Japanese visitors prefer the trendy, they're looking for something new and are more likely to visit Hawai'i as an independent traveler these days than in the large tour groups of 30 years ago.

Those are some observations of a hotel executive who has worked in Japan since 2000 but started his career on O'ahu. Lloyd Nakano, 57, now serves as managing director of the ultra-luxury Hotel Seiyo Ginza, A Rosewood Hotel in Tokyo, which was voted Japan's Top Hotel in 2002.

Nakano returns to the Islands four to five times a year and will be back later this summer to attend the fourth annual Hawai'i Tourism Authority conference, Aug. 28 and 29 at the Hawai'i Convention Center. This year's event is titled "Aloha Aku, Aloha Mai — the Responsibility of Aloha."

He will speak on a subject on the minds of many in the industry: a drop in the numbers of Japanese visitors to Hawai'i, and what can be done to boost them. The number of Japanese visiting Hawai'i through the first six months of this year fell to 617,996, a 7.4 percent drop from the same period in 2006.

In a phone interview, Nakano offered observations on Japanese market trends. At the conference, he and other industry leaders will discuss some topics under the broad heading: "Making a Comeback."

Nakano said he believes the fuel surcharge discourages some Japanese travelers, more so those in family groups.

"What I'm hearing is that a lot of Japanese would choose to go to a place like Vietnam or Thailand or Bali," he said.

But he said Hawai'i folk could benefit from visitors seeing the renovated Waikiki, new restaurants such as Nobu Waikiki and a chance to experience new things here.

He said couples in Japan will spend $300 for a dinner date, even up to $1,000. Japanese are very into the new top thing.

He noticed a surge in travel to Ulaanbaatar, Mongolia's capital, in the wake of the popularity of sumo wrestlers from that country.

And he noted that the Japan Travel Bureau just forecast 2.52 million visitors will leave the country during this summer vacation period; the number of visitors leaving the country for summer vacation last topped 2.5 million six years ago.

Still, it's clear that destinations closer to Japan offer quick vacation alternatives, such as Okinawa and Singapore's Sentosa Island, without losing a day to the international date line.

"Hawai'i is perceived as a honeymoon destination, a family destination and a repeat destination," Nakano said. But that means the repeat visitor is often looking for a better deal each time, he said. "Hawai'i has to work harder to get that customer the first time."

The conference brings together about 500 key industry officials, said David Uchiyama, vice president of tourism marketing for the Hawai'i Tourism Authority.

While the meeting will include the requisite PowerPoint presentations, panel discussions and even the industry "Keep It Hawai'i Awards," Uchiyama said it will emphasize the core values of aloha.

Other resorts can offer great beaches or tropical getaways, but he said the conference will emphasize the Island hospitality that makes Hawai'i different from any other place.

He tells the story of an attorney whose mom was a housekeeper, and how he remembers coming home from school and finding hotel guests over for dinner.

Or the guest who so enjoyed spending time with bellmen at the hotel that they made him an honorary bellman, complete with shirt and name tag.

Uchiyama said that kind of welcoming spirit — "no strings attached, you give of yourself, you extend yourself and your hospitality" — is unusual and needs to be recognized and appreciated.

While worldwide the industry grapples with fierce competition, labor costs and other challenges, it also is seeing the first generation starting to retire.

And that's why, Uchiyama said, the theme of the conference is especially meaningful. "We need to avoid treating aloha as a slogan rather than a way of life."

Reach Robbie Dingeman at rdingeman@honoluluadvertiser.com.