One Year After Maui Fires, What Does Hawaii Tourism Look Like?

However, tourism remains significantly down.

Confusion among would-be visitors stemming from last summer’s crisis and subsequent mixed messaging has contributed to nearly $1 billion in lost revenue for Maui, where the beloved cultural and historical center of Lahaina was hit the hardest.

Data from the Hawaii Tourism Authority (HTA) shows that the number of visitors to Maui was down 22 percent this past June compared with June 2023. Additionally, visitor spending was down 27 percent.

“We’re clearly seeing tremendous softness on Maui,” Jay Talwar, chief marketing officer with the Hawaii Visitors and Convention Bureau, told the Honolulu Civil Beat. While recent months have seen improvements, it could be years before the popular destination returns to pre-wildfire tourism levels.

Maui’s passenger air capacity is also down 16 percent since before the August 2023 fires. Fewer seats can result in higher fares that can also turn away some potential visitors.

Vacation rentals are also struggling to recover.

In the meantime, local tourism officials have made it clear that Hawaii is ready and eager to welcome travelers from all over, including key markets like Los Angeles.

“We really feel all of that is behind us,” said Mufi Hannemann, chairman of the board that governs HTA, about the mixed messaging that emerged a year ago.

According to a May 2024 HTA study, more than one-third of air travelers indicated that the Maui wildfires will impact their likelihood of visiting Hawaii in the next two years. What’s more, as many as 8 percent said they are “no longer likely to visit in the next two years due to the fires” despite having previous intentions.

Although visitation numbers are down, those who are visiting are quite pleased with their experience, with at least 90 percent of visitors from each target market rating Hawaii as having met or exceeded their expectations based on a recent Visitor Satisfaction and Activity Survey conducted by the Department of Business, Economic Development and Tourism.