The Hawaii Tourism Authority (HTA), Meet Hawaii and JTB have formalized a three-year partnership through a Memorandum of Understanding aimed at promoting and securing targeted business meetings, conventions, and incentive events from Japan.
According to Mufi Hannemann, chair of the HTA board, it is essential to maintain a robust pipeline of meetings, conventions, and incentive business from Japan to ensure a balanced mix of business and leisure travelers that will benefit communities across Hawaii. This collaboration with JTB over the next three years exemplifies the united effort and focus of all parties involved to achieve this goal.
“Hawaii, renowned for its stunning natural landscapes, rich history, and vibrant culture, serves as a compelling destination not only for Japanese travelers but also holds a prominent position globally for hosting business events,” stated Yamaguchi Takeshi, executive officer and head of JTB’s Purchasing & Products Management Business Division.
“Nevertheless, the recent decline in the yen’s value coupled with the elevated cost of living in Hawaii has resulted in a sluggish recovery in the demand for business events, such as meetings, incentive travel, and conventions among Japanese firms. Acknowledging the significance of this market for both Japan and Hawaii, we have made the decision to establish a partnership aimed at actively facilitating its recovery.”
The three-year collaboration is set to begin on January 1, 2025, and will run until December 31, 2027. Key initiatives of this partnership include the following:
Establishment of the JTB Ambassador Program – In collaboration with Meet Hawaii, JTB will launch an ambassador program designed to bolster the company’s proficiency in organizing business events within the Hawaiian Islands. The primary objective of this program is to improve JTB’s capacity to attract specific business meetings and events while crafting customized proposals that cater to the needs of clients.
Development of the JTB ONLY Plan – JTB will offer clients enhanced information regarding travel to Hawaii, which will encompass updates on each island and regenerative tourism experiences, thereby assisting both first-time and returning visitors during their stay.
Collaboration on Exchange Programs – HTA, Meet Hawaii, and JTB will work together to create exchange programs that foster relationship building and cultural appreciation between Japan and Hawaii, offering participants the chance to engage with each other’s cultures directly.
Enhanced Support Programs for Organizing Business Events – JTB will improve its support programs aimed at assisting clients in the effective execution of their business events in Hawaii.