2025 Luxury Trade & Media Reception – Hawai‘i Tourism Europe

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The Situation

Luxury travel is one of the most dynamic segments in Germany, with high-net-worth travellers increasingly looking for authentic, sustainable, and culturally enriching experiences. For the Hawaiian Islands, this represents both an opportunity and a responsibility: to elevate their profile as a premier destination while safeguarding the integrity of Hawaiian language, customs, and heritage, and staying true to Hawai‘i’s commitment to regenerative tourism. To remain competitive in this segment, it was essential to present Hawai‘i not only as a place of extraordinary beauty but also as a sophisticated luxury destination rooted in aloha, mālama, and cultural authenticity.

Clients: Hawai‘i Tourism Europe

Markets: Germany

Services: Business Events, Travel Trade Engagement, Media & PR Activation

The Challenge

Luxury events usually demand significant budgets to deliver the exclusivity and impact expected by high-end audiences. For Hawai‘i Tourism Europe, the task was to design a format that felt premium and meaningful while remaining cost-efficient. At the same time, the event needed to engage two distinct groups: luxury travel sellers, who required destination education, product updates, and cultural insights, and leading media, who were looking for fresh story angles and inspiration. Equally important was fostering genuine networking opportunities and strengthening long-term relationships with key players. Creating an experience that delivered on all of these needs while staying true to Hawai‘i’s values of authenticity and regenerative tourism called for a smart, well-balanced approach.

The Solution

New Age Marketing designed and delivered an exclusive luxury reception in partnership with the U.S. Consulate General in Munich and the U.S. Commercial Service. Munich was chosen for its strong base of high-net-worth travellers, leading luxury travel advisors, and influential media. The dinner was held at the official residence of Dr. James N. Miller, Consul General of the United States of America, who personally welcomed guests and gave a speech about Hawai‘i, lending authenticity and prestige. The program provided luxury advisors with destination and product knowledge, while media were introduced to fresh cultural and nature-led storytelling angles. By combining a prestigious setting, a carefully curated guestlist, and meaningful narratives about Hawai‘i, the event delivered a premium experience that was both memorable and cost-efficient.

The Results

The reception successfully elevated Hawai‘i’s profile within Germany’s luxury travel sector. With just 20 hand-selected luxury advisors and leading media in attendance, the evening fostered meaningful dialogue in an intimate setting, strengthening long-term relationships with both trade and press. Advisors left with renewed confidence and concrete product knowledge to inspire their clients, while media gained fresh narratives showcasing Hawai‘i’s people, place, and culture through luxury and nature-led experiences. Importantly, the event demonstrated that prestige and cost-efficiency can go hand in hand, reinforcing Hawai‘i’s image as a sophisticated, aspirational, and culturally authentic destination for mindful high-value travelers.

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