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THE SENATE

S.B. NO.

1031

TWENTY-FIRST LEGISLATURE, 2001

 

STATE OF HAWAII

 


 

A BILL FOR AN ACT

 

RELATING TO TOURISM MARKETING.

 

BE IT ENACTED BY THE LEGISLATURE OF THE STATE OF HAWAII:

SECTION 1. Hawaii’s economy has shown great strength over the past 40 years as a result of a strong tourism sector and has become a world leader in leisure destination marketing. While competition from other "sun and surf" destinations has increased, Hawaii stands ready to diversify its travel appeal in attracting business meetings and trade groups to the new convention center. In marketing Hawaii, a strong leisure image in Hawaii’s tourism marketing efforts has worked against efforts to attract business and business meetings to Hawaii as many do not see Hawaii as a place where serious business can take place. Because of this image, Hawaii has lost opportunities to host many business meetings and conventions.

There is a need to brand Hawaii as more than a leisure destination. We can create Hawaii’s image as the "Business Capital of Asia-Pacific" —where Hawaii can successfully conduct or link businesses between Asia and the Americas. This broader market image should reflect the business opportunities that exist here and the potential to use Hawaii’s strategic location, multi-cultural assets, and unique resources to conduct business throughout the Pacific. There are strategic science and technology niche areas, such as information technology and telecommunications, biotechnology, medical and health and wellness, and the natural sciences dealing with earth, ocean, and space in which Hawaii is globally competitive. Capitalizing on these strategic niche areas, Hawaii has great potential in expanding and diversifying our economic base.

The purpose of this bill is to provide dedicated funding from the tourism special fund to be used to broaden Hawaii’s image as a place where serious business can take place. This will not only enhance the tourist industry but also lead to increase business-oriented incomes and jobs.

SECTION 2. Section 201B-11, Hawaii Revised Statutes, is amended by amending subsection (c) to read as follows:

§201B-11 Tourism special fund.

"(c) Moneys in the tourism special fund shall be used by the authority for the purposes of this chapter, provided that not more than three per cent of this amount shall be used for administrative expenses; provided further that of this amount the sum of $15,000 shall be made available for a protocol fund to be expended at the discretion of the executive director; provided further that an amount of one-third of the annual appropriation to the authority from the tourism special fund shall be used for development and implementation of a strategic business attraction and distinct business-related marketing program, including a public relations campaign that will change Hawaii’s image to more than a leisure destination, brand Hawaii’s business offerings, and implement promotional activities designed to enhance Hawaii’s business image, and a report shall be submitted to the legislature no later than 20 days prior to the convening of the 2002 regular session on the strategic marketing plan and program of action and promotional activities for each year; provided further that moneys in the tourism special fund shall be used for the salaries and expenses of the office of tourism established in section 201-92."

SECTION 3. New statutory material is underscored.

SECTION 4. This Act shall take effect on July 1. 2001.

 

INTRODUCED BY:

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