Vol. 82 May 16, demand, the industry has started rolling out summer promotions (p. 3) in light of shifts in consumer values (p.5).

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1 Vol. 82 May 16, 2011 Editor s Message April was a busy month in Japan. HTJ proceeded with its press and FAM tours to Hawai`i and series of trade seminars in West Japan (p.3). In addition, HTJ conducted two A4J Relief Drives to Miyagi Prefecture (p.4), and commenced with Golden Week Hawai`i promotions in Japan, at the end of the month. Despite inevitable declines in arrivals during the month of March, Japanese visitor statistics remain positive for the first quarter (p.1-2). In order to rejuvenate travel Visitor Statistics Total Arrivals: Mar 2011 Total visitor statistics for all markets continued to increase in March 2011, with growth in visitor arrivals (+4%), length of stay (+4%), visitor days (+9%), per person per day (+3%) and per trip spending (+7%), cumulatively resulting in double digit growth in total expenditures (+12%). Year-to-date (YTD) Hawaii s visitor market remains strong with increases through March 2011: visitor arrivals (+9%), average length of stay (+2%), visitor days (+11%), per person per day spending (+6%), per trip spending (+7%) and total expenditures (+17%). Japanese Arrivals: Mar 2011 Overall Japanese travel yielded following the March 11 natural disasters. However, Japanese arrivals to Hawai`i did not decline as severely as expected. Arrivals dropped 18% compared to the anticipated 25%. In conjunction, visitor days (-14%) and total expenditures (-4%) also decreased in March. However, average length of stay increased (+5%) along with per person per day (+12%) and per trip spending (+17%), which may have resulted from trip extensions to avoid the situation in Japan. Despite the effect from the recent events, Japanese visitor statistics remained positive YTD: visitor arrivals (+2%), average length of stay (+3%), total visitor days (+4%), per person per day (+11%) and per trip spending (+14%) and total expenditures (+16%). demand, the industry has started rolling out summer promotions (p. 3) in light of shifts in consumer values (p.5). We look forward to working with you to re-stimulating our market for a strong and speedy recovery. Check out our upcoming marketing opportunities to see how you can participate (p.5) and please feel free to contact our staff anytime (p.6). Mahalo for your continued support! Total Arrivals Mar 2011 % Change Total Visitor Arrivals 633, % Avg Length of Stay % Visitor Days 5,880, % PPPD Spending $ % PPPT Spending $1, % Total Expenditures $980.7-mil 11.8% Total Arrivals YTD 2011 % Change Total Visitor Arrivals 1,823, % Avg Length of Stay % Visitor Days 17,981, % PPPD Spending $ % PPPT Spending $1, % Total Expenditures $3,174.5-mil 16.9% Japanese Arrivals Mar 2011 % Change Total Visitor Arrivals 89, % Avg Length of Stay % Visitor Days 546, % PPPD Spending $ % PPPT Spending $1, % Total Expenditures mil -4.2% Japanese Arrivals YTD 2011 % Change Total Visitor Arrivals 297, % Avg Length of Stay % Visitor Days 1,762, % PPPD Spending $ % PPPT Spending $1, % Total Expenditures $498.3-mil 16.2% Japanese Arrivals: Mar 2011 (Per Island & Travel Trends) While total Japanese arrivals to O`ahu and O`ahu oonly were down in March (-19% and -20% respectively), they are both still positive YTD (+2%). While Kaua`i reported declines in Japanese arrivals for the month total (-44%) and Kaua`i-only (-36%) YTD total Kaua`i arrivals (+4%) March showed strong growth for Maui County (+18%), Maui Island (+15%) and Maui-only (+9%). As a result, YTD Japanese arrivals are positive for Maui County (+6%), Maui Island (+4%) and Maui-only (+20%). Total arrivals to the Island of Hawai`i (Big Island) declined in March and island-specific arrivals (+123%) remain positive. (-13%), and YTD (-6%). Island-only arrivals slightly Despite the recent events, Japanese arrivals to Maui in decreased (-1%) in March, while YTD remains down -19%. 1

