Posted on: Wednesday, January 12, 2005
Visitor plan targets Japanese travelers
| • | Isle wave ad pulled following tsunami |
By Lynda Arakawa
Advertiser Staff Writer
A new state tourism strategy aims to convince Japanese travelers to stay longer in the Islands by focusing more heavily on authentic cultural attractions, including hula, paniolo activities and surfing.
Hawai'i Tourism Japan, the state's agency promoting Hawai'i in Japan, yesterday unveiled its 2005 plan, with the theme of "Discover Aloha." It emphasizes the culture, traditions and history of Hawai'i, considered a key draw when competing with other, increasingly popular Pacific Rim destinations such as Guam, Saipan, China and South Korea.
"We're trying to tell the Japanese what's different about Hawai'i and what's distinctive about Hawai'i," said Hawai'i Tourism Authority marketing director Frank Haas. "Across the board, we're moving away from sun, sand, surf. As beautiful as our beaches are, you can find other beaches. We need to tell people what they can find in Hawai'i that they can't find anywhere else."
Haas said HTA has a tentative goal of bringing in 1.6 million Japanese tourists this year. About 1.34 million Japanese traveled here last year through November. The state saw a record 2.2 million Japanese in 1997.
Among the factors expected to help the state is a strong yen, but offsetting that is competition among destinations and troubles facing the airline industry, he said.
"We need to make sure that the airlines are profitable so that they can continue to keep the seats in the market," Haas said.
The campaign will continue to feature 'ukulele virtuoso Jake Shimabukuro, who was highlighted in last year's campaign and traveled to Japan to help market Hawai'i. It aims to reach all audience groups while specifically targeting active seniors, families and the wedding/honeymoon market.
In addition to efforts via newspapers, posters, brochures, maps and its Web site, Hawai'i Tourism Japan will sponsor a "Deep in Aloha" five-minute television program in Japan running 13 times through March that features local artists such as musician Alan Akaka and master feather artist Mary Lou Kekuewa.
Hawai'i Tourism Japan, which has a $7.3 million contract with the state, also has launched a series of commercials in Japan featuring a hula dancer and the paniolo culture.
A commercial highlighting surfing has been produced, but it will not run until the spring because of the sensitivity surrounding last month's Indian Ocean tsunami, said Takashi Ichikura, executive director of Hawai'i Tourism Japan.
Reach Lynda Arakawa at larakawa@honoluluadvertiser.com or at 535-2470.
