Fewer visitors came to Hawaii this summer, but those who did continued to spend more, significantly more. That’s the headline from new June 2025 data just out from the state, and at first glance, it might sound like the win Hawaii has been looking for.
For years, state officials have called for higher-spending travelers and fewer total arrivals. On paper, this appears to be progress. But whether this model delivers sustainable tourism or sets off a longer-term squeeze on the islands is less certain.
June visitor numbers signal what’s shifting.
According to the Hawaii Department of Business, Economic Development, and Tourism, a total of 857,102 visitors arrived in June. That’s a small drop of 1.8 percent compared to the same month last year, but it represents a 9.4 percent decline (90,000 fewer visitors) compared to June 2019, arguably the most relevant comparison.
The steepest losses continued to come from international markets, with Japan still down 54 percent compared to pre-Covid numbers and Canada down 25 percent.
Yet even with fewer visitors, spending surged. Total expenditures hit $1.97 billion for the month. Daily spending rose to $258 per person, up 6 percent over last year. Visitors stayed slightly fewer days on average, but contributed more per visit than in prior years. Compared to June 2019, spending rose 21 percent.
U.S. West visitors, still the most significant market by far, increased their daily spend to $242 per person, up 2.4 percent from the previous year and 41.3 percent compared to June 2019. U.S. East travelers spent even more, averaging $297 per person per day, which was 8 percent higher than last year and 41.3 percent higher than in June 2019. These are some of the highest daily spending levels Hawaii has ever recorded.
Who is still coming, and who is not.
The most significant declines, not surprisingly, came from Canada, Japan, and other international regions. Combined, these markets once formed a substantial portion of summer travel to the islands. Today, their absence is more notable than ever. In June 2019, more than 126,000 Japanese visitors arrived. This year, the number was just 57,000. That change is visibly reshaping what summer feels like in Waikiki and beyond.
Domestic travel remains dominant, especially from the U.S. West, Hawaii’s all-important market. That region continues to outperform expectations, with more than 480,000 arrivals in June alone. But even there, patterns are changing quickly.
Many visitors are booking shorter trips and condensing spending into fewer days. Others are flying in using points or miles, then splurging on food, experiences, or upgraded rooms. Visitors are finding new ways to navigate Hawaii’s rising costs and still make summer travel work on their terms.
Some travelers are adjusting. Others are giving up.
Comments from real visitors help paint the picture. Ken, who has made more than 30 trips to Hawaii since 1982, now says he is holding off until 2026, frustrated by prices.
A Canadian reader named Dave wrote that he used to spend a month on the Big Island every few years, but can no longer justify the cost.
Christine, by contrast, said her recent trip to Oahu in July was great, filled with friendly interactions and packed beaches.
Meanwhile, an Australian reader shared that they’ve postponed their annual trip for the first time in a decade, saying the travel value is no longer there compared to places like Bali or Fiji.
A reader named Mike observed that pricing has found its equilibrium. He is happy to pay more for fewer crowds. For others, the higher prices feel like a cutoff. One family said they now cook in, skip tours, and only splurge on two nice dinners per trip.
That growing split between visitors who adapt and those who exit is one of the defining shifts of summer 2025.
Airline capacity tells another part of Hawaii’s story.
June saw a reduction in both domestic and international flights to Hawaii. Domestic air capacity decreased by about 2 percent compared to last year and is down 6.3 percent from June 2019. International capacity fell nearly 5 percent from last year and a striking 31.9 percent compared to June 2019. That helps explain why some routes still feel missing, and why key visitor markets like Japan, Canada, and Oceania have yet to rebound.
With fewer flights and more selective travelers, load factors have become less predictable. One commenter flying from Portland to Maui in July noted that his aircraft was less than half full. Other flights are packed, especially those timed around U.S. school breaks.
Red-eye flights dominate many routes.
Most Hawaii routes now rely heavily on red-eye departures to maximize aircraft use and reset crews for the next day’s flying. Airlines, especially those with high-frequency schedules, have heavily invested in these overnight departures to enhance efficiency. More than 55 percent of outbound flights from Honolulu now leave between 6 p.m. and 2 a.m., as reported in Redeye Flights Are Taking Over Hawaii Travel.
