Will Direct Flights from Tokyo to Miami Become a Reality? Insights on Attracting the Japanese Market

The Miami Metro Convention & Visitors Bureau, responsible for tourism promotion to Miami, a major city in Florida, USA, made its first appearance at the ‘Tourism EXPO 2024’ held at Tokyo Big Sight in September. Despite being known as a resort city, Miami is still relatively unfamiliar to the Japanese. We spoke with Joe Docal, Director of the Bureau, who visited Japan for the EXPO, about how they intend to appeal to the Japanese market.

──Miami is known for its beach resort image, but what kind of experiences can it offer to Japanese tourists?

Miami is a destination filled with diversity, heavily influenced by immigrants from Caribbean countries, evident in its music, cuisine, and cultural aspects. The city is seeing an increase in Michelin-starred restaurants, including Japanese dining options. Miami is also a famous cruise ship port, offering tours to the Caribbean. Additionally, it is home to two national parks, Everglades and Biscayne, allowing visitors to enjoy nature. On another note, Miami serves as a hub for sports as well.

──Speaking of sports, the memory of the 2023 World Baseball Classic (WBC) final is still fresh, and Shohei Ohtani’s achievement of ‘50-50’ at LoanDepo Park, mentioning it as one of his favorite stadiums, also made headlines.

Indeed. We are thrilled that Ichiro, who played for the Miami Marlins, has a high likelihood of being inducted into the Baseball Hall of Fame in the USA. We look forward to hosting the Japanese national team again in Miami for the WBC semifinals and final in 2026. Beyond baseball, Miami will also be one of the host cities for the 2026 FIFA World Cup, offering a variety of sports viewing opportunities.

──How does Miami differ from other US resort cities? For Japanese, Hawaii seems more accessible geographically.

Miami is characterized as being “open to everyone,” offering a resort city experience without the constraints of staying within one area. Unlike resorts in Hawaii or the Caribbean, where guests often stay within a specific area, Miami offers additional attractions such as national parks and sports viewing outside the resort areas. This ability to enjoy a broader range of experiences without being confined to a specific area is what sets Miami apart from other resort cities.

“Regardless, it is crucial for Japanese people to first become acquainted with Miami as a destination,” says Mr. Docal. Although Miami International Airport hosts over 100 airlines with more than 400 flights a day, there are currently no direct flights to Japan. According to local reports, the airport’s top management is actively working towards establishing direct flights to Tokyo. Securing direct flights soon will undoubtedly be key to successfully attracting Japanese visitors.