Is something off with Hawaii’s summer travel season? That’s the question being talked about in airport lounges, reader comments, and conversations all over the islands and beyond. No big verifiable headlines yet, but if you’ve been here lately, or even tried booking a trip, you may have felt it too.
At the same time, BOH editors are on the ground in Honolulu this week, and we can tell you, it’s still plenty busy. Like this crowd blocking traffic at Leonard’s. Not the most crowded late June we’ve seen, but the beaches, roads, and hotels are far from empty. Visitors are here. The question is whether they’re showing up in the same ways, in the same numbers, and with the same mindset as before.
What visitors are noticing first.
The first signs haven’t come from state tourism press releases. They’ve come from you. Seasoned Hawaii travelers have reported experiencing lighter-than-usual flights and upgrades clearing with greater ease. One visitor said their recent trip to Maui was “the first time in years I saw entire empty rows during summer.”
We’ve heard more of the same from readers. One wrote, “We were in Waikiki last week and got dinner reservations same-day, twice. That never happens.” Another told us, “We walked right up to the beach in Kaanapali and found a great spot immediately. I asked my wife if we were here in the wrong month.”
And it’s not just a one-off. Tea, a longtime visitor, said her Maui flight was only about half full. “We love Hawaii, and Maui is an annual trip.”
The numbers haven’t caught up yet—but here’s what we see so far.
Official tourism data always lags, while early indicators suggest something’s off. Domestic visitor counts are steady, but they’ve stopped growing, and for June 2025, daily passenger counts statewide are down 3.6 percent compared with 2024. Hawaii’s key international markets—Japan, Canada, and Australia—still haven’t bounced back in any meaningful way.
Maui has seen even fewer arrivals this month, down 9.7 percent compared to 2024. It’s also still down more than 25 percent since the Lahaina fire. Kauai is down 6.7 percent compared with 2024, the Big Island is down 1.3 percent, and Oahu is down 3.6 percent in terms of domestic visitor arrivals.
In May, a revised forecast cut 2025 visitor spending projections by more than $300 million. Hotel occupancy may still appear strong on paper, but travelers tell us that prices have eased from their peaks and are no longer rising.
Cost isn’t the only factor.
Hawaii’s rising prices have been a recurring theme for years. Between overpriced and underdelivering hotels, resort fees, airfare, car rentals, and inflated food costs, visiting Hawaii has become one of the most expensive U.S. vacations, often exceeding the cost of European cities. But price alone doesn’t explain what’s happening this summer. There’s something else creeping in: emotional travel fatigue.
After years of rule changes, vacation rental crackdowns (both real and proposed), and simmering tension around tourism, some travelers are choosing to pause. One reader told us, “We love Hawaii. But this year we decided to try San Diego. We’ll come back, just not right now.” Karen M added, “It’s getting prohibitively expensive, and I definitely felt an anti-tourist vibe. If the people don’t want us there, we’ll go somewhere else.”
Not long ago, we reported that some visitors were already pulling back amid growing tension. That story seems to be continuing this summer.
Is this the shift Hawaii’s been asking for?
Hawaii’s always had its seasonal ups and downs. But this doesn’t feel like that. Many say the usual summer rush hasn’t arrived with the same energy. Airlines aren’t pulling flights, but they’re adjusting them more frequently. Hotels are tossing in quiet extras that used to be reserved for slower months.
If this is just a pause, things might bounce back at any time. However, if it’s the start of something deeper—such as travelers rethinking how often they visit or how welcome they feel—it could reshape tourism more quickly than the state expected.
We’ve seen these inflection points before. After the 2008 crash. After COVID. And maybe now, after years of slow-burn tension between Hawaii’s government, its visitors, and its residents. The difference this time is that it’s not clear who’s steering the change.
Who’s still coming—and who’s not?
The strongest visitor base currently appears to be high-spending travelers from the U.S. mainland, particularly those from the West Coast. They’re still coming. But families and more mid-range vacationers—especially those who used to visit every year or two—appear to be pulling back. At the same time, not everyone is deterred. Joe B told us, “I come to Hawaii at least twice a year, even though I always say no more. I never come across unfriendly locals. See you in Sept.”
The drop in Japanese visitors is especially noticeable in Waikiki. Before the pandemic, they made up a large share of arrivals and helped support everything from retail to group tours. That recovery still hasn’t materialized. Instead, many are choosing Guam or Korea, or staying within Japan, often citing better value and fewer hoops.
