Hawaii Pushes Back on Anti-Tourism Sentiments in New Maui Campaign
The $6 million campaign aims to boost visitation to Maui by changing public perceptions of tourism.
Photo: Hawaii Tourism Authority
Nearly two years since devastating wildfires struck western Maui, the destination is still campaigning to bring tourists back to the island.
People were long concerned about visiting Maui following a tragedy that killed more than 100 residents, left over 1,000 more displaced, and destroyed entire streets and businesses in the town of Lahaina. A destination that had just recovered from the pandemic was back to rebuilding once more.
“With Covid, we saw such a big surge with aII Hawaii travel because it was one of the destinations where you could follow the protocol, and it was pretty predictable,” Katie Lee, a luxury travel advisor at SmartFlyer and a Travel + Leisure Hawaii specialist, told Travel Market Report. “Right after the fires in Maui, there was definitely a steep decline. People wanted to support but didn’t know how and when.”
While Hawaii tourism officials say business from trade channels is steady, they are particularly concerned about increasing overall visitor numbers to Maui, which accounts for a large portion of tourism to the state overall. About 207,500 people visited Maui in April 2025, which represents 84% of visitor levels in April 2019. Tourism to Hawaii, as a whole, was also significantly down in June 2025, according to the state.
A recent study by the Hawaii Visitors & Convention Bureau (HVCB) revealed that 25% of social media posts about Maui tourism were negative and shared anti-tourist sentiments. Of that 25%, about 98% of the posters or commenters were not from and did not live in Hawaii.
So, a new campaign seeks to set the story straight – that Maui “continues to welcome visitors with aloha,” Robyn Basso, HVCB’s senior director of travel industry partnership, told TMR.
“Despite lingering misconceptions about accessibility and whether visitors are welcome, tourism remains essential to supporting local families, small businesses, and communities across the island,” she said. “Many of Lahaina’s beloved businesses have reopened, and there is much to experience across Maui.”
Hawaii’s $6M Maui Campaign
Hawaii Tourism Authority (HTA) is giving one more, $6 million-push to get U.S. travelers booking Maui vacations. The state agency has tasked its marketing team at HVCB with a multi-pronged approach that involves promotions through wholesalers, social media campaigns, and industry collaborations.
“In order to provide economic stability, visitor arrivals are not yet where we need them to be, and ripple effects are felt here every day,” said Aaron J. Sala, HVCB’s president and CEO. “HVCB has been directed to lead this emergency marketing plan to re-energize the marketplace and drive responsible tourism to Maui.”
Through ads and promotions from now through the end of the year, the campaign targets consumers through the following wholesalers: Expedia, Costco Travel, Pleasant Holidays, ALG Vacations, Delta Vacations, and Classic Vacations.
Notably, starting in August, Classic’s Takeoff to Hawaii offer will provide an instant booking or air credit that travel advisors can offer to their clients when they convert and book Maui packages. In September, ALGV will have dedicated Maui landing pages on each of its brands’ websites and integrated digital promotions.
The entire campaign uses last year’s “The People. The Place. Maui” marketing campaign as a launching pad to showcase real Maui residents welcoming guests to their island.
“The plans have been developed to skew investment toward more consumer facing tactics because we’re already executing on a solid foundation of trade support that’s part of our normal annual trade plan in the U.S. market,” noted Gina Chun, senior director, advertising and marketing programs.
Maui from a Travel Trade Lens
As a California travel agent, Lee has many clients who vacation to Hawaii year after year – almost as a family tradition. The flight flexibility, warm hospitality, and diverse experiences island-to-island all appeal to the luxury, West Coast travel advisors she caters to. For her, the only recent change has been the booking window for Hawaii trips.
“What’s different for me right now is that everything is really last-minute,” she said. “It’s rare to get someone planning 6 to 12 months out, which is what I see for Europe.”
For Maui specifically, Lee had clients who were eager to return and support, while others were keener to explore different islands, having been to Maui several times before. When clients return from Maui, especially, she makes sure to “encourage them to share their exceptional experiences with their friends and family, to encourage people to visit, as well, and show what the island can really offer.”
Basso echoed that word-of-mouth is an important role that travel agents can play in assisting Maui’s continued recovery.
“Travel advisors can help correct misinformation by encouraging clients to visit with respect and intention—one of the most meaningful ways to show support,” she said.
Part of HVCB’s campaign includes travel advisor education and training. From August through November, the agency has a series of travel trade education events. There will also be two travel advisor FAM trips – one with ALGV in September and another in December.
