Hawaii has seen its MICE business from Australia soar on the back of increased air services.
At a networking event in Sydney on Wednesday, Hawaii Tourism Oceania’s account manager for meetings, conferences and incentives Holly Ballard revealed that MICE bookings were up an impressive 43.9% in 2015 on the previous year.
She attributed the “massive” growth to boosted services from airlines that serve the destination which include Hawaiian Airlines, Jetstar and Qantas. The increased competition on the route has driven down airfares making it a more attractive option for larger groups, she revealed.
“In 2013, the average size of a group was 80 to 100,” Ballard said. “But that’s increased quite a bit – we’re now looking at 200 to 300 pax per group.”
The main challenge for the destination in 2016 will be the weaker Australian dollar, according to country manager Australia Kerri Anderson.
But she revealed the tourism body will be working on highlighting the value on offer in the destination as well as its “many layers”.
“We will work on the longer term perception change that Hawaii is more than a flop and drop destination,” she said.
Anderson highlighted the culture, heritage, people and nature as major drawcards for the destination despite the weaker Aussie dollar.
Last December, the organisation released its second Meet Hawaii Guide and it will host its Meet Hawaii workshops once again in Auckland, Sydney and Melbourne later this year.
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