Hawaii
Tourism Is Still Way Down On Maui. And That's Causing A Lot Of Problems
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.
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.
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.
“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?”
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.
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.”
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.
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.
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.
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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When visiting Hawai‘i, a stay in one of its smaller towns allows visitors to get a true sense of life in the islands, where locals gather at coffee shops and neighborhood parks, or head to the beach to relax with family and friends. In Kailua, mornings can start with macadamia nut pancakes before heading out on the water, while in Waimea’s cooler slopes and pasturelands are the perfect backdrop for a bike ride or hike. Whether spending the day in a surf town or a quieter inland community, visitors will find friendly locals and plenty of community spirit in these neighborly towns.
Kailua, Oʻahu
Kailua, the largest town on the windward side of Oʻahu, is a perfect family-friendly destination that combines a laid-back island lifestyle with great food and gorgeous beaches. Kick off the day at Boots & Kimo’s Homestyle Kitchen, a longtime local favorite known for its famous macadamia nut pancakes. Rent a kayak from Kailua Beach Adventures and take it for a spin in Kailua Bay’s calm waters. Avid kayakers will enjoy the paddle to the Mokulua Islands or to nearby Popoia Island (Flat Island). Afterward, enjoy shopping in Kailua Town and visit local favorites like the Fighting Eel boutique or Soha Living Kailua to find stylish Hawaiian clothing and home goods.
Waimānalo, Oʻahu
Some of Oʻahu’s most stunning beaches and mountain views can be found in sleepy Waimānalo on the island’s windward side. With a backdrop of the dramatic Koʻolau Mountains, the area is home to local farms like Waimānalo Country Farms, which hosts seasonal events like its popular fall pumpkin patch. Make sure to try their famous ‘Nalo lemonade when you visit! For panoramic views, hike the paved, family-friendly Makapuʻu Point Lighthouse Trail, where you may even spot whales between January and March. Grab an ‘ono (delicious) sandwich from Kalapawai Cafe & Deli – Waimanalo, then head to Hūnānāniho Beach (Sherwoods Beach), where the shorebreak is perfect for kids and adults to enjoy a bodyboarding session!
Paia, Maui
Paia is a laid-back surfer’s paradise on Maui’s North Shore known for its bohemian vibe and plantation-era roots. Peruse the Historic District, filled with art galleries, cafés, and local shops. Stop in at Heart in Paia, a cute boutique where you can buy handcrafted jewelry directly from the local artist. Just outside town, Baldwin Beach Park’s long stretch of beach is ideal for bodyboarding and long walks, often with sea turtles resting along its shore. A short drive away, Ho‘okipa Beach Park is world-famous for its windsurfing and big winter waves. Make sure to book a reservation at Mama’s Fish House for special occasions. Its seafood-heavy menu changes daily depending on what has been caught, and the desserts are top-notch! For more casual fare, Paia Fish Market Restaurant is a go-to for its seafood.
Kula, Maui
Situated on the slopes of Haleakalā, Kula is located in Maui’s Upcountry region, known for its cool climate and panoramic island views. Visit Aliʻi Kula Lavender Farm to tour its scenic gardens filled with lavender, protea, and hydrangea. After your tour, visit the gift shop where you can pick up lavender-scented lotions and balms as well as a pack of the farm’s famous lavender scone mix. Nearby, Surfing Goat Dairy offers interactive tours where visitors can try everything from snuggling a baby goat to a hands-on milking experience. For a tranquil experience, stroll through Kula Botanical Garden, home to native plants, a koi pond, and an aviary. The high elevation of this area makes the air extra chilly, so remember your jacket!
Haleiwa, Oʻahu
Located on Oʻahu’s North Shore, Haleʻiwa is a vibrant surf town known for its massive winter waves, local boutiques, and casual food scene. For a refreshing treat, stop by Haleiwa Bowls for a popular açaí bowl. Just outside town, Shark’s Cove is a favorite summer snorkeling spot, with calm waters and rocky tide pools teeming with marine life. About 15 minutes away, Waimea Valley offers lush botanical gardens and the scenic Waimea Falls, where visitors can swim beneath a waterfall.
