Efforts to boost the industry will focus on key Southern California markets, with additional pushes targeting corporate meeting and incentive planners.
Government officials and tourism executives are seeking to restore tourism to Maui, a year after wildfires destroyed much of the island’s Lahaina tourism hub and battered the its key industry.
Just a year ago residents rallied to implore tourists to stay away from West Maui and let residents grieve and recover.
Now officials are planning to target travelers from Southern California – Maui’s most important market – with a campaign designed to restore what tourism executives say is critically needed business for the island’s economy.
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Visitor numbers and spending remain sluggish since the August 2023 wildfires. According to the most recent available data from the Hawaii Tourism Authority, for June, the number of visitors to Maui was down 22% compared with June 2023. Visitor spending was down 27%, HTA reported.
Under the iconic open ceiling of the Hawaii State Capitol, Lahaina Strong community representatives delivered more than 10,000 signatures to Gov. Josh Green’s office in October asking to keep tourism to West Maui closed indefinitely. (Kevin Fujii/Civil Beat/2023)
The 216,065 visitors to Maui in June was far more than the 94,221 who came in September, the month after the fire. But the number is 22% fewer than the 276,136 who came in June 2023. And with the traditionally slow fall travel season on the horizon, the situation soon could get worse.
“We’re clearly seeing tremendous softness on Maui,” said Jay Talwar, chief marketing officer with the Hawaii Visitors and Convention Bureau. Projections show the softness could remain until March or April of next year, said Talwar, whose organization leads Hawaii’s tourism marketing to the U.S. mainland.
The press to attract travelers is a dramatic departure from the mixed messages prospective visitors received in the weeks and months after the devastating fires, said Mufi Hannemann, chairman of the board that governs the Hawaii Tourism Authority.
In a series of stories this week, Civil Beat is reflecting on what’s happened in the year since wildfires swept through Maui and what’s ahead for the island and its people.
Initially, tourists thought they should stay away from Maui, Hannemann recalls. Later they were told to come to Maui but not to West Maui. Then they were told to come, but to be sensitive to what residents were going through, as part of a “Malama Maui” campaign.
Now tourism officials are rolling out an unequivocal welcome mat, especially for potential visitors from the Los Angeles area, Hannemann says. The authority is hoping to make mixed messages a thing of the past, he said.
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“We really feel all of that is behind us,” Hannemann said.
Workforce And Air Service Decline As Visitor Base Shrinks
Tourism executives on Maui are facing multiple problems as tourism lags.
One critical issue involves workforce, said Lisa Paulson, executive director of the Maui Hotel and Lodging Association. The island’s hotel workforce has declined by 5,600 since the fires, she said. And with housing prices escalating, it’s hard to recruit new workers to the island, she said.
The lack of workers is so bad that some hotels are considering outsourcing certain jobs to third-parties instead of relying on hotel employees, Paulson said. That creates fewer in-house hotel jobs, which drives more people out of the workforce. It’s all part of what Paulson describes as a downward vicious spiral.
“It’s like a dog chasing it’s tail,” she said. “Where does the solution insert itself?”
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Another vicious spiral involves airline seats to Maui. Airline assets are by definition mobile: if a route isn’t popular, airlines can move a smaller plane to serve it or eliminate the service altogether. That means a smaller supply of seats for travelers — and potentially higher fares for those seats, which affects demand, and so on.
“The challenge with airlines is their assets are moveable, so they can move their assets where demand is,” HVCB’s Talwar said.
In July 2023, a month before wildfires destroyed much of Lahaina, U.S air travelers had booked more than 130,000 seats to Hawaii heading into the fall and winter, including 25,943 for the prime December holiday season. This past July, the numbers were approximately 96,000 overall, and just 18,656 booked for December.
According to Paulson, Maui’s passenger air capacity is down 16% since before the fires. Much of that involves service to the key Los Angeles market, Talwar said. Losing the LA seats is especially problematic, he said, because LA serves as a gateway to Hawaii, serving travelers from destinations further east as well as those from Southern California.
“If we lose flights from LA, it’s a double whammy,” he said.
But regaining air travelers poses a major challenge. Short term, airline bookings for Maui through the end of the year are below levels reported in July 2023, the tourism authority reports. And some softness could remain for years.
A recent Hawaii Tourism Authority study found that over a third of air travelers interviewed in May said the Maui wildfires will impact their likelihood of visiting Hawaii in the next two years. Eight percent said they previously were likely to visit but are “no longer likely to visit in the next two years due to the fires.”
