In the wake of one of the most severe recessions of the last century, Hawaii's private and public sectors need continued focus on updating, improving and developing the tourism product, said Mark Dunkerley, president and chief executive officer of Hawaiian Airlines, during his keynote address yesterday at the Hawaii Visitors and Convention Bureau annual luncheon.

Dunkerley, a survivor of one of the most challenging airline industry times in recent history and incoming chairman of the HVCB board, shared his perspectives of how the economic crisis has impacted the airline industry and his strategies for giving tourism in general a lift.

“;Standing before you and talking about the future has turned out to be considerably more daunting than I expected it to be just a few weeks ago,”; said Dunkerley. “;But we are where we are and 2009 will have to be faced squarely.”;

The billion dollars plus spent by private sector visitor-based companies during the past few years as well as the acceleration of public investment in infrastructure and the additional funding for marketing that Hawaii has been granted by the Hawaii Tourism Authority and the legislature is a much-needed start; however, more investment is needed, he said.

“;Indeed, this is the moment for bold investments in time, effort and money, such that when the economy turns, Hawaii is poised to take full advantage,”; Dunkerley said.

In addition, marketing tactics must move quickly to address the circumstances of the day, he said.

“;The decision of the HTA and HVCB to emphasize the value proposition of a Hawaii vacation at a time when consumers are scrutinizing their budgets was entirely appropriate and exactly the right thing to do,”; Dunkerley said.

In October, the HVCB launched a winter vacation campaign called, “;Discover More Of Hawaii For Less Than You Imagined,”; offering travel packages to the Hawaiian Islands at deeply discounted savings, said John Monahan, HVCB president and chief executive.

“;The savings being offered mean the cost of a Hawaii vacation can now be less than a year ago, Monahan said, adding that packages are detailed on the Web site GoHawaii.com/Value.

  Likewise, Hawaii's airline fares have remained competitive, Dunkerley said.

“;Competition sets fares, and in Hawaii, the consumer is extremely fortunate to have such vibrant competition,”; he said.

HVCB also continues to work on getting the message out to North American visitors that not only is Hawaii a good value, but it is a unique destination, said Jay Talwar, HVCB's senior vice president of marketing.

“;We are emphasizing the unique, authentic, only-in-Hawaii experiences for visitors,”; Talwar said.

  Early returns suggest that these efforts have met with considerable success in changing the value perception of a Hawaii vacation, Dunkerley said.