Today, Conde Nast Traveler published its list of domestic and international trending destinations for 2023. It was a big surprise to us that Hawaii did not make the cut. We’re sure the turmoil between the HVCB and Council for Native Hawaiian Advancement isn’t helping matters. Or a proposed fee of $50 on Hawaii arrivals. If there’s a drop in visitor traffic, who knows, maybe the state will pay the $50 to visitors instead.
This report listed the “10 places that are quickly growing in popularity with American tourists for vacations in 2023.” That was based on a trending destinations report from American Express Travel based on recent travel bookings by their cardholders. Conde Nast said, “Each of the 10 locations has seen significant increases in booking popularity with U.S. travelers between 2019 and 2022.”
While American Express is an important indicator, the list below has a few odd surprises. The only US destinations are the Florida Keys and Woodstock, Vermont, “the prettiest small town in America.”
Top ten 2023 travel destinations in the US and abroad, according to American Express and Conde Nast Traveler.
- Paris
- Yaukuve Island, Fiji
- Istanbul
- Florida Keys
- Lisbon
- Sydney
- Montenegro
- Copenhagen
- Woodstock, Vermont
- Mexico City
Is Hawaii trending down in popularity?
Has something happened to the seemingly never-ending love of Hawaii that has been nonstop for the past half-century when Hawaii became glamorized in the U.S. and worldwide?
In addition to everything else that defines Hawaii, what about our fascination with aloha wear, hula dancing, ukelele, tiki torches, slack-key guitars, and TV shows and movies about Hawaii? This has been going strong since the 60s.
Remember when United Airlines said Hawaii is “painted in every hue of the rainbow, flavored to every taste, guaranteed to relax. All you need to do is choose your island. The aloha spirit will do the rest.”
Could bigger issues and mixed signals precede a downturn?
So exactly where are we in terms of future demand for Hawaii travel? There was just so much coming into this spring and summer that Hawaii travel was virtually out of control, which was overwhelming for visitors and residents alike. But what about going into 2023? Believe us, everyone is wondering the very same thing, so you aren’t alone. This Amex/Conde Nast report just added fuel to our questions.
Reasons for the potential decline in Hawaii travel.
These are all of the things you already know. It includes ridiculous price increases in Hawaii accommodations, maybe first and foremost. Other expenses, have followed suit. And even while many airfares have remained stable, that largely isn’t the case except where there is the “Southwest effect.” Then there are other reasons, such as the distinct feeling that Hawaii doesn’t want as many visitors as it has.
Last week we reported that the likely incoming governor confirmed his intentions to implement a $50 Hawaii Visitor Fee & at the same time reduce visitors. This unfortunately may be antithetical to Hawaii finding itself listed in the Amex/Conde Nast Traveler article.
The Hawaii travel marketing mess doesn’t help.
If you haven’t been following this wrench in the Hawaii travel works, read our earlier post entitled Breaking: Hawaii’s Marketing Pivots To Native Hawaiians. Obviously, Hawaii’s travel marketing should help facilitate a symbiotic situation for both residents and visitors. At this point, however, the whole thing is still up for grabs. The state’s HTA and its HVCB partner are both deeply troubled organizations, while the new entrant, CNHA, remains an unknown.
Will visitors still choose Hawaii?
Of course, many will. When editor Jeff recently flew home to Hawaii on Southwest, he witnessed the sincere excitement felt by arriving visitors onboard a full flight.
But there are issues, including the perceived value that Hawaii visitors receive. And that comes at a time of cost-consciousness at a new level. Travelers want the best possible value for their hard-earned vacation dollars and Hawaii falls short in that perception.
We welcome your input.
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Hawaii is all of the Wonderful and Amazing things that have been said of it, possibly much more. Covid is now a driving force for the reduction of Tourism, if not its demise, due to the Few but Vocal that have attempted to stifle all from coming. To those people I hope for their Success and to have them learn from their want and desire, without the needed Income someone needs to pay the bills. Hawaii is a Destination like few, but many exist, that can be delicious memories. Las Vegas should have such a Money Making Scheme like Hawaii, maybe a Bugsy Segal too! Many Other places to Vacation.
