Japan
Market Overview
Japan has long been Hawai‘i’s largest source of international visitors. While the COVID-19 pandemic significantly reduced the number of visitor arrivals from Japan, Hawai‘i Tourism Japan (HTJ) will continue to leverage the regions’ longstanding ties to advance tourism recovery efforts in 2023.
Strategy
- Aim to inspire the values of aloha and mālama with travelers and industry partners while developing new products that connect visitors with the community.
- Target and attract segments that cultivate pono travelers to Mālama Hawai‘i and increase spend, offering the highest value for the state.
- Promote Hawai‘i’s unique brand story on Hawaiian culture, local community and natural beauty, showcasing the state’s appeal over competing destinations.
- 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.
- Support the travel industry with co-ops and continue market education through the Aloha Program.
