The Hawaii Tourism Authority, Japan Branch (HTJ) held the “Japan Summit 2026” on April 17 (local time) at the Ala Moana Hotel in Honolulu.
The event, which began in 2016 and is now in its ninth year, once again created an opportunity for local suppliers and Japanese travel-related companies to gather on the island of Oahu to promote travel to Hawaii. A total of 19 Japanese companies, including JTB, HIS, Rakuten Group, ANA X, Jalpak, and wedding companies, as well as 82 local companies, for a total of 270 people, participated in the event. At the venue, participants exchanged information and information through business meetings in order to create new travel products and strengthen sales.
According to the Hawaii Tourism Authority (HTA), demand from Japan to Hawaii is steadily recovering, with 731,922 Japanese travelers in 2025, up 3.3% from 708,233 in 2024. 2026 is also on track, with a year-to-date total of 106.63% as of the end of February compared to the same period last year. The trend of early reservations is strengthening, and reservations for this year’s Golden Week holidays, which will be up to 12 consecutive holidays, as well as for Silver Week in September, are already growing.
The presence of the Japanese market in Hawaii has also increased, with Japan departures accounting for 94,483 or 62% of the 152,307 arrivals in Hawaii in March 2026.
On the other hand, airfares are certain to rise as fuel surcharges rise due to the unstable situation in the Middle East, and this is an undeniable source of concern going forward. However, there is a trend toward choosing Hawaii as a “safe and secure destination,” and demand for incentive and educational tours by major corporations is trending in the same way.
Masahiko Inada, Director of the Japan Branch of the Hawaii Visitors Bureau, emphasized the importance of Hawaii in the market, saying, “Hawaii is known as the “number one destination for international travel. In the current sluggish overseas travel market in Japan, the role of the Hawaii Visitors Bureau, Japan Branch is to create a recovery trend starting with travel to Hawaii,” he said, stressing the importance of Hawaii in the market.
Mr. Ryuta Teramoto, President of the Japan Branch of the Hawaii Tourism Authority, commented on the significance of the “Japan Summit,” saying, “It is a valuable opportunity for all concerned to come together, including Japanese airlines and travel agencies that have continued to send visitors to Hawaii after the Corona disaster, Japanese companies that have not been able to visit Hawaii, and participants from the neighboring islands such as Maui and Kauai. This is a valuable opportunity for all concerned to come together,” he said.
According to Mr. Teramoto, the main targets for the future will be seniors and affluent travelers, as the percentage of travelers aged 65 and over from Japan is 30.1%, compared to 16.8% from the U.S. mainland, and stable demand is expected even in a weak yen environment. The industry as a whole is expected to promote the active seniors and affluent travelers, which is expected to have a ripple effect on their families and the next generation.
He also encouraged visitors to continue to come to the North Shore, which suffered major flooding this spring, and Maui, which was hit by wildfires in 2023, saying that the island is “ready to welcome tourists.
© Source travel watch