America’s passion for Hawaii began long ago, in the 1960s, after Hawaii became a state. Everything about Hawaii became romanticized with the help of movies, television, and marketing. From slack-key guitar, hula dancing, aloha wear, tikis, and ukulele, to everything Hawaiiana themed and more. It seemed like the infatuation would never stop in our lifetimes. And all that has arguably been great news for our state and its economy. But let’s fast forward to today before a glimpse back in the rearview mirror.
Hawaii’s role in new world travel.
Leadership in travel, at the moment, seems to be a concept entirely missing here in Hawaii, but it will come. It is definitely not emanating from some of the organizations marketing Hawaii, and it isn’t coming from the state legislature. Instead, it may need to be grassroots-inspired, and that, in fact, is what we are starting to see. And here’s how it might be a part of what’s changing.
Where does Hawaii go next?
As we’ve said previously, tourists have loved Hawaii to death for the past 60 years. Hawaii hasn’t figured out how to either keep pace with or manage tourism’s demand.
Frankly, there isn’t much more infrastructure in Hawaii today than there was back then. And yet, Hawaii has more than five times the number of visitors compared with 60 years ago. Something has to change.
In places like Hanauma Bay, Hana, Kauai, and most all of Hawaii’s most desirable destinations, over-tourism took a significant toll on the environment, the people of Hawaii, and the visitors. Quality of life and environmental focus is essential and will not go away. Not in Hawaii and not in other global destinations that are overtouristed.
How many visitors can Hawaii handle?
Is the current ten million too many? What about the projected fifteen million; how can Hawaii cope? Obviously, the state will never keep up; if it did, it might look more like Southern California than Hawaii. So a move away from visitor growth to visitor value is also inevitable.
Making tourism more attractive to Hawaii residents once again.
Hawaii must see a way forward where visitors, residents, and tourism come together. In part, it’s a concept called “tourist attractiveness,” which seeks ways to improve residents’ feelings about Hawaii tourists.
There will be a promising future for Hawaii travel, but this time it will be more of a co-creation for the benefit of all, including, first and foremost, Hawaii residents, visitors, and the tourism industry. Previously, residents had little input into Hawaii’s most important industry.
Remove the perception that Hawaii is anti-visitor.
Hawaii needs to acknowledge that tourists are good and beneficial to our economy, even if, during revenge travel, some of them looked not to be. Hawaii must start seeing visitors more as a part of Hawaii to be able to better work with them. Residents and visitors are responsible for achieving a more harmonious Hawaii and focused on human relations as the main point of tourism. That is a situation where residents and visitors co-exist more peacefully and for mutual benefit.
Enough with the discriminatory fees.
Another thing that will help is for Hawaii to manage escalating vacation costs within its purview and our visitors’ perceptions about those. Also, how about applying fees appropriately and not in inconsistent and discriminatory ways that damage the state’s relations with its visitors?
Hawaii’s golden era. Is it really over?
It reigned for sixty years and was fabulous for many, but not all. Hawaii businesses thrived, and visitors loved every minute of it. The days of a cheap Hawaii vacation, which had been quickly ending anyway, suddenly ended abruptly. At least that part will not be returning.
Moreover, could we say that it is not Hawaii’s golden era but rather travel’s golden era that has gone by the wayside? We find that the same things are true traveling outside of Hawaii, where costs have escalated enormously since before Covid and are frankly shocking. It’s a global phenomenon.
Back in the day, Elvis and jets set Hawaii on fire.
Hawaii tourism, as we know it today, began with jet travel. The Age of Hawaii jet travel is synonymous with Pan Am, which began flying jets to Honolulu just one month after statehood. Jets cut travel time to Hawaii, bringing fewer fares and more passengers than ever before possible. Even earlier, when Pan Am started Hawaii flights in the 30s, it was an exclusive, luxury experience unavailable to most people. Before jet travel, flying to Hawaii cost roughly today’s equivalent of $4,000.
Elvis, the “King of Rock and Roll,” was and remains one of Hawaii’s most significant recent cultural and marketing icons. “Everyone who knew him says there were only two places Elvis felt at home, and they were Memphis and Hawaii,” said Elvis biographer Jerry Hopkins. “Blue Hawaii” filmed at Kauai’s Coco Palms Resort, “Girls! Girls! Girls!,” and “Paradise, Hawaiian Style,” are the three Elvis Hawaii movies.
Not far behind in terms of media-based influence stands television and Hawaii Five-O. That long shelf-life series ran from 1968 to 1980 before reruns. An updated series lasted ten more seasons starting in 2010. It was the longest-running, most successful police drama.
