preserving the natural ecology are a must! Small ecology are a must! Small

groups prevail!groups prevail!

DISCOVERY HAWAII’S DISCOVERY HAWAII’S TROPICAL AGRICULTURE… TROPICAL AGRICULTURE… “Discovering your ROOTS”“Discovering your ROOTS”

““Hawaii Beyond the Hawaii Beyond the Postcard”Postcard”

A PROFILE OF HAWAII’S ART, A PROFILE OF HAWAII’S ART, CULTURE AND NATURAL CULTURE AND NATURAL

HISTORYHISTORY

OSHER EXPERIENTIAL OSHER EXPERIENTIAL LEARNING ROGRAM LEARNING ROGRAM

DISCOVERING HAWAII’S DISCOVERING HAWAII’S SKIESSKIES

““Astronomy: Beyond the Astronomy: Beyond the Night Skies”Night Skies”

COFFEE, CULTURE & COFFEE, CULTURE & CALMING YOUR SPIRIT!CALMING YOUR SPIRIT!

““Hawaii’s EcoTours”Hawaii’s EcoTours”

QUILT WITH HAWAII’S QUILT WITH HAWAII’S MASTER QUILTERS MASTER QUILTERS

OSHER LEARNING OSHER LEARNING INSTITUTEINSTITUTE

University of Hawai`i at HiloUniversity of Hawai`i at Hilo“Hawaiian Quiltscapes” 2005

““REMEMBER THE FAMILY” REMEMBER THE FAMILY”

““Ohana Aloha” (Intergenerational Ohana Aloha” (Intergenerational Families)Families)

““E HO’I MAI E KE KUMU”E HO’I MAI E KE KUMU”Going Back to Our RootsGoing Back to Our Roots

The foundation of all our The foundation of all our programs lies in the grace and programs lies in the grace and knowledge of Hawaii’s Kupuna.knowledge of Hawaii’s Kupuna.

(Going Back to Our Roots)(Going Back to Our Roots)

CAPTURING THE JAPANESE CAPTURING THE JAPANESE MARKETMARKET

““E Pulama E Ka Ko Honua Nei” E Pulama E Ka Ko Honua Nei” (Reaching Across Cultures)(Reaching Across Cultures)

Japanese KoreanChinese

NICHE TOURISM…A CROSS NICHE TOURISM…A CROSS CULTURAL REALITY! CULTURAL REALITY!

NICHE AND SPECIALTY NICHE AND SPECIALTY MARKETSMARKETS

CULINARY DELIGHTSCULINARY DELIGHTS

DEVELOPING THE ALUMNI DEVELOPING THE ALUMNI MARKETMARKET

MARKETING CONTINUES TO:MARKETING CONTINUES TO:Students, Families, & Lifelong Students, Families, & Lifelong

LearnersLearners

PARTNERS AND PARTNERS AND COLLABORATORS:COLLABORATORS:

• Universities, Schools, Universities, Schools, OrganizationsOrganizations

• Alumni Groups, Charter GroupsAlumni Groups, Charter Groups• Elementary and High School Elementary and High School

Science Teachers and ClubsScience Teachers and Clubs• International Schools (Japan, International Schools (Japan,

Korea, China)Korea, China)• Local Artists, Local Clubs, Local Local Artists, Local Clubs, Local

VendorsVendors• Local Hotels, Transportation, Local Hotels, Transportation,

Visitor Industry AttractionsVisitor Industry Attractions• Educational Travel GroupsEducational Travel Groups

– OdysseyOdyssey– Earth ExploreEarth Explore– Seimer and HandSeimer and Hand– People to PeoplePeople to People– Rainforest and ReefRainforest and Reef

• Life Long Learning GroupsLife Long Learning Groups– ElderhostelElderhostel– InterhostelInterhostel– FamilyhostelFamilyhostel– Golden Escapes (Canada)Golden Escapes (Canada)

• JASON & Educational GroupsJASON & Educational Groups• Religious GroupsReligious Groups• Volunteer OrganizationsVolunteer Organizations• Kupuna and Senior Citizens Kupuna and Senior Citizens

GroupsGroups• Alu LikeAlu Like• Hawaii Tourism AuthorityHawaii Tourism Authority• Hawaii Visitors BureauHawaii Visitors Bureau• DBEDT DBEDT • Economic Development BoardsEconomic Development Boards• Farmers/ Ag TourismFarmers/ Ag Tourism• B & BsB & Bs• HotelsHotels• CorporationsCorporations• National, International and localNational, International and local conferencesconferences

Community Impact

HotelsUH Dorms

B&B's

Restaurants

Food Serv Vendors

TransportationCar RentalsRetailersVisitor Ind Tours

DOE

Teachers

Volunteers

Kupuna

Artists/EntFaculty

Funding Sources

Conference Reg Fees22%

Admin/Coord Fees13%

EduTourism27%

Spec Events17%

Grants17%

Commissions4%

Honored by Hawai‘i Visitor’s & Honored by Hawai‘i Visitor’s & Convention Bureau!Convention Bureau!

• 1997 Kahili Award1997 Kahili Award• 1999 Kahili Award1999 Kahili Award• 1999 “Best of Show”1999 “Best of Show”

• 2002 Kahili Award2002 Kahili Award• 2002 “Best of 2002 “Best of

Show” Show”

Honored by International Honored by International Academic Association of Academic Association of

Conference & Event DirectorsConference & Event Directors• 1990 Conference Professionals of the 1990 Conference Professionals of the

YearYear• 1996 International Award in Academic 1996 International Award in Academic

&& Institutional Achievement in the Institutional Achievement in the

field offield of Conference & Event ManagementConference & Event Management• 1998 Athena Award Winner1998 Athena Award Winner

(Business Woman(Business Woman of the Year) of the Year)