For years, Hawaii tourism has been shaped by two loud voices. Residents have warned of cost of living pressures, crowded beaches, and both cultural and infrastructure strain. Visitors have wondered, on the other hand, whether the islands still deliver value at ever-rising prices and if they can still feel welcome.
This week, an important new voice joined the debate. A UHERO report reveals candid interviews with executives from Hawaii hotels and airlines, and their views show just how divided the future of Hawaii tourism has become.
Where residents, visitors, and industry see eye to eye.
There was one area of agreement. Hawaii’s visitor infrastructure is simply not keeping up. Crumbling restrooms, traffic jams at popular sites, and strained roads were all cited as issues. Readers have been telling us the same for years in thousands of comments. Families waiting for locked park bathrooms or visitors stunned by the condition of facilities while paying top dollar for their trips are familiar stories. Now hotel and airline executives echo those very same frustrations.
Workforce problems also unite all three groups. High housing costs and unstable wages drive workers away, leaving hotels and airlines struggling to maintain service quality despite their best efforts. Visitors feel the difference at check-in desks and on flights. Residents see it in their communities as service jobs that no longer sustain a decent living. We noted this in our earlier look at restroom and service shortfalls, and executives just confirmed it.
The growing divide over Hawaii’s tourism future.
The most striking divide is over the Hawaii Tourism Authority. Residents and lawmakers have already cut HTA’s reach, moved oversight to the Governor, and shifted focus toward destination management. Hotels and airlines, meanwhile, continue to push for stronger marketing. Their view is that Hawaii is losing ground to other tropical destinations, including Tahiti, which is adding new flights and offering lower costs.
For residents, more marketing feels like a return to business as usual, with overcrowded beaches and unbearable traffic, but little relief at home. For the travel industry, without promotion, Hawaii’s market share and spending are slipping away. UHERO’s report shows this stalemate as the deepest fault line in Hawaii travel.
Hawaii’s green fee: Will $100 million make a difference?
Another focus was Hawaii’s new green fee, expected to generate more than $100 million each year. Both residents and executives said it will only work if the results are clearly visible. That means cleaner beaches, safer trails, and maintained cultural sites that everyone can see and measure.
UHERO called for regular, publicly accessible reports that track exactly how funds are spent and what they achieve. This is the kind of transparency readers have demanded in our coverage of hidden fees. Without it, public trust will vanish quickly.
A call for one statewide playbook.
Executives also called for a standardized framework to manage high traffic visitor sites across all islands. That would mean consistent capacity limits, entry systems, and public reporting. Currently, visitors face a patchwork of ad hoc permits and closures, such as the weekly shutdowns we recently reported. A statewide playbook could replace confusion with predictability, benefiting both residents and travelers.
Why this matters now.
The UHERO report lands at a fragile moment for Hawaii’s travel industry. Visitor arrivals and spending have been slowing. Rival islands in the South Pacific are expanding access and offering more value. Hawaii is still deciding whether it wants more visitors, fewer visitors, or different visitors altogether.
Hotels and airlines are seeing their competitiveness slip away. Residents see daily life and culture strained. Visitors see value eroding. This clash is now out in the open, and the future direction remains unsettled.
Which change would matter most for Hawaii’s future: real limits at crowded sites, proof of where green fee money goes, or smarter marketing that brings the right visitors? Tell us what you think in the comment section.
Photo Credit: Beat of Hawaii on Maui.
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Hi Rob+Jeff. When is the “Green Fee” going to start?
The prices in Hawaii are really high but if you live in California it’s about the same maybe a little more than Maui where I shop. Gas is always cheaper at the Maui Costco than Costco in Northern California. The water bill, if you have a yard are really high, my kids and friend complain all the time about water bill of $800 to $1200 a month, food is about the same maybe a little less on Maui.
The biggest part of Hawaii is the culture. Beaches, sunsets, food, spa’s, and sunny weather can be found in many places. But nothing matches the backdrop of the culture. The locals are the culture. The people are the culture. I’ve been to the islands many times it’s the culture that pulls me back.
