He said more international marketing for the Pro Bowl jives with their overall strategy.

2012 was a record-breaking year for Hawaii's tourism industry, with the biggest revenue bump coming from Asia.

"We learned from APEC that America needs to pivot to Asia, and Hawaii's perfectly positioned for that, so we'd like to partner with the NFL to bring more fans from Japan, China and Australia," he said.

"I think it's been great for the NFL. It's definitely been great for us," said Kam.

In 2012, tourists spent a record $14.3 billion in Hawaii.

That's because there were more tourists than ever -- nearly 8 million people.

The HTA reported those visitors spent a combined $39 million per day.