Monthly Newsletter. Editor s Message. Visitor Statistics Total Arrivals: January Japanese Arrivals: January 2012

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1 Monthly Newsletter Vol. 02 Editor s Message Aloha! January figures have shown many positive trends with the Japanese Market. Hawaii Tourism Japan has been busy in February to replicate this success with a lot of events like Kick-off Hawaii Japan, Media Events, and Educational Blitzes to further improve our communication strategy with all of our partners. Visitor Statistics Total Arrivals: January 2012 January visitor statistics all showed positive trends with increases in; total visitor arrivals (+7.7%), average length of stay (+0.9%), visitor days (+8.7%), per person per day (+4.8%) and per trip spending (+5.7%), and total expenditures (+13.9%). March 13, 2012 Thank you very much for all of your support as we continue to expand Hawaii tourism opportunities in Japan. You are more than welcome to contact us regarding any questions, suggestions and/or updates. Mahalo nui loa! Total Arrivals Jan 2012 % Change Total Visitor Arrivals 643, % Avg Length of Stay % Visitor Days 6,995, % PPPD Spending $ % PPPT Spending $2, % Total Expenditures $1,344.7-mil 13.9% Japanese Arrivals: January 2012 Japanese visitor arrivals and spending increased during this period. Visitor arrivals rose (+3.9%) while the average length of stay slightly increased (+0.2%). Total visitor days also grew (+4.1%). Spending had a healthy increase this period with per person per day spending rising (+18.0%) and per trip spending (+18.3%) adding up to growth in total expenditures (+22.9%). Japanese Arrivals Jan 2012 % Change Total Visitor Arrivals 108, % Avg Length of Stay % Visitor Days 642, % PPPD Spending $ % PPPT Spending $ % Total Expenditures $218.5-mil 22.9% HTJ Newsletter vol. 02: March,

2 Visitor Statistics Continued... Japanese Arrivals: January 2012 (Per Island & Travel Trends) Japanese arrivals to Oahu increased in January from last year (3.5%), as well as Oahu-only arrivals increased (2.2%). Kauai arrivals increased from last year (14.4%), but showed the largest drop in island-only travel (-69.6%). Maui County experienced an increase in Japanese arrivals with total arrivals rising (6.8%), however, like Kauai, Maui-only arrivals took a hit (-57.9%). Hawaii Island saw the largest growth in Japanese arrivals (+12.5%), as well as the highest islandonly arrivals (+80.5%). Hotel bookings went up (+4.0%). The MCI market took another hit in January period (-15.9%). Honeymooners and vacations rose in January (+12.1% and 5.4%). Japanese visitors continue to be mainly repeat visitors (61.0%). Group tours booking saw a decline (-22.2%). Package trips were done heavily during this period and rose from last year (2.4%). Independent travel bookings continue to rise (30.8%). Arrivals Jan 2012 % Arrivals per Island Oahu 104, % *Oahu only 86, % Kauai 2, % *Kauai only % Maui County 5, % *Maui 5, % *Maui only % Hawaii 15, % *Hawaii only 3, % Accommodations Hotel 95, % Condo 10, % Timeshare 3, % Purpose of Trip Pleasure 97, % *Honeymoon 15, % *Get Married 3, % *Vacation 82, % MCI 3, % Other % Travel Status First-timers 39.0% -1.4% Repeaters 61.0% 1.4% Group Tour 27, % Package 79, % No Package 28, % Independent 28, % *For monthly visitor arrival statistics, visit the Hawaii Tourism Authority (HTA) website: Japan Outbound Travel: January 2012 Japanese outbound travel continued with another month of positive trends in January 2012 with an increase of (+3.9%). Major destinations for the month of January included China, South Korea, Hawaii, Thailand, and Hong Kong. China and South Korea remained the top two destinations for Japanese outbound travel in January according to volume. Of the top two, South Korea experience a great increase in Japanese visitors (+24.5%) while China showed gains as well (4.6%). *Statistics gathered from Japanese National Tourism Organization at Jan 2012 Arrivals % Change TOTAL 1,333, % Asia Bali, Indonesia 12, % China 266, % Hong Kong 93, % Macau 31, % Malaysia TBA TBA Singapore TBA TBA South Korea 244, % Taiwan 93, % Thailand 103, % Vietnam 56, % Oceania Australia TBA TBA New Zealand 6, % North Mariana TBA TBA Europe Austria TBA TBA Croatia TBA TBA France TBA TBA Germany TBA TBA Spain 70, % North America Canada TBA TBA Guam 80, % Hawaii 108, % US Mainland TBA TBA HTJ Newsletter vol. 02: March,

