Japanese tourism in Hawaii is down, so a statewide $8 million campaign is targeting older travelers who may already have visited the area at least once before.
The “Discover Aloha” theme depicts a female visitor who experiences the feeling of aloha through various encounters that could only happen in Hawaii, according to Hawaii Tourism Japan, which is contracted by The Hawaii Tourism Authority for marketing in Japan.
The strategy is to communicate that Hawaii offers events, festivals and many attractive features that are authentic to Hawaii and at the same time still not known to the Japanese, Takashi Ichikura, executive director for Hawaii Tourism Japan, told the AP.
Several redevelopment projects are under way in Waikiki including Outrigger Enterprises Group’s Waikiki Beach Walk project and the renovation of the Royal Hawaiian Shopping Center.
Last year’s decline in Japanese visitor arrivals followed two consecutive years of growth, according to Mr Ichikura.
The decline of available airline seats from Japan to Hawaii, higher fuel surcharges, rising hotel charges and a weakening of the Japanese yen have discouraged Japanese travelers, he said.
The high-spending Japanese are considered a vital part of Hawaii’s $12 billion tourism industry.
Report by David Wilkening
