HONOLULU-
Hawaii is trying to reverse a downward trend in visits by Japanese tourists, attempting to target more older, more savvy travelers who already may have visited Hawaii at least once.
Tourism from Japan declined by 9 percent for the first 11 months of 2006.
Advertisements in the $8 million campaign feature Japanese actress Mayumi Sada, who has starred in recent Japanese films and in the TV series “Hana Yori Dango,” and Japanese American ukulele virtuoso Jake Shimabukuro, but he will have a smaller role than the past few years.
The “Discover Aloha” theme depicts a female visitor who experiences the feeling of aloha through various encounters that could only happen in Hawaii, according to Hawaii Tourism Japan, which is contracted by The Hawaii Tourism Authority for marketing in Japan.
The strategy is to communicate that Hawaii offers events, festivals and many attractive features that are authentic to Hawaii and at the same time still not known to the Japanese, said Takashi Ichikura, executive director for Hawaii Tourism Japan.
Several redevelopment projects are under way in Waikiki including Outrigger Enterprises Group’s Waikiki Beach Walk project and the renovation of the Royal Hawaiian Shopping Center.
Last year’s decline in Japanese visitor arrivals followed two consecutive years of growth, Ichikura said.
The decline of available airline seats from Japan to Hawaii, higher fuel surcharges, rising hotel charges and a weakening of the Japanese yen have discouraged Japanese travelers, he said.
The high-spending Japanese are a vital part of Hawaii’s $12 billion tourism industry.
