How Is Hawaii Tourism One Year After Maui Fires?

A year ago, Hawaii, and particularly Maui was devastated by wildfires, killing over 100 people. Now, the island state is open for tourism business but is seeing fewer visitors. Meanwhile, officials are urging travelers to keep away from the impacted areas.

Hawaii sees low tourism numbers a year after the wildfires

Last year, Maui’s beloved historical and cultural center of Lahaina was hit by the worst fires. However, while the islands are open and want to welcome visitors, there seems to be some confusion and mixed messaging. Due to this, Maui has lost almost $1 billion in lost revenue.

According to the Hawaii Tourism Authority, data reveals that the number of tourists visiting Maui was down 22 percent in June when compared with June 2023. On top of having fewer visitors, it turns out tourist spending was down 27 percent, impacting the island even more.

‘Tremendous softness on Maui’

Jay Talwar, Chief Marketing Officer with the Hawaii Visitors and Convention Bureau told the Honolulu Civil Beat:

We’re clearly seeing tremendous softness on Maui.

While there have been some improvements in recent months, it looks like it will be years before this popular tourist destination returns to its pre-wildfire levels. Meanwhile, Maui’s passenger air capacity is down by some 15 percent since the August 2023 wildfires. Naturally, fewer plane seats often result in higher fares, which can turn away some travelers.

Vacation rentals are also down

Moreover, vacation rentals in Hawaii are also struggling to recover after the wildfires. Recently, local tourism officials have made it clear that the islands are ready and eager to welcome visitors from around the world, but also from key markets like Los Angeles.

Mufi Hannemann, Chairman of the Board that governs the Hawaii Visitors and Convention Bureau reacted to the mixed messaging that emerged a year ago, saying:

We really feel all of that is behind us.

Study by Hawaii Tourism Authority

According to a study run in May 2024 by the Hawaii Tourism Authority, over one-third of air passengers indicated that the Maui wildfires are likely to impact the likelihood of visiting Hawaii over the coming two years. Moreover, as many as 8 percent of travelers said they are “no longer likely to visit in the next two years due to the fires” despite previously planning on visiting.

On the plus side, while tourism numbers are low, those who are vacationing in Hawaii are pleased with their experience. Moreover, around 90 percent of tourists from each target market rated the islands as having met, or exceeded their expectations, likely due to fewer crowds. The numbers are based on a recent Visitor Satisfaction and Activity Survey run by the Department of Business, Economic Development and Tourism.

Readers, are you planning on heading to Maui or other islands in Hawaii this year, or have you already visited? If the latter, let us know how much you enjoyed the experience.