An Oahu resident said something recently that stopped us in our tracks. As regulations and fees increase, many “nice” repeat visitors stop coming, and sometimes “less nice” tourists replace them. It was blunt, but it explained a shift we have been watching play out on beaches, trails, and in parks for years, but never gave words to. Hawaii is not just seeing fewer of its longtime repeat visitors. It is seeing entirely different visitors, and the change feels nothing like what the state intended.
What residents say is changing.
We hear the same thing from readers all the time. The loyal visitors who came every year, understood the rhythm of the islands, and respected the unspoken rules, are staying away. In their place are more first-timers, more bucket-list Instagram travelers, and people arriving with less patience and far less connection.
A reader said it this way after returning home this fall: “We have been visiting Hawaii every year for more than twenty years, but the once bountiful Aloha has all but disappeared.”
This shift is not subtle. At Poipu Beach recently, volunteers were once again stationed in front of resting turtles and monk seals because too many people were edging forward for their must-have selfie shots. Crowds at Haleakala sunset now form long before the colors arrive, and pulling out a device, sometimes with very long selfie sticks attached, is the first thing that occurs before even parking the car. The tone feels different because the visitors do, too.
Did Hawaii’s fee strategy end up filtering the wrong visitors.
Visitors tell us they understand paying to visit Hawaii. What they do not understand is paying for nearly everything at nearly every turn. There are reservation systems layered on top of parking systems layered on top of activity fees. The beach and park fees are expanding across the state. Tax increases have been passed through hotels, and resort fees sit at the $50 to $60 range across many properties. Rental cars have their own surcharges stacked up, not unlike grim airline fare breakdowns that include the seat fees that used to be included.
The problem for many visitors is not any single fee. It is the steady accumulation of them. One reader told us they never had to pause and ask whether a quick overlook or beach stop was worth paying for until their most recent Hawaii trip. That small shift says a lot. What once felt effortless now feels calculated, and the people who loved Hawaii for its ease and welcome notice the difference.
Who stopped coming.
Middle class repeat visitors are the core of Hawaii travel, and it is precisely those we have told us they are now rethinking the relationship. These are the travelers who rented the same condo for thirty years or stayed at the same small hotel on Kauai each winter. They knew the beaches and the trails; we even got to know them simply because they came every year, and they understood when to give space, and appreciated the culture because they engaged with it over a long time. They were the backbone of return visitation, the group that historically made up more than 60% of all arrivals. You’ve called them Hawaii’s bread and butter.
Longtime repeat visitors say in comments the experience has shifted too far.
Chris, a reader who has left dozens of prior comments on BOH, wrote today that he and his family just returned from what will be their final Maui visit after more than 30 trips. He said much of what made the islands magical for them is now gone, from rising prices to places and experiences they loved slowly disappearing. His last line stayed with us. “At least we still have our memories of how Maui and Lanai used to be.”
In our article You Still Love Hawaii. So Why Are You Staying Away, readers described feeling unwelcome and priced out. One family told us their bank account has not grown as fast as charges at hotels, restaurants, and activities of the islands. Others said they love Hawaii but the feeling is no longer mutual. When people who valued the islands most begin stepping back, that matters, perhaps more than Hawaii realizes.
Who replaced them?
Hawaii has always welcomed first time visitors, but the new dynamic simply feels different. Many of the people replacing longtime visitors arrive with little context. They compare Hawaii to other resort destinations, not as a place with living culture and fragile ecosystems that they value and respect. They may have the one-time spending power Hawaii hoped for, but not the relationship Hawaii once completely relied on.
We hear often from readers who observe more ostentatious bucket list behavior. People rush from one must-do moment to the next, capturing content rather than connecting with where they are. A service worker summed it up after a rough shift near a crowded beach. People want the picture, not the place. That observation has stayed with us, especially as incidents around wildlife and trail safety continue to appear.
The behavior shift Hawaii cannot ignore.
