Hawaii’s tourism industry continues navigating uncharted waters. With international visitor arrivals still below pre-pandemic levels, particularly from Japan, Hawaii’s leaders have turned to a new approach to shore up its tourism-dependent economy: targeting domestic visitors from major mainland markets.
Emergency funds are now being reportedly allocated to heavily market Hawaii to U.S. visitors in Los Angeles and San Francisco, aiming to bolster visitor numbers during a critical time.
At Beat of Hawaii, we’ve consistently highlighted how domestic visitors have been left to fend for themselves as Hawaii’s leadership, including its governor, shifted focus toward attracting travelers from Japan, Europe, and other markets—seemingly overlooking the meat-and-potatoes travelers who have long been the backbone of the state’s tourism industry.” See Hawaii Seeks Broader Horizons as U.S. Travelers Tighten Wallets.
Why the shift to domestic visitors?
The recent pivot isn’t entirely a surprise. Over the past few years, mainland visitors have been the backbone of Hawaii’s tourism recovery. We reported recently that “77 percent of visitors in 2024 came from the U.S. mainland, a full 10 percentage points higher than pre-pandemic.” While international travel, particularly from Japan, faced slow rebounds due to currency and economic challenges, U.S. travelers have kept Hawaii hotels and restaurants buzzing.
As one commenter, Linda K., reflected: “HTA once said they’d prefer foreign visitors, but now they’re doubling down on mainland tourists. We’ll see if the island’s attitude reflects this shift.”
Despite the reliance on domestic visitors, the move to spend emergency funds has sparked debate. A frequent sentiment among locals and travelers is whether such efforts address the root causes of Hawaii’s tourism struggles. Dennis D. noted, “Why not use those funds to support displaced residents on Maui instead of chasing tourists with ads?”
How Hawaii is differentiating itself.
The campaign highlights Hawaii’s culture, natural beauty, and warm climate to attract visitors amid fierce competition from other sun destinations. However, some wonder if these traditional selling points are enough. A regular commenter, Don, quipped, “Is marketing to the same audience without addressing affordability or fees like hoping to get electricity from a rope?”
Others have pointed out the value of U.S. visitors who are resilient travelers, spending reliably even during uncertain times. Randall R. offered a blunt perspective: “Americans tip better, spend more, and are easier to attract. The logic of focusing on foreign markets escapes me.”
The real challenges Hawaii faces.
While marketing campaigns may attract some visitors, the rising cost of a Hawaii vacation remains a barrier for many. Emily commented, “The cost of visiting Hawaii is a huge barrier. I’d love to see more deals or discounts to help make it work.” With airfare and accommodations often exceeding other destinations, travelers may opt for places like Mexico or the Caribbean, where their money goes further.
Additionally, some travelers question the balance between welcoming tourism and preserving the islands’ culture and resources. Pat G. shared, “Hawaii needs an attitude adjustment. The mixed messaging of wanting tourists but resenting their presence isn’t sustainable.”
There is a fine line between success and overreach.
As Hawaii doubles down on attracting mainland visitors, this time from all-important Los Angeles and San Francisco, maintaining balance is crucial. Ernie S. highlighted the fine line Hawaii must walk: “The wealthy, rich, and powerful may be the target demographic, but the economy depends on the middle class, who might start looking elsewhere if they feel unwelcome.”
With emergency funds fueling this new campaign, it will be fascinating to see whether it will generate the needed results. Domestic visitors have proven to be the backbone of recovery, but whether they alone can sustain Hawaii’s tourism in the long run remains uncertain.
Please chime in!
Photo Credit: © Beat of Hawaii.
Get Breaking Hawaii Travel News
I don’t get it… Hawaiians have been very vocal lately about not wanting visitors, and are even rude and aggressive to mainlanders, but they panic when there aren’t enough visitors? They even market to the mainlanders to entice them to come, just so they can be rude to them. It makes no sense. Pick a side of the fence and stay in your yard 😡
I have been coming to the Hawaii for over 60 years. I was born and raised in Japan and my family would stop and vacation on the Islands every year on our way to California to visit family. I have vacationed in Hawaii 2 some times 3 times a year for over 40 years and in the last 2 to 3 years have noticed the level of resentment and the ” what are you doing here” attitude being thrown in our faces. The Islands are beautiful but its Not Fun anymore. I choose to send my money elsewhere. The Aloha is gone!!!
Vacasa and management cartels like MRR on Maui not driving up rental prices and extremely high air fares are two factors more impactful to my family returning to Hawaii than whether Hawaii buys billboards in my town.
I was in Kauai in December. Airfare from California was very cheap (under $300) and my accomodations near Lihue were also quite reasonable (Black Friday special) as was the car rental. The things that were brutally expensive were the activities and food – but this seems to be the case in most tourist destinations nowadays. I have been travelling to Hawaii since I was a child in the 70s. Sorry, Mexico and the Caribbean may be cheaper but are very poor stand-ins/substitutes…there is nothing like the beauty and magic of these islands and the culture. I will continue to find a way to go to Hawaii – it is worth the money.
The two things that Alaska Airlines need to remember;
1) They absolutely screwed up and ruined Virgin America. It was literally the dumbest move ever to remove the whole vibe that VA provided. Myself and plenty of friends/family paid more just to have the experience. We all know it’s the same plane.
2) There is a ton of people just under flying private, with money to burn coming from the Bay Area specifically, I mean – are you watching the stock market?
Lastly, because of #2, HTA needs to start paying attention. If they want more tourist dollars spread across the islands, then they need to quit pandering to hotels, which have the most ridiculous and offensive rates to date. More of my friends would rent an airbnb, than pay for a hotel, but absolutely would fly 1st class on Hawaiian.
Hawaii’s current state motto: “The life of the land is perpetuated in righteousness.”
The Hawaii state motto desired by many residents: “Visit. Spend. Leave. Mainland tourists, stay home.”
Until the current slate of politicians gets replaced at the state and county level, this is just changing the color of the lipstick on the pig.
HI has a Cost problem. The current tax & Spend corrupt politicians need to go. New industry won’t touch the state because they see how it’s being governed. There’s billions of $ in investment capital available for PPP projects but HI is completely on the wrong side of those opportunities. Voters need to wake up and fix this problem.