Hawaii has spent years trying to curb overtourism. Each new effort is pitched as the next great solution, from raising fees and taxes to limiting vacation rentals. Yet, visitor numbers keep climbing, and the same problems persist. If anything, these measures create the illusion of action while the reality remains unchanged—Hawaii’s economy depends on tourism, and there’s little real incentive to shrink the industry.
The illusion of control.
Hawaii lawmakers and the industry often tout solutions aimed at reducing visitor impact. Higher taxes on vacation rentals, hotels, rental cars, increases in resort fees, and the never-ending proposal for environmental green fees have all been framed as ways to balance tourism with sustainability. But history here shows that these measures do little to slow the tide of visitors.
Take Maui’s attempt to limit vacation rentals. Officials claimed that cutting back on short-term rentals would free up housing for residents, but even those efforts have done little to lower costs or stop rentals from operating. Instead, concerned visitors now compete for high-priced, limited hotel inventory, driving up nightly rates and creating even higher profits for that industry.
Hawaii’s situation mirrors that of global destinations facing overtourism. Venice implemented a small visitor fee, but arrivals continue to rise. Amsterdam cracked down on rowdy tourist behavior, but its visitor economy remains as strong as ever. Hawaii follows a similar pattern—no matter the restrictions, the lure of paradise is too strong to resist and too much for the government to control.
It’s a numbers game.
Tourism is deeply embedded in Hawaii’s economy, accounting for nearly a quarter of the state’s GDP, and tangentially, even more. The industry is responsible for countless thousands of jobs, and efforts to reduce visitor numbers often face backlash from businesses and some in local government who are reliant on the revenue.
While Hawaii’s visitor numbers haven’t fully returned to pre-pandemic highs, the same patterns of overcrowding, environmental strain, and economic dependency remain. Even temporary dips in tourism haven’t led to lasting changes in managing the industry.
The contradiction is clear. Officials acknowledge the strain of overtourism on infrastructure, the environment, and residents, but the financial incentives to keep visitor numbers high outweigh the calls for limits. Even during the pandemic, when Hawaii’s visitor numbers temporarily dropped, the state, in its awkward way, still prioritized reopening tourism as quickly as possible to avoid financial doom.
This cycle plays out repeatedly. New visitor fees are introduced, restrictions are placed on tourism, and permits are required for popular attractions, yet these changes rarely make the measurable impacts desired. Visitors arrive, beaches remain crowded, and residents see little relief from rising costs.
For example, Hanauma Bay, the lead photo and one of Oahu’s most fragile marine environments, has implemented some of the strictest visitor controls in the state. With higher entrance fees, reservations, and mandatory educational videos, the goal has been to reduce human impact while maintaining access.
A study by the University of Hawai‘i’s Hawai‘i Institute of Marine Biology found that these measures have improved conservation efforts and visitor satisfaction. However, it also noted that shifts in fish and coral distribution and reef trampling remain ongoing concerns. Even with strict policies, the bay struggles with balancing tourism and sustainability, reinforcing Hawaii’s broader challenge in managing overtourism.
The social media effect.
Hawaii’s overtourism problem has been further fueled by social media. Scenic locations once quiet and relatively unknown have become overwhelmed by visitors eager to recreate the perfect Instagram moment.
One of the most well-documented examples is the Haiku Stairs, also known as the Stairway to Heaven. Despite being closed for decades due to safety concerns and private land issues, social media posts continue to lure trespassers who risk fines and injury for the chance to capture the famous view. Some stairs were dismantled in 2024, but a court order prevented more from being removed.
A similar situation unfolded at Kaniakapupu Ruins, the historic summer home of King Kamehameha III, which has been severely damaged by visitors ignoring closure signs after discovering the site online.
This phenomenon is not unique to Hawaii. In Paris, tourists stage elaborate photoshoots inside historic sites, treating cultural landmarks as backdrops rather than places of significance and history. In Venice, city officials have struggled with the rise of short-term visitors who arrive for a few hours, snap photos, and leave without contributing much to the local economy until an entry fee was established for those without hotel reservations.