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Karli Rose Wilson, owner of To Be Organics in Wailuku, said revenue is down 25% compared to last year, as tourism on the island lags. (Stewart Yerton/Civil Beat/2024)
It’s not just big businesses like resorts and airlines that are feeling the pinch. For small business owners like Karli Rose Wilson, the drop in visitors has meant a substantial decline in her business. The owner of To Be Organics, Wilson manufactures high-end bath, body and skin care products at a design studio in Wailuku.
Wilson normally sells her products wholesale to boutiques, hotels, meeting planners and the like. After the fires, Wilson said, she shut down her factory and and shop for about three weeks and used the space for people to drop off relief supplies. Wilson’s husband, a former chef who now works with To Be, volunteered cooking meals for fire survivors.
After reopening in September, Wilson pivoted from her business-to-business model to sell more products on line. The holidays and first quarter of 2024 were good for To Be, she says, as people rallied to support small Maui-based businesses.
This ongoing series explores where Hawaii’s economy is headed and whether it can grow beyond tourism.
But that business has fallen off, and the normal influx of summer tourists hasn’t come this year.
“We’re all used to the seasonal fluctuations,” she said. “We were waiting for summer to happen at the end of June. But there was nothing. It was crickets. We never really got that summer season.”
So instead of a boost to carry To Be into the holiday season, the company has seen a decline of about 25% compared with last year, she said.
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Corporate Meetings and Incentive Travel Targeted For 2025
The tourism authority and HVCB’s push in Los Angeles harkens back to a similar effort launched after the 2008 financial crisis, Talwar said. The idea is not simply to saturate the market but to use behavioral data to target advertising to potential visitors.
Talwar said the campaign will involve paid social media ads and non-skippable commercials appearing on smart TVs, but he declined to say much more. Hotels will be encouraged to bolster the advertising with their own ads and promotions
“I don’t want to go into too many details because it’s a competitive market,” he said.
The visitors bureau is also looking to corporate meetings and incentive travel to fill hotel rooms, restaurants and ballrooms. Travel paid for by companies for corporate retreats and as rewards for top performers can be especially lucrative, Talwar said.
And it’s not just money for rooms and food and beverage.
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With all their travel and lodging expenses paid, pampered corporate travelers often have extra cash for shopping, spas and other activities, Talwar said.
“We see a much higher spend from them,” he said.
For hotels, booking groups in advance enables them to better manage cash flow and staffing.
And with team-building exercises often scheduled for corporate meeting and incentive trips, such travelers are likely to engage in the volunteer activities that HTA promotes as part of its Malama Hawaii campaign.
To secure more such travel for Maui, the HVCB is hosting a trip to Maui in December for decision makers for what Talway described as “key accounts,” such as corporations and industry groups. In August 2025, Maui is planning to host some 250 key meeting and incentive planners, Talwar said.
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Wilson said To Be has benefitted in the past from corporate planners buying her luxury, locally made creams, oils and candles to give away as gifts. So boosting such travel will help her and other small Maui businesses that rely on tourists.
Asked whether she and her peers can survive until the new initiatives gain traction, Wilson expressed optimism.
“On Maui, I feel like we’re resilient. We’re a strong community,” she said. “As entrepreneurs, this is part of the journey — to overcome these obstacles, no matter what form they come in. And the festive season is right around the corner.”
Civil Beat’s coverage of Maui County is supported in part by a grant from the Nuestro Futuro Foundation.
“Hawaii’s Changing Economy” is supported by a grant from the Hawaii Community Foundation as part of its CHANGE Framework project.
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University of Hawaii at Manoa and Lawrence Berkeley National Laboratory Teamed up To Analyze Feasibility of Geothermal Cooling Technologies
By Justin Daugherty, NLR
In areas with geologically recent volcanic activity and ample underground water flow, like the Hawaiian Islands, geothermal energy technologies present options to augment the electric grid.
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Oahu’s steep terrain and highly permeable volcanic rock enable large groundwater flow, a must for successful ground heat exchangers in Hawaii, where load is cooling dominated. Shown here is Kaena Point, the western tip of Oahu’s North Shore. Photo from Christine Doughty, Lawrence Berkeley National Laboratory.
To investigate building cooling and energy efficiency options, the University of Hawaii at Manoa’s Hawaii Groundwater and Geothermal Resources Center collaborated with scientists at Lawrence Berkeley National Laboratory through the U.S. Department of Energy’s Energy Technology Innovation Partnership Project (ETIPP).