The evidence of change is everywhere. Turtle Trouble At Poipu Beach is among the articles that draw strong reactions because they reveal how often people cross lines. Despite posted signs, volunteers, and repeated public messaging, visitors continue to approach, touch, and even climb around wildlife for photos. Rangers and lifeguards have shared their frustration with us countless times. The rules have not changed. The visitor behavior definitely has.
We also see it at places like coastal overlooks across Maui and Kauai, where cars now stack up along narrow shoulders as people jump out for the iconic shot. The pressure on popular sites is increasing even as total visitor numbers dip. That contradiction points back to the central issue. Hawaii did not get fewer visitors. It got different visitors with different expectations.
The unintended consequence.
Hawaii said it wanted regenerative tourism and more respectful visitors. It focused on high-value spending and fewer people, believing that would create a better balance. But high spending does not equal high respect. The new Hawaii visitor fee strategy ended up selecting for people who could absorb the extra costs rather than those who cared deeply about the islands. The visitors who loved Hawaii enough to come back year after year were often the most sensitive to the new layers of fees and restrictions. Those who viewed Hawaii primarily as an experience to purchase were less affected.
State tourism data shows arrivals trending down even while per visitor spending continues to hit new highs. On paper, that solves a problem. But on the ground, it creates another. Hawaii may have reduced total visitor numbers only to discover that the visitors who remain are less connected, less aware, and less patient. It is not the outcome anyone expected, or the state advertised to residents.
What happens next?
There is no easy path back once a loyal visitor leaves. Repeat visitors are built over years of relationship and trust. Losing them is not the same as losing a room night. It is losing a long term bond. The question is how Hawaii can attract respectful visitors without pricing them out, and whether there is a way to filter for values instead of dollars.
Hawaii did not intend to change who shows up in the islands. But that is exactly what happened. We now face a choice about what kind of tourism future Hawaii wants and how to rebuild the relationship with the people who once felt at home here.
Have you noticed a change in who is coming to Hawaii? Do you think the fee strategy is driving away the visitors Hawaii most wanted to keep?
Get Breaking Hawaii Travel News
Yes its more expensive, everything is. Yes its more crowded, yes everywhere it. There’s plenty of places stateside and overseas that are less crowded, maybe not less expensive. You have to go looking and be adventurous. If not learn to live with it and be a good visitor. Help others and be patient.
Seasons Greetings. I think you have summed up the whole picture very well. It has now become a less desirable getaway for the long time repeat visitors. At least there are islands off the mainland that people can go check out for something different. Not tropical, but every place has its own special charm. The government over there is getting a good dose now of a totally different kind of visitor. They are truly tourists being tourists. Kind of defeated their whole mental picture of the “kind” of visitor that they wanted. Karma is coming on them now.
residences how live in Hawaii need to rethink how they are voting for…..
We have been going to Hawaii almost every year since we got married 40 years ago. We are going back at the end of January, but this will probably be the last trip due to the ever increasing prices of accommodations, food, airfare and other costs on the islands. We are staying 30 days this time to celebrate our 40th. It is not that we can’t afford the cost, but it is more about the state and how they are sticking it to visitors around every corner. Taxing everything. If they don’t have people like us who return nearly every year – Hawaii will probably be in big financial trouble. As a businessman my motto was don’t tick off your best customers. Many of us are not happy and will be looking for alternative winter getaways. Probably to the Cook Islands, somewhere in the Caribbean or even southern Florida.
Hey Chuck. Too bad you didn’t make your 40 yr anniversary trip to a place where you won’t regret and be disappointed. Wow!! 30 days. That’s a long time for someone that has your comments that you posted, to commit to a special trip. I wish you a Happy Anniversary and a wonderful trip. Let us know how it all pans out when you get back. I will definitely be checking for your post.
I think CB totally got it wrong. It’s technology that really changed everything, not the tourists who used to “respect” everything (as i remember the tourist on Ke’e beach snorkeling grabbing the turtle even back in the 90’s 🙄).