2 Japanese hotel bookings declined compared to the previous month and same period last year (:19%) but remains positive YTD (+1%). Condo (-4%) and timeshare (-10%) bookings declined in March but remains strong YTD (both +14%). Many leisure trips were canceled in March, resulting in declines in overall vacation (-20%), honeymoon (-15%) and wedding (-23%) travel. YTD, leisure travel remains unchanged. MICE arrivals continued to recover in March (+51%) and YTD (+93%). Arrivals Mar 2011 % YTD 2010 % Arrivals Per Island O`ahu 85, % 285, % * O`ahu only 71, % 240, % Kaua`i 1, % 5, % * Kaua`i only % % Maui County 5, % 15, % * Maui 5, % 15, % * Maui only % 2, % Hawai`i Island 12, % 41, % *HI Island only 2, % 7, % Accommodations Hotel 78, % 260, % Condo 9, % 29, % Timeshare 2, % 8, % While there were more repeat travelers (+56%) in March, the ratio of first-timers continues to slowly increase (+1%). Following the natural disasters, travel cancellations soared, affecting group tour (-36%) and package (-23%) arrivals and resulting in declines YTD (-5% and -1% respectively). Non-package bookings slightly declined (-2%) in March, but remains positive YTD (+9%). Independent travel was relatively unchanged during the month of March and remains up 5% YTD. Arrivals Mar 2011 % YTD 2010 % Purpose of Trip Pleasure 77, % 257, % *Honeymoon 13, % 43, % *Get Married 4, % 13, % *Vacation 63, % 211, % MICE 3, % 14, % Other 4,506 NA 15,157 NA Travel Status First-timers 43.9% 0.2% 43.8% 0.5% Repeaters 56.1% -0.2% 56.2% -0.5% Group Tour 24, % 99, % Package 63, % 216, % No Package 25, % 80, % Independent 23, % 64, % For monthly visitor arrival statistics, visit the Hawai`i Tourism Authority (HTA) website: Japan Outbound Travel: Mar 2011 After five consecutive months of growth, Japanese outbound travel took a turn in March, with a sharp decline (-18%) following the March 11 natural disasters. As a result, YTD Japanese outbound travel is down 4%, with just under four-million departures. Due to significant growth in arrivals during the first two months of the year, destinations like Taiwan (+18%), Thailand (+6%), Vietnam (+20%) and destinations in YTD Mar 2011 Arrivals %Change TOTAL 3,955, % Asia Bali, Indonesia 50, % China 816, % Hong Kong 326, % Macau 102, % Malaysia** 29, % Singapore* 106, % South Korea 685, % Taiwan 323, % Thailand 323, % Vietnam 177, % Oceania Australia 92, % New Zealand 26, % N.Marianas* 33, % Europe, have reported positive Japanese arrivals YTD through March. March is traditionally considered a shoulder period for the Japan market. Coupled with the natural disasters, residual aftershocks and nuclear worries, consumer sentiment toward travel became rather somber, despite a favorable exchange rate, which was strongest in March at 82JPY:1USD. YTD Mar 2011 Arrivals %Change Europe Austria* 44, % Croatia* 6, % Denmark* 7, % France*** NA NA Germany* 135, % Spain 265, % UK*** NA NA North America Canada* 19, % Guam 296, % Hawai`i 297, % US Mainland** 81, % Middle East Dubai*** NA NA Turkey*** NA NA Source: Japanese National Tourist Organization (JNTO) Missing figures: * Mar ** Feb ***Jan Includes Apr figures Figures reflect total room nights 2

3 Industry Updates Summer Travel Packages: In response to the recent declines in travel, many travel agencies have already started producing new packages and promotions to urge consumers to resume previously postponed travel plans, and to stimulate new bookings. Anticipated power shortages, humid weather and extended or decentralized holidays offer an opportunity to attract more Japanese travelers to Hawai`i this summer. As mentioned in last month s newsletter, JATA has launched its Cheer Up Japan. Smile Through Travel campaign in East Japan, which includes PR, other marketing promotions and new campaign packages. Similarly, H.I.S. recently launched a Travel Cheers You Up campaign which offers more affordable overseas travel packages. In addition, H.I.S. Osaka has launched its Furaato Hawai`i campaign which promotes Hawai`i as a top priority destination, with easy access (via Hawaiian Airlines new route), good value (favorable exchange rate) and many options for relaxation, energy and rejuvenation. Family