Respect. Visitors need to be conscientious about locals having weathered the same pandemic, inflation, job issues, travel restrictions, etc. They need to remain aware of 2 things… first, the cost of living has Always been higher than the mainland. Which means those higher costs will be passed long to the visitor. And the local population needs to make enough income to sustain Their lives. Second… these Islands are special, requiring careful consideration of the perpetuation of the things that have always made Hawaii such an exceptional place to visit. And live. The slow but steady degradation of these ‘attractions’ will upset everything for everybody. Whatever it takes to save them. So, Respect… both ways.
This article was exceptional, but also very disheartening.
We’ve been to Hawaii many times, especially Maui. We love Hawaii! We are planning another trip in Feb 2023 – postponed twice (2021, 2022) due to Covid.
When we first booked in 2021, our room rate was $338.00/night (plus 14.416 tax). However, our reservation for 2023 is now $447.00/night – same room, BUT a $63.00/night increase, AND with a tax rate of 17.416! The price today $489.00/night.
Adding insult to injury, we will add another .35 CDN for every 1.00 USD to our already bulging holiday budget!
And now another 50.00 USD visitor fee! Why? Do they even want us there? We’re all hurting right now! Again, why?
Why haven’t world news networks picked up this story!
There has been inflation around the world since the pandemic and Hawaii is no different. I would say that tourist industries have experienced even more inflation since there was such a long time that the government shut down our facilities. Hm, pretty much the only place with no inflation……China. Go figure.
For the Canadian dollar, well Hawaii can’t help that…that is the fault of the global economy and the US so called administration and their rate hikes.
Additionally, do not forget that Hawaiians were terribly hurt by the pandemic. The whole state was shut down.
The $50. Visitor tax or fee is entirely unconstitutional. Hawaii is a State within the United States of America. You cannot charge me a fee or tax for visiting any State. That is literally restricting freedom of movement and will not fly in the courts.
A lot of pushback against tourists sounds like it’s working. As they say in Florida, “Git ‘er done.”
I think that I will take Hawaii over Woodstock, Vermont.
Hi Curtis.
You’re always wanted and welcome in these parts.
Aloha.
We have been going to Maui once or twice/year for 20 years and own 1 month of timeshare there now. Price increases over the last 5 or 6 years have been steep (meals, car rentals, and the odd night in a hotel), and we will now face a new visitor “tax”, new parking fees at beaches and denied access to some of our favorite beaches until after 10 AM (earlier is way better for snorkeling for visitors). Aloha has increasingly been replaced with a feeling we are impositions-ironically on a lifestyle only affordable with tourist dollars, I suspect. We will now go less if at all, depending on what alternatives exist and are more affordable (now way cheaper to go to Spain for beach time-with friendly locals, good and inexpensive food/hotels).
It’s not our fault. It is the greed of government officials that allowed too much tourism and one crappy hotel after another. They made us bitter. We would love to have a manageble amount of tourism because this is our business. It is definately better than creating factories or other industries to make our living.
Local Hawaii residents do not want visitors, they never have, but now they are very vocal about it and it’s palpable.
Hi, I am from Germany and have traveled to Hawaii in 1991, 1993 and 2005 because I loved it so much. When flying to Australia recently I specifically chose the ‘long’ way just to add a week-long stopover in Hawaii. In short, I was bitterly disappointed. The famous ‘aloha spirit’ seems to have made way for commercialism & greed like in most places in the world, and often I couldn’t help but feel like a (cash) cow being led to the milking shed to have every last of my pennies drained out of me, sometimes openly, sometimes sneakily. Not nice, and for the first time departure day couldn’t come soon enough. Moving forward I’ll try to forget my 2022 stay but cherish the lovely memories if previous times instead…and not return
We need far less visitors but high quality, i.e. big spenders, visitors and we must provide the value that they expect.
Please define a “high quality” visitor. While you’re at it, please tell me how much I must allocate to my Hawaii vacation to qualify as a “big spender”?
