Maui’s tourism sector is embarking on a substantial recovery effort as it grapples with the lingering effects of the COVID-19 pandemic. Visitor arrivals to the island remain a concerning 21% below pre-pandemic levels, creating a significant gap in the local economy.
To combat this decline, the Hawaii Tourism Authority (HTA) and the Hawaii Visitors and Convention Bureau (HVCB) have initiated a robust $6 million marketing campaign. This strategic initiative aims not only to promote the unique attractions of Maui but also to revitalize its struggling tourism industry.
The marketing campaign comprises a national wholesaler program focused on promoting Maui vacation packages to a wider audience. By collaborating with prominent names in the travel sector, the HTA and HVCB aspire to capture the attention of potential travelers eager for a memorable Hawaiian vacation.
The wholesaler program includes partnerships with reputable travel agencies and online booking platforms such as ALG/Apple Vacations, Classic Vacations, Costco Travel, Pleasant Holidays, Delta Vacations, and Expedia. This collaboration is strategically designed to enhance Maui’s visibility within the fiercely competitive tourism market while offering travelers exclusive vacation deals.
A key element of this wholesaler initiative is its incentive-driven model. To further entice tourists, participating wholesalers must present exclusive consumer promotions that offer a minimum 20% discount on vacation packages. These appealing deals may include offerings such as complimentary fifth-night stays at selected resorts. The aim is to enhance the appeal of Maui vacations by delivering added value to travelers, ultimately encouraging bookings to the island.
Moreover, a distinctive feature of this campaign mandates that wholesalers match HTA’s investment dollar for dollar. This partnership effectively doubles the marketing budget, amplifying advertising and promotional outreach. By pooling resources from both the HTA and wholesale partners, this collaborative effort promises to widen the reach of Maui’s promotional message, significantly bolstering the island’s tourism recovery.
The marketing efforts will employ a mix of strategies, featuring targeted campaigns that spotlight Maui’s most beloved destinations for specific markets. Utilizing a blend of media advertisements, social media outreach, and public relations initiatives, Maui seeks to reclaim its popularity as a premier travel destination.
The focus of the campaign will highlight the features that make Maui an exceptional destination, showcasing its breathtaking beaches, rich cultural experiences, and unmatched hospitality. The overarching goal is to restore Maui’s reputation as a top choice among global vacationers eager to experience the island’s unique allure and natural beauty.
This marketing campaign is backed by $6.3 million allocated by Hawaii Governor Josh Green in February 2025, marking a critical funding initiative for the recovery of Maui’s tourism sector. This funding forms part of a broader effort aimed at generating increased visitor numbers not just for Maui but for the entire state of Hawaii. The fundamental objective of reinvesting in tourism is to achieve long-term growth and sustainability within the industry, ensuring the revitalization of local businesses and communities.
The anticipated impact of this marketing push is extensive, as it is expected to draw visitors not only to Maui but to the entire Hawaiian Islands. Given that tourism serves as a vital economic driver for the state, increasing visitor numbers is essential for the health and longevity of the local economy.
With targeted campaigns that celebrate Maui’s distinctive qualities, both the HTA and HVCB remain optimistic about a resurgence in tourism numbers that will aid business recovery and benefit local residents.
In conclusion, Maui’s tourism sector is set on a path of recovery through the $6 million marketing initiative led by the Hawaii Tourism Authority and the Hawaii Visitors and Convention Bureau. By focusing on national wholesaler partnerships and enticing exclusive promotions, the campaign aims to bring a wave of visitors back to Maui. With support from Governor Josh Green’s recovery funding and a well-coordinated marketing strategy, Maui is poised to rebuild its tourism industry and secure a prosperous future for its economy.
image source from：https://www.travelandtourworld.com/news/article/united-states-sets-ambitious-six-million-dollars-marketing-initiative-to-transform-mauis-tourism-and-achieve-21-growth-in-visitor-arrivals/
