Almost two years since one of the most devastating wildfires in western Maui's history tragically claimed over 100 lives, displaced more than 1,000 residents, and reduced large parts of Lahaina to ashes, the island continues efforts to rebuild and recover. While Maui steadily moves forward on the path of reconstruction, tourism—a vital pillar of the island’s economy—faces significant hurdles in regaining its former prominence.
Visitor arrivals to Maui dropped by 5 percent in April 2024, with only 207,500 visitors recorded, reflecting just 84 percent of pre-pandemic figures from April 2019. The downward trend aligns with a broader decrease in tourism numbers across the Hawaiian Islands, including a notable decline recorded in June 2025, prompting concern among tourism stakeholders who depend heavily on this economic sector, particularly in Maui.
Anti-Tourism Sentiment on Social Media Raises Concerns
One of the challenges confronting the island’s recovery is a growing anti-tourism sentiment evident particularly on social media platforms. According to a recent study by the Hawaii Convention & Visitors Bureau (HVCB), roughly 25 percent of online posts about Maui tourism contain negative or anti-tourist messages. Significantly, the majority—approximately 98 percent—originate outside Hawaii, suggesting misconceptions and misunderstandings among people who do not reside on the islands.
These negative messages are becoming increasingly problematic for the local economy. Authorities worry that such online attitudes may deter prospective visitors, undermining the island’s efforts to revitalize its tourism sector, despite the welcoming sentiment that still exists locally.
"Maui is Open for Business" Campaign Seeks to Reverse Declines
Addressing the damaging misinformation, the Hawaii Tourism Authority (HTA), in partnership with the HVCB, has launched the "Maui continues to welcome visitors with aloha" campaign. This initiative aims to reassure both visitors and locals alike, highlighting that the island remains open for business and eager to share its hospitality and cultural richness.
Robyn Basso, senior director of travel industry partnerships for HVCB, emphasized the importance of tourism to local livelihoods. "Tourism continues to be a lifeline for the families, small businesses, and communities who rely on it all across the island," Basso stated. She added, "Lahaina loves its businesses that have reopened; there is so much to taste on Maui."
$6 Million Marketing Effort Launched to Revitalize Tourism
In a substantial attempt to boost visitor arrivals, HTA has rolled out a comprehensive $6 million marketing campaign targeting U.S. travelers. The initiative includes partnerships with major travel wholesalers such as Expedia, Costco Travel, Pleasant Holidays, Delta Vacations, and Classic Vacations, offering exclusive deals and booking credits to encourage tourism.
Aaron J. Sala, HVCB president and CEO, highlighted the critical economic implications of these initiatives, stating, "Rightly for economic reasons, we are not getting [visitor numbers] anywhere near like we need to get it, and day by day, the ripple that comes off that is pretty strong here."
Promoting Positive Experiences and Encouraging Word-of-Mouth Marketing
As part of their strategic efforts, HVCB is calling on travel advisors to play a pivotal role in reversing negative perceptions. Gina Chun, senior director of advertising and marketing programs at HVCB, explained that the new "People. The Place. Maui" campaign aims to capitalize on the island’s existing strengths—its culture, natural beauty, and welcoming people—to rebuild visitor confidence and drive demand. Chun emphasized that this new promotional push seeks to showcase Maui’s genuine hospitality and encourage positive, sustainable tourism.
Luxury travel advisor Katie Lee has observed a shift in booking patterns, noting that clients now often opt for last-minute reservations rather than the previous trend of booking well ahead. She encourages clients to share their positive experiences online, asserting, "That word-of-mouth advertising is crucial in rehabilitating the image of Maui and bringing tourism back."
Strengthening Tourism Through Education and Training
To ensure continued recovery and sustainable tourism practices, HVCB has prioritized educational programs aimed at travel professionals. Between August and November, HVCB will host educational sessions emphasizing Maui’s safety, unique attractions, and cultural significance. Additionally, two Familiarization (FAM) trips are planned for travel agents, allowing them first-hand experiences to effectively promote the island.
These initiatives aim to equip travel advisors with the knowledge to guide visitors toward responsible and sustainable travel choices, fostering long-term benefits for both Maui and its visitors