Hawaii faces the same challenges as once-pristine sites become flooded with visitors. Attempts to restrict access rarely last long, and even when places are closed or regulated, determined travelers find new locations to overrun, continuing the cycle of overcrowding and environmental strain.
The myth of responsible tourism.
Hawaii’s tourism industry frequently promotes messages about traveling responsibly, asking visitors to respect the land, culture, and residents. While many travelers try to follow these guidelines, the sheer volume of visitors makes any real impact challenging to measure.
The idea of sustainable tourism is often used as a marketing tool rather than an enforceable reality. Hotels claim eco-friendly practices while expanding operations and building towers. Airlines promote carbon offsets as rental car companies push electric vehicles. These efforts create the appearance of responsible tourism without necessarily addressing the underlying issue—Hawaii has more tourists than its infrastructure and environment can reasonably support. And that has been true for decades.
Even visitor education campaigns, encouraging tourists to behave more respectfully, fail to reach the core problem. It’s not about whether individuals pick up trash or avoid tromping on coral reefs. The issue is that the number of visitors itself is unsustainable.
The path forward is open for debate.
If overtourism in Hawaii is inevitable, the question becomes not how to stop it but how to manage it in a way that minimizes harm. The state’s current approach of adding fees and restrictions without tackling the root causes has proven ineffective.
A shift in priorities is needed. Instead of increasing visitor spending, Hawaii could invest in policies that reduce tourism dependence. Supporting locally produced value-added products, including agriculture, diversifying the economy beyond travel and hospitality, and creating incentives for non-tourism industries could help break the cycle.
Without a fundamental shift, however, Hawaii’s tourism industry will continue operating as it always has—prioritizing growth over sustainability and reacting to problems rather than preventing them. Until then, overtourism will remain a permanent reality in Hawaii’s ecosystem.
What changes are even possible in Hawaii?
Hawai‘i’s economic history clearly warns about relying on industries lacking a value-added component. Sugar and pineapple once dominated the islands, but these industries ultimately collapsed because they were based on exporting raw, unprocessed goods rather than creating finished high-value products. This left them vulnerable to global competition. As production costs in Hawaii rose, cheaper alternatives from Asia and Latin America took over, making local operations unsustainable.
Tourism has replaced plantations as Hawaii’s dominant economic driver but carries similar risks. As sugar and pineapple were at the mercy of international markets, tourism depends on global travel demand and economic conditions. The pandemic and the Lahaina fire were stark reminders of this fragility—visitor numbers plummeted overnight, and with no alternative industries in place, the state faced immediate economic crises.
While Hawaii has long talked about diversifying its economy, progress has been slow. State agencies tasked with economic development, including the Hawaii Technology Development Corporation and the Creative Industries Division, under The Department of Business, Economic Development & Tourism, only a fraction of the funds that tourism gets.
Technology and remote work are often pitched as solutions. Still, Hawaii’s high cost of living, lower-than-mainland salaries, and challenging time zone make attracting or retaining talent in these fields difficult. Expanding coding education in schools could build a stronger tech workforce, but that’s a long-term solution with no guarantees.
Agriculture is often cited as an alternative to tourism, but large-scale farming won’t work unless paired with value-added processing. Simply growing coffee or macadamia nuts isn’t enough—Hawaii must brand and process these products locally to command premium prices rather than sending raw goods elsewhere for packaging. Sustainable aquaculture could also play a role, with Hawaii-grown seafood sold directly to high-end markets rather than relying on distributors.
Beyond that, Hawaii has repeatedly resisted industries that could generate new revenue. Large-scale renewable energy projects like geothermal and offshore wind have faced opposition, while scientific initiatives like the Thirty Meter Telescope remain stalled. Even cannabis, which has the potential to be a significant industry, faces regulatory challenges. Diversification will remain a distant goal without a shift in public attitudes and government support for new industries.