Travel will be a major target for summer travel, since it is a peak travel period for this segment, What s Happening: Apr HTJ Highlights Aloha for Japan Relief Drives: HTJ conducted two Aloha for Japan (A4J) Relief Drives last month. The first drive was held on April 16 and 17 and included visits to three evacuation centers in Ishinomaki, the area hardest hit by the earthquake and tsunami. This drive included distribution of relief goods including Menehune Water, Hawaiian Sun Guava Juice, Spam Musubi (provided by Hormel and prepared by Sendai Royal Park Hotel), cookies by Big Island Candies and Honolulu Cookie Company, Hawaiian Host chocolates, and Aloha for Japan stickers. Entertainment and activities included hula performances by a local hula halau from Sendai, Halau Hui Lehua and crotchet lei-making with goods donated by U`i Mau A Mau. (L) HTJ volunteers distributing relief goods (R) Evacuees making crotchet lei In addition to the goods distributed during the first drive, HTJ received additional donations from Hawai`i marketing partners for the second drive on April Donations were collected by SM Trading Company and shipped via Hawaiian Airlines. They included T-shirts, toiletries and children s toys and stationery from: 88 Tees, Aqua Hotels & Resorts, DFS Hawai`i, Grp Home, especially since many opted not to travel during the spring break holidays, following the natural disasters. For the third year, JALPAK will conduct its Big Family Summer Holiday Plan targeting 3,395 incremental passengers to Hawai`i, offering adjacent seating for families, 50% travel discounts for children and aircrafts equipped with baby friendly facilities. KNT and other travel companies will be promoting Korean Airlines third country charter flights from Narita to Honolulu. KNT s FamiResort campaign will similarly offer adjacent seating options for families and complimentary parking at both Narita and Haneda Airports. JTB World Vacations (JWV) Osaka created six new travel packages for Hawai`i featuring its new Wai Wai Summer Family, Hawaiian Islands and Last-Minute Hawai`i products, which highlight Hawaiian Airlines new route between Kansai and Honolulu. HTJ is working with its travel company partners to develop long-stay products to offer additional vacation options, especially since many may have more time off this summer. Further details are TBA. Kaua`i Kookie, Hilton Hawai`i, The Kahala Hotel & Resort, Kualoa Ranch Hawai`i, Miramar at Waikiki, Ogo Onoloa, Royal Hawaiian Shooting Club and Wet N Wild. HTJ & Hawai`i entertainers meeting with Miyagi Prefecture s Lt. Governor The second drive also included entertainment by Lloyd and Nick Kawakami of Manoa DNA and Miss Hawai`i USA 2009, Aureana Tseu. They provided music and hula entertainment, hula lessons and took instant pictures with evacuees. Crotchet lei-making was again provided by U`i Mau A Mau. The second drive included a courtesy visit to Miyagi Prefecture s Lt. Governor Wako, evacuation centers and a kindergarten class in Natori and Tagajyo Cities. The relief goods were wellreceived and the evacuees and students especially enjoyed the Hawaiian activities. It is amazing how such a simple act of aloha can make such a huge impact on someone s day. Mahalo to all of you for supporting this, and so many other relief efforts throughout Hawai`i. You have shared overwhelming aloha and support for Japan. 3

4 Tabi Spo Press Tour: HTJ brought a magazine press tour to Maui and O`ahu from April 12-17, featuring HTJ s 2011 Tabi Spo (sports travel) campaign. The group included editors from female lifestyle and credit card membership magazines including CREA, GLOW, SIGNATURE and Tabi Girl. The group stayed at the Grand Wailea on Maui and the Waikiki Parc Hotel on O`ahu. They experienced: (Maui) Old Lahaina Luau, Wailea Golf Club, shopping in Pā ia, a sunrise and trekking tour at Haleakala, (O`ahu) JAL s Waku Waku morning hula program, HTJ s Tabi Spo Hawai`i group running program, cycling tour around Kailua, sunset dinner at Halekulani, Diva Wahine Half-Marathon, in addition to individual shooting time