HONOLULU (KHON2) -- Tourism officials have big plans this fall to help boost Hawaii's top industry. Businesses say they'll take all the help they can get.
The streets of Waikiki aren't as crowded as they've been.
"Hawaii needs more people," said Breck Foley of Akamai Rentals. "Needs to be more lively again. Definitely notice when you work in the tourism industry you notice the decrease. Even just walking around Waikiki you don't see as many people walking around."
Recent statistics show visitor numbers are down and visitor spending is down. That's exactly what Dive Oahu has seen.
"Normally we'd be sold out of chairs and surfboards by like 8 or 9," said Charles Boyd of Dive Oahu. "But like, using today as an example, it's been a lot slower. Took a long time to actually get all our umbrellas rented out."
And Akamai Rentals says its Japanese rentals dropped about 50-percent from last year.
All businesses in the tourism industry have taken a hit during these tough economic times, and they've all had to adjust differently to try and survive.
"We used to be a lot of word of mouth now we do a lot of internet advertising," said Foley.
"They just raised the rates a little higher," said Boyd. "But we're still the cheapest on the beach, well as far as I know. And this is the spot to be at. There is where everybody learns how to surf."
"There is a concern and we are working diligently on addressing those concerns," said Daniel Nahoopili, interim President and CEO of Hawaii Tourism Authority.
The Hawaii Tourism Authority is launching a saturation campaign this fall, targeting Japan and the west coast.
"To be a part of this program to just fill Los Angeles with activities," said Nahoopili. "We'll be on the news doing some actual pop-up events as well to get the Los Angeles market aware that Hawaii is open."
The HTA isn't only looking for the quantity of visitors - but quality as well. Its campaign called "The People, The Place, The Hawaiian Islands" is targeting what it calls "mindful travelers."
"Typically, they're well-educated and are looking for more, just beyond the resort," said Nahoopili. "Of course, they will enjoy and relax, but at the same time, have an educational experience, have a cultural experience."
"Our hope it to just perpetuate the Hawaiian culture and to keep love peace and aloha in everyone's hearts," said Boyd.