Aloha wear remains, perhaps, Hawaii’s best free advertising.
Who needs HTA and its odd marketing partners? Aloha wear first appeared as early as the 1920s and was based on kimono fabrics. It migrated to the mainland by the 1930s, and the rest is history. Wearing aloha wear was associated with an aspiration to Hawaii’s cool and chic allure. It was made famous by surfing legend Duke Kahanamoku, among others. Aloha wear was thought to have helped the Hawaii travel boom enormously. And that has not diminished to this day.
The unending draw of Pearl Harbor/Arizona Memorial.
The Arizona Memorial was completed twenty years after WWII at Pearl Harbor to honor the 2,500 who died during those attacks. The memorial became an instant draw and is still among today’s most popular attractions.
Surf Culture and the Beach Boys to this day.
With jet travel on, the joining of Hawaii surf culture with travel was imminent. The Beach Boys aided that and their iconic “Let’s go surfing now, everybody’s learning how.” The Hawaii surf culture rocked Southern California. Music from Hawaii became all the rage.
Hawaii music calls visitors to the islands.
That started long before air travel. Hawaiian music was the top genre on the mainland one hundred years ago. Ukulele and Hawaii slack-key included modern, traditional, native, popular, and folk genres. It has never stopped.
What is your vision of Hawaii tourism going foward?
Get Breaking Hawaii Travel News
International Market Place… that’s what it’s called. Not the same in the least. Maybe if Hawaii went back to it’s old ways, the people that lived it then would still be the same ones visiting and respecting it now. I’ve noticed a whole different type of people and visitor there now. They’re rude, arrogant and pushy. My mom lived on the Big Island for 15 years. She was even a bit disappointed the last time she visited. Things change, but to lose the authenticity that is original to Hawaii, isn’t ideal. Same as closing up original awesome places like that of Coco Palms. I would give anything within reason, to go to a place like that and experience the real Hawaii.
Hawaii is not the same Hawaii as it was in the 70’s,80’s and even the 90’s. It is now catering to the rich with all the ridiculous high end stores instead of the authentic to Hawaii only shops. Rich stores means rich purple, which many of the long standing visitors are not. The Kings Village shops and their performances of the changing of the guards were so amazing and fun to watch. Then they ruined so much of the shopping there. They took the Dukes lane out and changed the other one (can’t recall name) and made it all high end, also. If all you want is rich people there, then that’s fine. We’ll find somewhere else to go. The main reason I go there is to visit my mom n step dad at their graveside, but we always made a trip out of it.
I have been visiting Hawaii since 1977. We visited January 2023. From our arrival at the airport at in Maui. We noticed the more welcome attitude toward visitors. Even with all the traffic congestion and the non-stop development we had a great visit LOL I must say the airfare was cheap but the price for 2 weeks and a condo maxed out our budget must be extremely tough to raise a family in Hawaii
Maui no ka ‘oí.
Wow,
I have been reading a lot of the posts here and am flabbergasted to the content. I lived on Maui in the mid 80s and yes saw the prices for rent and homes skyrocket. I was appalled at the time as I saw so many friends whose families had lived on Maui have to move. It was horrific for them leaving the island. Most tourists never will understand the hardship for the locals unless you have lived there and shared in seeing resources and the land be violated. That’s not to say that all tourists are bad either but even a few can harm.
If there was a simple answer I wish I knew but there isn’t. What tourists can do is understand that this is home to a lot of locals from the very beginning of their family. Just be respectful.
I’ve been to Hawaii many many times. I’m probably never coming back. I no longer feel welcome. I have stayed in hotel rooms at most of the major resorts, rented houses and condo’s from just two of us to extended family stays for 15- on all the islands. I always loved the Aloha spirit – be it at a Four Seasons or a air b and b off the beaten path. Last trip – February 2022 I felt like a cash cow. An unwelcome cash cow. It wasn’t the same experience at all. The ugly American at home in America.
Return the land to the Hawaii people
Best of Hawaii is away from the crowds, in nature and the smaller, older towns.
I totally agree. Living within the culture and among the holiness of the aina is one of my greatest joys in life.
Legalize weed & the state could generate millions. We went to various parks where upkeep, facilities, & staff were sorely lacking. What a shame! Bathooms we’re closed, non-existent staff, & crumbling facilities. Went to Beach 69 at Hapuna, only 1 urinal for a huge beach & full pkng. lot, for ej.
Thats my beef too, the terrible bathrooms part. Increasing taxes wont help though if funds get diverted elsewhere.
Only thing i can think of is Island is a county and here in Oregon counties are underfunded and the State has the money.
Are the various beaches state facilities or county? Everyone does people have to go somewhere either in a bathroom or behind the bushes.
