Tourism and its challenges will be under the microscope at this year's annual tourism conference, "Hawai'i a Ma 'O Aku — So Much More Hawai'i," which opens early next month at the Hawai'i Convention Center.

The Hawai'i Tourism Authority's fifth annual Hawai'i Tourism Conference expects some 600 industry officials and interested businesses to attend. They will discuss the recent decline in visitors, the shrinking number of air seats, increasing airfares and competition from other destinations.

The meeting looks to examine the latest trends and learn from leading experts both locally and from around the country, as well as offer a chance to mingle with others in the visitor industry.

A highlight of the conference will be the presentation of the Keep It Hawai'i Recognition Awards — recognizing those who perpetuate and honor the Hawaiian culture.

The second day features a market overview and the 2009 Tourism Marketing Plans presented by the state's marketing contractors from around the world.

Matthew Crummack, senior vice president of lodging for Expedia Inc., the No. 1 Web travel agency, said Hawai'i continues to be a strong attraction in tourism both on and off the Web despite the bad year.

"Hawai'i is a wonderful place," Crummack said. And the Internet provides tools to communicate globally "in a meaningful way in this very big world."

And he said Hawai'i should recognize the aloha spirit as a unique draw for the Islands. "This is something that nobody else has. You can't go to Mexico and say I'd like to experience some aloha spirit here."

He said the Web expands across the world as a communication tool that's different. "It gives our partners in someplace like Hawai'i a way to talk to customers who are many, many thousands of miles away."

Another recent trend that Hawai'i must pay attention to is the increased popularity of Web sites such as TripAdvisor, a travel guide that includes a forum where travelers can bluntly give their assessment of hotels.

"The customer now does have an opportunity to write about the specific experience they had," Crummack said.

He also sees great potential in some previously untapped foreign markets: China and Korea, where travel restrictions are easing, as well as Australia and Europe where the weak U.S. dollar makes American travel much more affordable.

Crummack said continued marketing efforts can help Hawai'i through this difficult tourism year.

"Every possible seat has to be filled from now until the end of the year," he said. "There is an opportunity there."