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Hawaii gets tourism advertising boost

Tourist officials in Hawaii have launched $3 million advertising campaign aimed at bringing visitors back to the Pacific island.

The Hawaii Visitors and Convention Bureau (HVCB) are attempting to rejuvenate the tourist industry by convincing consumer they can afford to travel to the island state despite the rising cost of air travel, reports USA Today.

Discounted packages and hotel accommodation are being advertised across a range of media outlets to drum up interest.

Jay Talwar, HVCB’s senior vice president for marketing, said there was concern that travellers were looking at competitor destinations or alternatives such as driving holidays as a result of a “brick wall of airfares”.

He added that tourism officials had joined forces with travel agents to offer discounts on airfare inclusive packages.

According to the Hawaiian state department of Business, Economic Development and Tourism, visitor numbers are expected to be down 3% overall this year compared to last year.

The volcanic state, described by the tourist board as “the birthplace of surfing and the hula”, consists of six major islands and is one of the world’s youngest geological landforms.

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