The Hawai'i Tourism Authority marketing committee yesterday approved an additional $1.2 million in spending to help lure visitors to the state.

The biggest chunk of the marketing funds — $448,000 — will be used to set up a Hawai'i booth in the U.S. pavilion at Shanghai's World Expo that runs from May to October 2010 and is expected to attract more than 70 million people.

The expo will support the anticipated startup of Hainan Airlines' direct service to Hawai'i from Beijing amid anticipated growth of the Chinese market, HTA officials said.

Other initiatives receiving funding:

• Japan Airlines marketing, $400,000. This program is designed to "keep JAL planes full — in the mid- to high-80 percent" by targeting an additional 25,000 visitors, HTA said.

The plan includes working toward the potential of seasonal JAL charter flights direct to the Neighbor Islands and giving first-time travelers and repeat visitors a reason to travel to Hawai'i year round.

JAL currently provides more than 60 percent of the inbound seat inventory from Japan. Board members suggested that it's important to support the carrier during these challenging economic times, which have prompted it to eliminate service to and from other destinations.

• Nä Hoku O Hawai'i Music Festival, $150,000. The festival is set to debut May 26 to 30, in conjunction with the annual Nä Hoku Hanohano Awards. About 3,000 to 5,000 visitors are expected to participate in workshops and seminars and experience Hawaiian music at stages throughout Waikíkí.

• Korean Incentive Program in the Meetings, Incentive, Conference, and Exhibitions Market — $240,000. HTA officials said they hope to capitalize on Korean travel following the easing of visa restrictions.

The latest round of appropriations comes from a $10 million marketing opportunity fund established in June by the HTA to respond to the dramatic downturn in tourism. To date, $8.74 million has been appropriated from the fund, leaving about $1.6 million without a commitment.