I get it, middle income tourists miss the “old days” (so do i) when everything wasn’t overcrowded. But that definitely doesn’t mean they’re more respectful. They would do the exact same things as the “new” tourists – if they could afford to.
“High spending does not equal high respect ” – I would argue it does just the opposite.
Here’s a clearer, more polished rewording:
I’m sorry, but Hawaii’s message has been heard loud and clear by both longtime visitors and those who had planned trips there. Many have now chosen to go elsewhere, and they won’t be coming back.
Many of us tried to warn about the deep resentment and hostility coming from some locals — even those with generational ties to the islands.
No one wants to vacation, visit, or live in a place where they feel genuinely unwanted.
Life is full of the haves and have not’s your about to see what many of us already know.
How can Hawaii expect visitors to feel a connection when everything is locked behind a paywall?
When people pay a lot of money for something, they expect the experience to cater to them.
It’s not entitlement; it’s purchased access, and it’s expected as part of the premium package that Hawaii is selling.
Well said. I expect first class treatment on the flight to the islands because I pay for it. I refuse to apologize for that. If anyone thinks that their position, because of where they’re geographically located in the world (acknowledging the unique experiences and history each location enjoys) is influenced, impacted or controlled by that is acting entitled. They’re saying the same things and acting in the same manner as those they complain about.
The problem is that Hawaii encouraged unchecked tourism growth for far too long. At one time, growth was limited by the number of available hotel rooms. Then came AirBnB, VBRO, and all of a sudden, there was limitless capacity. Airlines continued to put on more and more flights. The net result was that we not only reached, but far exceeded our capacity.
When too many people all want the same thing, someone is bound to lose. Other than banning all non-hotel accommodations, there’s really no way to limit the never-ending flood of tourists who want their piece of Hawaii, no matter the cost. We all lose in the end.
Has anyone actually ever calculated “capacity” for tourism? You’d think someone would have. At least annually. Probably the Hawaii Tourism Authority should, but I think we’ve all seen enough objective evidence to conclusively state that they do pretty much nothing beyond appearing in the office and cashing their taxpayer funded checks.
SNAFU is the best way to characterize the current situation, and that’s bad. The bigger issue is that it also likely portends the future of the islands’ economy.
This most recent article does really hit the nail on the head, as far as our plans for future Hawaii visits. We have been coming back regularly to our deeded time share on the Big Island since the mid 80s but are now strongly considering selling our interest and spending our vacation time elsewhere. The last few visits have been noticeably more hectic and far less laid back compared to our early visits. More commercialized and much more expensive. Many of our favorite activities remain, but are becoming too expensive to enjoy. This very well could be our last trip for a long time. We’ll see how it goes.
This is pretty much how I feel too. What we loved was the easy pace. Nothing feels easy or spontaneous anymore. Pay here, pay there, pay everywhere! It’s a money game and we lose. We have lost the soft, easy feeling that Hawaii once held. $15 to $20: for a burger that isn’t the least bit special. Sorry. After 20 years visiting, I’m afraid I’ll be going elsewhere, soon, too. I’m afraid Hawaii is getting more than they bargained for and we are getting far less. 🫤
On Maui now at the same small condo resort we have been coming to since the late seventies! And we are also former Honolulu residents. Beaches are more crowded, tho this used to be a slow time post Thanksgiving and pre Christmas. more rubbish left behind in some spots. Also the scan to park places include some remote roadside quick view stops which is ridiculous! Who wants to pay for a brief stop to perhaps spot a whale?also doesn’t help that those parking scans say free parking for Hawaii residents. Never felt these stops were a problem before. We will still come and help support the rebuilding of Lahaina but it really has changed.
I’ve lived in Hawaii my entire life, and I keep getting these articles recommended to me.
Articles like this one and the comments are just so baffling.
Tourism is a business that we engage in to pay the bills.
I don’t want to be harsh but the idea that visiting for a week once a year for 20-30 years somehow builds an emotional connection or makes you part of the community is silly.
