[Atami Tourism Bureau] Concludes Advisory Agreement with Hawaii-based Corporation
Atami Tourism Bureau has signed an advisory agreement with ISLAND PINE LLC, a Hawaii-based corporation led by Mitsue Varley, former Director of the Hawaii Tourism Japan Office. This partnership aims to strengthen PR strategies for the US market, a key target for inbound tourism, leveraging Hawaii's tourism trends and network for strategic promotion.
📋 Article Processing Timeline
- 📰 Published: April 27, 2026 at 20:00
- 🔍 Collected: April 27, 2026 at 11:31
- 🤖 AI Analyzed: April 28, 2026 at 03:14 (15h 42m after Collected)
The Atami Tourism Bureau has concluded an advisory agreement with "ISLAND PINE LLC," a Hawaii-based corporation represented by Mitsue Varley, former Director of the Hawaii Tourism Japan Office, starting April 2026. The purpose is to strengthen PR strategies for the American market, a primary target for inbound tourism.
Through this agreement, the Atami Tourism Bureau will receive continuous advice and information, utilizing Hawaii's advanced tourism trends and network, to enhance promotion and build relationships in the American market.
■ Background
The current inbound market faces uncertainties due to changes in international affairs and economic conditions. However, inbound tourist numbers to Japan recorded an all-time high in 2025, and inbound travel demand is on a growth trajectory. Particularly in the American market, the number of visitors to Japan in 2025 has significantly exceeded both the previous year and pre-pandemic levels of 2019, maintaining high growth throughout the year.
Given these circumstances, the Atami Tourism Bureau positions the American market as one of its key targets and aims to strengthen strategic PR and promotion, along with improving the reception environment.
■ About this Initiative
Ms. Varley possesses a strong network within the local travel industry and tourism-related businesses, cultivated during her tenure as former Director of the Hawaii Bureau of Tourism. The Atami Tourism Bureau will leverage her specialized knowledge and network to promote tourism and strengthen branding and PR strategies in overseas markets, aiming to increase recognition and expand visitor numbers in the American market.
■ Comment from Mitsue Varley
"I am deeply honored to have concluded an advisory agreement with the Atami Tourism Bureau. In an era where the nature of tourism is undergoing significant change, I will contribute to the creation of sustainable tourism centered on Atami City's 'Tourism Strategy (2026-2030)' from a global perspective, through active exchanges of opinions with all stakeholders."
Mitsue Varley, Representative of "ISLAND PINE LLC"
Born in Ishikawa Prefecture, after working for Marubeni Corporation, she built a career of over 30 years in the tourism industry based in Hawaii starting in 1992. She has served as Sales Manager at Kualoa Ranch Hawaii, Asia Pacific Director at Oahu Visitors Bureau, and Sales Manager at Hawaii Convention Center. From 2012, she served as Marketing Director, Deputy Director, and Director of the Hawaii Tourism Japan Office, overseeing Hawaii's tourism strategy in the Japanese market. In 2026, she became independent and supports international marketing and destination strategies for companies and local governments as a tourism strategy advisor.
About Atami Tourism Bureau
The Atami Tourism Bureau is a general incorporated foundation responsible for promoting tourism in Atami City, Shizuoka Prefecture, one of Japan's leading hot spring resorts. Established in July 2024, it operates in collaboration with various organizations that support the regional economy, including the Atami Chamber of Commerce and Industry, Atami City Hotel & Ryokan Cooperative Association Federation, and Atami City Tourism Association Federation. It disseminates the diverse charms of Atami, such as its rich nature with hot springs, sea, and mountains, seasonal flowers, fireworks festivals, and cultural and art events, both domestically and internationally. As a hot spring resort accessible in as little as 29 minutes from the city center, it offers an experience harmonizing nostalgia and novelty. With the goal of "Towards a loved and chosen Atami. Creating the future with the power of tourism," it promotes sustainable tourism development in collaboration with the community.
HP: https://atami-tb.com/
Official Instagram: https://www.instagram.com/atamitourismbureau/
Official Facebook: https://www.facebook.com/atamitourismbureau/
Official X: https://x.com/atamikankokyoku
Official LINE: https://lin.ee/OVZYNb4
Through this agreement, the Atami Tourism Bureau will receive continuous advice and information, utilizing Hawaii's advanced tourism trends and network, to enhance promotion and build relationships in the American market.
■ Background
The current inbound market faces uncertainties due to changes in international affairs and economic conditions. However, inbound tourist numbers to Japan recorded an all-time high in 2025, and inbound travel demand is on a growth trajectory. Particularly in the American market, the number of visitors to Japan in 2025 has significantly exceeded both the previous year and pre-pandemic levels of 2019, maintaining high growth throughout the year.
Given these circumstances, the Atami Tourism Bureau positions the American market as one of its key targets and aims to strengthen strategic PR and promotion, along with improving the reception environment.
■ About this Initiative
Ms. Varley possesses a strong network within the local travel industry and tourism-related businesses, cultivated during her tenure as former Director of the Hawaii Bureau of Tourism. The Atami Tourism Bureau will leverage her specialized knowledge and network to promote tourism and strengthen branding and PR strategies in overseas markets, aiming to increase recognition and expand visitor numbers in the American market.
■ Comment from Mitsue Varley
"I am deeply honored to have concluded an advisory agreement with the Atami Tourism Bureau. In an era where the nature of tourism is undergoing significant change, I will contribute to the creation of sustainable tourism centered on Atami City's 'Tourism Strategy (2026-2030)' from a global perspective, through active exchanges of opinions with all stakeholders."
Mitsue Varley, Representative of "ISLAND PINE LLC"
Born in Ishikawa Prefecture, after working for Marubeni Corporation, she built a career of over 30 years in the tourism industry based in Hawaii starting in 1992. She has served as Sales Manager at Kualoa Ranch Hawaii, Asia Pacific Director at Oahu Visitors Bureau, and Sales Manager at Hawaii Convention Center. From 2012, she served as Marketing Director, Deputy Director, and Director of the Hawaii Tourism Japan Office, overseeing Hawaii's tourism strategy in the Japanese market. In 2026, she became independent and supports international marketing and destination strategies for companies and local governments as a tourism strategy advisor.
About Atami Tourism Bureau
The Atami Tourism Bureau is a general incorporated foundation responsible for promoting tourism in Atami City, Shizuoka Prefecture, one of Japan's leading hot spring resorts. Established in July 2024, it operates in collaboration with various organizations that support the regional economy, including the Atami Chamber of Commerce and Industry, Atami City Hotel & Ryokan Cooperative Association Federation, and Atami City Tourism Association Federation. It disseminates the diverse charms of Atami, such as its rich nature with hot springs, sea, and mountains, seasonal flowers, fireworks festivals, and cultural and art events, both domestically and internationally. As a hot spring resort accessible in as little as 29 minutes from the city center, it offers an experience harmonizing nostalgia and novelty. With the goal of "Towards a loved and chosen Atami. Creating the future with the power of tourism," it promotes sustainable tourism development in collaboration with the community.
HP: https://atami-tb.com/
Official Instagram: https://www.instagram.com/atamitourismbureau/
Official Facebook: https://www.facebook.com/atamitourismbureau/
Official X: https://x.com/atamikankokyoku
Official LINE: https://lin.ee/OVZYNb4