Communicate to the younger generation the experience and image of “What is there to do in Hawaii? The Tourism Bureau has also revealed figures that 70% of visitors to Hawaii from Japan are repeaters. In response to the question, “What is necessary to make people want to visit Hawaii again? One group is the “true fans” who love Hawaii’s climate and atmosphere. The other group is those who own timeshare residences and visit Hawaii once or twice a year. Another group is those who are interested in Hawaii’s culture and history, such as hula, and have a motive to study in Hawaii. Even if there is a 3-4 year gap, they are actively seeking information on new facilities and hotel renovations and would like to see the new Oahu-Waikiki. Therefore, the Tourism Bureau also provided content through e-mail newsletters and video distribution such as Instagram Live. As a result, the number of viewers has increased and the participation rate of webinars has risen. On the other hand, if they rely solely on repeat visitors, they will not be able to attract younger visitors, and the market may shrink over the next 10 to 20 years. The Tourism Bureau feels that the barrier is “the sentiment of Japanese people toward overseas travel,” and that the number of young people interested in going abroad is decreasing. In terms of cost, the Tourism Bureau is aware that “it is undeniable that costs are 1.5 to 2 times higher than in the past,” but it will first approach travelers who have strong motivations, such as “want to go even if they have to spend money, or want to go as a commemoration of some kind. Furthermore, targeting young people who are interested in travel, it is necessary to inform them about what they can do in Hawaii and what kind of places exist in Hawaii, and the emphasis will be on experiences and images. In addition to revamping the YouTube channel as a gateway to this, there are many influencers in Hawaii who are sending out information in Japanese, and they are spontaneously sending out the latest information. The company hopes to collaborate with them in the future. As a specific short-term measure, the company will collaborate with travel agencies to develop value-added campaigns, such as “early booking is cheaper and comes with special offers. Rather than simply using a sale method to create a sense of extremely low prices, the company will work to make people feel that they are getting a good deal.
What is the advice from senior Hawaii residents on countermeasures against overtourism by foreign visitors to Japan? While the recovery of Japanese people’s overseas travel (outbound) has been slow due to the weak yen and other factors, the number of foreign visitors to Japan (inbound) has recovered rapidly, and adverse effects such as congestion, garbage problems, and nuisance activities caused by overtourism have surfaced in Japan. In Hawaii, the absence of tourists due to the Corona Disaster has restored the natural environment, and after the Corona, it is still fresh in our minds that prior reservations and daily visitor limits were established at Diamond Head, Hanauma Bay, and other areas in order to protect it. As a “senior” state that has dealt with such overtourism, we asked what advice Hawaii, with its large number of foreign visitors, would give to Japan today. Fuji Lawson” in Kawaguchiko, which has been a mastermind in dealing with nuisance activities, came up in the discussion, but Mr. Varley said, “It is important to know what the people who live there want and where their pride lies. Not only in Lawson, but also in other well-known places, such as Kyoto, where the number of tourists has increased to the point where citizens can no longer ride the buses, or the increase in trash and nuisance activities, the people most affected are the local residents. Fuji, but they want to stop people from staying and blocking the roads and dumping trash, and if both parties can have a stress-free experience and increase local tourism revenue, it will be a good outcome. Hawaii has experienced the destruction of its own natural environment and the intrusion of tourists into residential areas as a result of the influx of people. There should be a balance between respecting the ancient history, culture, and landscape, and respecting the people who live in the community, and allowing visitors to enjoy tourism. The director pointed out that “when there is a problem or concern, it is important to have a dialogue with the community and find out what the people who live there want to protect. Incidentally, the aforementioned Kyoto City has begun to address this issue by establishing a new express bus service that connects the area in front of the station with sightseeing spots in the city. Rather than blocking either side, a solution can be found by continuing dialogue for a better future while protecting local pride.
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