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.
Sign up for our FREE morning newsletter and face each day more informed.
HONOLULU (HawaiiNewsNow) – A hiker was rescued after suffering a medical emergency on the Diamond Head Crater Trail Saturday morning.
The Honolulu Fire Department said crews responded at about 10:30 a.m. after a woman in her 30s became unable to descend from the top of the trail.
Firefighters climbed the trail on foot while another crew prepared a nearby landing zone for air operations.
HFD’s Air 1 helicopter inserted rescue personnel to the woman’s location, where they assessed her condition and provided basic life support.
The hiker was then airlifted to the landing zone and transferred to Honolulu Emergency Medical Services shortly after 11 a.m.
No firefighter injuries were reported.
Copyright 2026 Hawaii News Now. All rights reserved.
Hawaii
Filipino dignitaries embrace RIMPAC hospitality amid outside protests – Hawaii Tribune-Herald
Aboard the Philippine navy ship BRP Miguel Malvar on Wednesday night, prominent members of Honolulu’s Filipino community rubbed shoulders with military personnel and diplomats as they wined and dined on its deck in Pearl Harbor before the ship set sail to join other warships participating in the biennial Rim of the Pacific exercise.
“This warm atmosphere, the smiles, enthusiastic conversations truly echo the spirit of Filipino hospitality, or bayanihan … central to Filipino psychology, which means we see ourselves in others,” said Vice Admiral Jose Ezpeleta, the Philippine navy’s top officer, as he addressed attendees at Filipino Community Night reception.
“These cherished Filipino values and rich heritage are primarily reflected and carried out by you, our Filipino community,” Ezpeleta said. “Serving as a final bridge that links the Philippines to the United States cultures and peoples, and beyond defense and security, these vibrant people-to-people ties clearly form part of the foundational cornerstone of the Philippines and the United States of America.”
But outside the base’s gates on Kamehameha Highway, about 20 protesters carried signs and shouted slogans condemning the Philippine military’s participation in RIMPAC. During the protest, part of the group went to the base’s Halawa Gate and stood outside it until base security officials asked that they step back and return to the road.
The group included members of the Ho‘opae Pono Peace Project, Anakbayan Hawaii, Democratic Socialist of Oahu, Hawaii Coalition for Human Rights in the Philippines, the Party for Socialism and Liberation, Social Medicine Hawaii, and the Filipino Artist Movement.
“Everyone here is here because they love someone and they know someone that’s been impacted by U.S. militarism across the world” said Silayan Camson, a member of Filipino Artists Movement. “We’re all united in that struggle. U.S. militarism is one of the number one polluters in the world, and it has also spread across not only in the Asia-Pacific, but also in the Middle East, and that impacts day-to-day working people here, not only here in Hawaii, but across the oceans into the Philippines.”
In a statement preced-ing the protest, the HICHRP said that “while mainstream media views RIMPAC as providing valuable opportunities for the Philippine Navy to enhance interoperability with its allies and partners, the Philippines continues to enter into military agreements with the U.S. at the expense of its people.
“Filipino citizens risk becoming collateral damage amidst increasing U.S. tensions with China,” the group said. “Recent events, including the massacre of 19 individuals, including two Filipino-Americans in Negros Occidental, highlight the dire human rights situation in the Philippines.”
The American citizens in question were Lyle Prijoles, 40, and Kai Dana-Rene Sorem, 26. Both had friends in Hawaii, who gathered with local activists to hold vigils after their deaths. They were among a group of activists and researchers taking part in a program put together by leftist organizers taking them into the countryside.
They were killed in a controversial operation by Philippine army troops hunting down members of the New People’s Army — the armed wing of the Communist Party of the Philippines — in the town of Toboso.
The Philippine military described it as an hours-long gun battle with rebels that wounded one soldier before they ultimately called in air support, while activists say indiscriminate strafing fire from the sky rained down on helpless civilians below. The NPA has confirmed that 10 of those killed in the incident were armed members of the group, but maintains the other nine were unarmed civilians.
“The U.S. has been assisting and aiding the Philippine military and its human rights abuses,” argued Camson, who told the Honolulu Star-Advertiser that Prijoles and Sorem were “learning about Filipino struggles in the Philippines, they were unjustly murdered by the Philippines military, and the Philippines military has continually neglected its people.”
Manila has sought to deepen military ties with countries around the region as it has been locked in a bitter dispute with Beijing over maritime territorial and navigation rights in the South China Sea, a busy waterway that nearly one-third of all global trade travels through.