Look, the fact remains, this is a business, not just a charity. We need less crowds, less hotels, a more pleasrable experience for all. The only way to do that is to earn more per “item”. We need to pay to take care of our roads, beaches, etc. We can’t do that with hoards of low paying tourists who come here and litter, clog up the roads, go off of the hiking pathes and fall to their deaths…we have to pay for this…. Do you get it? It’s nothing personal. It’s business.
Are you saying Sue that “high quality” visitors,I.e. wealthy, do not litter, clog the roads and wander off the hiking paths? Just wondering.
With 1.45 million people living in Hawaii, we’ve EARNED the right to have decent roads and not some 3rd world country roads. Tourist taxes have increased exponentially over the last 10 years to the point that it isn’t any wonder people would rather go elsewhere. Our govt greed did this to themselves, yet we residents are still left holding the bag for dilapidated roads And infrastructure.
Sounds like you’re wanting only the rich to come and enjoy the islands. If so, this is just another reason for people to go places where residents welcome all who want to enjoy themselves. Not just privileged. Most people that I know who can afford to travel virtually anywhere, would be appalled at this sentiment.
Whether we like it or not, it’s mostly a fiscal issue. Businesses want to maximize profits. Thus they will cater to the wealthy if they can. The wealthy who couldn’t care less about having to pay an extra $50 to land at the airport or $20 to park at a beach. They don’t even blink at paying $1,200 a night at a resort, and are immune to what the locals think about them.. That’s the nature of tourism. Outsiders with money arrive at a desirable location and expect to be catered to. The local economy generally profits, but it’s never distributed fairly down the economic ladder. The big corporations (hotels, airlines, car rentals) retain the majority while the local workers scramble for the scraps. Colonialism redux.
Seer comment above…..Tourism is a business for Hawaii, not a charity. If its a charity, there are a lot of other things we can do with our efforts than dancing hula and playing ukulele.
Sounds snobbish and very elitist to me.
Are you suggesting a class system to visit Hawaii?
Money and respect doesn’t go hand in hand sometimes.
I agree with you 100%. In fact, generally, the more rich people get the least respect they give. However, coming back to my many points. We are serving tourists to make money. It’s a business. We need to pay for our children, etc. If we don’t make enough for pour efforts, then we need to move our children to VEGAS! We need more money per tourist, less crowds, etc. Then, with less tourists, and people making a comfortable living, people here will bring back the Aloha spirit.
The demographic currently invading our islands is *not* the same one Conde Nast caters to.
Please explain the demographics of those “invading our” islands.
Look around. Have you been here in the 80s?
Its the affordability factor that they also put in the category. With the current global inflation, Hawaii is not immune to these price hikes on top of the already expensive hotels and packages. Fiji is quite popular now within the polynesian triangle due its affordability that caters to all budget with direct flights from Los Angels. Followed closely by the Kingdom of Tonga yes its still a Kingdom according to my Tongan Father who recently visited whilst its barely changed since he left for Hawaii in the 70s, he noticed tourists from Japan and Australia which was non existed in his youth. Ecotourism is Tongas tourist magnet plus high affordability. As a full blooded polynesian I must say Hawaii will always stay as a vacation destination.
Just completed arrangements … Very difficult to find affordable room and car rental. Prices have risen far above reasonable levels with the reality being that the golden goose is being fatally throttled. A shame that Hawaii is being priced beyond the budget of the majority of frequent travellers .
Just left Maui. Will not return. Prices which were high are now super high everywhere. The amount charged to park a rental is high. We were told a number of times the Islands want their own people to have the islands back. Aloha spirit is down and in places we no longer felt welcome. From Canada we chose to fly to San Diego for the first part of our holiday. Yes, California is expensive but not out of line. We felt welcome, had great beach time palm trees and great weather. Had a wonderful week and felt appreciated. We will return. He mainland now has it in our opinion. Shorter, less expensive flight as well. Well done San Diego!
Well we just returned from Hawaii and after going there for over 20 years it’s sad to say we will no longer be returning when a loaf of bread is 10.00 a loaf and seeing in a store that they take the large Costco pack of paper towels and they were trying to charge 5.00 for a single roll is a shame. It was beyond gouging and we will never return nor will we tell anyone to visit. There are plenty of other beautiful places to visit that are not doing this to visitors.