Hawaii’s best chance at reducing its dependence on tourism may lie in industries that don’t rely on physical exports—such as biotech, medical research, and digital services—but these require significant investment in education and infrastructure that currently don’t exist. Without meaningful action, Hawaii risks repeating history, remaining locked into a cycle of economic vulnerability where tourism is the only safety net, even when that net is full of holes.
What do you think? Have Hawaii’s efforts to manage tourism made a difference, or is overtourism here to stay?
Photo Credit – Beat of Hawaii at Hanauma Bay.
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Controlling tourism. Here’s a thought. Limit it to one inbound flight per state per day. Limit stays to 4 days 3 nights maximum. Hotels set all air conditioning units to blow hot only. Set all water available in hotels to cold only. Set timers and regulators on all hotel room toilets so they can only flush after contacting the front desk. Set all television sets to view only the crime channel and daily property crimes. Daily foot checks for sand on the soles by lobby personnel imposing a $20 fine per person per incident. Laugh at all visitor as they check out and tell them to pass on the Aloha Spirit after their flight takes off. See if this controls how many people visit Hawaii.
“Hawaii’s overtourism problem has been further fueled by social media.” Gosh, this is the Main key to the destruction of life as we one knew it! Responsible tourism starts at home. People need to begin raising their children to learn respect, history of the land and its people when travelling, and honor every step once they place their first foot on the ground when getting up in the morning.
I was taught this as a child and I see disrespect everywhere I go mostly by adults.
Like it or not, tourism is our lifeblood. You write “tourism accounts for nearly a quarter of the state’s GDP, and tangentially, even more.” Yep, Lots more. I’d be willing to bet that if you trace the income of Hawaii residents back to the origin, 80% of us are at least somewhat, if not fully, reliant on tourism dollars. Many of us that do Not rely on tourism dollars are wealthy, entitled malahini who are restricting access to naturally beautiful areas like beaches, waterfalls, and the like and destroying our common, communal, aloha spirit. That said, I prefer respectful and considerate guests who are attentive to their impact and to cultural norms of life in the islands. Those that are, and those that do, command my respect and appreciation, many times more so than some of my fellow kama’aina, who can be rude, entitled, and who use the aina as their personal dumping ground. Educate guests to respect us and provide those that do our respect and a warm welcome to the islands.
I have looked into Island economies worldwide, and have not found anything to rival tourism. In my opinion, the solutions lie on the maximum seats available on aircraft. And also the monitoring of tourism into popular areas like Haleakalā, Waianapanapa, which is already in place. Further limiting numbers in popular areas may be what is needed. Looking for economic solutions outside of tourism seems to be a very difficult proposition. Again, I encourage people to look worldwide at what other island communities have done.
Nothing has changed. Each year the governor recommends raising taxes. He doesn’t say where the money will go, but it sure hasn’t improved anything. We just got back from our 31st visit to the islands and we haven’t noticed a difference, other than more money goes to the government and disappears.
Tourism is very important. Other countries are fighting and dealing with the same problems. People are just traveling more. But, Vacation home rentals have caused a lot of these problems. People buy the cheapest airfare, pack into a VHR and then over crowd the beaches and trails. Hotels at least can be monitored.
Would you look into the outrages fees for parking in Kailua-Kona? The area has seen free parking go to paid and it is very high priced.
The local’s aren’t going there anymore because of it. Even though there is a discount for locals on time allowed by the businesses we support, it’s not good for tourists, vacationers and those of us who live there part time.
Please check when you get a chance.
Thank you Renae
Number one thing tourists could do to help Hawaii during their stay is be sure and pack their common sense and manners when visiting:)
For years this subject has gone round and round with no solutions and no concrete information on what an acceptable level of tourism would look like.
On one hand we’re told the islands are over run then the next message is Maui is begging us to spend our tourist dollars there, but only at locally owned businesses.
The mixed messaging is all over the place, tourist drive to slow then to fast, you can go here, but not on weekends. Tourist drive prices up then they aren’t spending enough money at local businesses.
