Hawaii group to woo
China tourist traffic

Agencies say Chinese visitor counts
now equal 1960s levels of
Japanese tourism

By Russ Lynch
Star-Bulletin

A few local travel businesses have banded together in hopes of increasing a small but fast-growing market for Hawaii -- Chinese tourists.

The fledgling group, called the Hawaii Chinese Tourism Association, is sponsoring a free reception tomorrow night at Honolulu Hale for others in the local travel industry. Organizers say they don't know how many will come but they hope to get as many tourism business people as possible to join their group.

Richard Lim of Carlson Wagonlit Travel, one of the group's backers, said such an organization is needed because travel from China, although small now, is expected to soar with China's economy growing at 12 percent or more a year and the percentage of Chinese citizens with money also increasing.

A formal organization will not only attract Chinese travelers but help make their experience here a good one.

It will also lobby government agencies for assistance in facilitating the handling of Chinese arrivals at airports and to find ways of getting information to the Chinese, not only here but also back home in China.

The group has the backing of Mayor Jeremy Harris, who will make the opening remarks at the 5:30 p.m.-to-7:30 p.m. function, and some top hotels and tourist businesses that will provide the catering and entertainment.

The reason for the support, say the organizers, is a growing recognition that there are many people in China who have the money to travel long distances and are keen to explore the world.

Exactly how many is difficult to determine, however.

The Hawaii Visitors & Convention Bureau statistics show that 27,070 visitors came to Hawaii in 1996 from China. Of that number, 11,590 were eastbound travelers arriving directly from China, said Barbara Okamoto, HVCB research director. That figure is more reliable because the statistic was based on entry numbers recorded by immigration officials.

The 1996 westbound number -- 15,480 arriving after trips to the U.S. mainland -- was an estimate based on HVCB forms filled in by travelers on their way to Hawaii, Okamoto said. Those forms aren't printed in Chinese therefore the number isn't as accurate, she said.

Local travel agencies dealing with the Chinese travelers say that the HVCB estimate is on the low side. They are guessing in the 35,000 to 45,000 range and add that the numbers are growing fast.

That's about where Japanese tourism was 30 years ago but statistics show how travel to Hawaii from Japan grew 20 to 30 percent a year in the early 1970s, as currency and visa restrictions eased, and went on up to where Japan now produces 2 million Hawaii tourists a year.

"China has huge potential," said Carole Tsai, the mayor's special assistant for economic development.

What's important, she said, is that outbound tourism from China is in its infancy, facing problems of hard-to-get visas and lack of traveling experience.

The Chinese are now like the early Japanese travelers, stuck in groups and relying for all their activities on travel arrangements made well in advance, the travel executives said.

"All they see is the flag (of tour group leaders)," said Savio Pang, president of Regency Tours & Travel. But Pang and other tour operators say that will change fast, with the right kind of assistance.

"Most of the ones that are coming now are the ones with money," said Lim.

The stays are short -- often only two or three days -- as the Chinese tourists are in transit to or from other destinations, but they will spend money on quality merchandise and experiences, Lim said.

A local association could help U.S. authorities understand that not all Chinese are trying to escape and make a living outside China, the group's organizers said.

People who show a business card indicating that they're connected with the travel industry will be welcome at tomorrow night's function, said Lim.

Lim at 537-9966 is the information source for the new association, which will wait until after the tomorrow's membership drive before electing officers.