The island of Maui is currently grappling with an image problem, prompting Hawaii to invest $6 million to rectify the situation.
Caroline Anderson, interim president and CEO of the Hawaii Tourism Authority (HTA), acknowledged the ongoing hesitancy among travelers concerning a return to Maui.
“We know there’s still some hesitancy about traveling to Maui,” Anderson stated.
She referenced past media coverage that raised concerns about the community’s readiness to welcome back visitors, emphasizing the need for a clear message that Maui is prepared for tourism.
To address these challenges, the HTA unveiled a $6 million marketing campaign on June 2, aimed at accelerating Maui’s tourism recovery.
Spearheaded by the Hawaii Visitors and Convention Bureau (HVCB), the initiative’s goals include boosting travel to Maui through the summer and into 2025, while simultaneously supporting local businesses, preserving jobs, and restoring visitor confidence in the destination.
Anderson highlighted the importance of revitalizing the tourism sector, stating, “Maui needs help, and we need to recover the visitor industry.”
She noted that tourism is the island’s largest economic driver, with hotels and restaurants fully operational.
“It’s time now for visitors to come back and enjoy what Maui has to offer,” Anderson added, emphasizing the urgent need for local businesses to regain their footing.
The HTA and HVCB are working alongside wholesalers such as Pleasant Holidays, Classic Vacations, and ALG Vacations to create and promote travel packages focused on Maui.
David Hu, president and CEO of Pleasant Holidays, underscored the need for increased promotion to attract visitors back to the island.
“The word needs to get out there more because I think there’s still the thought that Maui is not ready for tourists,” Hu explained.
In an example of outreach efforts, he noted that events like Maui Week in Los Angeles have helped raise awareness through public relations campaigns.
Hu aims to capitalize on such promotions to stimulate demand for travel to Maui, arguing that local residents are eager for visitors to return.
“I think certain people for a period of time felt like it was clearly a ‘non-PC’ thing to go on vacation when people were suffering,” Hu reflected.
“But what the HTA and HVCB are saying is, ‘It’s okay. Maui residents want you to go… so your tourism dollars help.’”
The background of this renewed focus follows the tragic events of the August 8 wildfire that devastated much of Lahaina, resulting in over 100 fatalities and displacing thousands of residents.
While recovery efforts are ongoing, the recovery of tourism to the island has been slow, with visitor arrivals still down 21% compared to pre-COVID-19 levels, according to the HTA.
Addressing the economic pressures of inflated pricing, longtime Maui seller Kari Mollan, who is a travel advisor with Stellar Travel, stated that the initial bookings for Maui trips were lackluster this year.
“First quarter was really soft,” Mollan explained, adding that she found hotel prices to be significantly high for four-star accommodations.
However, she observed a decrease in pricing recently, noting, “One Maui booking I had has come down twice in price since we booked it initially.”
Maui resident and travel advisor Kathy Takushi, owner of Captivating Journeys, echoed Mollan’s sentiments about the decline in business this year, but also noted a recent downward trend in vacation prices.
For example, she shared how the cost of a client’s car rental dropped from approximately $750 to around $430 over the span of nine nights.
Takushi highlighted that hotel room prices have also seen a notable reduction, agreeing that more robust messaging promoting Maui as a travel destination is crucial.
“The word needs to get out there more because I think there’s still the thought that Maui is not ready for tourists,” she stated, underscoring the effort needed to inform potential visitors of the open infrastructure and services on the island.
She stressed the critical role of tourism in Maui’s recovery, stating, “It’s imperative to have visitors come.”
With a significant number of residents employed in the hospitality sector, she emphasized the urgency for travel to resume.
“If we don’t have any visitors, people lose their jobs,” Takushi warned, highlighting the interconnectedness of tourist arrivals and local job security.
As Maui strives to recover economically, the HTA’s marketing campaign may play a pivotal role in revitalizing visitor interest and bringing much-needed support to local businesses and families affected by recent hardships.
The ongoing effort illustrates a community commitment to welcoming back travelers, assuring them that Maui is ready and waiting.
image source from：https://www.travelagewest.com/Travel/Hawaii/maui-tourism-decline
