The Hawai‘i Tourism Authority (HTA) has teamed up with Japan Travel Bureau (JTB) to launch a new three-year partnership starting in 2025. This collaboration aims to position Hawai‘i as a premier destination for Japanese business tourism, including meetings, conventions, and incentive events. By enhancing Hawai‘i’s business tourism appeal, the partnership also aims to strengthen cultural and economic ties with Japan.
Operating on behalf of HTA, Meet Hawai‘i will bring its expertise in promoting the Hawaiian Islands to support JTB’s business initiatives. This includes creating customized event proposals that address Japanese corporate travelers’ specific needs, ensuring a seamless and culturally enriched experience. HTA’s interim President Daniel Nāho‘opi‘i expressed enthusiasm for the initiative, emphasizing the positive impact it will have on local communities and the authentic experiences it will create for Japanese visitors. “Japanese travelers hold a special connection to Hawai‘i, and this business-driven initiative elevates that bond,” said Nāho‘opi‘i. “The agreement enhances Hawai‘i’s appeal for business events while strengthening its long-term economic relationship with Japan.”
The partnership also includes unique initiatives like the JTB Ambassador Program, which aims to foster cultural exchange and encourage Japanese travelers to engage meaningfully with Hawaiian culture. Additionally, the “JTB ONLY Plan” will provide island-specific information on regenerative tourism, encouraging visitors to explore sustainable travel options aligned with HTA’s mission of responsible tourism.
Historically, HTA and JTB have collaborated to bring Japanese leisure travelers to Hawai‘i, a cornerstone of the state’s tourism sector. This new business-focused partnership, however, is expected to boost Hawai‘i’s economy by stimulating off-peak tourism and increasing local spending. By targeting the business sector, the partnership provides Hawai‘i with a diversified tourism strategy that supports sustainable, long-term growth.
Aligning with HTA’s vision of fostering cultural exchange and responsible tourism, this initiative reflects Hawai‘i’s commitment to creating a vibrant, sustainable business tourism sector that benefits both visitors and local communities alike.