For airlines, red-eyes make sense. Planes stay in the air rather than idle on the ground, and crews rotate without extended downtime. But for travelers, it often means less sleep, more stress, and fewer recovery options if something goes wrong.
Travelers have also reported that in-flight service is limited on these overnight flights, particularly in economy class. We’re about to test that again and report back to you. That includes limited or no food service, even on five-hour segments. Premium cabins offer fewer guarantees, and travelers may find themselves paying more for less, a concern we raised in Hawaii Wants Luxury Travelers. But Airlines Know Better.
When red-eye delays hit, travelers have little recourse. Alternate flights may not be available until the next morning, especially on neighboring islands. One recent traveler was left overnight at the Maui airport with no options, a scenario we covered in Amazon Now Flies Maui Pineapples At Night.
Red-eye flights may help airlines balance their financials, but for Hawaii-bound travelers seeking rest, flexibility, or a soft landing, daytime options, when available, still deliver the better experience for most travelers.
Island-by-island impacts are not equal.
Maui, still recovering from the August 2023 wildfires, actually saw a modest rise in visitor count compared to last summer. Spending there rose more than 13 percent year over year.
In the first half of 2025, Maui arrivals increased by 11.2 percent compared to the same period last year, indicating a clear sign of a rebound. But compared to 2019, Maui’s visitor numbers are still down by more than 20 percent.
On the Big Island, spending was up compared to 2019 but reversed course and dropped nearly 9 percent from last year. Kauai experienced a slight increase in arrivals over the previous summer, but overall spending remained flat.
Some observers have noted that the Big Island and Kauai are attracting more return visitors who now prioritize relaxation over activities, which could explain the flatter economic results we are seeing this summer.
The middle tier is still vanishing.
As we previously reported in The Vanishing Middle Class Of Hawaii Travel, the squeeze is continuing for travelers who fall between budget and luxury. Hawaii’s summer data reinforces that trend. Bargain hunters are skipping tours, packing snacks, and doing self-guided hikes. Luxury travelers continue to book premium seats and high-end rooms, particularly in destinations such as Wailea, Ko Olina, and Princeville.
What’s disappearing is the middle. Visitors who not long ago spent $6,000 for a family trip are now facing totals that top $10,000 or more for the same itinerary. That is pushing many families toward cheaper international destinations or simply delaying their return.
Is this the sustainable model Hawaii wanted?
State tourism officials have long stated that they do not want more visitors, only better-managed, higher-spending, and respectful ones. By that metric, June appeared to be a success. But it came with warnings.
Flight capacity is down. International markets remain far from recovery. Canadians, once deeply loyal, are returning in smaller numbers. And visitors from all markets are speaking more openly about not feeling welcome or simply not seeing the value necessary for return visits.
Meanwhile, the infrastructure strain remains. Beaches still face erosion. Popular trails require reservations. Accommodation costs are up. New taxes and fees are looming, as detailed in New Hawaii Fees Starting in 2026. Parking is harder. And some visitors are starting to wonder if the emotional payoff still matches the price tag.
The summer tradeoff is becoming clearer.
Hawaii’s June numbers indicate that fewer visitors can generate the additional spending Hawaii desires. But whether that’s good news overall depends on your perspective. For resort operators and the airlines, higher per capita spending is a win.
For travelers, it increasingly feels like a trade: less crowding, higher costs, and fewer chances to experience Hawaii in a way that feels relaxed and connected. Some say the islands feel quieter. Others say they feel lonelier.
As July and August numbers arrive, Hawaii will learn if this trend holds. For now, the message is clear. This summer was leaner, richer, and more emotionally complicated than most. Whether that is the new normal or a seasonal spike remains to be seen.
Have you visited Hawaii this summer, or have you changed your plans? We’d like to hear what shaped your decision.
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I’ve been following this narrative and your great coverage of it for awhile, glad you are out there keeping us posted. We are certainly in the middle, would never be able to afford a month on Maui, but also don’t want to “raw dog” it and camp out in a beach park. We are in Nevada in decent flying distance from Hawaii, but the beaches in California can be beautiful, and residents there mostly smile when you walk by. Hawaii and Hawaiians/businesses seem to have a complicated situation, but until they have to face a major crisis of some kind and businesses stop making more money it would be great if you could tell us about alternative places which might be like the old Hawaii-
The idea of “I don’t feel welcome” runs through a number of these threads.