Managed by the National Laboratory of the Rockies (NLR), formerly known as NREL, ETIPP supports remote, coastal, and island communities with technical assistance and energy planning to help them build more reliable and affordable energy systems. Communities apply for up to 24 months of technical assistance, and those communities drive the scopes and focuses of their energy projects.
University of Hawaii at Manoa joined the program in 2022 with a desire to explore geothermal options, and a new report from this project details the feasibility of developing shallow ground heat exchangers (GHEs) across Oahu and at a specific site on the island for cooling.
Geothermal heat pumps take advantage of relatively constant temperatures just under the earth’s surface, using GHEs to exchange heat with the earth. Through a system of looping pipes in the shallow ground, GHEs can move heat from a warm place to a cooler place, like how a refrigerator functions.
“High-temperature geothermal, which requires deep drilling, is required to produce electricity, but low-temperature geothermal such as GHEs, which can be accessed much nearer the ground surface, can be used for building heating and cooling, greatly lessening loads on the electric grid,” said Lawrence Berkeley National Laboratory’s Christine Doughty, staff scientist.
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“I believe both types of geothermal have potential to be an asset to Hawaii,” added Nicole Lautze, founder and director of the Hawaii Groundwater and Geothermal Resources Center.
Determining Geothermal Cooling Favorability in Hawaii
In open-loop geothermal systems, wells are drilled to extract and inject groundwater, allowing the movement of thermal heat to and from the earth. These GHEs use cooler ground water from outside the system for the cooling process and expel the warmer water afterward.
In contrast, closed-loop GHE systems continually circulate a heat-transfer solution through pipes, which transfers heat to and from the ground via thermal conduction. Groundwater needs to have temperatures that are low enough to effectively cool buildings, and groundwater flow in a GHE system works to remove built-up heat.
Hawaii has far greater needs for cooling than for heating—meaning that GHEs would add heat to the subsurface and cause the systems to not function as desired. That is where groundwater comes in: It replaces heated water from the boreholes and maintains the functionality of the GHE system. Sufficient groundwater flow, then, is essential to the considerations for GHE deployment. GHE systems may not be deployed in areas with restricted watersheds or where there is subsurface production of freshwater. Therefore, closed-loop systems may be a more reasonable option in some locations.
Left: A geographic information system map of Oahu depicts different soil permeability zones (“Ksat_Class” indicates the potential speed of groundwater flow). Right: Locations of U.S. Department of Defense lands and public and private schools—potential customers for GHE—are shown.
Numerous factors help determine whether a community or business may consider GHEs. Areas with older homes may lack efficient energy systems, and some organizations, like schools or government buildings, may prioritize more adaptive heating and cooling. Cultural considerations are also very important, and a new NLR report incorporates Hawaii communities’ perspectives on geothermal.
Economic factors are another big consideration, with the expense of deploying a system versus energy savings playing into overall cost. Modeling revealed that electricity and energy transfer demand decreased, and such reductions contributed to cost savings. Longer loan terms may help ease deployment expenses for geothermal systems.
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ETIPP researchers factored the above parameters into their analysis to develop favorability maps for closed-loop and open-loop GHE systems. They used specific geographic information system layers with 11 attributes—including elevation, geology, and soil permeability—to develop an overall favorability map for GHEs on Oahu.
For the site-specific feasibility analysis at the University of Hawaii at Manoa’s Stan Sheriff Center, researchers used a hydrogeologic model to analyze groundwater flow of a closed-loop system at the site. Restrictions on water quality—mandating that groundwater must be left in its natural state—diminished the available area for GHE system deployment across the island, while many coastal areas showed high favorability. Overlays showing potential customers and restricted areas sharpened the maps.
This closed-loop favorability map shows restricted areas where GHE development is not possible. Pixels colored dark green—the top of the color spectrum table—indicate land that is more favorable to geothermal energy.
Geothermal Cooling Potential at University of Hawaii at Manoa
From the island-wide analysis, ETIPP analysis homed in and found that the Stan Sheriff Center at the University of Hawaii at Manoa, a building with a high cooling load in an area with lots of open space surrounding it, could make a good candidate for site-specific analysis of GHE technology.
Researchers used a hydrogeologic model to analyze a potential closed-loop system at the site. They modeled groundwater and heat flow, analyzed subsurface heat flow, and completed a techno-economic analysis.
Analysis without groundwater flow showed that the GHE system may operate normally in the first year, but heat buildup would increase water temperatures significantly after that, and without groundwater to sweep heat away, there would be increased chiller demand in years two through six. Modeling that incorporated groundwater flow—with similar conditions as the Stan Sheriff Center—showed that heat would be effectively swept away from the borefield, which would enable successful GHE operation for at least 10 years. Thus, including groundwater in analysis and planning—coupled with low interest loan rates and high capital investment—may provide economic benefits to the university.