While tourism is good for our local economy, it’s gotten out of control and and affects local residents. Too many investors buying up condos and turning them into rentals. Many of many of the locals can no longer afford to live here anymore you’re anymore. Unless you’ve been gifted a home from your parents, children must now move to the mainland to ever think about purchasing their own home. $50 additional charge comes in to play and that less people come here.
Hawaii may fall off the CN list, but not off the USA list. People will still want to go there, cost not withstanding. Maybe shorter visits, or just special occasions (weddings, etc.). But, as Europe and the Caribbean begin to be more available, I wouldn’t be surprised if the big shift west becomes a shift to the east, and people start going on those trips where they are welcomed, there dollar goes further (Bring money, Americans!) and there are perhaps less crowds. Inflation will still be a factor, but most people won’t be paying $400+ a night for rooms, and $80-$100/day for a rental car. Looks good to me!
I just cancelled a trip to the Big Island in January. I just could not find decent flights out of PHX and coming home. Also, just feel like a lot of other people in that we are being nickel and dimed to death. We will still go to Kauai in April-May because we have a timeshare there.
I do feel that after going since 1980 the people there no longer want us to visit their islands. I love Kauai but may start going to Mexico more as the flights are quick and definitely less expensive.
Mahalo
As someone looking forward to a February trip (and whose only other trip was about 20 years ago), I can honestly say that you could charge me $100 per person for an island fee and it wouldn’t change my plans not a n’ere nutta.
I can understand how this would (obviously) affect frequent visitors to Hawaii as more trips = more “fees.” But that sounds like a first-world problem. Most of us can’t scrounge enough vacation time to cover 16 hours on a plane more than once every few years. I’m sure those who have such free time would be able to find an extra $100 per trip.
We bring plastic waste and pests and disease. Seriously! So yeah, the opportunity to help offset my damage is welcomed.
Hawaii is for the rich traveler only. It is no longer for the blue-collar traveler who wants to get away for a 7-day island retreat. This past year, my HOA was bumped up $60/month, electricity has gone up, property taxes have increased, and the infamous Maui County 3% TAT, the Hawaii TAT of 10.25% for Maui, and the GET of 4.166% is absolutely insane. On a condo that I rent for peanuts: $150/night, I must charge an additional $26.13/night for the taxes. This does not include the cleaning fee. I am finding that guests no longer want to pay the abhorrent rates and I can’t blame them. When you add the cost of airfare, outrageous food prices along with an expected 15%-20% tip, it is no longer is affordable. I would prefer guests go to Mexico.
I’m in Maui now, for our fourth and unfortunately final visit to the islands. Why is it the end?
1) the aloha spirit is gone – example we just did the famous Road to Hana. What a disappointment relative to our last time on Maui 11 years ago. Either the State or the locals have shut down so many opportunities for beauty to be experienced. A pale comparison to the past.
2) Prices. The proposed $50 fee is frankly inconsequential. We felt so barraged by ridiculous pricing that we have to spend week 3 of 3 “sheltering in place”. Don’t get me started on the trend consistent on the mainland with pushing for tips at shops that have no business any longer doing so…
3) An unfortunate outcome perhaps of the above: the plight of the homeles
Hawaii is my soul healing place — the ocean water, the wildlife, the people, the food.
I admit that I gave considerable pause to planning my last trip because the residents are expressing dismay about the environmental impact of tourism. I respect the wishes of the people who call the islands home. Can the economy be self sufficient without tourism? Not in this lifetime but perhaps with future generations.
To start, 2019-2022, do not seem like harbinger years, given Fall 2020, the Political upheaval and Covid Pandemic. Broken down, in the West, Hawaii aside from it’s own beaches offers a change of scenery, consistant dining fare, language and historically safety across the spectrum. The East Coast has the same, beaches, but the Caribbean, Bermuda also offer an exotic feeling at much lower pricing, but not the long, long flight. The great ‘Middle’, that is where the opportunity is. Key West is an anomaly, but it benefitted from Masks, Lockdowns, Margaritaville and access. Paris, Prices and Dollar valuation, Lisbon ditto and for retirement. Then there is the “it’s been done”, as Diner’s Fenwick, once opined. A new generation, awaits!