Hanalei, Kauaʻi
Located on Kaua‘i’s North Shore, Hanalei is a small town where surfers, artists, and taro farmers form a close-knit community. The town hugs Hanalei Bay, a two-mile stretch of beach framed by mountains and taro fields. Stroll along the iconic Hanalei Pier, a favorite spot for sunset views and photos over the bay. In town, pick up a coconut-flavored coffee from the Hanalei Bread Company and browse boutique shops along the main street. For a sweet treat, visit Holey Grail Donuts, known for its unique taro-based donuts fried in coconut oil.
Waimea, Hawaiʻi Island
Kamuela, commonly known as Waimea, is a paniolo (cowboy) town shaped by ranching history and named in honor of Samuel Parker of Parker Ranch. Its rolling green hills and cool climate set it apart from the rest of the island. Explore its verdant pastures by bike with a guided ride from Big Island Bike Tours, where you will learn about the region’s history along the way. Visit Anna Ranch Heritage Center for a glimpse into historic ranch life and the legacy of Hawaiʻi’s cowboys. For dining, Merriman’s Big Island highlights locally sourced ingredients in an upscale setting, while Hawaiian Style Cafe is beloved by locals for its hearty portions and famous haupia pancakes.
Honokaa, Hawaiʻi Island
Honokaa is a quiet former plantation town along the Big Island’s Hamakua Coast. Explore the boutiques, galleries, and cafés that line the town’s main thoroughfare, Mamane Street. Just outside town, the Waipiʻo Valley Lookout offers breathtaking views of cliffs and waterfalls cascading into the valley below. For a closer look, book a seat on the Waipiʻo Valley Shuttle Tour, the only way to access the valley floor. Five minutes outside town, the Honokaʻa Chocolate Farm offers guided tours where you will learn the ins and outs of growing cacao and chocolate-making. Make sure to pick up one (or several) of their delicious chocolate bars to take back home with you! No visit to Honokaʻa is complete without a stop at Tex Drive-In for its famous malasadas and local-style plate lunches.
Captain Cook, Hawaiʻi Island
Captain Cook is a small South Kona town named after British explorer Captain James Cook. Visit the Kona Coffee Living History Farm, where you can learn about the town’s coffee-growing roots through an immersive experience as costumed workers demonstrate traditional coffee farming techniques in an open-air museum. Just down the hill, about a 10 to 15-minute drive, Kealakekua Bay offers some of the island’s best snorkeling and is home to the Captain Cook Monument, accessible by boat or via the challenging Kaʻawaloa Trail. Back in town, check out the historic Manago Hotel Restaurant, a family-run establishment that has been serving the local community since 1917. Make sure to try their famous pork chops!
Lānaʻi City, Lānaʻi
Lānaʻi City is a quiet, close-knit, plantation-era town that once served as the headquarters of James Dole’s pineapple empire. At its center is Dole Park, a shady gathering place perfect for picnicking. A short walk along the nearby streets will take you past local boutiques and cafes. Plan a stop at the Blue Ginger Cafe for hearty local dishes or Coffee Works for pastries and coffee. Tour the Lānaʻi Culture & Heritage Center, located just one block from Dole Park, to learn more about Lānaʻi’s immigrant communities and rich agricultural history. About 20 minutes away, Hulopoʻe Bay features one of the island’s best beaches and access to the scenic Puʻu Pehe (Sweetheart Rock) Trail. Hike this trail at sunset to catch a stunning view of the island’s coast.
Neighborhoods Like No Other
In these smaller towns, residents and visitors alike have the space to settle into the rhythm of the islands, enjoying gorgeous tropical views from the laid-back patio of a family-run farm or while strolling past local shops, coconut-flavored coffee in hand. Each stop reflects a different kind of neighborhood setting, from coastal communities to upland farming regions, where regional history, local businesses, and understated natural beauty shape these islands.
KONA (HawaiiNewsNow) – The Hawaii Police Department is investigating a terror threat at Kealakehe Intermediate School after a student reportedly intended to bring a gun to campus on Friday.
Police said they interviewed several students and, during the investigation, determined the student in question was absent and not on campus.
Authorities said they have not located anyone who directly heard the alleged threat, and the report has not been substantiated.
Police said the school remained open and its daily operations were not impacted.
Anyone with information is asked to contact officer John Antonio at (808) 935-3311 or by email at John.Antonio@hawaiipolice.gov.
Anonymous tips can be sent to Crime Stoppers by calling (808) 961-8300. All Crime Stoppers information is kept confidential.
Copyright 2026 Hawaii News Now. All rights reserved.
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