We’re also hearing from Canadian and Australian travelers who are sitting out this year for a range of reasons. High fares and hotel prices are, of course, big ones. One reader from Vancouver told us, “We looked at Maui again this year, but the flights were over $1,200. We’re flying to Portugal for less, instead.”
For every visitor who’s stepping back, someone else may be stepping in—but not always with the same expectations. We recently explored that shift in why you’re not coming back—but others are.
Hawaii isn’t alone—but it does stand exposed.
Plenty of places are seeing weird patterns this summer. Southern California, Mexico, even Las Vegas have reported soft spots. But Hawaii’s a different case. Unlike Palm Springs, there’s no road trip option here. No weekend fallback. This is a fly-in destination built on repeat visitors who mostly plan ahead, and when they start to hesitate, it shows quickly.
Stack on a housing crisis, shaky tourism leadership, and the constant tug-of-war over vacation rentals, and you’ve got more than a numbers problem. You’ve got a confidence problem. Are visitors still feeling good about coming? Some aren’t so sure.
One reader told us, “We’ll always love Hawaii. But right now, it feels like it needs a minute. And maybe we do too.”
Have you been to Hawaii this summer—or did you decide to sit this one out? Let us know what tipped the balance. We’re listening.
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I used to go to Hawaii every year for the past 8 years. I own a condo on Oahu. I will take a break from going for a while. The last time on Maui with my wife and I, we went on a tour around the island. The bus driver was a native and not a nice one. While she was driving she wolfed down a dozen Krispy Kreme donuts while telling everyone on the bus how the White man came over and took her land from her people. We had to listen to this ignorant woman complaining about something that had nothing to do with us. It didn’t ruin the trip. Maui is beautiful and that overrode everything she said, but it did leave a sour taste in my mouth. She did get a tip from us. It was a note on how to treat people that are paying your wages. Not a nice note, either. We got the cold stare. The islands are so beautiful. We had similar experiences on Oahu, too.
My daughter recently visited the big island. She stayed at the Royal Kona in Kailua. She was charged another fee or tax of 25 dollars a day plus 25 dollars a day parking. So that’s 200 dollars extra for a 4 day stay. No wonder people are traveling elsewhere.
We are coming to the Big Island where the Volcano keeps erupting.
What I would like to know is, How is the air quality? I have health issues and so does one of our quest..
We just took our entire family to Honolulu and Kauai we 10 days. There were 10 of us. Wonderful and stunning beauty. Great vacation.
Only negative was cost. Everything was extremely expensive particularly restaurants.
We have considered Maui our winter home for the last 50 years coming 2 or 3 times a year. . We owned a strata apt for 30 years. We had many long term Hawaiian friends. Most of our favorite restaurants and staff are gone. Pressure is trying to push us to the hotel rooms is not for us. Dynamic rent pricing is nuts for long term stays. Your president declaring a tariff war on my country Canada has made us say aloha to our favorite place. Your mayor wants us not to rent apartments. The aloha spirit fells gone. We’re going to Blaise and Australia. We won’t be back sorry.
We used to come to maui at least once a year. After our last visit in 2024, no more!! At one time we owned three timeshares there. They are gone as well. We just don’t feel the aloha is there anymore.last year we didn’t feel welcome at all. Prices are getting ridiculously high and we can go elsewhere for less…
Chris,
Sorry to hear you will not travel to Maui anymore. I have a question for you though. I hope you take this in good spirits..
The “aloha spirit” that you and everyone else refers to was completely manufactured by the travel industry. People in Hawaii are no more welcoming or less welcoming than any other place in the .
You could go anywhere in the world and there are people that are not going to welcome you anymore than they would in Hawaii.
So is your reason for not traveling to Maui anymore because the prices are so expensive or because you’re not getting this manufactured “aloha” anymore?
I don’t think people have the same time anymore to “be nice” over other people just because they’re visiting their area. If prices suddenly were cheaper, would you suddenly go back?
Bruddah, have you not seen or read the countless threads regarding how the local (and state) government has handled their responsibilities and now that’s translated to the way tourists have been treated over the past several years? Money is one thing. Decency and respect for one another is another. That was the “aloha” spirit no longer present. Maui, and Hawaii, and their disrespect of those who’ve literally made them all what they are is appalling. But keep your head in the sand, brah. Seems like it’s working for you?