Aloha! We are currently wrapping up a 3 week visit on Maui. I’m sad to say this will probably be our last.
The main reason for not returning are the hordes of people! Tourists everywhere clogging roads, restaurants, beaches and sidewalks. It is too much. The island infrastructure simply cannot handle it. It shouldn’t take 1.5 hours to get from OGG to Napili or Waimea. Every restaurant always filled to capacity. For the 1st time I can feel and understand the Hawaiian resentment. It must have been paradise here, during covid.
I’m 100% for tourist limits. Tourist limits should be the same as occupancy numbers for a building or stadium. I don’t know what that number is. I just know it’s way too much now!
I feel sorry for residents!
With all due respect to the editors of this excellent website, but I think you’ve conflated lack of growth with decline. The American Express article is merely pointing out that other world destinations are showing higher numbers versus Hawaii. That does not equate to a drop or “downturn” in Hawaii visitors. Huge difference.
As far as I’m concerned, Hawaii cannot and never could sustain unlimited growth. That would be insanity. There has to be an equilibrium. Maybe that has been reached. A few less visitors would be preferable.
We had planned a trip in April but once we did the math on everything and factored in other factors we are now looking elsewhere. We can go to the Caribbean for half the price and it is almost as good. Hawaiians should be careful what they wish for.
that should make them happy.
Why all the hub-bub? Hawaii is getting exactly what it intended. Hawaiians want alternative ways prosper. I guess the tourists are listening and responding. Be careful what you wish for…
Prior to the Pandemic, we would travel to Hawaii twice a year for two to three weeks each time.
During the Pandemic, we traveled to mainland destinations and found the cost and convenience a plus. No, not as beautiful, but we have to consider other factors when traveling. In 2018 and 2019 we experienced some Hawaii residents that were not happy we were there – that does have an impact on our desire to come back. We’ll likely travel back to Hawaii again, but it will likely be once every few years going forward. That frequency will ultimately be determined by our overall experience when we do come back.
I used to go to Hawaii regularly from New York. Spent four Christmases there also. I even play Hawaiian music on my radio every Friday in my psychology office and make my poor patients listen to the place I hoped to retire. But the accommodation costs will probably keep me away from there unless something changes. Inflation is one thing, but Hawaii has overdone it. With New York taxes, I can even afford the fee to live there, but 400-500 a night to sleep for a vacation. I can’t in good conscious do that. So Hawaii will have to do without me as sad as it seems to me. I really felt the Aloha experience. Should have bought years ago.
Come to Santa Fe. The door is wide open and that includes Hawaiians.
The Island kids we talked to at the stores and restaurants want to come here to SF but can’t afford the airfare. It works both ways.
I love Santa Fe and may even retire there. But —please— be careful what you wish for! Here in Kona we used to be like Santa Fe — authentic, creative, comtemplative, non commercial, artistic — only a few years ago. Now our little village is rapidly turning into California suburbia, highway jumble, noise 24×7, homelessness, drugs, aggressive people. We have tried to work with local government to improve things, to no avail.
Just wondering if Hawaii is the only place in the world where a fee is charged for ecology etc? For 2 years we have had a captive American market and now Americans can go most anywhere so that might be part of a drop in visitors? Woodstock VT? Not new York or LA or new Orleans, San Francisco, Santa Fe, Orlando or 10 other American jewels? We were worried people wouldn’t visit during quarantine and they came back, and n droves. Kaua’i needs the world and the world needs Kaua’i, I’ve seen it from my visitor’s interaction.
You’re correct on that last part needing Kaua’i. But what’s not needed? Insane prices for basic accommodation with fees on fees, bad attitudes, and money grabs by grocery chains, restaurants, and govt taxes. Yes it’s enough to eventually turn the tide against the magic that is Kaua’i.
Aloha, we are traveling to Maui in a couple of weeks with the sad agreement that this is our last trip. We have been coming to the islands for about 25 years, but with the costs and issues it has become way to expensive and we refuse to pay additional to go to the beach. We will continue to travel to warm areas with good beaches but substantially less expensive. We love Hawaii but just can’t afford it any longer. Good luck to all.
Mahalo