I think we need to pay the locals better. It’s amazing how much more interested people are in local environmental activism when they’re well fed and not overtired from working 2 jobs. They might even afford trips to the botanical gardens and such. Similarly, the abandoned appliance on Farrington (or ka’awali’i gulch, for that matter) referenced above might have found a home at the free transfer station if someone had had the time to take it there.
I went to college as an exchange student on the big island. 1976 I’m sure it’s changed. I want to come back but will it make me sad ? Hope and pray they the people can keep growth in check. One day I hope to return not as a tourist but a friend of the island a traveler. Hold on to your history and culture.
Maybe for the better now there is 3 locations for Gypsea Gelato. Captain Cook, Kona, and Waikola. Also OBISI in Waikola.
Lost Kapaho to lava that was a bummer. Big Island got bigger.
I just spent over a week on Oahu and intentionally stayed on the north shore to get away from the hustle and bustle of Waikiki and Honolulu.
Unfortunately, the traffic all over the island is ridiculous. I live in Houston, Texas and the traffic here isn’t as bad and that’s saying a lot!
Plus, lots of the locals are not very accommodating to tourists. I got a vibe from many locals at retail establishments that they just aren’t happy about all of the tourists invading their island.
I will not be visiting Oahu in the future but I will be visiting Hawai’i Island (Big Island). I have had a much better experience there!
With all due respect, Houston and Harris County (I grew up there and still visit frequently) has the worst gridlock traffic of any major metropolitan area in these United States. The comparison is absolutely invalid.
Hawaii will pay for its constant desire to push tourist away. Don’t come crying for people to come back when businesses start to shutter. Hotel costs are outrageous and anyone paying 500+ per night is not smartly spending their money in Hawaii when they really don’t want you there to begin with. Let’s all find new locations to vacation in.
We just Mauna Lani for $700@ night. I dont mind paying less but it was a 3 bedroom. If was three couples at nowheresville USA at a Best Western at $233 @ for each room would seem reasonable. Condo has large kitchen large lani, living room all better than a motel room and you are in Hawaii. Win win
Not if it’s handled properly. Fewer tourists who spend more would do the trick. BTW, I find it amusing that people who complain about Hawaii’s policies always predict that This is going to cause Hawaii tourism to die and it really . But, it just continues to grow. for example, Jan tourism was up 38% vs last Jan. and spending was up as well.
LOL, agreed. They sound like jilted lovers who are threatening to leave. “You’ll see, when I leave, you’re really gonna miss me and you’re gonna want me back, but it’s gonna be too late, I’m gonna find someone else, you’ll see, you’ll regret dumping me!” LOL…
Not only that, but they act as if they have some god given right to a Cheap Hawaii vacation. Then when it’s not cheap, they do the jilted lover bit.
My goal is to move to the Big Island, to live and to work. Hopefully help make it a better place as well by getting involved with the community. I really hope people continue to visit the islands, but really understand how special they are. To understand its history and its culture. And when they come, I hope they respect and take care of the islands environment and when they leave I hope they spread the Aloha spirit back home. The world needs more Aloha.
The Eddie and the Aikau family are perfect example of sending the Aloha spirit to the world…do a story on that Ohana.🤙🌊🌈
Aloha See You Soon.
Just returned from a month-long stay visiting friends and family. I was met with warm aloha everywhere. Learned long ago that if “you give, you get.” Some local residents may feel that tourists do not always respect Hawaiian culture and traditions or may view them as an invasion of their personal space or way of life. Many local residents also appreciate the economic benefits that tourism brings and enjoy sharing their culture and way of life with visitors. Attitudes towards tourism can vary and depend on factors such as individual experiences and perspectives. Visitors should be respectful of local culture and traditions, and practice responsible tourism to minimize negative impacts on the environment and local communities.
The comments I read here are the exact reason people loathe tourists. Rather than questioning the reasons that residents are unhappy with tourism, the visitors blame the locals for the current situation. The truth is that most locals do not “love money”, in fact most just want to live with some amount of peace and afford a roof over their head, which the current situation is preventing. Yes, it’s shameful that there are locals that commit crimes and leave trash, that would be a very few locals that do this. Some have been made homeless and pushed to crime because tourism and investors have taken over so much of our housing. Residents would love for better resources in Hawaii but politicians have other agendas and they “love money”.
I was referring to a subset. My object of criticism was the writer. I live in public housing on Kauai. You’re not looking if you don’t see that attitude I described in plenty local braddahs. Most people are nice though.
They dont love $!???
Then why do they flock to Vegas?
