Hula for Samba: HTA Selects Sales Agent to Rep Hawai‘i in Latin America (w/ video)

Polynesian dancers are seen here at Po‘ipu Shopping Village during Koloa Plantation Days, a Hawai‘i Tourism Authority Signature Event.

The Hawai‘i Tourism Authority, the state’s tourism agency, announced earlier this month it has selected Focus/LATAM to represent Hawai‘i in the Latin American market following a request for qualifications issued in November.

“We see a strong potential for growth from the Latin America market and are committed to working on developing this emerging market for Hawai‘i,” HTA President and CEO Mike McCartney said in a press release.

Based in Argentina, Focus/LATAM is a general sales agent and full service representation company. Founded in 2008, Focus/LATAM provides support in sales and marketing for various visitor industry clientele, according to HTA. They will be responsible for helping to grow visitor arrivals and spending from Latin America — including Brazil, Mexico and Argentina — in the Hawaiian Islands.

“We look forward to working with Focus/LATAM to further diversifying Hawai‘i’s tourism market and gaining greater exposure of our Hawaiian Islands in Latin America,” McCartney said.

In 2013, Hawai‘i welcomed more than 28,000 visitors from the Latin America region, contributing $84 million in visitor spending, according to HTA.

The contract with Focus/LATAM to represent Hawai‘i as a general sales agent primarily in Argentina, Brazil and Mexico will go from March 2014 through March 2016.

HTA previously contracted an in-market GSA in the region, which expired in June 2012.

HTA, the state’s tourism agency, was established in 1998. The agency is responsible for strategically managing tourism to optimize benefits for Hawai‘i that integrates the interest of visitors, the community and visitor industry.

Tourism is the state’s leading economic driver and largest employer, and the HTA works to ensure its sustainability.

HTA supports 10 signature events and several sports events throughout the islands, including the Koloa Plantation Days Festival, Prince Kuhio Celebration and the Kaua‘i Marathon.

Visit www.hawaiitourismauthority.org for more information.