Enough!
Also in this and prior articles you state that hotels and resorts are charging more for stays, yet I’m paying far less for our Maui and BI resort stays this year verses what we’ve paid in prior years.
What’s up with that?
Reduce what airlines can fly there and limit how many per day. If this affects the hotel industry then so be it. Hawaii will always exist
Unfortunately, that solution is not up to local control. The FAA determines this.
It’s wild to me that they charge $25 to visit Hanauma Bay now and limit entry carefully, yet it’s still packed. If that doesn’t prove fees don’t work, I don’t know what does.
You can’t put the blame entirely on visitors. The state has been approving more hotels, more flights, more everything for years. They created this mess.
It’s frustrating to watch the same cycle play out over and over. The government claims they want fewer tourists, but when numbers drop, they scramble to bring them back. At some point, the state has to decide if it actually wants to control tourism or just milk it for revenue.
Hawaii’s been talking about fixing overtourism for years, but nothing really changes. If anything, it just gets worse.
One thing I can say is that every time I come back, I notice how much harder it is to find places that feel untouched. If the state doesn’t figure this out soon, there won’t be anything left to protect.
If overtourism is such a problem, why does the state keep dumping money into marketing Hawaii? You can’t promote the islands non-stop and then act shocked when too many people actually show up. Doing the same thing but expecting different results?
Tourism isn’t going anywhere, so Hawaii should focus on managing it better instead of pretending it can be controlled. Other places have found ways to balance things—why not here?
Every “solution” just seems to shuffle money around rather than addressing the actual issue. If tourism is here to stay, what would a real, workable balance actually look like?
I think the biggest winners here and the driver is the hotel industry. This is what they want “visitors now compete for high-priced, limited hotel inventory, driving up nightly rates and creating even higher profits for that industry.” The visitor density at a hotel is much higher that for any vacation rental. Even on Maui, with its anti-tourist inclenanations, it continues to build multi-national owned resorts and hotels that bring in more tourists.
I just returned from Maui and can say that it was Not overrun with tourist. If anything, the numbers were way down for this time of year. I went to the beach, did hikes, went up to Haleakala, and even whale watching with PacWhale and no crowds.
The only “crowding” I did have was the Pililani Hwy in Kihei due to local construction and road closures. Oh, and part of this construction includes yet another new 150 room hotel.
I fully agree with this. Our lawmakers are allowing this. Do they just not understand the outcomes, or are they somehow paid off?
Hawaii has run on “pay to play” mindset for decades. This will never stop until Hawaii voters make the change. Sad but true.
Maui and the people who live and work here are taking the biggest hit because of the Mayor’s threat to shut down up to 7,000 STVR. You are correct – our numbers are way down and everyone who lives here is paying the price.
Returned to Kaanapali after 40 years…was surprised I found ocean front room with magnificent view for less than $2500 for 5 nights! Including many meals for one. One major expense was cab ride to and from hotel (no buses for unknown reasons) for $100 each way.
I think that the cost of living is too high for any serious industry to even think about setting up shop.
What might be workable, with reliable hi-speed (gigabit minimum) internet and a decent education system, is selling Hawaii as a great location for teleworking. For the employer it has all the advantages of being in the USA (like employees who’s English can be understood), for the employees the advantage is that your office is your living room with a 30-second commute (and when you get off work you can hit the beach), and for the state it’s an industry that 1. Doesn’t involve factories;and 2. Doesn’t involve masses of people coming from elsewhere.
Teleworking doesn’t just have to be call centers either – an awful lot of work doesn’t require being at an office, as we’ve found out over the past few years.
Sorry Hawaii did this to itself. It allowed celebrities to purchase huge plots of land to obtain residency. With prices of hotels going through the roof and tax increases,visitor fees,car rental fee’s etc that local business are surely to slow down. Some eateries, businesses will close and others will get way more busy. If it takes too long to get into a restaurant or event then people will stop coming. It will get to where the experience, trademark aloha spirit, beach and warm weather just won’t be worth the cost. Just in 2009 you could have got 7 days 6 nights with airfare and stayed at the Outrigger on the beach for $650-$800 per person from the west coast mainland. Now it’s ridiculous. That was before resort fee’s were even put in place. IMO now it’s just pure greed.
