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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I live in New York City. My 30-year-old son, Alec, lives across the country in Southern California. When I visit, I respect that he has his own busy, adult life. While I’d like nothing more than to spend every minute with him, I’m proud of his independence and try not to monopolize his time.
Alec has a roommate and no space for an overnight guest. When I’m on his home turf, I stay in a hotel or with a friend.
When he comes to NYC for the holidays, his schedule is packed. Plus, with the entire family under one roof, it can be tough to carve out one-on-one time.
I don’t feel shut out of Alec’s life, but I do miss spending quality time with him, so I floated the idea of a mother-son vacation.
He set a few ground rules before we started planning
Alec was vocal that for our getaway to work, we’d need to approach it as equals. This may sound deceptively simple, but it took lots of self-control on my part.
Little kids and I pair like milk and cookies. I did my graduate studies in early childhood education and taught preschool for years. Parenting young kids is never easy, but it felt instinctive. It grew harder as my children grew older.
Alec is my firstborn, and my parental grip was tightest around him. When he was a teenager, he told me I didn’t understand that teens needed autonomy. At the time, he was correct, but over the years, I’ve worked hard to pacify my bossy instincts.
This time, I would welcome his voice in planning our vacation.
Alec brought up another rule: that part of being equal should include sharing expenses. I gifted Alec his airline ticket using miles, and we split additional expenses.
Choosing a destination
Alec had four days off work over Memorial Day Weekend. I advocated for a location that wasn’t too hot, as I had suffered a bout of heatstroke in Greece last summer. A yoga class nearby would be a bonus.
Alec made a case for Hawaii. He’d never been, but its laidback reputation appealed to him. He said he wanted to destress at a resort and eat poke every day.
Hawaii is special to me. I first visited when I was a kid, spending a summer at my aunt and uncle’s home in Waianae on Oahu. The idea of sharing Hawaii with Alec was exciting.
From a practical point of view, Hawaii made sense. There are numerous nonstop flights from LAX, Alec’s home airport. I was going to be in Denver for work, so I was already heading in a westerly direction.
Courtesy of Allison Tibaldi
Each of the Hawaiian Islands has its own flavor. We had lots of options and weren’t quite sure how to narrow them down.
Alec is a fan of the television cooking show “Top Chef.” During his online research, he learned that former contestant Sheldon Simeon was scheduled to be the visiting chef at the Ritz-Carlton O’ahu, Turtle Bay on the island’s North Shore on the Saturday night of our trip.
The Hawaiian-born chef would be preparing a multi-course dinner using island-grown ingredients. I’m all about exploring local culture through food, so it seemed like a jackpot for both of us.
After we booked the dinner, we figured it made sense to stay at the Ritz-Carlton.
Balancing time together and separately was key
Another boundary we set for our vacation was balancing time together with time apart.
Each morning, Alec surfed, and I swam laps in the pool. I signed up for a lei-making workshop while he attended a tennis clinic.
In a perfect world, we would have reserved individual rooms; however, we shared a room for economic reasons.
We were still able to maintain boundaries and give each other privacy as our room had a comfortable ocean-view patio, perfect for reading and relaxing.
Meaningful conversations are what stand out
Time together sparked the meaningful conversations and connection I had longed for.
On May 24, I mentioned that it was my beloved dad’s heavenly birthday. Alec shared tender memories of his grandpa and told me that my dad had been a father figure for him, too, teaching him lessons that continue to impact his life. It made me teary.
We also had an intelligent discussion on income inequality. Alec overheard a group of vacationing doctors and a group of vacationing teachers chatting in the Jacuzzi. He said the doctors worked very long hours without complaint, while the teachers complained nonstop about their overwhelming workload. This led to a conversation between Alec and me about teachers being underpaid and undervalued.
As a former teacher, I found that my son’s thinking about socio-economic issues that hit so close to home really resonated with me.
Our mother-son vacation brought us closer
Our mother-son vacation was a success. Alec ate plenty of poke. I got to practice yoga. Together, we swam in the Pacific, walked trails surrounded by gardenias, and enjoyed a delectable Hawaiian dinner.
As much as I loved our activities, it’s the memories of our personal and poignant conversations that are etched in my heart.
I can’t wait to travel with Alec again.
HONOLULU (HawaiiNewsNow) – A state senator is challenging the Department of Land and Natural Resources’ (DLNR) decision to extend the deadline for the Puuhonua O Waianae (POW) encampment at Waianae Boat Harbor.
It comes as state and community leaders continue efforts to relocate residents to a permanent site.
The deadline was originally set for the end of June and has been pushed to Oct. 16.
State Sen. Samantha DeCorte said the extension marks the third delay in the relocation process since the original notice to vacate was issued last year. The initial deadline was Nov. 27, 2025, followed by extensions to April 30 and June 25 before the most recent extension.
DeCorte criticized the repeated delays during a press conference on Saturday.
“We are calling on DLNR Acting Chair Ryan Kanakaole, members of Puuhonua O Waianae, and the governor’s office to do what they said they would do. Complete the transition, honor the commitment, and bring this process to a close. After 20 years, another extension is not the solution,” DeCorte said.
She added concerns remain around public safety near the harbor, including reports of vandalism involving fishing equipment and conditions she says affect families and students traveling through the area.
“Fishermen have dealt with vandalism (and) theft of their equipment. Public safety concerns have persisted, and kids have to walk past unsafe conditions just to get to school.”
DLNR said the extension is intended to provide additional time for the relocation of the POW community to a nearly 20-acre site in Waianae Valley, while construction continues at the mauka housing development.
Kanakaole said in an email sent to DeCorte Friday that POW requested a deadline extension to vacate by the end of November, and the department, along with the governor’s office, reached an agreement on the October move-out deadline.
