The Hawaiʻi Tourism Authority (HTA) and Meet Hawaiʻi have joined forces with Japan’s leading travel agency, JTB, to revitalize the Japanese business tourism market in the Hawaiian Islands. This three-year partnership aims to attract more meetings, conventions, and incentive events from Japan, leveraging the islands’ natural beauty and cultural richness. The collaboration addresses challenges faced by the industry due to the yen’s depreciation and the cost of living in Hawaiʻi.