on Maui and O`ahu. Tabi Girl already published its press tour exposure in its May issue. The 18-page feature called First Time Trip Educational Tour FAM: Eight travel trade/educational tour media and travel agents traveled with HTJ to O`ahu and the Island of Hawai`i from April The group stayed at the Hilo Hawaiian Hotel and Royal Kona Resort on the Big Island and Ala Moana Hotel on O`ahu. They experienced: (Hawai`i Island) Hawai`i Ali`i Tour, Hawaiian Vanilla Company, Imiloa Astronomy Center, a UH Hilo Edventure program, (O`ahu) Hawai`i Plantation Village, Kualoa Ranch, Kahuku Farms, Polynesian Cultural Center s Kaikua`ana Program, and HJCC s Hawai`i Educational Guide Reception. Media coverage will be published between May and June in Educational Discover Aloha Times Vol. 14: The spring/summer issue of HTJ s Discover Aloha Times (DAT) flyer was released in April and distributed at the Hawai`i Trade Seminars in West Japan and during Golden Week promotions in Tokyo, Yokohama, Osaka, Hiroshima and Fukuoka. The remainder of the 60,000 copies will be distributed at the Aloha Yokohama Hawai`i festival in July and trade and consumer events through the beginning of September. This DAT features HTJ s My Hawai`i kuchikomi (wordof-mouth) campaign, which introduces travel recommendations by Japanese and local celebrities. HTJ also introduces its E Komo Mai Hawai`i campaign and luggage tag present, in conjunction with kuchikomi recommendations from the six major island chapters. The last page highlights major events from May through October 2011, including the Na Hoku Hanohano Music West Japan Blitz: HTJ conducted a series of Hawai`i seminars in Kyoto (4/19), Kobe (4/20) and Osaka (4/21-22 & 4/25) with agents from H.I.S., JTB and other travel companies in Osaka. The purpose of the events was to stimulate travel from West Japan in anticipation of Hawaiian Airlines new Kansai route. The events included presentations by HTJ, Hawaiian Airlines and Disney s Aulani Resort, a mini-workshop with OHPC members and either crotchet lei-making activities or hula entertainment by Aureana Tseu. Attendance at each event was (4/19) 30, (4/20) 40, (4/21) 70, (4/22) 64 and (4/25) 200. to Hawaii exposure generated $760,000 in ad value. Circulation: 50,000 nationwide. Demographic: Japanese females between years old who enjoy traveling. Additional media exposures from the press tour will be published this summer. Tabi Girl First-Time Trip to Hawaii O`ahu & Maui feature, May 2011 Travel Mail Magazine, Shogai Kyoiku Shimbun (Lifelong Travel Newspaper), Shugaku Ryoko (Student Travel), and Wing Travel. (L) Group at Kualoa Ranch (R) Group at Royal Kona Resort Festival, Aloha Heaven in Hawai`i concert, among others. The three advertising partners for this issue are Aston Hotels & Resorts, Hawaiian Airlines (introducing its upcoming Kansai route) and JCB (credit card co.). Due to the website transition, unfortunately the DAT is no longer available for download online. (L) Cover: My Hawaii Campaign (R) Insert: E Komo Mai Hawaii campaign On April 25, JTB World Vacations (JWV) hosted a New Product Seminar highlighting Hawai`i as the featured destination, and therefore the only one to provide a presentation at the event. JWV created six new package brochures to Hawai`i promoting family and neighbor island travel and Hawaiian Airlines new Kansai route. Travel from West Japan to Hawai`i has been limited since JAL downsized its aircrafts and changed its seat allocation system. Therefore, Hawaiian Airlines new Kansai route will provide much-needed air seats to a market eager to rejuvenate travel to Hawai`i. 4

