Hawaii tourism has been slow to come back following the Maui wildfires. The number of visitors to the island last year was down 6% compared with 2023 and 23% from 2019. Hawaii is also expected to feel an impact from the recent California wildfires, since Southern California is the largest market for the state.
Earlier this year, Hawaii Gov. Josh Green released $6.3 million for a tourism recovery campaign to boost Maui's recovery efforts and increase the number of visitors to the state overall. The campaign plans to continue making it clear to visitors in the continental U.S. that Maui is open and welcomes travelers.
"Hawaii, and Maui in particular, needs all of the promotions that they can get. The general public really isn't aware that tourism is wide open yet," said Jo Wattle, owner of California-based Travel With Jo. "They still feel that the area is shut down from the wildfires and need to be made aware of the fact that they are able to visit."
Travel advisors spoke to Travel Weekly, offering insights on Maui's comeback and weighing in on other topics that are key to selling the Aloha State.
On Maui's recovery
Mixed messaging following the fires caused visitors to feel unwelcome, advisors said.
Tina Hewitt
"I believe it was well transmitted shortly after the fires [that visitors not] come to Maui, and then the message was retracted, but not before the damage was already done," said Tina Hewitt, an advisor at Maui travel agency Captivating Journeys. "It's unfortunate, but that, coupled with the sky-high prices, has doomed tourism to Maui."
Hewitt said she thinks additional marketing would be helpful. She'd like to see messaging that explains that Lahaina is a small part of Maui, and that there are other things to do on the island. She also thinks it should express that locals want visitors to come back and how returning would help them economically.
Greg Szekeres, founder and CEO of Texas-based HyperLuxe Travel, said advisors need to keep Maui in clients' minds.
"West Maui tourism will rebound, [but now] is the hard part, when the stories of Hawaii are not in the news anymore," he said. "With less visibility there is less support. That's why it is so important for travel advisors to keep Maui on the top of our clients' minds."
Greg Szekeres
Szekeres suggests advisors remind repeat visitors about the decades of memories they have made in the Islands, and that the people and spirit are still there.
The new Hawaii marketing campaign is expected to focus on Maui's west coast, but Szekeres said he believes it shouldn't stop there. "Expanding to different markets outside of the west coast will better inform travel advisors in other states of the progress in Maui recovery," he said.
Trish Smith, owner of Missouri-based Trish's Timeless Travels, takes it a step further and suggests that simply promoting the Islands through ads isn't enough.
"Marketing from the contiguous U.S. is not going to do nearly as much as sending agents to the Islands with set goals, marketing criteria and a firm understanding of what the average traveler is looking for," Smith said.
Wattle and Hewitt agreed that educating travel advisors across the country would help get the word out that Maui is open.
Higher prices
Over the past few years, Hawaii has reported increased hotel rates and visitor spending. Compared to 2019, visitor spending increased 16.7%, to $20.68 billion, in 2024, according to the state's Department of Business, Economic Development and Tourism. Hawaii hotels have seen ADR increase 28.8% since 2019, the department noted in a December hotel performance report.
While not every visitor is affected by these changes, the higher prices have caused some visitors to look at other vacation destinations.
Trish Smith
"I have had a few clients tell me that with so many all-inclusive options available in the Caribbean, they would rather go that route versus spend more on an a la carte destination, such as Hawaii," Smith said. She has had success, though, by explaining to clients the value of Hawaii as a unique destination.
Some visitors are being priced out. "I see Kaanapali hotels have reduced their rates, and we appreciate that, but Wailea is still out of reach for the vast majority," Hewitt said of the Maui towns. Also, new restrictions on vacation rentals have made them harder to find. "The more budget-minded travelers just can't afford Maui," she said.
Jo Wattle
Wattle and Szekeres, on the other hand, said they do not see price as a problem. Wattle said that she is still able to find reasonably priced accommodations for her clients, while Szekeres said that it's not that different.
"Hawaii has always been an expensive vacation destination. I haven't seen much change in that. Clients know that they are going to enjoy a vacation that has it all and are willing to pay top dollar for that destination," he said.
Fresh ideas needed
Aside from current efforts to market Hawaii, some travel advisors think that the state of Hawaii and Hawaii businesses that wish to attract more visitors should bring more creative ideas.
"Airlines like Hawaiian and Alaska should be opening up more direct routes and promotions from other major U.S. markets," Szekeres said. He suggests creating a 24-hour stopover in places such as San Francisco with a hotel included to make it easier for travelers heading to Hawaii from places like New York. "This can make the physical journey more relaxing and a part of their vacation," he said.
Smith also thinks that there is room for bold initiatives. "I think that having more content creators and travel agents, like myself, creating trending things to do and see with hashtags and a collective agenda would certainly help," Smith said. "I think having some events and festivals with popular celebrities and content creators would create a wave of new tourism."
Through all the ups and downs in Hawaii tourism numbers and prices, Smith, Wattle and Szekeres said the interest in Hawaii remains. They're even seeing an uptick in Hawaii inquiries.
"I have clients who are now interested ... in the cultural experiences that can only be had there," Smith said. "After showcasing a luau and the beautiful, beachside resorts within walking distance of shopping centers and unique restaurants, their appetites have been whet."