Hawaii tourism officials select firm to market to Latin America


The Hawaii Tourism Authority has selected Focus/LATAM to represent Hawaii in the Latin America market following a request for qualifications issued in November 2013.

Based in Argentina, Focus/LATAM is a general sales agent and full service representation company, according to the HTA. 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, which includes Brazil, Mexico and 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 Hawaii,” Mike McCartney, HTA president and CEO, said in a prepared statement. “We look forward to working with Focus/LATAM to further diversifying Hawaii’s tourism market and gaining greater exposure of our Hawaiian Islands in Latin America.”

In 2013, more than 28,000 people visited Hawaii from the Latin America region contributing $84 million in visitor spending, according to the HTA.

Focus/LATAM will represent Hawaii as a general sales agent, primarily in the countries of Argentina, Brazil and Mexico. The contract commenced this month and runs through March 2016.

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

Established in 1998, the Hawaii Tourism Authority, the state’s tourism agency, is responsible for strategically managing tourism to optimize benefits for Hawaii that integrates the interest of visitors, the community and visitor industry.