5 Good News! Hawai`i Media Exposures Tabi Zaru (Traveling Monkey), a weekly program on Nihon TV (and its 29 network stations) featured Hawai`i in a two-hour special (regularly one-hour program) on Wed. Apr. 13 from 9:00-11:00pm (prime time for Japanese weekday programs). The program s popular comedian hosts, Koji Higashino and Takashi Okamura, visited Maui and O`ahu. The program featured their whale watching experiences on Maui as well as pancakes at Gazebo Restaurant in Ka`anapali*, Heavenly Spa at The Westin Maui Resort & Spa, shopping in Lahaina town* and snorkeling at Molokini*. In addition, the hosts enjoyed a visit and local party at the home of Konishiki on O`ahu as well as dolphin Upcoming Events May 17 KE Fukuoka Schedule Seminar (Fukuoka) 18 Nishitetsu Group & Package Seminar (Fukuoka) June 1-7 China Airlines FAM (Kaua`i & O`ahu) KE Fukuoka FAM (Maui & O`ahu) watching at Pokai Bay. (*Hawai`i 50 Select features). Tabi Zaru is aired nationwide and the Hawai`i feature had a view rate of 10.9%. Ad value: $46.8-million. 19 AXN Hawai`i 5-0 Premier (Tokyo) 24 JWV New Package Seminar (Osaka) HTJ Tabi Spo Press Tour (Hawai`i Island) 26 Aloha Heaven in Hawai`i Concert (Honolulu) Did You Know? This section includes snippets of new travel trends and marketing insight to help you align your company s services and offerings with Japanese consumer interests and needs. Japanese Consumer Sentiment & Values: Since the earthquake and tsunami on March 11, Dentsu Research has been conducting ongoing surveys to gauge consumer sentiment among those living in Tokyo, Saitama, Chiba and Kanagawa. Two weeks after the natural disasters, only 43% of those surveyed felt their lives were back to normal, as aftershocks, radiation worries and electricity shortages were still prevalent. However, less than one week later, that number jumped to 63%. From April 22, around six weeks after the natural disasters, 73% of those surveyed felt things were back to normal. Additional results will be released later this month, but it seems that consumer sentiment continues to recover as people are getting back to their normal lives. However, despite moving on from the disasters, there is no doubt that the recent events have drastically shifted Japanese outlook and sense of value. According to the same survey, many Japanese noted that before March 11, their first priority was their individual selves, but now they have a greater appreciation and regard for family and loved ones. Due to shortages of water, toilet paper, diapers, electricity and other commodities previously taken for granted, many Japanese have found a renewed sense of appreciation for these everyday necessities. They have also realized the value of sustainable versus disposable goods, and importance of utilizing natural resources to replace or conserve modern comforts. Marketing Opportunities Please see our upcoming marketing opportunities below. If you are interested in any of these opportunities or would like more information, please aloha@htjapan.jp. Please note the specific marketing opportunity in the subject line. Events NEW! Deadline Soon! Aloha Yokohama 2011, Japan s biggest annual Hawai`i festival will be held from Friday, July 22 through Sunday, July 24, The event attracts a total of approximately 300,000 consumers to the different venues throughout Yokohama and offers Hawaiian retail, food, travel and entertainment daily. (URL: Print Eheu Magazine: Japan Airlines and Lighthouse Hawai`i is producing a quarterly magazine featuring interviews with prominent figures in the Hawaiian community and Japanese nationals living in Hawai`i, Hawaiian history and culture, hot travel topics, special luxury lifestyle features, the neighbor islands, Hawaiian wedding styles, travel and living opportunities for seniors and JAL yokohama.com/). HTJ ed the application for this opportunity on May 12. If you did not receive the and are interested in more information about this event, please aloha@htjapan.jp. The application deadline is Friday, May 27, but applications will be received and confirmed upon a first-come, first-served basis. updates. It is distributed JAL s first class and business passengers, JAL Sakura Lounge patrons, and at major Hawai`i golf courses, luxury hotel lounges and advertiser establishments. If you are interested in advertising or providing updates for consideration, please contact Lighthouse Hawai`i at (808) or hi@uslighthouse.com. 5

