Japan
Market Overview
Japan has long been Hawaii’s largest source of international visitors. While the COVID-19 pandemic significantly reduced the number of visitor arrivals from Japan, HTJ will leverage the regions’ longstanding ties and the Safe Travels Program to advance tourism recovery efforts in 2021.
Strategy
- Develop a new model of sustainable tourism in Hawaii by embarking on a targeted marketing strategy to rebuild tourism in a responsible manner. Rooted in education and experiences, HTJ’s sustainable tourism framework aims to inspire the values of aloha and malama with travelers and industry partners while developing new products that connect visitors with the community.
- Target and attract segments that cultivate responsible travelers and edu-tourism groups to increase travel and spend, offering the highest value for the state.
- Promote Hawaii’s unique brand story on Hawaiian culture, local community and natural beauty, showcasing the state’s appeal and safety over competing destinations.
- Leverage HTJ’s expansive networks to create new initiatives that shift the visitor segmentation model and drive a path to Hawaii’s economic recovery and community well-being.