3 What s Happening: February Highlights Kick off Hawaii Seminar: In the early parts of February, Hawaii Tourism Japan held two Kick off Hawaii Seminars, the first at Osaka and the second at Tokyo. At these seminars, we presented our strategy to promote Hawaii. We used this event to educate the attendees on what upcoming opportunities they can tell potential travelers about if they visit Hawaii. We also used this as an opportunity to educate the attendees about our Hawaii industry partners. Media Event: In cooperation with Ms. Okada and Ms. Matsumoto of Delta Airlines, on February 7, 2012, Hawaii Tourism Japan held a Media Reception Event at Shinjuku, Tokyo. The attendees of this event included 135 editor and chiefs of different print media to increase magazine exposure of Hawaii in Japan. At this event our goal was to promote the strategies that we will be using this year to attract Japanese visitors to the Hawaiian Islands as well as present our partners presentation kits. Educational Blitz: During mid-february we conducted three Educational Blitzes in Tokyo with three of the major travel agents of Japan (JTB World Vacation, Hankyu, and JALPAK) in Tokyo. These events targeted the wholesaler planning and sales promotion departments and were used to educate the attendees about Hawaii. At this event we also did a couple of destination presentations to teach these travel agents about the unique aspects of each of the islands focusing on neighbor island travel. HTJ Newsletter vol. 02: March,

4 Hawaii Media Exposure Radio: Two radio stations continue promoting Hawaii in Japan. KBC Radio PAO-N had programs four times a month as one of Kyushu Hawaii Campaign targeting first timers in Fukuoka and around the prefecture. The 10 minute program accounted for over $1 million in ad value. Also, the program has its own website (see below) to promote Hawaii through cross media. Magazine: FRAU is a one theme magazine, providing articles with in-depth research for welleducated and highly motivated working women in their 20 s. Topics include beauty care, diet, fashion, love, travels, and contemporary arts. It features 68 pages of Hawaii Exclusive. radio/hawaii/ North Wave FM in Hokkaido also did a 10 minute Hawaii exclusive program four times in January, titled So Much More Hawaii. It featured all islands and encouraged listeners in Hokkaido to visit Hawaii providing them with local information. This also generated over $1 million in ad value. On February 16, Noelani Schilling- Wheeler/OVB was interviewed and promoted Oahu Events. (the attached images Noelani & North Wave So Much More Hawaii listener.) Online: Travel Vision Hawaii Special Feature the New HTJ messages including directions and sales & promotions. Media Assistance & PR Activities: We have received many proposal of Hawaii special not only from Printed media, but also from TV/Radio as well as Online marketing. After the Media Event held in Tokyo on 2/7, many major magazines such as Classy Wedding, 25ans, Giorni are decided to make Hawaii Special in upcoming issue. Also, to increase the awareness in regional market, we have negotiated with regional radio stations such as RKB Fukuoka, Date FM Sendai, FM Northwave in Hokkaido as well as InterFM Tokyo. With those cross media efforts, we will be promoting upcoming consumer events (Faco in Fukuoka, Golden Week Odaiba Hawaii Festival, Kyushu Hawaii Campaign Fukuoka & Kagoshima as well as Aloha Week in Sapporo) HTJ Newsletter vol. 02: March,

5 Upcoming Events March 12 Fukuoka Seminar with OHPC 13 Kumamoto Seminar with OHPC 14 Kagoshima Seminar with OHPC 27 Korean Airline Seminar in Sapporo 28 Delta Airline Reception at Nagoya 29 Chubu Wholesaler-kai Workshop in Nagoya March, 2012 Sun Mon Tue Wed Thu Fri Sat Island Chapter Sales Blitz in Japan for Travel Trade HTJ will organize the sales blitz and seminar/workshop with wholesaler planning department & sales promotion department. Big Island Week June 2012 Kauai Week July 2012 Maui Week August 2012 Oahu Week September 2012 New Collateral Creations Future Consumer Event 4/26-5/6 Odaiba Venus Fort Hawaii Event 5/2-5 Hawaii-Kyushu Campaign Hakata Dontaku with RKB 5/8-24 Hilton Sea Hawks Hawaii Event in Fukuoka 5/19 & 20 Hawaii-Kyushu Campaign Consumer Event at JR Hakata Station 5/26 & 27 Hawaii-Kyushu Campaign Consumer Event at Kagoshima 7/28&29 7/28&29 Aloha Yokohama Event Sapporo Beer Garden Event partner with North Wave Radio 9/20-23 JATA World Travel Fair Hawaii Guide Book (left) & Island Posters (right) Contact Information Hawaii Tourism Japan: hawaii@htjapan.jp Hawaii Office: 1600 Kapiolani Blvd Suite 723 (Pan Am Bldg), Honolulu, HI Tel: (808) Fax: (808) HTJ Newsletter vol. 02: March, Thank you for reading our HTJ Newsletter. If you have any questions please refer to our contact information above.