6 Online Promotions Tabi Spo (Sports Travel) Campaign: Do you have any running, hiking/walking, cycling and/or golf amenities, promotions or offerings catered to the Japanese visitor? If so, please us (subject: Tabi Hawai i Music Navi: Studio Rim Hawaii s Music Navi website promotes Hawaiian entertainment and live music venues, ticket promotions and seat reservations to ensure the best service and experience for the Japanese visitor. If your hotel, restaurant or venue offers live entertainment or has an upcoming concert, don t miss this opportunity to be included on this website. Hawai i Hot News: HTJ s Hawai`i Hot News webpage ( receives 1,500 unique visitors HTJ Mail Magazine (merumaga) is ed monthly to 24,500 consumers and 41,800 travel trade professionals in Japan. To be included, send your updates for Podcast Hawai`i Podcast: Explore a new advertorial opportunity with Orbitune s Hawai`i Podcast Discover Aloha Corner. The 20-minute podcast is downloaded weekly by 19,000 well-traveled and tech-savvy years old Japanese. Features include Hawaiian culture, food, music, attractions, events and island updates. Radio J-Wave: Promote Hawaii s latest travel news and promotions from J-Wave s Waikiki Beach Walk studio. Program Colors of Hawai`i / Music Plus Broadcast Mon-Thu/1:20 1:35pm(JST): Tokyo Reach 284,404 listeners/show FM North Wave: Take advantage of this opportunity to promote your hotel, attraction, restaurant, retail outlet and other updates every week on this radio program: Reach 27,775 listeners/show Profile 40% Male/60% Female ages yrs Program Island Breeze From Hawai i Collateral Display HTJ Lounge: Does your company offer Japanese language collateral? If so, please feel free to send them to our office (one per company) and we will display them in our office lounge. Our office is conveniently located in the Caretta Shiodome, a retail and restaurant hub in one of Tokyo s bustling business districts. The HTJ lounge is Spo campaign) to be included on our Tabi Spo website. We will refresh the website (gohawaii.jp/tabispo/) on an ongoing basis so keep us updated, and/or let us know if you have any questions on how to join this campaign. Website Page Views 10,000 Unique Visitors 1,500 Contact Reiko Rogers reiko@studiorimhawaii.com per day. Send your updates to aloha@htjapan.jp to be considered for HTJ s most popular webpage. consideration to aloha@htjapan.jp. HTJ s merumaga is available for download on HTJ s website at gohawaii.jp/mail_magazine/general/vol76/ Podcast Program Cost Contact Hawai`i Podcast (20-25 min) Discover Aloha Corner (2-4 min) $500/episode Includes: interview & website link Kaori Inagaki: k.inagaki@htjapan.jp Profile 48%:20-30 / 42%:40-50 (60% M / 40% F) Deadline Ongoing Contact Kaori Inagaki: k.inagaki@htjapan.jp Corner Broadcast Deadline Contact So Much More Hawai i Every Sunday 9:00-9:15 (JST) Ongoing Kaori Inagaki: k.inagaki@htjapan.jp open 24-hours, 7-days a week and receives 1,500 consumer, trade and media visitors per month. Please us at aloha@htjapan.jp (subject: HTJ Lounge Display) to find out how you can take advantage of this free opportunity. Thank you for reading the HTJ Newsletter. If you have any questions please refer to the list of direct contacts below. Hawai`i Tourism Japan Press Releases, News & Updates, General Inquiries: aloha@htjapan.jp Consumer Marketing Consumer Promotions Events (GW, Aloha Yokohama, JATA): Takashi Kaneko t.kaneko@htjapan.jp Public Relations TV: Takashi Kaneko t.kaneko@htjapan.jp Magazine, Radio: Kaori Inagaki: k.inagaki@htjapan.jp Newspaper & Online: Yumiko Iwase y.iwase@htjapan.jp Website & Collateral HTJ PC & Mobile Website, Collateral Materials: Yuka Sawada y.sawada@htjapan.jp 6

7 Trade Marketing Workshops, Seminars, FAM Tours, Airline Coops, Sales Calls Mitsuteru Hada Reina Okamoto: Trade Media, Mail Magazine, Educational Travel Tomoko Kenmochi Campaigns & Strategic Development, Reports & Newsletters Lea Okudara Administration Accounting: Mieko Saito Hawai`i Project Coordinator Marketing Partner Coordination (FAM tours, Events, Other Promotions) & Hawai`i Sales Calls Keiko Fujita If you would like to access past HTJ newsletters, please visit the HTA website link below. pan 7