Because the drinks are free. Or do you actually believe that most people who go to Vegas make money?
Hawaii does Not want American tourists especially given the entitlement, selfishness and emboldened rudeness of people in the modern day USA. What Hawaiians need is far less people visiting the island – it’s simply does not have the infrastructure to sustain and support current volume today. To keep the island and its residents financially secure however they should focus on what their Island can produce and contribute to the American or even global economy and move away from tourism. Alternatively, the island and all its businesses can jack the prices up like they have and push out the lower and middle income tourists thereby catering to the upper crust of society and elite. Not sure that’s a good thing either LOL
Certainly it won’t help with the “entitlement” issue …
Thank you for your insight. I was born in Hawaii and left before all the “capitalism” occurred and left to return nearly 50 yrs later. Looking at this beautiful place that once had so much coral reef, flowers naturally growing everywhere, now looking baron unless your in the “expensive tourist areas”. The smell of heavy over used sun screen as tourist are dropped of shore to venture out like a carnival ride. I speak from the deepest parts of my soul..this land has felt the energy of “taking” over use and abuse. The land wasn’t meant to be treated this way. Hawaii was thrown into a circus it never wanted to be apart of.
Hi, I went to Hawaii for three months this last year, to spend time with a very dear friend of mine who was at the end of his journey. It I must say was the best experience of my life. I met a lot of beautiful people there. That I will always hold dear to me. I know they will with out a doubt make sure I have everything I need when I return. Their door is forever opened for me. I feel like that’s what you are wanting to see more of. And I get it because tourist try to hard to fit in instead of just being themselves. I learned a lot in that 3 months, because I shut my mouth and opened my mind and my heart! I also respected the fact that I was a visitor in there home, their back yard, I believe Hawaiians just want visitors to have respect!
Tourism ruined Waikiki. Who needs a Louie Vuitton on every corner or a Cheesecake Factory. We have all that in the states.
I lived in Oahu 50 years ago. We just came to see it again and one of our favorite places was the International Market Place with all the vendors who were Hawaiian. Now a Tesla dealership and other high end stores are there. WHY???
I know 80% of population lives on this island and the traffic shows. 20 min to go 5 miles is daunting.
I lived in Makiki and I could see the ocean from my Lanai. Now all you can see are skyscrapers side by side, each one taller than the other.
It no longer looks like Hawaii. It looks like New York City.
You are saddened by the demise of the International Marketplace and its replacement with a Tesla dealership? Call and complain to the Queen Emma Land Company; they own and lease that land (and much of the land in Waikiki). And they’re about as “local” as there is.
Exactly! Mahalo, and who allowed Saks to bail and Target to arrive?
Sounds like tradition to me!!
Hawaii sells tourisim because it cost too much to pick pineapples and harvest sugar. The state decided a one trick pony being tourism was the golden egg. They aren’t wrong. Enjoy the tax dollars. Its keeping property taxes low. And stop blaming out of state property owners who rent and pay the bulk, almost triple the tax.
You make it very clear that you don’t like poor visitors. My first encounter with a local 16 years ago went as follows- “You got money?” Then you better go back where you came from.” The locals love of money is what cost the islands all the degradation and is no more morally acceptable than anybody else’s love of money.
I have been 3 times to Oahu. Loved every minute, every time.
Although the last time (2015)
I missed the Market on Kalakaua
Missed the Lei makers on the beach, miss the arrival Lei, and the music in the elevators.
Too much building around Wakiki
….but I would still do back
I have been a regular visitor to Hawaii for several years. My trip to Oahu in September of 2022 will be my last for the foreseeable future. It was very expensive and frankly the locals were rude on several different levels. I’ll spend my money elsewhere.
Aloha spirit doesn’t apply to tourists anymore. They don’t want tourists. They only want the money they bring in so they’ll reluctantly accept high end tourists. Hawaii is not what it used to be. It’s crowded. It’s beaches are ok for a tourist destination. Its exceedingly expensive. Locals give you the stink eye. Some want tourists to do community service like spend the day picking up trash. No thanks
I’ll go to more beautiful places where the people want you to visit at half the cost.
The comments I read here are the exact reason people loathe tourists. Rather than questioning the reasons that residents are unhappy with tourism, the visitors blame the locals for the current situation. The truth is that most locals do not “love money”, in fact most just want to live with some amount of peace and afford a roof over their head, which the current situation is preventing. Yes, it’s shameful that there are locals that commit crimes and leave trash, that would be a very few locals that do this. Some have been made homeless and pushed to crime because tourism and investors have taken over so much of our housing. Residents would love for better resources in Hawaii but politicians have other agendas and they “love money”.
