Majority of tourists
want more than beach
Hawaii ranks second
By Pete Pichaske
for stirring interest in
history and culture
Phillips News ServiceWASHINGTON -- For American tourists, Hawaii is more than a beach. A groundbreaking study of U.S. tourists by the Travel Industry Association of American found that 53 percent of Hawaii visitors included historic or cultural activities in their stay.
Only Washington D.C., with 61 percent, stirred more historic or cultural interest, the study found. In fact, in only 10 states was the proportion higher than 30 percent.
"I knew Hawaii would be at or near the top," said William S. Norman, president and CEO of the Travel Industry Association. "If you go to Hawaii, especially Oahu, you see all the cultural activities, the Polynesian influences. It's so easy to get involved.
"People visiting Hawaii are more apt to take part in cultural activities than almost any other state.... There's so much to see. Plus, you're there captive."
Officials with the Hawaii Visitors and Convention Bureau had not yet seen the study but had a similar reaction to the results.
"I'm not surprised but I'm very proud," said Director of Communications Gail Chew. "It's very good news, very useful news to hear that people recognize that Hawaii is more than just beautiful beaches and wonderful weather.
"Hawaii's culture, the indigenous culture and the influence of the Chinese, the Japanese, the Filipinos, is unique and very special. It's what sets this destination apart from other states."
The study, which was released today and based on interviews with 240,000 Americans, did not specify the cultural or historic activities in which travelers participated. Cultural activities were defined as cultural events or festivals, historic activities as visits to a historic place or museum.
The study did find that cultural or historical travelers tended to spend more money and stay longer than the average travelers.
"Historic and cultural activities are big business in the business of travel and tourism," said Norman.
The survey found that 53.6 million Americans took at least one trip in the previous year that included a visit to a historic place or museum, and 33 million took a trip that included a cultural activity.
Norman said the data could be used to better market certain states as tourist attractions.
"This research will help travel and tourism organizations and the historic and cultural communities to better target their products and promotions," he said.
Chew said Hawaii's diversity is already used to woo tourists.
"It's an additional selling point," she said. "People are familiar with the beautiful beaches and water. We also want them to know about our cultural and historical opportunities."
After Washington and Hawaii, the study found the states with the highest proportions of cultural or historic travelers were Alaska, South Dakota and New York.
The states with the largest number of cultural or historic tourists were California, New York, Pennsylvania, Texas and Virginia. Hawaii's standing was not reported, but it was not in the top 10.
