By any measure, this will go down as an unfathomable year in so many ways, here in Hawaii and globally. For all of us Hawaii aficionados, it has been a tumultuous time. The relationship with visitors has and is being tested in ways we’ve never seen before. And that continues to be the case.
While it is painfully obvious that tourists need to return to Hawaii to prevent further financial ruin, we also know that the amount of tourism Hawaii has had isn’t sustainable in the long term. Things will need to change. And yet, there is nothing even remotely on the horizon to replace or even significantly augment tourism in Hawaii’s fragile economy.
Hawaii tourism numbers tanked.
As of last month, Hawaii had seen just over 2 million visitors instead of the previously anticipated 10+ million for the year. Together with that devastating figure came the highest unemployment rate in the country.
Just yesterday, Governor Ige announced the first round of what will be years of furloughs for state government workers. Also, more businesses have closed than we are able to keep track of, with some being surprises, and others not. This is just the beginning, and then too, we have witnessed unprecedented infighting at all levels.
Governing by edict or consensus.
Hawaii’s governor has flip-flopped on how to manage both COVID-19 and tourism. He is not a tourism person by training or experience, and unfortunately, that shows. At times he has given great latitude to the islands’ mayors to make their own decisions. Yet recently, he has taken that control back, saying both that the mayors may not make their own decisions without his explicit approval, and that, for example, the Safe Travels program will be defined by a single set of statewide rules rather than island by island. It leaves us shaking our heads in wonder as to what comes next.
Fewer crowds at a severe cost.
With all the negative aspects of a missing economy, there were some positives. One example is Hanauma Bay, and the coral reefs around the state too. Your editors spent the summer swimming at Hanalei Bay, where during the week, we were frequently the only people in sight.
Instead of rental cars adding to the islands’ congestion, these have largely remained parked at Macy’s and other unlikely places.
Us vs. Them. Misplaced.
Tourists remain the only economic lifeblood at this time. We wrote about how Hawaii residents feel about tourists a few months back and had tremendous input from you. In normal times there are 10 visitors to each local and that’s a lot. Also, locals like it when tourists respect island culture. And, even though we can feel overwhelmed sometimes by tourism, we don’t want to bite that hand that feeds us. The vast majority of working island residents are connected directly or indirectly with Hawaii tourism.
That’s where good communications and marketing go hand in hand. Visitors are getting the feeling that they aren’t really wanted. Oddly, the people visitors mostly engage with, the travel stakeholders, don’t feel that way at all.
Locals have wanted to blame tourism for covid, which from everything we hear from the state, is not really the case. Since the early stages of the pandemic, residents have been concerned that there may not be enough ICU beds if tourism was allowed to continue. Unfortunately, that resulted in bad feelings all the way around.
Issues visitors report include the ongoing threat of quarantine for approved, “trusted partner” tests not being returned in time. Then there was the sudden shutdown of Kauai travel, which left countless visitors hanging. The prospect of more and perhaps unexpected changes to the Safe Travels rules continues to leave people wondering if their vacation could be canceled.
Hawaii tourism – friend or foe?
Back in the day, tourism was largely seen as a great thing for Hawaii’s economy. What happened, however, is that all other industries in Hawaii have since failed. Virtually every attempt to move away from a solo tourism economy has not panned out. Hawaii will have to rethink alternatives while at the same time relying on tourism for the foreseeable future.
From the time of statehood until now, tourism grew from the 4th biggest industry to the largest by far. Since the 70s, military spending, sugar, and pineapple industries have all been eclipsed.
The state has tried repeatedly to kindle job growth in non-tourism, but it has never panned out. One example is that of high tech, which in spite of tax credits up to 100% of investment that were offered, turned out to be a complete boondoggle.
Instead of diversifying, the state has developed new tourism markets and not new industries. Examples of those, which have been largely spawned by the private sector again, include Australia, and Asia. And soon, courtesy of Hawaiian Airlines, there will be Europe.
Any efforts to move Hawaii to a more balanced economy will be far off and years away. Hawaii needs to have a great education system among other things to grow and diversify. Also, Hawaii is always rated as one of the if not the worst states in the country in which to do business, and that too needs to change.
Marketing Hawaii.
This has never been simple, but Hawaii previously was marketed without much help from the state due to its very nature. With our epic beaches, generosity of spirit, beautiful scenery, and near-perfect climate, Hawaii tourism and its post-COVID return once again seems like a natural.
Hawaii’s success has been driven almost exclusively by the private sector, which began with the airlines and the jet era. That exploded exponentially with more competition and cheap airfares starting nearly 50 years ago. Since then, visitor numbers exploded from a quarter million per year to over 10 million per year.
Even though Hawaii has had a state marketing wing for over 100 years, it has never been very effective. That began at a time when sugar was the primary industry of Hawaii, and tourism was still new and seen as a way of, among other things, weaning depending on agriculture.
Please let us know your thoughts! Mahalo in advance.
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Ed says
I had never been to Mexico until about three months ago when my family and I went to Cancun. We have been regular visitors to the islands until this year. Always tried to be respectful of the culture and minimize our footprint.
However, after the loud disdain for travelers like me that I heard coming from the islands over and over; coupled with a stupid and paranoid (at best) response from the state government, I decided to give Mexico a go. And well, it was awesome! I am going back.
The restrictions were less, the people were warm and welcoming, and my vacation cost me a fraction of what it costs to go to the islands. I had been critical of returning to Hawaii – and the Mexicans showed me I was right. I don’t see myself (or my money) returning anytime soon. I am now looking for my next Mexican vacation.