Stop voting for the same politicians. Run for office. The majority must be voting for sameo sameo. Biggest problem is what would replace tourism dollars or at least reduce need?
At the Cruise landing in Lahaina,the public restrooms facilities were diSgusting. Overflowing toilets some portables filled almost to the the seat with waste. This was simple of lack of attention, not crude people. Not a good look for paradise!
That restroom has always been like that though. Too many people, would need like a full-time bathroom attendant.
Whining about entitled tourist, the lack of affordable housing, etc., etc., isn’t going to solve anyone’s problems. The reality is tourism isn’t going away and the negativity of hostile comments is a poor reflection on those who profess to ‘live Aloha’, not to mention that those in charge of managing it can’t even agree on how to do it, much less offer positive solutions. It obvious that those who proudly call themselves natives/locals need to check out what they see in the mirror first before blaming ‘outsiders’ – it’s not us who abandons cars, refrigerators, household trash, etc., on the backroads or neglects the need to improve the infrastructure, education or medical needs of those who are doing most of the whining…
Interesting that as an outsider you feel qualified to instruct locals on what they can and cannot complain about. I’d call that “The bravery of being out of range.” Very interesting….
I’m an ‘outsider’ by circumstances (mainly because of distance – we live and work in Colorado)…. I should point out however that my family and I have made at least one trip per year to the Islands for the past 30+ years – usually more often as my wife and I are both frequent flyers. My daughter also lives and works in Kauai by choice. My comments are based on multiple experiences as well as those of my daughter. I truly love Hawaii and it’s people – it makes me sad to see the hostility on both sides – it doesn’t need to be this way but each side has a responsibility to do their part in making Hawaii a place where everyone can celebrate Aloha!
Is it fading alure or failure of Hawaii? There was no golden era, there was no preservation of culture. A lot has changed, turning tourism into permanently staying, building more and more houses as well as more hotels. The people come for the culture and the beautiful waters/beaches filled with wild life. There seems to be no boost in economy just a downward spiral, I’m pretty sure everyone with a brain saw this coming from miles. The lack of systematic corrections and defamation of Hawaiian culture is what caused the downfall. Stealing the culture and land for personal gains brings shame to the island as a whole and it shows. Thank the governmental branches and banks for helping with this downfall.
As I understand it(hhaving not been born and raised in the islands) the “golden days” were that of the “hapa haole” culture….an Americanized version of an occupied Hawaii. Golden for some, not as much for others. (Again, to emphasize, I say this from the outside….)
Maui’s airport was built to handle 6,000 passengers per day but it is handling 11,000 to 13,000 per day.
Kaanapali, Lahaina , Kapalua and all of West Maui are served by 2 lifeguard stations , two fire stations, and only one road. The road is highway 30 and floods from high tides. The traffic delays are frequent.
Kaanapali- Mahinahina area had 5 fires last fall in the abandoned fields. Abandoned fields above Kihei have burnt and flooded.
The above ground electric system is outdated and questionable.
Maui has maxed out and residents are priced out.
I completely agree. And what do the powers that be normally do? They take more land in mainland by way of eminent domain or “railroad” there way to get more. You can’t do that here when at capacity. So then what bulldoze some sacred sites or mom and pop shops. It has long been over due. The taking is over now. We are entering into a period of giving back to land..healing and preservation and I’m here for it!
I’ve already commented to this article however, I need to add something, I lived on Oahu abit of help from locals that we met while on vacatiopeople to visitn.fter visiting. I fell in love with Hawaii when I visited. so, my girlfriend and I picked ourselves up and moved there (Makiki) from New York a few months after we visited. We had a bit of help from locals as far as shipping our belongings and finding an apartment. I loved living there, but because of heartbtreak, decided to move back to the Mainland. This was in the late 70’s. My best friend is stil living there and has raised a family there (Hawaii Kai). I think it’s awful how Hawaii is making it near impossible for people to visit and vacation there.
I lived in Hawaii recently and lived there years ago. I miss it so and I will return as soon as possible. It’s the best place ever….it is my heart’s home.
We just returned from our first trip to Hawaii. We are retired and enjoyed our time in Waikiki and exploring the entire Oahu island. The cost of our adventure was tolerable though maybe a bit higher than we expected. But a return to Oahu is very doubtful due to one major drawback. Traffic everywhere and all times of the day were very depressing and time consuming. We are not vacationers that remain locked into our hotel and beach area. We are explorers. I don’t disregard a cost to another island but Oahu will not be on our return list.
Dont give up.
Try the Big Island instead.
Look at any public school on the east side of oahu and Then tell me what tourism has done for the people here… definitely nothing for the schools