We added fees because even if you were a good visitor many more were not. Fewer ruder tourists with more money are still better than lots of poorer tourists some of whom are nice.
Good luck with that strategy. You’re gambling many residents livelihoods.
Good luck with that sentiment. I’ve seen many businesses close because of chasing away core tourists. Many more will close and many residents will be forced to leave to survive.
Wow. This comment speaks Volumes! This attitude shows the lack of Aloha that long time visitors feel. Obviously, the locals now feel a lack of Aloha is perfectly acceptible. We get what we give.
Aloha is a two way street. When you give breath to someone they give it back to you.
Live by the sword and die by the sword.
Good luck on your trip to Barcelona, Athens, Amsterdam and Rome
Well said, these other entitled visitors in your replies still think Hawaii is a theme park with people living there and they treat it as such. They don’t want to come back then stay away if that is how you think where people live should treat you. I don’t see the same complaints about visitors to LA or Miami or other cities who also have increased prices for everything too.
Thank you for saying what has been on my mind for a while. Anyone who actually lives in a tourist area can relate to what the whole of Hawaii is going through. Its just about respect, and an acknowledgement that the people living in these places have real concerns.
We’ve been visiting Hawaii as a couple since 2008 once or twice a year. Maui, Oahu, were married on Kauai, spent time on the Big Island and eventually twice or even three times a year on Molokai.
On the mainland I worked with Hawaiians and Samoans. Loved the culture and their generosity of spirit.
Now flying has become a hassle. Prices are all over the place. There is a different price for almost every seat.
Exit rows command a premium price because one has a little more leg room. It used to be a trade-off for the non-reclining seat back. Window and aisle seats are a priced as if one is in the premium section and airlines even charge for the dreaded middle seat, unless you book a seat way in the back.
Alaska and Hawaiian Airlines have turned into a complete sh**-show. You book on Alaska but you have to go to the Hawaiian website to get your seat reservations. Let’s not even mention the Atmos disaster.
All good things must come to an end. Sorry to see it go. It is now referred as the good old days.
We have been coming annually to the same spot on Kauai since 2008, and love it. We know the local spots (restaurants, less crowded beaches, etc.) and love them. We have noticed the change in visitors – as you say, getting the selfie or tiktok post rather than enjoying the locale. Sad but true.
Daryl H Thanks you for your honest post on the current vibe feel of north side Kauai. That has always been one of the most laid back part of Kauai. I have stayed up there in Kilauea for the last 45 yrs visiting my friend and her family. She keeps asking me when I am coming over. I sense it isn’t the same anymore and you confirmed it.
Aloha DM, yes the vibe has changed but you should still go. The Hawaiians that we have come to know and love as personal friends over these many years are still there on the North Shore, and filled with warmth and aloha. It sounds like you have some great friends in Kilauea. We have a wonderful surfer friend in Kilauea that we have known for over 35 years, and he still is working several jobs to support his Hawaiian home and family. These are the the people whose businesses we eagerly support, in Princeville, Kilauea, and Hanalei, and look forward to visiting year after year. The Hawaiians on Kauai that we have known for years want us to continue to come, talk story, and share their Aloha. As long as that feeling survives I’m not going to let these entitlement mentality spoiled brat new visitors wreck what we all love about Hawaii, and especially the beautiful island of Kauai.
Aloha to all.
You are observing the decline of Western Civilization.
California is ten years ahead of the decay of Hwaii.
Deal with it.
Generational shift on both sides of the water
Get rid of arrogance – Oprah, Elison, Bezos..unsavory insincere people who are not good for Hawaii, unless wealth impresses you.
Get rid of arrogance – Oprah, Elison, Bezos..unsavory insincere people who are not good for Hawaii, unless wealth impresses you.
I have visited Hawaii several times since 1992;last time in 2023. It saddens me greatly how it deteriorated. Traffic, crowds too much. No more
Aloha, Maui resident here. 2023 was still post covid insanity, its much quieter now.