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2009 Festivals & Events Seminar Tatsuo Watanabe

Through the Eyes of a Tour Operator in Hawai‘i. Integration of tours with events (Japanese tour groups) Outcome (What is Honolulu Festival?). 2009 Festivals & Events Seminar Tatsuo Watanabe . Sales Office in Japan. Over 1000 sales offices with 27,000 employees.

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2009 Festivals & Events Seminar Tatsuo Watanabe

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  1. Through the Eyes of a Tour Operator in Hawai‘i • Integration of tours with events (Japanese tour groups) • Outcome (What is Honolulu Festival?) 2009 Festivals & Events Seminar Tatsuo Watanabe

  2. Sales Office in Japan • Over 1000 sales offices with 27,000 employees b. Presenting the new tour and event plans

  3. Land operators in Hawai‘i • JTB Hawaii Inc. and other business partners

  4. Tour Operator’s Perspective in Current Japan Tour Market • JTB is 100 years old in year 2011

  5. Current Japan Tour Market • Matured travel market in Japan • Birth rate decline • Rapid advance of IT technology • Unpredictable travel market condition

  6. Market Expansion (Creation) • Maintenance and expansion • Three basic elements: • 1. Learn • 2. Experience • 3. Personal Interaction • Finding the next stage of growth - Domestic and foreign market

  7. Product Development • Meeting the needs • Give specific objective (Honolulu Festival, Honolulu Marathon etc.) • Sightseeing • Participation

  8. Product Development e. Fulfill personal goals (Working together with locals, etc.) f. Blending with the regional culture and community

  9. Determining the Expansion Area • Flagship destination: • Over 350,000 arrivals per year • Market for all ages and types

  10. What is Honolulu Festival? Event with intent to support cultural education in Hawai‘i

  11. Who Sponsors it? • Sponsored by Honolulu Festival Foundation, nonprofit organization • Contributors: Hawai‘i Tourism Authority, Airlines, Hotels, Travel Partners, Public, and JTB • Separate entity

  12. 15th Annual Honolulu Festival Result • Generated 5,200 visitors to Hawai‘i • 4,200 from Japan • 500 from Pacific Rim countries • 500 from other areas with purpose of participating in and watching event • $10 million economic impact and over $1 million total tax revenues

  13. Conclusion • Creating new destination image and brand creation • Working together with regional community and business partners

  14. Conclusion c. Contribution – Economic, Educational

  15. Conclusion d. Local participation e. Further development and enhancement of the destination Hawai‘i

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