The Japan Tourism Award contributes to the development and expansion of tourism, to the synergy effect along with Tourism EXPO Japan, and recognizes sustainable and excellent efforts of domestic and overseas groups, organizations and companies, by notifying society of the award-winning efforts, they aim to promote understanding of tourism and contribute to further development of tourism as a whole.

In August 2018, the Honolulu Festival awarded the Excellence Award, following the grand prize.
The reason for receiving the award is being continuously implemented for about a quarter of a century as a symbolic event of exchange between Japan and Hawaii, and the program has evolved constantly beyond the enterprise’s business barriers, fully established in the local community.