I’ve felt this for a number of years and the feeling is growing.
The new slogan should be..
Haole go home….but leave your money….
Hawaii is slowly killing its “golden goose” tourism with higher prices especially on food and accommodations parking taxes taxes more taxes fees and oh did I mention the taxes??? Taxes are the deal breaker. GET TAT HCTAT Parking $20 overnight and Car Rentals pushing $100/day and more. No Aloha spirit anymore and blatant opinions towards visiting guests really have done it for me and I’ve traveled to HI and all islands over 100 times in the last 50 years….. it’s not paradise anymore Dorothy 😔
We will be returning to Kona for a twelve trip this February and will be interested to see the changes after a 9 year hiatus.
We love Hawaii but they are not the only dog in the fight. This may well be our last extended winter vacation there . I guess we’ll see ?
They need more short-term rentals in Hawaii… who will spend 90 days there for vacation? It doesn’t make any sense. Hotels are too pricy… I would rather go to Mexico or Carribean islands.
Travel from the East Coast US is far more expensive now and with limited capacities it is very difficult to find favorable flights. We used to book with points from the Hawaiian card to book our round trip non-stop flights. After paying over $1000 per person from the East Coast, we can’t afford to pay $1000 a night for 10 days or 2 weeks. I can’t justify a 12 hour flight for 4 or 5 days. We stayed in a resort our first Maui trip on our honeymoon and my in laws stayed in resorts many times across each major island. More recently, however, we chose rentals for the last 3 trips, which we hope won’t be our last ones.
Yes, as much as I love hawaii, I have decided to travel elsewhere,where my money goes much further! From the hotel fees, and general rate increases. I can no longer entertain travel there. Mahalo👍❤️
You didn’t compensate for inflation. Compare adjusted 2025 to 2019. HI lost significantly
Well, Canadians will return, but, will take a couple years. The reasons?
Trump.
72 cent dollar.
The expense of Hawaii.
Once tourists realize that Mexico is also very expensive, dirty and Unsafe, they will return. However. With exchange, a middle hotel in Waikiki is 500 a night. That’s 3500 a week, plus an easy 100 a day for meals and flights for over a thousand a couple. That’s a quick $5,000Ca for a week.
They can do a week in Mexico at an all inclusive for $4,000. It’s not my thing, but that’s what’s happening.
There’s a finite amount of people spending luxury bucks for Hawaii. For a place that depends on tourists, it’s not wise to vote the hand that feeds you. The gov if Hawaii thinks they can play God with their most important industry. Of course, they will wreck it in time.
The summer travel season is always the busiest along with the year end holidays. It’s not a good baseline to make decisions on. The off season statistics will probably be a better data set to show what’s really going visitor wise.
Best Regards
Hello. I am a former Oahu native that always came home to visit family. At least twice a year. Then caring for aging parents meant coming about once a month for 9 years. None were vacations. But 5 years ago we sold the family home so hotels and VRBO’s worked. Then the “short term rental market” got waylaid by the state and we became hotel dwellers. We were always aware of costs and saw fees upon fees for lots of things. When your article said people were spending more per trip I read they “had to” spend more. Hawaii needs to take a lesson from Disneyland where constantly higher prices drove their market away. I don’t know what the magic number is, where folks say this costs too much, but I’m sure there is one. I hope the state and visitors bureau realize this.
I had a similar experience to the first half of your response. Visiting family, taking care of elderly (back and forth, every two weeks). It wasn’t meant to be fun. I’ve been back and forth so many times. I think it’s time to explore other places in the world. I almost went to Scotland, then COVID hit. The whole world is possible!
What’s so hard to figure out? As inflation, restaurant menu food prices increase also the magic word tip, need tip also increases too. What percent of this is from price increases and hotels raising their hotel rates? Scalping or gouging the tourist only lasts for so long. Just wait until the rich start complaining or when tourist’s just quit coming.
I fell into using Red Eye flights as not only is like an extra day in Maui because I start work at 2pm, i arrive in San Francisco at about 6-6:30am. i fall asleep as the plane takes off and wake up shortly before landing. I go to work the same day as arrival. This works best for me. Unfortunately since Maui pricing has become friendly to the “haves’ and decidedly unfriendly to the “have nots middle class” added to the recent approval of banning short term rentals, I can no longer afford to come to Maui in particular but all the Islands have just gotten too expensive for me.
