HTA Announces Selection of a General Sale Agent to Represent Hawaii in the Latin America Market

The Hawai‘i Tourism Authority (HTA), the state’s tourism agency, has selected Focus/LATAM to represent Hawai‘i in the Latin merica market following a request for qualifications (RFQ) issued in November 2013.

Based in Argentina, Focus/LATAM is a general sales agent (GSA) and full service representation company. Founded in 2008, Focus/LATAM provides support in sales and marketing for various visitor industry clientele. They will be responsible for helping to grow visitor arrivals and spending from Latin America (Brazil, Mexico, & Argentina) in the Hawaiian Islands.
“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,” said Mike McCartney, HTA president and CEO. “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.”

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

Focus/LATAM will represent Hawai‘i as a GSA, primarily in countries of Argentina, Brazil and Mexico. The contract will commence from March 2014 through March 2016.

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

Established in 1998, the Hawai‘i Tourism Authority, the state’s tourism 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 our
state’s leading economic driver and largest employer and the HTA continually works to ensure its sustainability well into the future.