Okinawa, Japan’s most Southern islands, could become a new tropical paradise for international travellers with the opening of luxury five-star resorts.
TOKYO- Thinking Japan and travellers generally imagine crowded bustling metropolis such as Tokyo or Osaka; or delicate structures of temples nestled in serene Japanese gardens; or the mighty snow-capped Mount Fuji surrounded by blossoming cherry trees (sakura) during the spring time. But they rarely see Japan as a tropical destination.
Okinawa is closer by distance to Taiwan then to the rest of the Japanese archipelago. And its climate as well as its way of life has probably more in common with Hawaii than with Tokyo or Sapporo. This subtropical warm weather was probably one of the reasons why the US Army chooses Okinawa and turned the group of islands into one of its main base in Japan. They are some 30 military bases today but military are rather discreet.
In fact, Okinawa’s appeal is all about its unspoilt white sandy beaches, its marine life and its peculiar culture. Japanese are much fond of the destination, especially freshly wed-couples on a honeymoon who can’t afford a trip to more exotic destinations such as Bali or Phuket. Okinawa is naturally one of the most popular domestic destinations in Japan attracting 11 million accommodation guests in 2011, down from 12.3 million in 2010. Despite being located 4 hours away by flight from the Sendai, the Islands suffered last year from the Fukushima disaster consequent to March 2011 earthquake and tsunami. The number of international accommodation guests remains modest, around 0.5 million per year. They mostly come from Taiwan and Hong Kong. Okinawa prefecture welcomed last year 5.48 million, down by almost 7% over 2010.
According to a report from Jones Lang Lassale about the hotel situation in Okiwana, domestic accommodation guests accounted for approximately 95.7% of total accommodation guests in 2011 while international guests accounted for only 4.3%.
This could however change as more international luxury resorts are coming into the islands. According to Jones Lang Lassale, Okinawa Prefecture had 359 hotels with 33,315 rooms at the end of March 2011, up by 6%, the equivalent of 12 properties and 1,887 additional rooms (as compared to March 2010. Among luxury resorts, the Terrace Club at Busena Resort was opened in April 2011 with 68 rooms. The hotel targets a niche market of wealthy and health-conscious travellers. In May 2012, Ritz-Carlton Okinawa opened offering 97 rooms. The hotel is in fact a renovated and rebranded existing property. Located in Nago City, this is the first foray of a Ritz-Carlton resort into Japan. On the Island of Taketomi, the Hoshinoya Chain opened a minimalist-style property with 48 Japanese style pavilions nestled in a huge garden surrounding by the sea. They are projects from other international chains such as Westin, Four Seasons, Sheraton and Banyan Tree but plans have for now been delayed due to Japan’s stagnant economy and March 2011 earthquake.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
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