We’ll be traveling to Hawaii for our 32nd visit next January. 4 week visit, as usual. We’ll see if there have been any improvements in restrooms on the beaches. I’m not holding my breath.
Well, I got new for you. No need to hold your breath. It’s still Hawai’i you used to know. Aloha.
I love Hawaii and had planned on returning to the Islands this winter. But now with all of the increased costs and such, not just in Hawaii but in living in general, I’m not so sure anymore. It would really be nice if someone could come up with a series of package deals for middle class people like me that would allow us to enjoy the Islands and still leave enough money to live on in general.
This model is not sustainable for smaller businesses who can’t just raise prices and who need the volume those middle-class visitors provide!
I enjoyed this article, but it would have been better if the author adjusted numbers for inflation. If annual inflation is about 3%, and the cost of going to Hawaii rises about 3%, then that can be written off as inflation.
“State tourism officials have long stated that they do not want more visitors, only better-managed, higher-spending, and respectful ones.”
So, the elite tourism officials think that only the higher-spending group are respectful. LOL, after years in the service industry the new money is like a reality show, the old money is quieter but that does not mean they respect anyone but their own. The tourism officials are so messed up.
It’s for this reason that although we have been coming to Hawaii since 1999 we are looking at other options, with friendlier people.
Please, if you know it, how does the government agency in charge of determining “daily average visitor spending” arrive at their figures?
I was once asked to fill out a survey at the airport, which asked in detail what I had spent on the trip. So maybe it’s that? Not sure.
So by statistics the state is seeing with 4.5% sales tax off $258 daily average spent totaling 10-11 dollars. So off card number xxxx if the state sees a total of 56 dollars over 5 days they know you spent $1290 during your stay not counting the transactions you made with cash. So IMO with this data the state can figure out how much one spends on your credit card through (GET) tax totals over a given time frame. IMO just another tool to figure out how much one spends and where you shop and where you venture on the island. They know where the tax was charged from what merchant and the frequency of your purchases. The state might as well put a gps tracker on every tourist’s back and Hawaii expects tourist’s to be respectful. Pathetic.
Your info brings up good points.
Thank you.
~ KC
Please define better-managed. Does that mean controlled in limiting capacities of tourists at beaches and admissions to parks? Reserve asap, or be left out. Does this take into account the increase in car rental tax or the added fee’s for beach parking? IMO this whole thing screams that the average tourist is getting gouged even more for petty nickel and dime fees. No wonder some stores in Hawaii offer a payment installment plan just to buy candy bars. Maybe the title should be Greed up tourist’s down. I would really want to know how really Hawaii is tracking individual spending.
It has to be by someone’s individual credit card number through the total state tax collected on one’s credit card purchases. That income would be a small percentage of grand total spent.
I see this as good sign. Less tourists to add to the horrible commute traffic and better chances for locals to use the parks and beaches.
Tourist money isn’t everything. The state needs to promote hiring professors at the U of H who have bright ideas in technology that can be productized locally. Back in the 60’s and 70’s the university had some of the brightest professors in computing; they helped develop what we now know as the Internet. Ethernet was based on the Aloha Network which was operational in late 1960’s and the Aloha protocol is still used by every cell phone today. I am sure there are professors out there who are working in AI, robotics, and unmanned systems. Let’s find them and let them nurture their ideas at the university.
So while I agree with the sentiment, the UH system has become, to put it nicely, very subpar. As a hiring manager for a tech company with an operation out of Oahu, we have tons of hopefuls with degrees that sound good on paper but are useless in the real world. They apply for engineering jobs that require very strong work ethic and have a 2.7GPA out of UH and wonder why they aren’t called in. I hired several 3.5+GPA graduates that we had to let go due to entitlement thinking they were due for 6 figure salaries with no experience after probation when they hardly could show up for work on time. Most of the truly good UH graduates take jobs on the mainland. For my company, it’s far better to bring over UC graduates and have the cost be higher since they actually want to work. Just look at the metro system they have been forced to build with Hawaii labor and you will see the reasons for massive cost and time overrun. its really is sad.