Just about to depart PDX this morning for OGG. Airplane is less than half full.
How much was your airfare, if I may ask?
Hope you’re taking notes Bissen, because this is math and not “feelings”. This is a canary in the coal mine for STR’s and Minatoya bans where apparently multi-generation families can live comfortably in a 1 bedroom condo with $2k a month HOA’s…
Judge or not, clearly you’re not a Finance major.
So true! Definitely Not an economist!
Hope you’ll find some happiness, where ever you are. I had tenants from Molokai and they are friends of mine. My neighbor was born on Maui and we are friends. Hope you do have friends where ever you live. I left Germany at 18 to move to the South of France because I like warmer weather and the ocean. Had many friends there (I still visit once a year) and the same goes for Washington, DC where I lived for 30 years. Founded a small real estate co. there and most of my clients became friends. However, I fell in love with Hawaii and Hawaiians in 1989 but it took me years to make it here permanently. Sounds like you live somewhere else, although your statement “Let me tell you half the “Hawaiians” now live in my state. So should I call them names, threaten them, make them uncomfortable? No. We say “Welcome to our state” is rather confusing (and wrong, since not all Hawaiians on the mainland live in one single state).
Arrived in Oahu on Tuesday our flight from Phoenix was full. Everyone from airport personnel to store clerks to people you meet out and about have been incredibly helpful and very welcoming. Beaches are full for this holiday weekend and most tourist stops at least on the North Shore are to capacity. Seems the folks here still have the Aloha Spirit and for those of us lucky enough to be visiting we are so happy we came.
Happy to hear that, Christine. Have fun!
Yes Christine. Good to read your note. I don’t know what some people expect. I love Maui. I fly there each Winter for a long stay. E.g. 3 months. People are always friendly. I think offering a smile gets a return smile and we are all happy for that. It is all about attitude. If you realize how fortunate you are to be able to fly to Hawaii, keep smiling, enjoy your stay, accept vacation dining out costs more than at home then you should not complain. I seem to have lost tolerance for complainers and negative people. Be thankful to be alive and able to fly to Hawaii. I am now in my 80s so may have to stop flying soon for health reasons. I am forever grateful to the wonderful residents on Maui who make my trips delightful and all the small businesses that I frequent each year. I am grateful to be alive to fly there each Winter.
Eva, an Irish/Canadian
I guess we are 2 Eva’s here …seems like both Eva’s love Hawaii!
Surprised you haven’t called out the reason many Canadians are not going there. Our sovereignty is being threatened. Why would we go to the US? I have gone to Hawaii every year since 2009. I won’t be going this year, or while the current administration is around. The US is not safe to travel to.
Well, I still pretty safe in Hawaii, but fully understand why Canadians wouldn’t want to travel to the US right now. The same goes for my European friends. We hope we can all get together again soon. That said, Hawaii is still different. Just stay in hotels like the Outrigger or Royal Lahaina so that most of the money stays in Hawaii. Aloha!
And we won’t be going to Canada any more either
D’accord!!!!!
I have mixed feelings about the HI travel slowdown. But overall, I think the slowdown is a “net benefit” for the locals and the environment where the positives outweigh the negatives. I say this knowing there will be some (maybe major) pain for some. As a frequent visitor myself, but certainly not wealthy, sadly I’m being priced out of Hawaii already. I could share more of my thoughts but figured I’d just weigh in with an alternative view. The locals need to have affordable living with an economy that replaces over-tourism and speculative real-estate investment by outsiders.
Please make a few suggestions of alternative businesses for Hawaii…. instead of tourism and the many businesses that depend on it… like flower growing, lei making, entertainment, jewelry making….
The cost of living is considerably higher in Hawaii than in many, if not most states, so Hawaii’s people need to make decent livings to avoid working multiple jobs. I lived there 30 years and left because my son left (to get a graduate degree and to make more money) and he had grandchildren, on the mainland. It was may fault for sending him to mainland to college where he quickly realized how much more money he could make Anywhere than in Hawaii so he let me know he wouldn’t be returning to work and raise his family. So, here I am in Colorado… near him & my grands.
Again… what are the, “alternative businesses,” you mention?
Gee; wonder why tourism is down? Maybe Hawaii has effectively “killed the goose that laid the golden egg”! High prices, poor attitude displayed has gone a long way to create this issue.
Yep ibmve been saying same thing..typical liberal scheme to ruin the economy in the name of helping g the very people they will hurt