I am constantly embarrassed by the state of our beach facilities. Not only for the tourists that spend top dollar to come here but for us kamaaiana. We all deserve so much better. If we aren’t spending money on these facility’s or our roads (which are horrendous), where is the money going?
I definitely see why tourists are choosing other destinations over Hawaii. A good and a bad thing for us since we are still overdependent on tourism despite years of talk about diversification.
The constant barrage of tour helicopters over my house has decreased to a more manageable level, which I am eternally grateful for.
Many of you on here are just complainers. Prices too high. Residents not nice. Too many taxes. Guess what? Funds have to be obtained. Things are getting expensive.
No one owes you a smiling face either when you visit Hawaii.
If you decide to visit, just be respectful, don’t make a lot of noise, and have a good time.
Hotels, time share, Airbnb…the demands of the visitors have morphed over the years but not (I think) by design. Length of stay has also been a huge factor in this I think. Not unlike the national parks and many many other tourist destinations, the appeal for the worker is location, quality of life not necessarily financial reward…
Bathrooms and maintenance are a guaranteed win, with added security alongside it. At least cleanly marked lines for roads. Maui would be better off for everyone.
My wife’s family has been coming to the islands since 1968 & we have come to love the islands & the people. When we come to the islands it feels like we are coming home. We agree that something needs to change, the “Green Fee” can have a major effect. But it is another fee, tacked onto an already expensive trip, if visitors don’t see some very visible improvements it could turn into a very big negative. Possibly the most visible changes would be to the restrooms & roads. I can’t think of anything that could be worse than signing up for a day at the beach, paying to get there or park, setting up everything only to find out that restrooms are closed or too dirty to use. This is an issue that affects both locals & visitors alike. We respect & protect the islands & the people & try to encourage others to do the same. To rebuild the spirit of the islands will take a lot of hard work & input from everyone. We are looking forward to returning to the islands.
We just left Hawaii Big Island, our 22nd time, but things have changed drastically. Restaurants prices are way up, almost double compared to mainland. Food in stores very high to , Safeway being one of the worst. Very little bread or pastry are not frozen, and shipped in . Bananas were $1.18 per pound in walmart, $1.79 per pound in Safeway. On Maui in walmart banana was .59 cents a pound . Meat was very high as well . A Luau was $200 per adult and $100 per child . If I took my son’s family and us would be $1000 . So we did not go , the resorts push for discounts but not a lot of help. A cocktail in a bar was $14 , a bottle of Rum was $11.99 , that is 30x markup. It makes going out difficult. Soda fountain pop for the kids was $4.99 each . Pog was $6.99 at costco, more at other stores. Bread was $7 a loaf and so dry i took it back . $3.49 for softserve ice cream at burger king , $1 on mainland. Mom and pop Restaurants were better than McDonald, burger king
Imagine living with these prices 24/7/365. That is what we residents endure.
We’ve been coming to the islands since 2001. We always felt very welcome and were treated well by the resort staff. We have a Hilton Time share in the Lagoon Tower on Waikiki. We used it almost every year. Welcome home seems to be hard for them to say anymore. We feel more unwelcome than welcome and the cost of going there is getting beyond our means. We will probably make our last trip in Jan. 2026. It’s sad, it’s such a beautiful place! But we don’t go where we don’t feel welcome or wanted. Maui will be our last visit. Hope you find the “type customer” you are looking for.
Seems
Like the merge between Alaska and Hawaiian Airlines has put a damper on our travel. Time schedule in shifting or cancellations of flights after already booked has become a problem.
A lot of the disgruntled don’t understand how the bread gets buttered here. As long as they keep getting a check from their employer or the government they act like they don’t realize this is a tourism economy or where the government cheese comes from.
Adulting is hard even on the mainland and it has nothing to do with you or the land not being respected. We don’t need to lecture adults on how they should vacation so that you’re feelings aren’t hurt. You take the good tourists with the bad and just because they don’t spend $750 per night doesn’t make them a bad tourist.
