## Hawaiʻi and JTB Join Forces to Revitalize Japanese Business Tourism
The Hawaiʻi Tourism Authority (HTA) and Meet Hawaiʻi are taking a proactive approach to invigorate the Japanese business tourism market, partnering with Japan’s leading travel agency, JTB. This three-year collaboration, formalized through a Memorandum of Understanding, aims to attract more meetings, conventions, and incentive events from Japan to the Hawaiian Islands.
The partnership addresses the recent challenges faced by the industry, primarily the depreciation of the yen and the high cost of living in Hawaiʻi, which have slowed the recovery of business travel demand from Japan.
“Ensuring a strong pipeline of Japan meetings, conventions and incentives business for Hawaiʻi is critical to having the right combination of business and leisure travelers supporting our communities statewide,” stated Mufi Hannemann, HTA’s board chair. “This partnership with JTB over the next three years demonstrates the collaborative approach and focus of all entities to make it happen.”
The partnership recognizes the unique appeal of the Hawaiian Islands for Japanese travelers, highlighting the allure of its breathtaking nature, rich history, and vibrant culture. “Hawaiʻi, with its beautiful nature, history, and culture, is not only an attractive destination for the Japanese but is also globally recognized as a leading location for business events,” said Yamaguchi Takeshi, executive officer, head of JTB’s Purchasing & Products Management Business Division.
“However, due to the recent depreciation of the yen and the high cost of living in Hawaiʻi, the demand for business events, including meetings, incentive travel and conventions by Japanese companies has been slow to recover. Recognizing the importance of this market for both Japan and Hawaiʻi, we have decided to form a partnership to actively promote its recovery.”
The partnership is set to begin on January 1, 2025, and will run through December 31, 2027. Key initiatives under this partnership include:
* Joint marketing and promotional campaigns targeted at Japanese businesses and event organizers.
* Development of tailored packages and programs specifically designed for the Japanese market.
* Training programs for local tourism businesses to better cater to the needs of Japanese travelers.
Takeshi underscored JTB’s commitment to sustainable tourism practices. “In line with the partnership agreement, we are committed to contributing to Hawaiʻi’s continued development in collaboration with its residents. We aim to uphold the spirit of responsible tourism, ensuring the preservation of Hawaiʻi’s beauty for future generations while also considering how travelers and businesses can contribute to Hawaiʻi’s future.”
“This partnership strengthens our collaborative, proactive efforts to reinvigorate the high-value Japan meetings market and provides yet another strategic way for tourism to support Hawaiʻi’s communities,” emphasized Daniel Nāho‘opi‘i, HTA’s interim president and CEO. “We must ensure the Hawaiian Islands remain top-of-mind among existing and potential clients and support them in organizing their upcoming business events throughout our state.”
Meet Hawaiʻi, representing the Hawaiʻi Tourism Authority (HTA), works to solidify the Hawaiian Islands’ position as a top destination for business meetings, conventions, and incentive programs. They provide global support to prospective customers looking to host events in Hawaiʻi, showcasing the unique advantages and opportunities offered by the islands.
This partnership demonstrates a commitment to strengthening the relationship between Hawaiʻi and Japan, fostering growth in the tourism sector, and ensuring the long-term sustainability of the islands’ beauty and culture.
