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Tourism Is Still Way Down On Maui. And That's Causing A Lot Of Problems

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Tourism Is Still Way Down On Maui. And That's Causing A Lot Of Problems


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 opening ceiling of the Hawaii State Capitol, Lahaina Strong community representatives deliver more than 10,000 signatures to Gov. Josh Green’s office Tuesday, Oct. 3, 2023, in Honolulu. Residents of Lahaina and Maui-wide are asking to keep tourism to West Maui closed until they’re ready. (Kevin Fujii/Civil Beat/2023)
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.  

Civil Beat logo with Maui island silhouetteCivil Beat logo with Maui island silhouette

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.

Air bookings to Maui Air bookings to Maui
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.

Hawaii's Changinge Economy Special Project series badgeHawaii's Changinge Economy Special Project series badge

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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20 years in the making: County purchases Honolulu Landing property – West Hawaii Today

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Emails show FBI Director Kash Patel’s Hawaii trip included ‘VIP snorkel’ at a Pearl Harbor memorial

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Emails show FBI Director Kash Patel’s Hawaii trip included ‘VIP snorkel’ at a Pearl Harbor memorial


FBI director Kash Patel testifies before the Senate Subcommittee on Commerce, Justice, Science, and Related Agencies hearing on Fiscal Year 2027 Budget Request for the FBI, the Drug Enforcement Administration; the United States Marshals Service and the Bureau of Alcohol, Tobacco, Firearms and Explosives the on Capitol Hill, Tuesday May 12, 2026, in Washington. (AP Photo/Jose Luis Magana)

WASHINGTON — When Kash Patel visited Hawaii last summer, the FBI took pains to note the director was not on vacation, highlighting his walking tour of the bureau’s Honolulu field office and meetings with local law enforcement.

Left out of the FBI’s news releases was an exclusive excursion that Patel took days later when he participated in what government officials described as a “VIP snorkel” around the USS Arizona in an outing coordinated by the military. The sunken battleship entombs more than 900 sailors and Marines at Pearl Harbor.

The swim, revealed in government emails obtained by The Associated Press, comes to light amid criticism of Patel’s use of the FBI plane and his global travel, which have blurred professional responsibilities with leisure activities. The FBI did not disclose the snorkeling session or that Patel had returned to Hawaii for two days after his initial stopover on the island.

“It fits a pattern of Director Patel getting tangled up in unseemly distractions — this time at a site commemorating the second deadliest attack in U.S. history — instead of staying laser-focused on keeping Americans safe,” said Stacey Young, who founded Justice Connection, a network of former federal prosecutors and agents who advocate for the Department of Justice’s independence.

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With few exceptions, snorkeling and diving are off-limits around the USS Arizona. The battleship, now a military cemetery reachable only by boat, has stood as one of the nation’s most hallowed sites since Japan bombed and sank it in 1941. Marine archaeologists and crews from the National Park Service make occasional dives at the memorial to survey the condition of the wreck. Other dives have been conducted to inter the remains of Arizona survivors who wanted to rest eternally with their former shipmates.

Still, since at least the Obama administration, the Navy and the park service have quietly allowed a handful of dignitaries, including military and government officials responsible for management of the memorial, to swim at the site. The Navy and park service declined to provide details of those permitted to take such excursions.

Former FBI directors have visited Pearl Harbor on official business, but none going back to at least 1993 has gone snorkeling at the memorial, according to those familiar with their activities and a former government diver who spoke to AP on condition of anonymity for fear of retribution. The diver said it was unusual for a director or anyone not connected to the memorial to be granted such access because the swims come with physical risks and present security, safety and logistical challenges.

Patel has faced scrutiny over his leadership for the past year, with his use of government resources emerging as a recurring storyline of his tenure. The issue flared in February when video surfaced of Patel partying in the locker room with members of the U.S. men’s hockey team after their gold medal win at the Winter Olympics in Milan. Patel defended the trip as recently as this week as “purposely planned” in connection with a cybercrime investigation involving the Italian authorities.

Unanswered questions about exclusive outing

Patel’s excursion was in August as he spent two days in Hawaii on his return to the United States from official visits to Australia and New Zealand. On his way to those countries, he stopped in Hawaii to visit the Honolulu field office. An FBI spokesman did not answer questions about the snorkeling session.

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The FBI said in a statement that top regional commanders hosted Patel at Joint Base Pearl Harbor-Hickam “as they commonly do with US government officials on official travel.” The Pearl Harbor visit, the spokesman said, “was part of the Director’s public national security engagements last August with counterparts in New Zealand, Australia, our Honolulu Field Office, and the Department of War.”

It was not clear how Patel’s snorkeling session was arranged. A Navy spokesperson, Capt. Jodie Cornell, confirmed the outing but said the service was not able to track down who initiated it.

Participants in Patel’s swim were told “not to touch/come into contact with” the sunken ship in any way, Cornell said. She added that the snorkelers were also briefed about “the historic significance of the Memorial as the final resting place/tomb for hundreds of service members.”

A ‘VIP Snorkel’

Government emails obtained by the AP through a public records request show military officials coordinated logistics and personnel for the “VIP Snorkel.”

The National Park Service, which administers the site in coordination with the Navy, told AP it was not involved in Patel’s swim and declined to comment on the excursion. It also declined to answer questions about any other such outings.

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Among those afforded invitations to snorkel have been Navy admirals, secretaries of defense and interior, according to the former government diver. The diver added that the swims were intended to provide officials with insights into the memorial and its operations.

The Navy declined to provide examples or numbers showing how frequently it organizes such excursions. It described Patel’s outing as “not an anomaly.”

