A recent Beat of Hawaii post betrays worry for the current state of tourism in Maui, Hawaii. The post’s title suggests that Maui visitors are in silent mutiny. “Maui Visitors Are Quietly Saying It: ‘We’re Not Coming Back’,” reads the headline.
The article bemoans the fall of Maui as a place once trusted by its visitors. Now, the island is falling victim to overregulation in the form of price hikes and unfriendly visitor rules, with some longtime pilgrims unsure whether to return.
A Shifting Maui Tide
“Rising costs, shifting rules, and a sense that the welcome mat has frayed are leaving longtime travelers uncertain if they still belong,” reads the review. Beat of Hawaii’s stance is a clear one, fueled by the many perennial visitors they spoke to. It quotes one reader’s heartbreak of feeling “harassed” and that the “aloha spirit” feels gone.
Many others lament the cost of living once they arrive. It heralds a nail-in-the-coffin moment for those who can no longer afford it. “They want us in hotel rooms now. But we don’t want to go back to that,” reads another reader’s input.
Rentals Market Leading to Doubt
It isn’t only the prices but the uncertainty that makes some pause before visiting. Those looking for retirement are reconsidering, not least if they have nowhere to live. Others, such as one reader who has owned several properties there, now say they feel unwelcome.
In truth, the problem lies in the short-term rental market, decimated by the notorious Lahaina wildfires of 2023, which made global headlines. The result: those who used to stay for extended periods found themselves in the center of a crackdown on thousands of apartment zone units.
A Much-Needed Boost
There is some good news, however. Hawaii Governor Josh Green announced a tourism recovery fund of $6.3 million in early 2025, aimed at turning the ship.
“We are all aware of the sustained effects of the Maui wildfires on our state’s tourism industry and the continued slump in West Maui hotel occupancies…” he said. “We look forward to working on the next steps with our industry partners.”
Furthermore, TravelPulse’s Shane Nelson posted a recent story about how perception needs to change. In a recent article, he explored Maui’s tilt toward changing its image amid its recent natural disaster and political fallout. He also spoke to a local, Rhonda Shumway, who runs the website Terramar Travel Inc., who spoke of a perceptual panic.
Perception Rules the Roost
“Unfortunately, after the Lahaina fires a couple years ago, people just have this weird perception that all of Maui burned down,” she says. “We’re finding that bookings to Hawaii overall – and Maui, in particular – are just lagging. They’re way down.”
Shumway explains how anyone considering a trip to Maui should continue the usual ritual of booking early, but it doesn’t mean it will be expensive. “The hoteliers and even the airlines are offering some really good rates to try to get visitors there,” she states. “There are lots of good hotel promotions out there: stay (for) seven but pay for five nights – that kind of thing.”
Changing Fortunes
In July, more evidence that things are going to improve came as the tourism fund kicked in.
A TravelMarketReport post from July indicated how Hawaii Tourism’s new Maui campaign would be rolled out. Visitors to sites like Expedia, Costco Travel, and ALGV have been offered many Maui deals and promotions this year.
For instance, ALGV has launched “dedicated Maui landing pages on each of its brands’ websites and integrated digital promotions.”
Moreover, the Hawaii Tourism Authority (HTA) already had its “The People. The Place. Maui” campaign from 2024 ready to go. One of its videos features Chef Kyle Kawakami, an award-winning Maui local restaurateur and owner of Maui Fresh Streatery.
A Public Relations Success
Maui’s campaign appears to be working, according to recent figures. The HTA released its statistics in June 2025, showing an 11.6% total tourist expenditure leap, an 11.2% increase in visitors, and a 3.1% increase in per-person-per-day (PPPD) spending.
Incidentally, visitor statistics for the islands of Moloka’i and Lāna’i show a completely different story. Moloka’i has the only domain that increased from 2024: PPPD spending. Based on June’s findings, the whole archipelago could use a new campaign.
A Playground for the Wealthy?
Recent HTA reporting shows the number of visitors to Hawaii in general for June 2025 was down 1.8% from the previous year. “However, these visitors spent more on an average daily basis,” reads the June press release. “Total visitor arrivals in June 2025 represent a 90.5 percent recovery compared to pre-pandemic June 2019.”
Such statistics only show a small percentage of the story. Nonetheless, some might argue that fewer people overall (albeit high spenders) may not lend itself to Hawaii’s true welcoming essence. There are endless travel and adventure possibilities in Maui, a paradise that all Americans could once enjoy without breaking the bank. Maybe that still is the case with some prudent planning.
A Lesson Learned
The Maui situation has shown that all of Hawaii’s struggling islands can make a tourism comeback with a little PR help.
Nonetheless, as the U.S. outpost drifts further out of many visitors’ financial reach, it remains to be seen whether Hawaii will continue to keep its aloha spirit in the process.