You are so right! And these large parcels bought by celebrities are purchased at a much lower cost per acre than a small home lot for a small home.
I constantly hear the drumbeat of ‘economic diversification’ in Hawaii and while its a noble goal, I never see any viable suggested areas of economic expansion.
I hear agriculture as you mentioned in your article. It is a highly mechanized industry that won’t employ a significant number of laborers. Its also very hard work that few Americans want to do.
When it comes to IT related businesses such as call centers, coding, etc, Hawaii will be in direct competition with India, Asia and the Philippines where labor costs are far less expensive. You can see this effect for yourselves if you think of recent interactions with customer support organizations. How many native English speakers have you heard lately? Hawaii’s cost structure won’t allow it to compete in this market.
Manufacturing is also hamstrung by the cost of labor, the cost of importing raw materials and shipping of finished goods. Its a service economy.
We need to leverage our location mid Pacific. Two obvious industries for Hawaii Island are astronomy and spaceport facilities. The east coast of the Big Island is ideal for space launch and return, similar but better than Guyana. We also need to bring energy costs down by expanding geothermal. With cheap electricity, data centers become more feasible. Both industries would provide high skill, high paying support jobs, better connectivity, and freedom from travel markets swings.
Beware of the cannabis industry. Living in Colorado, I can tell you that legalizing cannabis has created serious problems with harder drugs and has never generated the promised tax revenues.
Buying cannabis outside the taxed retail outlets is the norm here as its cheaper and the grey market thrives. Its legalization has increased socioeconomic issues, increased homelessness and caused serious deterioration of commercial areas where dispensaries are located.
As you consider legalization of cannabis, I’d caution you to be very careful what you wish for.
“They paved over paradise and put in a parking lot”…
Best Regards
Aloha Rob and Jeff. My opinion is tourism is not going away, and needs everyone to be on the same page. It seems there are people that want to stifle tourism, (even grabbing the last money at Red light/speeding cameras on the way out), all the while another group is giving away vacations on network TV. Does anyone have a clear idea? I think not. Assigning times may be adding to people and traffic especially if they don’t have any idea of what’s practical to do in a day and overbook their time. If everyone decides on the non tourist route, some “pristine” land might need to be used for industry to support the people like other states. It’s past time for everyone to do their studies and come to a consensus. Athletic tourism will not make it less. The athletes will not leave after one day. All inclusive resorts will not feed the people if tourists don’t go off property and spend money. Thank you for allowing me to express my opinion.
This article is filled with so much valuable information, I hope that those in charge of making changes are seeing this. Depending on tourist to ” fill your bank account ” does create a unfortunate domino effect for so many locals ,generations of families are struggling beyond words and due to lack of higher wages ,education, jobs with a stability and financial growth created a environment to ” push” locals out ,to move to the mainland. So many things don’t match up, wages lower, rent cost so unbelievable high that no one could ever work 40 hours and afford to rent even a one bedroom 1 bathroom at average of 2000 to 3000 a month ,food cost at a all time high. This creates a hostile environment along with a overwhelming impact of tourist who lack respect for the islands, overpopulation of the islands by tourists is not necessarily a benefit to the locals who call Hawaii their forever home. I hope this is the year big changes are made and not just talked about.
“Wash, rinse, repeat” … A bleak future…Sorry, after reading this informative & admired site,’ll do my part and refrain from visiting anymore ! But, rest assured I’ll still regularly read/click BOH !
I’ve had a few trips to the islands, including Molokai and will cherish my memories….. But reading about the exorbitant expenses and alleged lack of ‘aloha’, I’m turned off for future trips. Hawaii will apprecilate my travel abstention ! ..lol