Hack Albertson, a Marine veteran, is part of a select group from the Paralyzed Veterans of America trained to dive on the Arizona annually to check on the condition of the wreck. He said it was inappropriate for Patel and other political figures to snorkel or dive at the memorial.

“It’s like having a bachelor party at a church. It’s hallowed ground,” he said. ”It needs to be treated with the solemnity it deserves.”

FILE – The USS Arizona Memorial is seen before a ceremony to mark the 83rd anniversary of the Japanese attack on Pearl Harbor, Dec. 7, 2024, in Honolulu. (AP Photo/Mengshin Lin, File)

Some family members don’t object to snorkeling

Some family members of Pearl Harbor survivors said they were not bothered by such official excursions, though some expressed a desire to also be permitted to snorkel at the site. They said they have not been permitted to do so.

“I have not heard of anyone who would object to these visits as they are very rare and there aren’t any survivors of the Arizona left alive,” Deidre Kelley, national president of the Sons and Daughters of Pearl Harbor Survivors, wrote in an email. “Their children might have some objections but I haven’t heard any.”

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Patel visited Pearl Harbor several years ago during a trip he made to Hawaii while serving as chief of staff to Christopher Miller, then the acting secretary of defense, according to the former government diver.

Miller said he snorkeled over the Arizona during an official visit to the base, but Patel was not present for that excursion. Miller said he was invited to snorkel by regional military officials and was told such a tour was for “special occasions and for special visitors, of which you’re one.” He called it a “meaningful” experience.

“It was a very somber and meaningful event,” Miller said in an interview. “It was a historical tour. It wasn’t a recreational thing.”

FBI will not discuss Patel’s return to Hawaii

Beyond the snorkeling excursion, it is not clear what else Patel did during his second stop in Hawaii.

Flight tracking data for the Gulfstream G550 typically used by the FBI director show the jet remained on the island two nights during that stay before flying on to Las Vegas, Patel’s adopted hometown. The jet has a published range of about 7,700 miles, meaning the plane would have needed to refuel somewhere between New Zealand and Washington.

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The snorkeling session happened one day after Patel stopped in Wellington to open the FBI’s first standalone office in New Zealand. The visit sparked controversy after the AP revealed that Patel had gifted that country’s police and spy bosses inoperable 3D-printed replica pistols that were illegal to possess under local gun laws.

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Mustian reported from New York. Associated Press writers Audrey McAvoy in Honolulu, Hawaii, and Konstantin Toropin contributed to this report.





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Tourist accused of hurling rock at endangered Hawaii monk seal’s head is arrested by federal agents

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Tourist accused of hurling rock at endangered Hawaii monk seal’s head is arrested by federal agents


A tourist who drew widespread condemnation in Hawaii after a witness recorded him chucking a coconut-sized rock at “Lani,” a beloved, endangered Hawaiian monk seal off a Maui beach, was arrested Wednesday by federal agents.

Igor Mykhaylovych Lytvynchuk, 38, of Covington, Washington, is charged with harassing a protected animal, the U.S. attorney’s office in Honolulu said, adding that National Oceanic and Atmospheric Administration special agents arrested him near Seattle. He was scheduled to appear in U.S. District Court in Seattle on Thursday.

The court docket didn’t list an attorney, and a person who answered the phone at a number associated with Lytvynchuk declined to comment.

A state Department of Land and Natural Resources officer last week investigated a report of Hawaiian monk seal harassment in Lahaina, the community that was largely destroyed by a deadly wildfire in 2023. A witness showed the officer video of the seal swimming in shallow water while a man watched from shore.

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Igor Mykhaylovych Lytvynchuk is charged with harassing a protected animal, the U.S. attorney’s office in Honolulu said.

Department of Justice


“In the cellphone video, the man can be seen holding a large rock with one hand, aiming, and throwing it directly at the monk seal,” prosecutors said in a criminal complaint. The rock narrowly missed the seal’s head, but caused the “animal to abruptly alter its behavior,” the complaint said.

When a witness confronted the man, he said “he did not care and was ‘rich’ enough to pay any fines,” the complaint said.

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Maui resident Kaylee Schnitzer, 18, told HawaiiNewsNow she witnessed the incident while taking photos nearby.

“What he was picking up was like a rock the size of a coconut,” Schnitzer said. “It wasn’t no small rock. It was the size of a coconut. And he threw it right, directly aiming towards the monk seal’s head.”

Maui Mayor Richard Bissen said the charges send a clear message that cruelty toward protected wildlife won’t be tolerated. Lani’s return after the wildfires brought a sense of healing and hope during a difficult time, he said.

“Lani is a reminder that humanity and the instinct to protect what is vulnerable are still values people can unite around,” Bissen said in an emailed statement.

The mayor said he called the U.S. attorney in Honolulu to advocate for prosecution.

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Lytvynchuk is charged with harassing and attempting to harass an endangered Hawaiian monk seal.

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Igor Mykhaylovych Lytvynchuk is charged with harassing a protected animal, the U.S. attorney’s office in Honolulu said.

Department of Justice


Hawaiian monk seals are a critically endangered species. Only 1,600 remain in the wild.

“The unique and precious wildlife of the Hawaiian Islands are renowned symbols of Hawaii’s special place in the world and its incredible biodiversity,” U.S. Attorney Ken Sorenson said in a statement. “We are committed to protecting our vulnerable wild species, in particular, endangered Hawaiian monk seals.”

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If convicted, Lytvynchuk, faces up to one year in prison for each charge. He also faces a fine of up to $50,000 under the Endangered Species Act and a fine of up to $20,000 under the Marine Mammal Protection Act.

In 2016, a man was seen on video appearing to beat a pregnant Hawaiian monk seal in shallow water.



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