“DLNR, POW, and the Governor’s Office worked through what remains to be completed and established a reasonable timeline tied to actual relocation, cleanup, and closure activities and to provide for the most orderly and voluntary transition, which will ultimately lead to a solution that will last,” Kanakaole’s email said in part.
He added that more than 100 people remain at the site and POW leaders said that number should substantially reduce over the next several weeks, “potentially by nearly half within the next month.”
Read Kanakaole’s full email to DeCorte here.
The agency said it is coordinating with community leaders to ensure residents can relocate safely and to support cleanup and transition efforts at the harbor.
The relocation site has been part of a long-term plan tied to the late community leader Twinkle Borge, who envisioned moving families from the harbor into permanent housing.
Community leaders with Puuhonua O Waianae said the process remains complex and cannot be completed immediately.
Kala Paishon, a community leader with the encampment, said some residents are still unable to move because housing units at the new site are not yet complete. He also said limited transportation and volunteer support make moving difficult for some families.
“We do have some people that volunteer their time to help our people move. We’re limited on our vehicles, but we do what we got to do to move the people up there,” Paishon said.
He added that many residents have deep ties to the harbor after years of living there.
“Some people have been here 10-plus years,” Paishon said. “This is the memory they have, and this is where they felt like home.”
Paishon also said crews are working to gradually transition residents while maintaining cleanup efforts at the site.
“We’re making sure everybody moves up there safely… at the same time, we’re still cleaning up our opala down here.”
DLNR said it continues to work with community leaders and the governor’s office to move the relocation process forward in the coming months.
Copyright 2026 Hawaii News Now. All rights reserved.
Hawaii
Office of Hawaiian Affairs Responds to Senate Bill Involving Pōhakuloa – Big Island Video News
(BIVN) – The Office of Hawaiian Affairs (OHA) says it is in alignment with provisions in the Fiscal Year 2027 National Defense Authorization Act dealing with military-leased lands in Hawaiʻi, including the Pōhakuloa Training Area.
In a news release, OHA said it is encouraged by the bill’s “clear movement away from condemnation and toward negotiated solutions” for the approximately 19,700 acres of state lands at Pōhakuloa, and 450 acres at Kahuku. “The process outlined is consistent with OHA’s long-standing position opposing condemnation – whether forcible or ‘friendly’ – and insisting that lands held in public trust remain in the public trust and continue benefiting Native Hawaiians and future generations of Hawaiʻi’s people.”
The U.S. Senate Armed Services Committee recently passed the Fiscal Year 2027 National Defense Authorization Act, or NDAA. The bill is expected to advance to the full United States Senate for consideration by the end of July 2026, OHA says.
In a June 12th news release, U.S. Senator Mazie Hirono (D, Hawaiʻi) said she voted against the NDAA. Hirono is a senior member of the Senate Armed Services Committee (SASC) and Ranking Member of the Readiness and Management Support Subcommittee.
“I’m proud to have secured numerous provisions in the Senate’s FY27 NDAA that invest in military readiness, Hawaii, the Indo-Pacific Region, and our servicemembers and their families, while also holding the Army accountable on the military training land lease negotiations,” Hirono stated at the time. “However, I could not in good conscience vote to advance a bill that paves the way for an up to 40% increase in year-over-year Department of Defense spending, especially as this administration wages an illegal war in Iran with no plan or end in sight.”
Hirono said the bill “directs the Secretary of the Army to seek from the State of Hawaii, on terms acceptable to both the Army and the State, a renewal of expiring training land leases. As part of this, requires the Army to expeditiously resubmit their Environmental Impact Statements (EISs) for the leased lands and address deficiencies identified by the Hawaii Board of Land and Natural Resources.”
OHA noted Section 2864 of the NDAA also requires a report to Congress on the steps and proposals taken to advance lease renewals, within 60 days from the NDAA’s enactment.
“The Senate Armed Services Committee’s action reflects meaningful progress in acknowledging Hawaiʻi’s unique legal and cultural context,” stated OHA chair Kaialiʻi Kahele. “The removal of condemnation as an option and the requirement for renewed environmental review are consistent with what OHA has long advocated – that these lands must not be permanently alienated and that Hawaiʻi’s concerns must be fully addressed in good faith. Congress appears willing to respect Hawaiʻi’s laws and institutions. The opportunity before us now is to fully embrace the responsibilities and authorities those laws entrust to us. OHA will continue to ensure Native Hawaiian rights and public trust responsibilities remain central to any future decisions.”
OHA has been holding high-level meetings in Washington, D.C. concerning the military lease renewals.
OHA says it is also actively moving forward with a comprehensive Ka Paʻakai Analysis for Pōhakuloa Training Area. “The Board of Trustees has already approved a Permitted Interaction Group allocation of $60,000 to support this work, and OHA is finalizing a memorandum of understanding with DLNR to complete the work,” the Office stated. The analysis “will help create a more complete record of the cultural, historical, and community connections to these lands, providing decision makers with information necessary to evaluate potential impacts, identify appropriate protections, and fulfill their responsibilities under Hawaiʻi law.”
From the OHA news release:
OHA also notes that the NDAA contemplates the pursuit of future lease arrangements pursuant to Section 2667 of Title 10, United States Code. As discussions continue regarding potential lease terms, community benefit commitments, land-back and lease-back models, and other components of any future agreement, OHA believes those arrangements must remain consistent with Hawaiʻi’s environmental laws and public trust obligations. Any benefits derived from renewed use of these lands should reinforce the purposes of the public trust, protect traditional and customary Native Hawaiian practices, honor the history and significance of these lands, and preserve the value they were intended to provide for Native Hawaiian beneficiaries and future generations of Hawaiʻi’s people.
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