Frank A. says
It is sad to read about what is happening on a daily basis to my adopted home state. I would really love to just go to the airport and hop on the next flight and be able to go to HNL hassle-free. But unfortunate hoops have to be jumped thru….sometimes twice. Oh how I wish this virus would pack up and go home….wherever it came from. I know I could just head on down to the local trusted site and pay an astronomical fee for 72 hours before my flight departs heading home. But the trusted collection centers they can’t even guarantee results before your scheduled flight. Someone share. Any thoughts? Thanks.
Beat of Hawaii says
Hi Frank.
There have been so many comments from visitors about testing that has worked. The more expensive and faster alternatives seem safer right now with testing under pressure on the mainland.
Aloha.
Frank A says
Ok thanks Beat of Hawaii staff. I will dig deeper
Kapono says
Hawaiian’s hate outsiders and deserve to feel the pain of no tourism. Don’t worry about over tourism. It won’t return to previous levels any time soon. Try, visiting Molokai; “thanks for visiting, now go home”
Jeanne m says
We found Molakai residents the friendliest, offering to share their birthday lei and home with our little family, parents and young child. Aloha in it’s pure form, and not meaning goodbye.
We will see where life returns to after 2020 ends and pray we all have learned we all need each other, from 5th Avenue NYC to the shanties of poorer nations.
This viris doesn’t discriminate and neither should we.
Ed B. says
Last year my wife and I spent two weeks on Kauai and had a wonderful time. In past years we vacationed on Ohau and the Big Island in Kona. Every visit the local residents were gracious, kind, and wwonderful. We have never had a negative experience in the five visits that we had on the Islands. It breaks our hearts that Hawai’i singing through such a crisis. Our prayers are for all the wonderful people that we have me. God bless you all and may this pandemic come to an end and the Hawaian economy rebound. How to visit your wonderful state again soon. We are all in this together.
Rebecca B. says
We were just there and due to the 72 hour turnaround time for covid that gov ige had set,we were quarantined in our room at ko olina without any room service or ice. We couldn’t leave ourroom and were threatened with a $5000 fine or jail if we left toget ice down the hall. We had no choice but to come home to Chicago and tell our friends what happened. We took our covid tests on Nov 29th but got the negative results on December 1st but the testing and results had to be on December 1st to the 4th when we arrived. They lost money and we lost money. Travelers should be informed of the strict regulations that the mayor has for covid. Not Good for their tourism business.
Wehart H says
Very interesting article.
Gdog says
Its da flu you bunch of Babies….I recommend you stay closed until all the privleged locals take a dirt nap. HeHe
Lianne s. says
My husband and I at the time I am writing this Should be in Hawaii looking at land And looking at moving my business there and my husband starting one there. However due to the gov requirements we had to cancel our trip after we arrived at LAX due to both covid tests not uploading 8n time due to UPS screwup and 5he LAX test also not done with in the timeframe. I understand protecting the people of Hawaii However Iges rules tell me he doesn’t want anyone going to the islands! Oh and we lost a great deal of money on this whuch added insult to injury!
Marc S. says
Amazing article. Mahalo. So whatever comes on a ship we need to make in Hawaii no more frozen pizzas or frozen bread that’ll solve our problem.
Beat of Hawaii says
Hi Marc.
Thanks. Not sure about the frozen foods, however.
Aloha.
hugh d. says
You are right on Marc ! An island culture can only be self-sufficient when its own people can produce their own food ! We are way too dependent on imported food.
Chris B says
I just was moved by the military here, and am an interested, curious and I think or try to be, respectful person of places my family visits. I love history and can’t help but think the ‘tourist’ debate is not that simple. Many states on the mainland suffer from similar fates I have traveled to. I don’t know the secret sauce to success; but the amount of $$$$$$ that has been allowed to infiltrate the islands seems crazy to someone new. Yes military subsidized my stay, but I would never have been able to afford jack on a visit here without it. Maybe stop the money train and focus on something else.
Jason L. says
As a recent visitor it’s is great to have so few people around the island but I have to disagree with feeling welcomed. If Hawaii really wants tourist to visit they should have a testing option once you arrive with no threat of quarantine. Negative test before you leave and one where you arrive will keep the locals safe and get people out of quarantine if results on the main land are delayed.
Randy M. says
I have traveled to Kauai almost every year since 1994. I have always loved that Island. But the attitude and perception coming from the island is disconcerting. Kauai is not going to see me anytime soon. I miss the island, but I have absolutely no intention of going there with the anti-tourism attitude emanating from the island.
Al says
Yes you are absolutely correct. Tourism is the main business in the state of Hawaii and until we find another viable industry to support Hawaii’s economy we need them. On the same note, we welcome tourists to the state with a lot of Aloha, but there’s many that visit here that have no respect for the people, culture, laws and the local rules. Our state is unique from
All others. We have a very tight and respectful community and a lot of respect for everyone, including visitors to the island but they need to respect that. Like you said about the hand that feeds you… well, I understand that but will not bow down to
People with no respect.
Cs says
Thank you…alot of people of Hawaii are very intelligent,just being held back, if you know what I mean.
Ann L says
My husband and I just returned from Kauai from a 3 week visit. We have owned property there for over 20 years and we head over about 5 times a year. We were so welcomed by everyone we came in contact with. We respected all the measures that were placed and coming from CA we knew what was needed. Two days before we left the 14 day quarantine went into effect. Interesting that the two locals who flew home knowing they were positive didn’t seem to infect others on the flight. The Mayor obviously isn’t following the science. It’s so hard to see the businesses struggle to keep the doors open. We will be back but without the quarantine. We are both 67..healthy and have had Covid. It’s not that scary.