Hawaii adds $3M to market itself

The Hawaii Tourism Authority on Wednesday approved spending up to $3 million in additional funding this fiscal year to market the state to North America.

The move comes in the wake of the bankruptcies of Aloha Airlines and ATA Airlines. HTA officials estimate the shutdowns could result in a reduction of 839,000 visitors to Hawaii in 2008.

Hawaii attracted about 7.4 million tourists in 2007.

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The $3 million is a reallocation of funds originally budgeted for emergency purposes to help passengers stranded by Aloha and ATA in late March and early April.

Another $1.5 million in marketing funds will come from Hawaii hotels.

The combined $4.5 million will be directed toward increasing airlift to Hawaii.

Thus far, U.S. carriers have been reluctant to add extra flights, citing record-high fuel costs.

The marketing campaign, to be headed by the Hawaii Visitors and Convention Bureau, will begin later this month.