The Stan Sheriff Center (white dome in the center of the image) is located at the base of the Koolau Range. Image from Google Earth.
Cold seawater may be an option for cooling-source systems, the analysis concluded, and such a system already operates at the Natural Energy Laboratory of Hawaii. The report authors encouraged further study.
As in Hawaii, ETIPP continues to help communities explore geothermal and other technologies to help meet their energy needs through in-depth, collaborative investigation of potential solutions.
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“This ETIPP project established a strong collaboration with LBNL and the foundation for what I hope is additional grant funding to explore the potential of GHEs on the UHM campus and across the state to cool buildings and reduce load on Hawaii’s grid,” Lautze said.
The U.S. Department of Energy’s Energy Technology Innovation Partnership Project (ETIPP) is a community-led technical support program for coastal, remote, and island communities to access unique solutions and increase energy reliability. By uniting federal agencies, national laboratories, regional organizations, and community stakeholders, ETIPP provides tailored technical support to help communities achieve affordable, reliable solutions to their energy system challenges. This collaborative model leverages the combined expertise and resources of its partners to deliver comprehensive, practical solutions that align with local needs. Learn more about ETIPP.
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Comet C/2025 A6, better known as Comet Lemmon, was one of the latest icy visitors to swing through our neighborhood of the solar system, leaving astronomers and casual skywatchers equally delighted. For observers in Hawaii, the glow of the Milky Way didn’t dim the streak of light made by this comet passing through.
What is it?
Comet Lemmon was discovered in January 2025 and made its closest approach to Earth in late October 2025. But by November 2025, when this image was taken, it had brightened to about the same apparent brightness as the planet Uranus, making it visible to the naked eye even from suburban skies.
Where is it?
This image was taken atop the volcanic peak Mauna Kea, on the Big Island of Hawaii.
Comet Lemmon could be seen with the naked eye as it streaked across the sky. (Image credit: International Gemini Observatory/NOIRLab/NSF/AURAImage processing: M. Rodriguez (International Gemini Observatory/NSF NOIRLab) & M. Zamani (NSF NOIRLab))
Why is it amazing?
Comets are notoriously unpredictable, so Comet Lemmon’s surprising visibility has felt like a bit of a cosmic bonus for Hawaiian stargazers. And this was a rare treat, as the comet won’t return to Earth’s skies for another 1,350 years, around the year 3375.
Framing this comet is the glow of our home galaxy, the Milky Way, which is easier to spot at higher elevations like Mauna Kea’s peak, where there is less light pollution. The image gives us a souvenir from a celestial visitor that won’t be back for more than a millennium.
Want to learn more?
You can learn more about comets and skywatching.
Breaking space news, the latest updates on rocket launches, skywatching events and more!
WASHINGTON, D.C. (HawaiiNewsNow) – U.S. Senators Mazie Hirono (D-Hawaii) and Tammy Duckworth (D-Illinois) reintroduced a piece of legislation on Thursday to strengthen protections for immigrant families and address long-standing problems in the family immigration system.
The Reuniting Families Act aims to reduce visa backlogs, boost efficiency across the immigration process, and ensure a fairer, more humane process for immigrant families.
“Immigrant families currently experience unnecessary obstacles and delays due to our country’s broken immigration system, keeping families separated for potentially long periods of time,” Hirono said. “By reducing family-based immigration backlogs and making common sense updates to how we treat families, the Reuniting Families Act will help take the first step in the right direction to keeping families together as they navigate our immigration system.”
According to the senators behind this bill, nearly four million people with approved visa applications are currently trapped in a massive immigration backlog, with many waiting more than a decade to reunite with their loved ones.
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“As Donald Trump’s inhumane mass deportation campaign rips apart families and communities across the country, it’s paramount we address the unnecessary barriers in our immigration system that have created backlogs and kept families apart for years,” Duckworth said. “Our legislation would implement commonsense reforms to help end family-based backlogs, which keep too many with approved green card applications stuck in bureaucratic limbo, and help get more families where they belong—together.”
The Reuniting Families Act would shorten delays by recapturing unused visas, rolling them into future years, expanding who qualifies as a family member to include permanent partners, and increasing both the total number of available family preference visas and per-country limits.
The bill would also put a time limit on visa processing, so no applicant has to wait more than 10 years for a visa if they have an approved application.
Click here to read the full bill.
Copyright 2025 Hawaii News Now. All rights reserved.
