Walking and running activities, hula, romance and Hawaiian history are among the major areas that the state will highlight this year to draw higher-spending, longer-staying visitors from Japan.

Hawaii Tourism Japan, which is contracted by the state to promote Hawai'i in Japan, yesterday unveiled its marketing plan for 2006.

Japanese arrivals totaled 1.52 million last year, up 2.7 percent over the previous year and the second year of growth following six years of decline in that market. The Japanese are valuable to Hawai'i's No. 1 industry because they make up about 20 percent of all visitors and spend more money per day than tourists from other areas.

Continuing to entice more Japanese to Hawai'i could be challenging because of reduced scheduled flights from Japan, a tight hotel-room supply, more expensive Hawai'i vacations, and increased competition from other destinations, marketing executives said.

"We need to continue our efforts to communicate the authentic qualities of Hawai'i that are still unknown to the Japanese public," said Takashi Ichikura, executive director of Hawaii Tourism Japan, which has an $8 million annual contract to market Hawai'i in Japan.

State economists project Japanese arrivals will grow 2.9 percent this year to about 1.56 million visitors.

Hawaii Tourism Japan's first objective is to increase not only the number of Japanese visitors but attract those who will spend more and stay here longer, Ichikura said. He noted that there was dramatic growth last year in the high-spending romance tourists — including those who come for weddings and honeymoons. Another demographic with potential for substantial growth is active seniors, as 6.8 million baby boomers are expected to retire between 2007 and 2011, he said.

Ichikura said the agency will also encourage Japanese visitors to book Hawai'i trips earlier and to travel in the spring and fall, when tourism slows. Another goal is to convince visitors that Hawai'i is a refined destination that offers unique experiences and that is worth the time and money.

The agency will be focusing on four areas to draw more visitors: Hawai'i's hula culture, history and art, romance — including weddings, honeymoons and vow renewals — and walking/running.

This is to offer specific purposes for visiting Hawai'i to "move away from the low-price package tours," Ichikura said.

Promotional posters this year feature images including 'ukulele virtuoso Jake Shimabukuro, a hula dancer, and a couple on a beach. In addition to last year's commercials featuring hula, pa-niolo culture and surfing, Hawaii Tourism Japan will also run commercials showcasing lei making and a local diner. The music track is by Shimabukuro.

"With the high number of repeat visitors coming to Hawai'i, we need to tell them what's new, what's different, what they haven't seen before, and why they should come now," said Frank Haas, director of tourism marketing for the Hawai'i Tourism Authority. "And that comes down to events, activities, festivals, sports and those other things that give people a reason to ... book a trip to Hawai'i."

"We need to recognize the realities in the marketplace. Prices are higher and that's good for the industry. That means we need to attract people who are willing to spend those prices. I always pause here to say that doesn't necessarily mean rich people. It means people who are looking for the kind of experience they can only get here and are willing to pay the price for the kind of experience they can get. And that means the service levels, that means the retail experience, that means the attractions have to be of the quality that is worth the price for the Japanese."

Said Haas: "We are not selling Hawai'i as a discount destination. We are selling Hawai'i as a special destination, a one-of-a-kind place in the world, unique in the kinds of experiences that you can have here."

Reach Lynda Arakawa at larakawa@honoluluadvertiser.com.