In endless pronouncements even in the past few days, from the hanging-from-a-thread Hawaii Tourism Authority (HTA) and its marketing partners, the word is out, and the messaging is clear on just how they see Maui visitors in 2024. We’re calling it “arrival requirements,” inasmuch as here’s what HTA requests of Maui-bound travelers. This is part of the HTA approved “immediate six-month action plan for 2024 to help address major challenges” associated with Maui.
Maui walks a fine line between necessary tourism, long-suffering fire victims, overall housing shortages and irate anti-tourism advocates.
Using cloaked and potentially offensive terms, HTA says it only wants to attract “respectful” tourists to Maui. This comes as an element of their outreach campaign to both US and Canadian visitors. Canadian visitors typically make up just under 10% of Maui’s visitors and spend just under $1 billion annually. Meanwhile, massive US tourism has an annual estimated value of $16 billion.
Maui is welcoming visitors who are compassionate, who can come respectfully, who can really abide by some of the sensitivities and restrictions in place to protect the community at this time… So long as you do it mindfully. And so, for the time being, tourism’s role in helping Maui’s overall recovery is to ensure that the right kind of respectful visitor returns.”
Ilihia Gionson, Hawaii Tourism Authority public information officer
Hawaii Tourism Authority wants to “encourage pono, mindful travel” to Maui.
Laura, a Beat of Hawaii reader responded, “We’ve been traveling “pono” to Maui for over 25 years. What can I expect when we arrive for our annual 3 week stay on January 12? An interrogation before being allowed to leave the airport??
We find the messaging strange and potentially offensive as, for many people, coming to Maui is to vacation in paradise and simply a step away from everyday life. It involves a long flight, expensive accommodations, and airfare. The money they spend contributes to the Maui economy to keep it strong, help locals have employment and provide social welfare benefits to many in need. When visitors are asked to change or confirm their vacation habits because of “sensitivities and restrictions,” this could backfire and send tourists elsewhere.
While HTA still does want to promote tourism, putting seemingly meaningless restrictions in these terms on which visitors it wants could simply turn people away. Visitors might also get the idea, based on this kind of messaging once again, that Maui isn’t really ready for visitors at this time. And that there is simply more that needs to be done before people can have the kind of vacation that they are used to having on Maui.
Hawaii Tourism Authority and HVCB still on the verge of being dismantled.
As the state prepares for the 2024 legislative year, there’s no doubt that HTA and HVCB could be heading to the chopping block once again. After nearly being terminated last year, the state’s tourism arm finds itself without a dedicated budget, and some legislators prefer that the job be handled under the state’s DBEDT (Dept. of Business, Economic Development and Tourism).
After HTA’s prior CEO, John De Fries, left unexpectedly, when he announced he would not renew his contract earlier this year, the new chair, ex-Honolulu mayor Mufi Hannemann, hopes to be able to convince legislators to keep the long-embattled agency.
HTA holds hope that Maui’s problems could become its salvation.
Mufi recently said regarding the Maui situation, “I think we have an opportunity to use this crisis to demonstrate that there is a need for an HTA. This economic recovery plan that we came out with for Maui is a great example of how we went out there and listened. Even the group of protesters, we addressed one of their major concerns, which was a post-arrival educational program.”
Look for more news about Hawaii tourism, which will be in the news again in early January following a year of uncertainty about the Hawaii Tourism Authority’s future. And, as is always the case, the endless and often abrupt changes in both HTA and HVCB leadership positions are ongoing, and the HVCB long-term and highly paid President is also departing this week with an unknown replacement being sought.
Maui fire exacerbated pre-existing Maui tourism conflict.
For years before the fire, Maui tourism has been a mixed bag. While it is the sole economic driver both on Maui and in Hawaii statewide, tourism isn’t widely accepted by all residents. That’s been even more true with the post-Covid feverish pitch. Problems include primarily lower-paying jobs, the negative impact of tourism on the housing market, bad traffic, crowded beaches, and more. Maui has been challenged for years by the ever-increasing number of flights and visitors that the iconic island attracts. It is similar to other intensely in-demand visitor destinations globally, which have been overrun with visitors.
