Tourism officials say the top issues facing Hawai'i's visitor industry are the slumping U.S. economy, the shakeup in the airline industry caused by soaring fuel prices and fewer planes to the islands.

More than 700 people attended a two-day Hawai'i Tourism Authority conference that wrapped up Friday.

The Hawai'i Visitors & Convention Bureau says more Americans perceive Hawai'i as less affordable compared to a year ago.

The bureau markets Hawai'i to North America. It has been running a summer program aimed at luring visitors from California.

HVCB also has a campaign ready to roll out in the slower fall season promoting Hawai'i's value.