Hawaii Tourism Suffers as Yen Droops Against Dollar

The recent drop in yen to dollar exchange rate has had an impact on Hawaii's tourism industry. According to Eric Takahata, Managing Director for Hawaii Tourism Japan at the HTA, visitor arrivals from Japan have been slowly increasing this year, but still remain below pre-pandemic levels. In 2019, before the pandemic, there were about half as many visitors from Japan compared to now.

The strong dollar has made travel more expensive for Japanese tourists, with some opting to skip restaurants and cook their own meals during their trip. Takahata notes that mid-level travelers are being affected the most, as they struggle to afford the additional costs of traveling to Hawaii. He estimates that it's now 40-50% more expensive to travel from Japan compared to 2019.

Some visitors, like Mariko Sato from Japan, have had to make sacrifices in order to afford their trip. She and her family had to cut back on extras like eating out and instead shop for groceries to prepare their own meals. However, she feels that the time spent enjoying Hawaii's beaches and hikes is worth the added expense.

The HTA is redirecting its marketing efforts towards high-end travelers who can afford a trip to Hawaii, regardless of the exchange rate. Takahata notes that if the exchange rate were to drop to around 150 yen per dollar, it could make Hawaii more affordable for mid-level travelers.