With the US becoming an international pariah due to the administration’s doings, international travel to the islands will further decline. In addition the discrepancy between the high cost and the ever decreasing value many travelers decide to go to Europe or Asia…the weakening dollar helps as well.
I think Hawaii is at a crossroad…it needs to reevaluate the coast/value for tourists to attract visitors in the future, otherwise the downturn will continue.
Did anyone consider the reason that the data shows visitors spending has gone up is because of the price increases from hotels, rental cars, food, etc?
Exactly what my first thought was and confirmed when the percentage was given. This is just inflationary increases. I generally don’t buy much when traveling personally, maybe perception bias, but I’m not looking to buy garbage trinkets and waste luggage space. We buy experiences, same amount of tours and meals as always but the prices went up. *Shrug*
I travel to Hawaii at least 6 times a year for a total of 180 days. I am here in the mainland for 30 days and would be flying back mid-August. I am already booked for 3 more trips to the islands. I am contemplating on moving there permanently by September of next year.
But this last article conferring us middle income people as neither “ big spenders, well managed or respectful “ speak of arrogance and leave a bad taste in my mouth.
I am reevaluating my position. Should I spend my money and pay taxes on a former home town where I would not be appreciated? Or is this really what Hawaii wants or just another hype to encourage the ultra rich to make this place their own private paradise?
Or discourage us common people from staying there?
I think if Hawaii only wants the “upper class” then more and more non-upper class locals will be forced to leave as they won’t be able to afford the higher prices and the upper class will bring over their own staff, so no jobs for locals either.
Price your own selves out? Good plan. Glad you thought it through.
Excellant article.
Higher prices across the board make the numbers appear to show Hawaii is getting exactly what it wanted. More money, less tourists. I noticed within your article those tourists are not staying as long as the norm. I suspect Hawaii will find they’ve cut their nose off to spite their face.
Mahalo for all of your hard work!
“Less visitors but spending up.” How can you not spend more, when the cost of everything has increased?
We visited Hawaii and Maui in June for our daughter’s graduation from nursing school. While I still love Hawaii, it is not sustainable to visit. I could visit family in Greece, for 3 weeks, and still have it cost so much less than a 10 day trip to Hawaii/Maui. Accommodation costs are over the top. I am sad the days of “getting a great deal” are over.
Fewer visitors who spend more means that income will be more concentrated as well. Probably safe to assume that the high-end tourist will stay, eat in hotels and restaurants which are mainland/ international owned. While these visitors spend more, how much remains in the islands vs a tourist economy which spends more in more diversified businesses?
I just wonder if spending was really higher, or was it flat on an inflation adjusted basis.
Japan and Canada’s tourist aren’t coming, because bad exchange rate on the dollar and their economies are stagnant or in recession.
The spending hike between 2019 and 2025 can be attributed to inflation and new taxes. Most new restaurants are high end average price for dinner with cocktails is $350.00 plus…
Yes, everything is more expensive.
I don’t know about Japan but I know Canada has not stopped travelling to Hawaii due to bad exchange rate as that is not new.
It is due to Washington making foreign visitors unwelcome and border crossings an unknown ordeal. That has now become the travellers new reality.
We did spend more on our recent Oahu trip- we stayed in Ko Olina that was very different for us. Noe was an amazing, wonderful but expensive dinner. However, we usually stay 10 days to 2 weeks in Hawaii. We stayed 4 nights.
Could the increase in spending be directly due to the increased cost of lodging, food, fees to go do anything? Green is getting what he wants, price paradise beyond the masses and just have those well heeled types. The locals that aren’t on the tiktok to do list, will be the losers. Once people get used to doing other things and going other places, they will start returning to those places instead of the long uncomfortable flight to be ripped off.
I think that we have been that desired visitor for decades. We stay at a suite in Wailea for a week, enjoy three meals at one of two resorts, and spend our days at The Shops at Wailea. Quality over quantity is our Maui experience. It works well for us and now it sounds like that is what Maui, at least, prefers.
Let’s see if this becomes a trend…we need a few months data at least…
Simply put, of course spending went up and arrival numbers down when prices have risen 2 to 3 times higher and sometimes more for absolutely everything from food to accommodations, to entertainment not to mention all the extra fees and taxes
But how long can you keep gouging people before they say enough is enough.
than previous years.