New Hawaii Tourism Focus Leaving U.S. Visitors Out?

The Hawaii Tourism Authority (HTA) just announced a major partnership with Japan’s three largest tour operators, HIS, JALPAK, and JTB Hawaiʻi, and awarded them their new and “prestigious” Qurator certification.

However, what’s noticeably absent from this list of Qurator certified companies are any similar U.S. based travel tour operators.

The lack of inclusion of major U.S. travel agencies like Pleasant Holidays, Delta Vacations, and Apple Vacations appears striking.

The Qurator program, launched by the HTA in 2024, is designed to certify businesses that meet rigorous standards of responsible tourism across six categories: environment, cultural support, equity, safety, community, and guest experience.

The missing U.S. operators, among others, have long played critical roles in bringing mainland travelers to Hawaii, yet appear absent from Qurator’s recognition. Why hasn’t HTA engaged with or delivered these domestic operators in the same way as their Japanese counterparts?

With Hawaii Governor Josh Green having made multiple trips to Japan to promote tourism, there often seems to be a recurring pattern of prioritizing international tourism over domestic ones.

Meanwhile the number of Japanese visitors to Hawaii remains at a fraction of the pre-pandemic level, when 1.5 million Japanese tourists visited annually. In August, for example, Hawaii saw 64k visitors from Japan, while more than 600k came from the U.S. mainland, emphasizing the critical role domestic tourism plays in sustaining Hawaii’s economy.

This raises a question for many U.S. visitors: Is Hawaiiʻi placing a greater emphasis on Japanese visitors at the expense of domestic travelers? And is that appropriate now or ever?

Governor Green’s focus on Japan over domestic travelers.

The governor has made several recent high-profile trips to Japan to promote tourism, which has long been an important market for Hawaii. In contrast, however, there has been little visible effort by the Governor to encourage domestic tourism, even though U.S. travelers from the mainland—especially the West Coast—by far make up the bulk of visitors to Hawaii.

In Hawaiʻi Tourism Authority Now Says U.S. Mainland Visitors Desperately Needed, we explored the importance of domestic tourists and how HTA has acknowledged their critical role. However, there seems to be no comparable governor-led initiative aimed at attracting U.S. visitors. As a result, some may feel that domestic tourists are taken for granted while international relationships, particularly with Japan, are prioritized.

This focus on Japan is significant, particularly since U.S. visitors have sustained Hawaii’s tourism industry during tough times, like the COVID-19 pandemic, when international travel was heavily restricted.

A tilt toward Japanese visitors: What does it mean for U.S. tourists?

Hawaii’s emphasis on Japanese visitors, especially through initiatives like the Qurator program, at least thus far, could send the message that international travelers are more valued than their domestic counterparts. It’s worth noting that visitors from Japan have historically spent more per day and stayed longer in the islands, which might be factors in this apparent tilt.

However, U.S. tourists have consistently been the backbone of Hawaii’s tourism economy, especially when global circumstances such as today’s limit international arrivals. The absence of major U.S. tour operators from the Qurator program may inadvertently alienate some loyal domestic travelers.

Could this perceived preference for international visitors, particularly from Japan, lead to a decline in U.S. visitor loyalty? Or will domestic travelers continue to visit without regard to the state’s focus elsewhere?

Major U.S. tour operators left out of Qurator?

The omission of major U.S.-based travel agencies from HTA’s Qurator program remains a mystery. Companies like Pleasant Holidays, YMT Vacations, and Delta Vacations have been integral in supporting Hawaii’s tourism industry.

Pleasant Holidays, for example, has been a significant player in Hawaii travel offerings for sixty-five years! These companies offer comprehensive vacation packages or components that connect mainland visitors to the islands.

By allowing these companies to remain outside of the program that promotes responsible and sustainable tourism, HTA risks overlooking an opportunity to engage these U.S. operators in the broader conversation about sustainable tourism in Hawaii.

Is this exclusion deliberate, an oversight, an afterthought, or a lack of effort to engage them?

On the other hand, domestic operators may be less aligned with HTA’s vision for the future of Hawaii tourism. This could be a situation where they choose not to participate in Qurator.

That brings up the larger discussion of which businesses are part of Qurator. Hilton Hawaiian Village, Hawaii’s largest hotel, is apparently also not participating, while the more “boutique-style” Equus Hotel has chosen to take part.

Challenges for Japanese visitors to Hawaii.

While Hawaii remains a top dream destination for many Japanese travelers, the current economic situation, including the depreciating value of the yen and rising costs in Hawaii, are making it harder for most Japanese to visit.

There’s a growing sentiment that Hawaii has become a destination for wealthier travelers, which may drive younger or middle-income tourists to opt for more affordable alternatives, including Southeast Asia and Europe.

Beat of Hawaii editors noted the strength of rebounding Japanese tourism in Europe this past summer. In response, All Nippon Airways (ANA), for example, is expanding its European network, adding more routes and increasing its passenger lift.

Perception of Hawaii’s costs.

Media reports in Japan regularly highlight how expensive Hawaii has become, emphasizing the soaring costs of accommodations, dining, and activities, particularly in popular areas like Waikiki. This has created a sense that Hawaii is increasingly unaffordable for the average Japanese traveler, contributing to the belief that Hawaii is now a luxury-only destination, out of reach for many, especially younger and middle-income travelers.

Hawaii tourism: A call for balance and inclusivity.

As Hawaii’s tourism industry continues to recover and reshape itself in the new world of travel, the state must adopt a more balanced approach. While the Japanese market is undoubtedly valuable, domestic travelers have proven to be the sole reliable and consistent source of most Hawaii tourism revenue.

To ensure that Hawaii doesn’t alienate a critical portion of its visitor base, state leadership needs to engage U.S. travel operators. U.S. companies should be included in certifications like Qurator, promoting sustainability and responsible tourism practices domestically.

Additionally, the state, including the HTA and the governor, should promote domestic tourism. Just as Japan is being prioritized, parallel efforts should be made to encourage and retain U.S. tourists, whose visits have supported Hawaii through good times and bad.

If Hawaii hopes to continue thriving as a top destination for international and domestic travelers, a unified strategy is needed, wherein Hawaii’s tourism appropriately balances the interests of both international and domestic markets to ensure long-term success. That will help ensure that all visitors feel valued as participants in our islands’ future.

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