Posted on: Tuesday, October 9, 2001

Island Voices
Plans to lure Japan back here premature

Joseph E. Hale
Hale America Pacific Advisors, Inc.

The state plan announced to "kickstart" the tourism industry, including the visit to Japan next week by our governor, his two predecessors and a marketing team to entice the Japanese tourists to return to Hawai'i, is a classic dilemma. To do nothing would be politically unacceptable, while initiatives to do something sooner rather than later seem to be in the hands of big business and others whose "go" advice needs to be carefully evaluated.

I am also struck by some comments by those in the focal point of the planning who say that we know what to do since we faced a similar situation during the Gulf War.

The two events are not similar at all. If there were a similarity, it would be that the Iraqi entry into Kuwait is the equivalent to the terrorist attacks on Sept. 11, with one fundamental difference. This time the target of the "entry" was the United States and not a foreign country. Just as in 1990 and 1991, everyone was urged to avoid the Gulf, Middle East and even Europe, with repercussions to us here in Hawai'i. This time it is the United States that is the area to avoid.

Another observation is that if the Hawai'i marketing plan is to go ahead with its multimillions, we should do so with our eyes open because of the U.S. offensive. Japan will now no doubt advise its citizens to stay home, at least for a time. Monies spent now will dissipate into the wind. However, we should be ready as soon as the military actions subside to then get back on the sales and marketing campaign and again open up our pocket books.

As part of the eventual recovery plans, we need to dispatch knowledgeable tourism people, including senior government representatives, to Japan to meet with the U.S. Embassy, the Ministries of Foreign Affairs, Land, Infrastructure and Transportation, Japan Broadcasting Corporation, Japan Association of Travel Agents and the airlines serving Hawai'i.

One of the objectives of such meetings would be to organize a visit to Hawai'i by representatives from the various entities for a live telecast from Hawai'i to Japan during which time toll-free calls would be accepted from viewers in Japan addressed to officials from Japan and Hawai'i against the backdrop of Hawai'i. The purpose would be to reassure the Japanese public that travel abroad is OK and Hawai'i is open for business and ready to welcome you with open arms.