Almost every other City or State on the mainland would kill for a tourism economy with free spending people who come to spend their money, have a great experience, and then most importantly go home and tell their friends what a great time they had in Hawaii. The attitude, prices and taxation here are killing this golden goose!
We have vacationed at Hawaii for years. Maui, Kauai, Big Island, Oahu. Today the value is not there. Locals treat visitors poorly. Constantly complaining about the tourist using their resources. All while those same visitors pay top dollar for poor services and in some cases open hostility. We cancelled this year’s month long trip. We typically spend $10,000 – $15,000. Probably will not come back. Sad times for Hawaii. We’re much more appreciated in the USVI and BVI. Plus Tahiti seems welcoming. Mahalo!!
Of these three, 1) real limits at crowded sites, 2) proof of where green fee money goes, 3) smarter marketing that brings the right visitors, 1) should be prioritized, 2) should be sharpened and seriously implemented/disseminated, and 3) implemented only based on verifiable research findings, ie. evidence based. Mahalo.
As a resident from Lana’i having transparency on the green fee is important. Since that tax is added to the accommodation tax I pay this “fee” every time I stay over on any other island. Doctors appointments, green fee, leisure trip, green green, large shopping trip, green fee.
The “right visitors” will not have a problem being welcomed over there. It’s the bad visitors I give tourist the bad name.
I don’t think residents should have to pay a green fee.
All the hand wringing seems to be too late. Hawai’i is making it clear that it has moved from a spirit of aloha to a spirit of visitors unwelcome. Despite many trips over the years, and a love for the islands, I am unlikely to visit with any regularity in the future as it seems I am not wanted.
It’s a shame tourist continually disrespect the Hawaian culture. I was stationed at Kaneohe in the sixties what a great time to have experienced the islands. I have been coming back almost every year since the late 90″s. I have been shocked how tourists show they only care about themselves.
I’m disappointed with how the airlines are taking advantage of travelers with higher airfares and no amenities. Upgrades to first class went from 40k miles to 125k in just over 2-3 years. Let’s all work together for the common good.
Tom
From Oregon
I was stationed at Kaneohe in the early 80s. My first time back next year will mark 40 years since I’ve touched Hawaii. As I read about these challenges, I hope for the islands and it’s people. Too many tourists and lack of respect for the culture will only add to structural problems.
Hawaii has to define what it wants the world to view it as. From Kauai to the Big Island, we got a sample feedback from the population. By the sounds of it, the once “sunny”welcome mat is now tainted with looming storm clouds. I am glad that the locals are expressing their opinions and concerns about things that affect their daily lives. Are the officials that make decisions regarding fees, taxes and other monetary/financial matters elected? Or are they appointed? Fortunately, my family and I have not experienced the negative vibes that others have come across on their stay in Hawaii. We have wonderful friends on Oahu that we reconnect with each time we go. Ultimately, a trip to the Islands is a personal decision.
Aloha and mahalo to the beautiful people of Hawaii!
Marky J
I’ve noticed almost no investment in infrastructure while there are ever increasing social services. It’s hard to justify the crazy increases in GET and TAT along with the new tourism taxes that go into effect at the end of the year. And then you see the Mayor and County Council vote themselves a pay increase? The restrooms at Kanaha Beach Park were burned to the ground by the unhoused two years ago and there’s been no indication that they’ll ever be rebuilt! Maybe not really an issue if you’ve ever been to any of the other beach restrooms – this place needs a thorough cleaning both politically and economically.
Visitors and locals appear to maybe be reading the same book if not the same page, but the business community doesn’t appear even to be in the same library.
Took my family of 6 to Maui, this past summer. Beautiful island! Felt unwelcome, as a visitor. Will not be spending another dime on Hawaii, after spending $8K. This will not end up financially favorable for the locals.
Examples of why you felt unwelcomed?
I agree, the high costs and lack of resident benefits are driving visitors away. More transparency and visitor limits are needed. Hawaii needs to prioritize its people over tourism.
Looks like a catch 22.
Locals don’t want tourists but tourists contribute a large percentage to local economy.
