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~Japan Market Initiatives~
May 21, 2021
Mitsue Varley| Japan, Country Director
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Hawaiʻi Inbound (Dec, 2019）
Europe 1.35% Latin America 0.25% Asia 3.46% Other Oceania 3.55% 3.65% Total Visitor # Canada 5.27% 10.24 Million Korea︓ 2.24% Japan US West China︓ 44.86% Total Visitors 0.90% 15.39% (Japan) Taiwan︓ 0.24% US East 1.56 Million 22.22%
*Source: Hawaiʻi Tourism Authority
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Hawaiʻi Inbound by MMA in 2019
Japan:1.57 mil Korea: 225,000 Total︓10.24 mil
Canada:540,103
Oceania: 363,551 U.S: 6.86 mil
Source: Hawaiʻi Tourism Authority
Hawaiʻi Visitor History
12,000,0 00 Total Visitors (All) 10,243,165 10,000,0 00
8,000,00 0 6,723,531
6,000,00 0
Total Visitors (Japan) 4,000,00 0 2,216,890 1,492,786 1,168,080 1,576,205 2,000,00 0
-
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Total Visitors Japan
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120.0% Japanese visitors profile
100.0%
34.8% 33.1% 31.7% 80.0% 41.5% 41.1% 41.9% 40.3% 41.5% 39.3% 38.2%
60.0%
40.0% 65.2% 66.9% 68.3% 58.5% 58.9% 58.2% 59.7% 58.5% 60.7% 61.8% 20.0%
0.0% 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Repeater First-timer
*Source: Hawaiʻi Tourism Authority
Hawaiʻi Media
Hula Magazines Hawaiʻi Media & Lifestyle
Radio TV Show
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Sister City Relationships
City & County of State of Hawaiʻi Hawaiʻi County Kauaʻi County Maui County Honolulu 5 7 6 4 3 Fukuoka (1981) Hiroshima (1959) Oshima (1962) Suo-Oshima(1963) Hachijo (1964)
Okinawa (1985) Naha (1961) Nago (1986) Moriyama (1975) Miyakojima (1965)
Hiroshima (1997) Shirahama (2003) Yurihama(1996) Ishigaki (1999) Fukuyama (2008)
Ehime (2003) Saiki (2004) Shibukawa(1997) Iwaki (2011)
Hokkaido（2017） Uwajima (2004) Sumoto (2000) 2 3 Nagaoka (2012) Kume Isl.(2011)
Chigasaki (2014)
HTJ Culture Initiatives
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Aloha Program
What is Aloha Program? • Online learning portal website launched December 2012 • Envisioned to be used as a resource for cultivating the information and knowledge about Hawaiʻi
• Based on HTAʼs Tourism Strategic Plan (TSP) and utilizes Hawaiʻi Tourism resources including Maʻemaʻe Program, Kukulu Ola/Aloha Aina program, and others
•Educate Japanese visitors through Aloha Program 1
•Increase # of Hawaiʻi Specialists in Japan to develop deeper understanding and interest about Hawaiʻi 2
•Increase awareness of the importance of sustainability of both the culture and the environment 3
•By learning history and culture of Hawaiʻi, Hawaiʻi Specialists will realize the importance of their own identity as 4 Japanese, which then creates the true consciousness for cultural exchange
•Higher understanding of a destination sustains the quality of visitors 5
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Aloha Program
Member Data
Ge nera l Co nsume rs Travel Agent Shop, Restaurants, Event, Media Youth
0 10000 20000 30000 40000 50000 60000 70000 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
Hawaiʻi Specialists
Ge nera l c onsume rs Travel Agents Shop, Restaurants, Event, Media Youth
2012 2013 2014 2015 2016 2017 v Since 2012 December 2018 2019 2020 v AP members: 62,009 2021 0 5000 10000 15000 20000 25000 30000 v Hawaiʻi Specialists: 26,703 11
Aloha Program - Advisors & Curators
And More Advisors
Japanese Curators
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Aloha Program - Contents
History Total Contents 565 6 categories
Hawaiian Culture
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Aloha Program – Activities in Japan
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Aloha Program – Activities on Islands
Aloha Program ~Support NPO~
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Education Collaterals ~Historic Guide~
Aloha Program Newsletter
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During COVID19
HTJ COVID-19 website
allhawaii.jp/covid19 20
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Digital Marketing Initiatives
