Mission: Showing people why Hawaii is different. Examples: sponsoring triathlons in 10 U.S. cities with the finals in Maui; a chefs tour of North America; beefed-up Internet campaigns.
Opinion: Only events and promotions can give people sensory tastes of Hawaii through food and flowers. It's more persuasive than advertising.
Fact: Hawaii's marketing budget is dwarfed by the cruise industry and many states' budgets, yet its [westbound] return visitor rate is 64%, among the world's highest.
Surprise: Despite competition from all directions, Hawaii remains the No. 1 honeymoon destination in the U.S.
Perception: Hawaii is remote and expensive.
Reality: A budget-conscious Hawaii exists, just a non-stop flight away.
Challenge: Converting the doubters. In surveys, nearly 30% of Americans list Hawaii as their top dream destination, yet only 5% have visited.