Fewer tourists and many locals will loose jobs.
It’s already very expensive for locals.
Start loosing jobs, and will have to move to mainland.
Need to figure this out.
Limits and portioning are great ideas. Transparency shouldn’t just apply to the green fee, it should apply to all the taxes taken in from our local governments. It just seems that the 5.69 billion dollars Fy 2022 and the county’s budget of 1.06 billion dollars FY 2022 is too far apart. Profits that leave the island should be taxed at a much higher rate, until the county’s budget and the amount of profits that are put back in the community are greater than 18%. One solution to this is treating tourism as a public utility and regulating it through an independent mechanism like the Public Utilities Comission. Which already regulates certain tour busses. Ultimately the excessive tourism we all feel here has not elevated our schools, our careers, our infrastructure or our community the way people say it does.
I’d be willing to bet that the state and county government publish their spending. Either nobody looks (very likely) or it’s incomplete (unlikely). Sounds like a great project for some Student/Professor of Economics at U of Hawaii to dog into.
Pricing is thru the roof and the people of Maui make it very clear to visitors that they are not wanted. Have had many wonderful vacations here but this is our last. We’re here now and visiting our favorite restaurants one last time. We don’t plan on returning after this trip. No reason to visit somewhere we are met with hostility. I wish the residents well and hope their dream comes true and tourism exits the islands. Aloha
I had to leave the Big Island after nearly two decades. The high cost of living was the main factor. The rents I paid in Hawaii in the 1990s is still more than what we pay living overseas these days. Hawaii like many places is being ruined by greed and politics. Aloha Nui loa.
100 million is not going to make a appreciable difference unless that is applied purely to wages.. which it is not.
And I’m a bit confused.. this site and Maui news have been lamenting the loss of visitors and lower vacation spending Over And Over and Over .. but you this article makes it sound like a visitor Apocalypse with throngs and throngs of guests.. Which Is It!?
Hi, we love Hawaii having Visited over 16 times and even renewed our wedding vows at the Moana Surfrider at Waikiki Beach. However Hawaii is loosing it’s point of difference against other destinations IE: Japan etc . One has to feel happy 😌 content, not feel that you are being ripped off at every turn, hotels etc etc.
I drive Uber in Waikiki , 75% visitors say they will never come back
Too expensive and they feel like they are really getting ripped off
Hi. There just is too much wasteful spending on studies that are supposed to come up with solutions. Also add on that county and state workers are not getting the work contracts finished in a timely fashion. Incompetence, laziness, and dissatisfaction with their jobs which I am sure pay good money and benefits. The worker mentality aligns with the laid back attitude of the islands. Who wants to visit when all of these conditions have/are continuing to exist.
I don’t think you can stop exodus from Hawaii travel with sky high pricing, closed beaches, $35 bucks to park at some beaches with old, worn out and filthy restrooms, if the restroom is open at all. Some beaches are just closed for years with no apparent reason. The good news is there are plenty of jobs on the mainland for locals to take and move off the island for good, just like my kid’s grandparents did a long time ago. My dental hygienist is a Maui native.
Barcelona and New Zealand have already figured this out – so really it’s just borrowing their playbook.
Kind of like they should’ve just called their Japanese cousins/counterparts to come build the rail, which is now a money suck and local joke.
Think smart Hawai’i~
I am 70. I’ve wanted to visit Hawaii for more than 40 years. Finally, I am going, God willing. But I feel discouraged, to think that I’m spending all this money to go to a place where I’m considered a problem instead of a guest. I’m rather sad that the residents feel that way.
Maureen, welcome and please don’t think that it’s all bad. Some of us welcome you with open arms. The Hawaiians have been fighting amongst themselves and with tourists for as long as can be. I wish you a pleasant stay. The restaurants are fabulous, and a lot of people are gracious and kind!
Aloha,
I would love to see an easier system of reservations. We have quit going to see anything because it is too confusing! Also, restrooms please! I can honestly say in my travels Hawaii has the worst bathrooms, and that’s if you can even find an open one!
Mahalo,