Maui’s tourism concerns were previously raised but never addressed.
Efforts have been made previously to limit visitors to around 33% of the island’s population, but tourism, other than post-fire, generally exceeds 45%. Additionally, there have been demands for halting the construction of new hotels.
At the same time, even Maui County council members are afraid of further damaging tourism. One said that visitors “are our #1 economic driver. They create jobs. So they’re very important to us. But people are saying we want to have a balance.”
Maui visitor arrivals are finally trending up.
At long last, the trend of fewer visitors on Maui is changing. As can be seen in the Hawaii DBEDT image above, they are much improved in the past month. After the Lahaina fire, the visitor count dropped to less than half of normal, before very slowly creeping back. It looks as if the return of visitors on Maui is finally in sight, although it will still take time for Maui tourism to be fully recovered.
Are you returning to Maui in 2024, and do you have any concerns?
We are here on Maui to educate politicians and the head of water about options for electricity, water and housing construction they are not aware of. I grew up on Oahu and have worked in over 30 countries. Now living in Idaho.
Hard working middle class tourists are not the problem. The filthy rich tourists who Hawaii desires will flaunt Hawaiian laws, and criminals protected by liberals would be the same.
I love Hawaii. We typically dont go to Maui though. I will be going on a cruise that will be there for only 2 days. Such a shame. I prefer travel that is more immersive than the typical tourist. Perhaps thr islands can create 2 options, large resorts where guests pretty much that there and dont impact the community and favor immersive trips that focus on culture, the environment and a less harmful way of transportation than the rental car. I dont mean tour busues, but really good public transportation that delive people more evenly accoss the island. Also good information and guides at the key locations to steer people to good behavior. Punative and or threatening signage will likely not work.
Some of the comments here that smack of entitlement are exactly why folks are asking for “respectful” guests right now. We own a condo that we live in part-time and vacation rent part-time. Prior to COVID, the majority of our guests were lovely & considerate. During peak COVID and post reopening folks were downright rude and treated Maui like it was Disneyland-Hawai’i. That attitude has made it difficult for many to continue to practice aloha towards guests. Deal-seekers post-fire have really been some of the lowest scum. Maui is a special place and should be treated as such.
Hi, I lived in Maui in the 70’s and even back then could see the surge of growth and now it is so sad to see.
What types of bad behavior do you encounter?
We’re coming “home” in early 2025. After reading the comment made by a woman fearing she’ll be interrogated upon arrival I wonder the same. We understand the problems Maui is facing. We also respect Maui and we visit to enjoy it’s beauty and love.
First and foremost, I pray for the families, the land, the sea and the soul of Maui and mostly Lahina. God bless you all.
As first time visitors to Maui, my wife and I chose to go there for our anniversary. We wanted to give back and bring love. We met some amazing people, and felt nothing but welcome.
We stayed at a local vacation rental owned locally. We shopped locally at Times/ABC/the local Fish Market and such. We were treated with nothing but love and respect. We could feel the devastating effects of the loss, and we talked and prayed with locals. I believe that you get what you give, and we gave love. Maui and everyone on the island gave love back to us. We are thankful and will return.
We just returned from Maui on January 26th, as we had a condo behind Walgreen’s in Lahaina that was destroyed. We had a nice time, but some stores and restaurants on the Lahaina side had modified hours and menus. We found all people we interacted with to be very friendly and accommodating. We won’t be back for at least a year or so until we see more progress happening on that side of the island. While we did visit Kihei and Wailea, we prefer the Ka’anapali side of the island. Maui will always have a special place in our hearts and it is the reason we bought our retirement home.
If the native Hawaiians don’t want us they are doing a great job. We try to be polite, and respectful and too often get ignored in stores or disgusting stares from natives. Also the absolute non caring attitude towards the beach and potentially of property north of Kannapaly is a turn off. To know th,ere are possible solutions but that a few withtoobig a voice can stop the fixing is just wrong. When there is no tourism and people leave because of high taxes, good luck.