Hawaii’s tourism industry seeks to recover from the impact of COVID-19 by enticing Japanese visitors back to the islands.
As Hawaii’s tourism industry slowly recovers from the devastating effects of the COVID-19 pandemic, one critical piece of the puzzle remains missing: the Japanese market. Recognizing the importance of Japanese visitors to the state’s economy, a delegation led by Governor Josh Green recently traveled to Japan to meet with major airlines, seeking ways to lure tourists back to the islands. However, with the weak yen and ongoing recovery efforts, it may be another two years before Hawaii sees Japanese visitors in pre-pandemic numbers. This article delves into the challenges faced by the state’s tourism industry and the initiatives being undertaken to revive the Japanese market.
1: Japan Airlines’ Recovery Efforts
Japan Airlines (JAL), one of the major carriers connecting Japan and Hawaii, has been operating at 60% of its 2019 flight levels, with 30 round trip flights per week. However, JAL’s Director and Chairman, Yoshiharu Ueki, acknowledges that the demand for Japanese travelers is still in the recovery phase, lagging behind other destinations. Ueki considers Hawaii a “dreamland” for the Japanese people and hopes that a series of campaigns, including special economy fares and a chartered flight to Hawaii, will entice Japanese visitors to return.
2: All Nippon Airways’ Role in Recovery
All Nippon Airways (ANA) is also a vital player in Hawaii’s tourism recovery. The airline will be operating three daily flights from Tokyo to Honolulu in December, utilizing its entire “Flying Honu” fleet. With the addition of the orange honu, ANA aims to attract more passengers, and officials report that 90% of business class seats will be occupied starting next month. While ANA’s efforts are commendable, there is still much work to be done to boost Japan’s visitor arrival numbers.
3: The Importance of Japanese Visitors
The decline in Japanese visitors has had a significant impact on Hawaii’s economy. The state’s tourism director, Jimmy Tokioka, highlights that visitor numbers from Japan are currently at 38% of pre-pandemic levels. The spending per day by Japanese travelers exceeds that of visitors from the United States, emphasizing the need to revive the Japanese market. In 2019, Japan saw 20 million outbound travelers, compared to only 9.5 million in 2023. The drop in numbers is partly attributed to the COVID restrictions that were only lifted six months ago.
4: Initiatives to Boost Japanese Travel Demand
To stimulate overseas travel demand, the Japan Association of Travel Agents launched a campaign offering citizens an e-coupon to cover half the cost of a 10-year passport. While individual travel from Japan has been slow to recover, corporate and incentive travel is showing signs of picking up. Hawaii’s tourism officials see opportunities to partner with Japanese companies on events featuring music, entertainment, sports, and food. Additionally, the state is encouraging Japanese businesses to expand to Hawaii, recognizing that increased business activities will attract more Japanese visitors.
Conclusion:
Reviving Hawaii’s tourism industry heavily relies on attracting Japanese visitors back to the islands. While major airlines like Japan Airlines and All Nippon Airways are making efforts to increase flights and offer promotional fares, the recovery process is expected to take time. The decline in Japanese visitors has had a noticeable impact on Hawaii’s economy, and the state is actively seeking ways to boost demand. Initiatives such as partnering with Japanese companies and encouraging business expansion to Hawaii aim to create a favorable environment for Japanese travelers. As the recovery continues, Hawaii remains hopeful that the allure of its “dreamland” will once again captivate Japanese tourists and contribute to the state’s economic revival.
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