Beijing claims nearly the entire sea as its exclusive territory over the objections of most neighboring countries and many others around the world who depend on goods flowing through it. In 2016 an international court ruled in favor of the Philippines and found that China’s claims have “no legal” basis.
China rejected the ruling and has built bases on disputed islands and reefs. The Chinese military also has harassed and sometimes attacked fishermen and other marine workers from the Philippines, including scientists trying to study the ecological impacts of operations in the area.
“The officers and sailors aboard this ship are more than members of our Armed Forces of the Philippines,” said Consul General Arman Talbo, the Philippines’ top diplomat in Hawaii. “They are our fellow Filipinos, our sons, our daughters, our brothers, our sisters, who have chosen a life of service. Their dedication helps safeguard our nation’s sovereignty, protect our people, and contribute to regional peace”
“The presence of this remarkable ship in Honolulu is the source of great pride for the Filipino community here in Hawaii,” Talbo said. “As one of the Philippine navy’s newest and most capable vessels, BRP Miguel Malvar reflects our nation’s steadfast commitment to modernizing its armed forces and strengthening its ability to secure peace, security, and stability in the Indo-Pacific.”
The U.S. military, for its part, has conducted frequent “freedom of navigation” operations through the region, increasingly in partnership with other countries, and frequently makes use of Subic Bay and other ports in the Philippines to support its operations.
While U.S. troops left permanent bases in the country in the 1990s after nationalist protests led to their eviction, training rotations by American forces and now those from other countries have increased amid tensions with China along with port calls by warships. Last year, President Donald Trump and Philippine President Ferdinand Marcos Jr. announced plans for Subic Bay to become a new arms manufacturing hub.
Camson argued that “Filipinos and the Philippine budget should be going toward people’s rights and education … The working conditions and working-class people of the Philippines are struggling while their leaders are busy participating in RIMPAC when they should be focusing on how to help Filipinos both in the U.S. and back in the Philippines.”
The Philippines is also among the most likely staging areas U.S. troops would use to respond to a Chinese invasion of Taiwan. The Philippine military’s top commander, Gen. Romeo Brawner, told his troops in the northern tip of the country last year to “start planning for actions in case there is an invasion of Taiwan.”
Brawner, an alumnus of the Daniel K. Inouye Asia-Pacific Center for Security Studies in Waikiki, asserted in his remarks that “if something happens to Taiwan, inevitably we will be involved. There are 250,000 (overseas Filipino workers) working in Taiwan, and we will have to rescue them.”
The Philippine navy also has sent ships, including the Malvar, to train as far away as India and Australia. Talbo said that he sees it as a source of pride that the Philippine navy can now regularly sail its ships across the vastness of the Pacific, arguing that years ago that would have been unthinkable.
Star-Advertiser photo editor George Lee contributed to this report.
Hawaii
Evacuations ordered for Buildings 4 and 5 of the Lofts in Waikōloa as firefighters continue response to brush fire | Big Island Now
July 10, 2026, 6:19 PM HST
* Updated July 10, 6:20 PM
This story was updated at 6:19 p.m. July 10, 2026.
Hawai‘i Fire Department issued a wildfire warning and is responding to a brush fire in the Waikōloa area of South Kohala, with evacuations ordered for Buildings 4 and 5 of the Lofts in Waikōloa Village.
An evacuation shelter is open at Waikōloa Elementary School cafeteria, located at 68-1730 Hoʻokō St.
Waikōloa Road from Paniolo Avenue to Highway 190 is closed. Hawai’i Police Department advises motorists to avoid the area for at least the next 4 hours.
Only local traffic will be allowed on Waikōloa Road from Paniolo Avenue to Queen Ka‘ahumanu Highway.
More information will be provided as it becomes available. Hawai’i County Civil Defense is providing updates as conditions change.
-
Arkansas6 minutes agoArkansas tips its hat to blues pioneer Larry “Totsie” Davis in England dedication
-
California9 minutes ago‘Explosive diarrhea’ parasite surfaces in California as health officials fear statewide surge
-
Colorado14 minutes agoThis Quiet Colorado Town Is An Underrated Gem For Nature Lovers
-
Connecticut21 minutes agoCar catches fire in Trumbull
-
Delaware24 minutes agoPower outage number tops 13,000 in Delaware County as storm hits
-
Florida29 minutes agoFlorida top-ranked signee selected in Round 4 of MLB draft
-
Georgia36 minutes ago3 Georgia baseball players taken in MLB Draft opening day
-
Hawaii39 minutes agoHiker airlifted from Diamond Head Crater Trail