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Aloha Program – Online Activities 52 webinars, 8,324 Hawaiʻi specialists attended
Support Hawaiʻi
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Support Hawaiʻi
HTJ Initiatives ~Mālama Hawaiʻi~
Coming Soon
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Mālama Hawaiʻi Microsites Launched April 22,2021 (Earth Day)
http://www.allhawaii.jp/malamahawaii 27
Collaboration with local communities
20 NPOs information page posted (as of 5/19)
https://www.allhawaii.jp/malamahawaii/community/
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HTJ initiatives ~Mālama Hawaiʻi~
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HTJ initiatives ~Mālama Hawaiʻi~ HOKULEA Website Map
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Surfing Promotions
Mai Kinoi Mai Exhibit
Blue Magazine Poster Hawaiʻi Surf Book Share the Aloha Video 31
Microsites – Surfing in Hawaiʻi
Launched April 22,2021 (Earth Day)
https://www.allhawaii.jp/surfing 32
16 5/21/21
Educational resources in Japanese
Share the Aloha Video : 20 video series Responsible Tourism
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After COVID19
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ʻŌlelo Hawaiʻi E ola ka ʻōlelo Hawaiʻi ~The Hawaiian language shall live~
Pepeluali 2022
10th Anniversary of ʻŌLELO HAWAIʻI month in 2022
ʻŌLELO HAWAIʻI class & workshop in Japan
Hōkūleʻa Education Program
Moananuiākea Movie Blitz in 2022 • Educational seminar and movie blitz onboard the Hōkūleʻa in cities including Sapporo, Tokyo, Yokohama, Nagoya, Osaka and Hiroshima
Other Cities: Hiroshima, Yokohama, Kumamoto, Okinawa, Sendai, Ehime, Komatsu
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Online Experience Enhancement
Islander Minds and Values
＝
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Sister City Relationships
City & County of State of Hawaiʻi Hawaiʻi County Kauaʻi County Maui County Honolulu 5 7 6 4 3 Fukuoka (1981) Hiroshima (1959) Oshima (1962) Suo-Oshima(1963) Hachijo (1964)
Okinawa (1985) Naha (1961) Nago (1986) Moriyama (1975) Miyakojima (1965)
Hiroshima (1997) Shirahama (2003) Yurihama(1996) Ishigaki (1999) Fukuyama (2008)
Ehime (2003) Saiki (2004) Shibukawa(1997) Iwaki (2011)
Hokkaido（2017） Uwajima (2004) Sumoto (2000) 2 3 Nagaoka (2012) Kume Isl.(2011)
Chigasaki (2014)
Japanese Language Support
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Aloha+ Challange
Clean Energy
Natural Resource Local Food Management
Green Workforce Smart Sustainable & Education Communities
Waste Reduction
International Coastal Clean Up
US Environmental NGO Ocean Conservancyʼs Initiatives
In 2019, students from Kyoto along with lifeguard from Japan participated in beach clean up efforts on the Island of Hawaiʻi.
Upon return to Kyoto, students orgainzed a river clean up then created an exhibit using honu objects and the collected garbage for the JATA Tourism Expo. Kamilo Point（Island of Hawaiʻi）
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21 5/21/21
POOLO Hawaiʻi camp
Culture Workshops/On Island Tours
Online Learning
Workforce Workshop Development Participation
On Island Certification Experience Program
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Partnership
HTJ would like to ask your kokua to…
• Share information & resources including program, activities and updates
• Continue educating/advising us (HTJ)
• Support our educational programs (i.e. FAM tour, Education tour) to increase PONO Travelers
Industry collaboration
Travel Partners (Travel agencies, Government Government Airlines hotels, transportation, attraction/ activities)
HAWAI‘I Travel Non-profit Agencies/ organizations HAWAI‘I TOURISM JAPAN wholesalers JAPAN
JHTA Local (50+ Japan-based businesses companies and Resident Media & 100+ members) community influencers
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Contact Information
Hawaiʻi Tourism Japan (Honolulu office) Mitsue Varley Japan, Country Director [email protected] Kimiko Quan Sales & Marketing Manager [email protected]
Mahalo nui loa
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