PR campaigns help offset quakes' effect

The drop does indicate a softening of the market, particularly on Oahu and Maui, but the numbers also suggest that public relations efforts to assuage travelers' concerns about post-quake conditions here were successful.

A monthly report from the state Department of Business, Economic Development and Tourism showed an overall 4.2 percent visitor decrease in October compared to last year. Tourism officials attribute the drop only in part to the quakes, which were featured prominently in the media worldwide.

Tourists postponed vacations instead of canceling them because of a concerted industry effort to neutralize the bad news, said state tourism liaison Marcia Wienert. Since the 9/11 terrorist attacks pummeled tourism, the industry has routinely rolled out media campaigns to counteract reports unfavorable to Hawaii, such as the huge sewer spill in Waikiki and the floods and landslides in March.

In spite of the quakes, visitor arrivals from Western states and Canada showed small upturns. However, arrivals from Japan shrank by a worrisome 11.4 percent, a pattern of decline that continues to challenge the industry as that portion of higher-spending visitors moves away from the package tour and Waikiki shopping experience.

As the market matures, visitors appear to be heading off the beaten track. While Oahu saw a 4.9 percent decline and Maui a 1.4 percent downturn, Lanai drew 30.3 percent more tourists, along with Kauai, up 3.6 percent, and Molokai with 9.4 percent.

Though the neighbor islands, in real numbers, don't pull in more people than the state's more developed tourist centers, the increases point to a growing desire for different milieus. How the industry and the state will deal with shifting tastes without overwhelming the elements visitors enjoy will be another challenge.