A coordinated statewide effort to support Maui’s tourism recovery is now underway, with the launch of a $6 million Maui Emergency Marketing Campaign funded by the Hawaiʻi Tourism Authority (HTA).
With Maui’s visitor arrivals still 21% below pre-pandemic levels, the initiative addresses critical recovery needs that impact the entire state’s visitor industry ecosystem. By focusing efforts where they are needed most, the campaign will stimulate travel demand as early as this summer and through the end of 2025—supporting local businesses, preserving jobs, and restoring visitor confidence in the state’s most important economic driver.
(Some people worry about the cost of a holiday in Hawaii. Here’s a link to a story I wrote with tips on how to save money on a great Hawaiian vacation.)
As readers of this space probably know by now, there is no place on earth I love more than Maui. My family and I first visited way back in 1968, and I’ve been back at least 35 times. Often we’d spend a month there as a family in summer, so I’ve probably spent the better part of a year there on my various trips.
Maui is a magnificent island, with thick, verdant rainforests, towering, jungle-clad mountains, amazingly fresh, local food, and, yes, some of the world’s best beaches.
Kapalua Bay Beach on Maui. JIM BYERS PHOTO
More than that, to me, is the aloha spirit of the people of Maui. Their love for their island runs deep, and the Hawaiian culture celebrates family and community in a way that always delights me.
One of my fave stories dates way back to 1974, when I was on Maui with my family and a friend. My Dad planned to take my buddy and I to one of the posh golf courses at Wailea one morning. But when we arrived, we were given crushing news: our cut-off shorts didn’t meet the dress code, and they wouldn’t let us play.
After my Dad let them know what he thought of their rules, he quickly pivoted and drove us to the Maui municipal course. It’s a decent layout and has several holes on the Pacific Ocean, but it’s not quite Wailea, or the mesmerizing Kapalua course you see on TV every January.
My friend and I were disappointed, but appreciated my Dad sticking up for us.We got out of the car and walked into the well-worn clubhouse, where we asked about tee times and greens fees.
“How old are the boys,” the guy at the desk asked.
“Eighteen,” my Dad said.
“No, sir,” came the reply. “They’re seventeen.”
“Well, no,” my Dad answered. “They’re eighteen.”
“No, boss. They’re seventeen. Seventeen and under is half price. They’re seventeen.”
I could cite other examples, but people like that are one reason I love Hawai’i so much.
The Maui municipal golf course in Waiehu. JIM BYERS PHOTO
The HTA/Maui initiative represents an alignment of public and private sector partners, including national travel wholesalers, airlines, Hawai‘i hotels, and media partners.
“It is indeed a privilege to lead this effort alongside our government partners, the visitor industry, and community voices,” said Dr. Aaron J. Salā, president and CEO at the Hawaii Visitors and Convention Bureau. “With urgency and clear intention, we are working to deliver meaningful results for Maui’s families and local businesses. This campaign is an important initial step in addressing an immediate need. Our larger journey continues—shaping the way we welcome people into relationship with Hawai’i in ways that honor both community and place.”
Maui is heavily reliant on tourism, and this initiative should help locals who work in the industry and need to feed their families and pay their rent.
In parallel, HVCB is also amplifying its Hawai’i Special Offers Program with conversion-focused paid and owned media, and supporting the Maui Nui Kākou Multi-Market initiative—a cross-brand collaboration with hotels, airlines, and Nexstar Media, including a high-profile “Maui Week” campaign airing nationally across 15 key markets. The Hawai‘i Special Offers Program, which includes vetted hotel, activity, and ground transportation offers, gains additional momentum through HTA’s partnership with the Los Angeles Rams, extending reach into Hawai‘i’s priority visitor market.
The Lahaina wildfires in 2023 destroyed most of the town and killed more than 100 people. It was a tragedy of epic proportions. But the rest of the island is fully open, including several excellent restaurants in north Lahaina (Star Noodle and Mala Ocean Tavern are two faves) and the Old Lahaina Luau.
The hotels and resorts in lovely Ka’anapali (here’s my latest Ka’anapali story) are fully open and welcoming visitors, as are fabulous, nearby resorts such as the Napili Kai Beach Resort the Ritz-Carlton in posh Kapalua. There are also very affordable condo-style units in Ka’anapali, Honokowai, Kahana and Napili, as well as in Kihei and Wailea.
Sunset at Japengo restaurant at the Hyatt Regency Maui Resort and Spa on Ka’anapali Beach. Jim Byers Photo
On the east coast, you’ll find the fabulous, funky waterfront town of Paia and the deep green, mystical Iao Valley. The road to Hana is one of the great drives of the world, taking visitors past gushing waterfalls and revealing magnificent coastal views. Upcountry Maui doesn’t receive as many visitors, but the town of Makawao is a fun spot with a western feel and a fine, annual rodeo. Further up the slopes of the towering mountain of Haleakala (the summit is above the 10,000 foot level), you’ll find amazing gardens, fine dining and magnificent island views.
Maui County also includes the pretty, low-key island of Lana’i, which I love, and the incredibly laid-back island of Molokai, which feels like a throwback to the 1950s and has only one hotel; the delightful, low-rise Hotel Molokai.
