Japan
Market Overview
Japan Market recovery has been steady but slower than anticipated due to factors such as the unfavorable JPY/USD exchange rate, inflation, and high air fuel surcharges. Hawai‘i must actively maintain a robust market presence to ensure a strong position while fending off competing destinations. In 2024, HTJ aims at engaging target audiences with the right messaging and ultimately driving visitors to the Hawaiian Islands.
Strategy
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Pivot from Mālama to messaging that inspires and drives bookings to Hawai‘i.
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Target mindful and high-value travelers in specific geographic regions to raise the quality of visitors to our state.
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Promote Hawai‘i’s unique brand story on Hawaiian culture, local community and natural beauty, showcasing the state’s appeal over competing destinations.
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Leverage HTJ’s expansive networks to create new initiatives that pivot towards regenerative tourism and drive a path to Hawai‘i’s economic recovery and community well-being.
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Support the travel industry with co-ops to accelerate travel demand and continue market education through the Aloha Program.
