Hawaii’s tourism industry is grappling with the absence of Japanese visitors as it seeks to recover from the impact of the COVID-19 pandemic.
As Hawaii’s visitor arrival numbers gradually rebound from the effects of the COVID-19 pandemic, one crucial market remains conspicuously absent: Japan. Recognizing the significance of Japanese tourists to the state’s economy, a delegation led by Governor Josh Green recently traveled to Japan to engage with major airlines and explore strategies to entice visitors back to the islands. While efforts are underway to reignite tourism from Japan, industry experts predict that it may take up to two years before visitor numbers from Japan return to pre-pandemic levels. In this article, we delve into the challenges faced by Hawaii’s tourism industry in attracting Japanese visitors and the initiatives being undertaken to revive this vital market.
Japan Airlines’ Recovery Efforts and Optimism for the Future
Japan Airlines (JAL) currently operates 30 round-trip flights to Hawaii each week, representing approximately 60% of the pre-pandemic levels in 2019. However, the weak yen has further impeded the recovery of Japanese tourism, with JAL executives anticipating a prolonged timeline for a full recovery. JAL’s Director and Chairman, Yoshiharu Ueki, emphasizes the significance of Hawaii as a dream destination for the Japanese people. Despite the current challenges, JAL is planning a series of campaigns, including special economy fares and a chartered flight from Japan to Hawaii to San Francisco, to entice Japanese travelers. The airline’s forthcoming 70th anniversary of service to Honolulu in February serves as an opportune moment to promote Hawaii as an attractive destination.
All Nippon Airways’ Commitment to Increasing Flights
All Nippon Airways (ANA) is also striving to boost tourism from Japan. In December, the airline will offer three daily flights from Tokyo to Honolulu, utilizing its entire “Flying Honu” fleet, which now includes the addition of the orange honu. ANA officials report high occupancy rates, with 90% of business class seats expected to be filled starting next month. While these efforts are promising, Hawaii’s tourism director acknowledges that there is still much work to be done to revitalize visitor numbers from Japan.
The Impact of Decreased Japanese Visitors on Hawaii’s Economy
The absence of Japanese visitors has had a significant impact on Hawaii’s economy. The state’s tourism director, Jimmy Tokioka, highlights that visitor arrival numbers from Japan are currently at 38% of pre-pandemic levels. The decline in Japanese tourists has led to a decrease in spending, as Japanese visitors typically contribute more to the local economy compared to travelers from the United States. In 2019, Japan recorded 20 million outbound travelers, whereas this year, the number stands at approximately 9.5 million. The recovery of individual travel from Japan has been slow, but there is a notable uptick in corporate and incentive travel.
Collaborative Efforts to Boost Japanese Tourism
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 is gradually recovering, there are opportunities for collaboration between Japanese companies and Hawaii-based events that showcase music, entertainment, sports, and food. Haneda airport plans to send 2,000 employees to Hawaii over the next six months, demonstrating a commitment to support Hawaii’s recovery. Furthermore, the state is actively encouraging Japanese businesses to expand their operations to Hawaii, as evidence suggests that increased Japanese presence leads to a greater influx of Japanese visitors.
Conclusion:
As Hawaii’s tourism industry strives to recover from the impact of the COVID-19 pandemic, the absence of Japanese visitors poses a significant challenge. Efforts by Japan Airlines and All Nippon Airways to increase flights and launch promotional campaigns are promising signs for the future. However, the recovery of Japanese tourism is expected to be a gradual process, with industry experts predicting it may take up to two years to return to pre-pandemic levels. In the meantime, collaborative initiatives between Japanese companies and Hawaii-based events offer opportunities for growth. The state’s tourism industry remains optimistic that by fostering partnerships, encouraging Japanese businesses to expand, and promoting the unique attractions of Hawaii, the return of Japanese visitors will contribute to the full recovery of the tourism sector.
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