Hawaii Launches New Campaign To Address Anti-Tourism Sentiments And Boost Maui’s Recovery, Here Is All You Need To Know

Hawaii Launches New Campaign To Address Anti-Tourism Sentiments And Boost Maui’s Recovery, Here Is All You Need To KnowHawaii Launches New Campaign To Address Anti-Tourism Sentiments And Boost Maui’s Recovery, Here Is All You Need To Know

Almost two years since the one of the most devastating wildfire ever to rage on western Maui burnt >100 lives, >1000 residents & many parts of Lahaina into a sea of ashes, the Island is trying to recover. While Maui is on the road to recover, tourism has taken a forefront position in economic recovery efforts. Yet despite its initiatives, the number of tourists to the island has declined.

Maui vacation demand fell 5 percent in Apr 2024 as 207,500 visitors arrived in Apr 2025, which was 84% of Maui’s visitors from Apr 2019. Hawaii’s overall tourism numbers have also dipped, with a drop on June 2025. This has upset some of Hawaii’s tourism interests, who know tourism is a very important part of the island’s economy — especially as it pertains to Maui.

Social Media The Anti-Tourism Sentiment

The over turning of visitors staying in the long-term rentals has cleared some hotel rooms (and bed and breakfasts) for workers’ housing, but one of the big obstacles to Maui’s recovery is the increasing anti-tourism sentiment in the public discussion, especially social media discussions. One study by the Hawaii Convention & Visitors Bureau (HVCB) found about 25% of social media posts on Maui tourism included negativity or anti-tourist sentiments. This is particularly worrying as 98% of these posts are from Hawaiʻi’s `ovēs, so it seems that the negative sentiment derives mainly from people not living in Hawai’i.

This change in attitude is particularly depressing given that it undermines Maui’s attempts to restore tourists, even though the island still welcomes aloha visitors. The increase in negative social media media posts causing misunderstandings about who is welcomed and relating to the island being visited.

Hawaii Tourism Campaign: “Maui is Open for Business”

Addressing this ever-growing concern is the Hawaii Tourism Authority (HTA) who, together with the Hawaii Convention & Visitors Bureau (HVCB), have launched a special initiative in order to put visitors & residents minds at ease that Maui is still open for business. The campaign, posted around an image “Maui continues to welcome visitors with aloha”, is intended to set the record straight and to attract more tourists to the island.

Robyn Basso, the senior director of travel industry partnerships for HVCB, said while some businesses in Lahaina have been impacted by wildfires, others have re‐opened, and there are still plenty of things to see and do across the island. The effort is designed to celebrate Maui’s commitment to hospitality and community engagement.

“Tourism continues to be a lifeline for the families, small businesses, and communities who rely on it all across the island,” Basso said. “Lahaina loves its businesses that have reopened, there is so much to taste on Maui.

$6 Million Push for Maui’s Tourism Recovery

In an attempt to turn things around, the Hawaii Tourism Authority is rolling out a \$6 million marketing blitz focused on U.S. travelers. The Whisky is – The campaign, running through the end of the year, wholesaler promotions, social media efforts and industry partnerships.

To help the visitor industry, HVCB is collaborating with top travel wholesalers, such as Expedia, Costco Travel, Pleasant Holidays, Delta Vacations, and Classic Vacations. These partnerships make up the bulk of the booking traffic, and travelers who book their Maui vacations through these channels are eligible for special offers—they can receive discounted packages or instant booking credits.

Aaron J. Sala, HVCB president and CEO, stressed the need to rebuild visitor arrivals to help the state economy. “Rightly for economic reasons we are not getting it anywhere near like we need to get it and day by day the ripple that comes off that is pretty strong here,” Sala said.

Development of Positive Travel Experience and Word-of-Mouth Marketing

In an effort to educate and correct misinformation about Maui, the HVCB is urging travel advisors to be instrumental in the island’s rebound.! As such, they are calling upon travel professionals to unite and help combat negative perceptions with positive ones by sharing with others that Maui is a safe and welcome place to visit when doing so with sensitivity and purpose.

Gina Chun, senior director, advertising and marketing programs at HVCB, said that “People. The Place. Maui” campaign, which has already been successful, is the basis for this new marketing thrust. “We’re already building on a strong and solid base of trade support, which is a standard part of our annual trade plan in the U.S. market,” Chun said. The “People. The Place. Maui” campaign debuts here and features local Maui locals welcoming visitors to their island with a bit of Maui attitude.

The Hawaiian Investment: Luxury, Culture, and Beauty

Maui’s both special and unique ~ luxury, natural beauty, and cultural meaning. Travel advisors who book Hawaii tourism, including those who arrange vacations for luxury travelers, are seeing a change in their clients’ attitudes. Katie Lee, a luxury travel adviser, says her clients used to book Hawaii vacations far in advance, but now, it’s all about last-minute bookings, particularly to Maui.

I recommend my clients post their exceptional experiences on social media so they can inspire their friends and family to visit, and they can help truly showcase what the island has to offer,”Lee said. That word-of-mouth advertising is crucial in rehabilitating the image of Maui and bringing tourism back.

Educating Travel Advisors and Next Steps

Additionally investing in education and training of travel advisors to continue to develop Maui tourism, the HVCB. From August to November occur a chain of educational efforts, designed at raising awareness of Maui’s attractions, safety and cultural significance. “There will also be two familiarization (FAM trips) available to travel agents in order to ensure that they are being completely informed and shown the benefits of traveling to this destination.”

They are intended to make sure that travel professionals are prepared to educate travelers in how to make responsible choices about visiting Maui, and recommendations for traveling responsibly and sustainably.

What’s Next: The Future of Maui Tourism

“Today’s launch of this new marketing campaign is a major pivot for Maui as we work to recover from the wildfires and while addressing the challenges from the pandemic. It’s this type of misinformation the Hawaii Tourism Authority is hoping to correct as the agency tries to attract back more tourists to Maui in the months ahead.

Maui isn’t just touting ‘how many’ tourists, but how successful the local economy and communities in the whole island are because of tourism. As the campaign progresses, the idea is for guests to leave hopes and open minds when visiting Maui and to remain respectful of its unique beauty and local residents.

Despite challenges and obstacles, Maui tourism industry members are fervently working to rebound and remain a strong magnet for visitors from throughout the globe.

The post Hawaii Launches New Campaign To Address Anti-Tourism Sentiments And Boost Maui’s Recovery, Here Is All You Need To Know appeared first on Travel And Tour World.July 15, 2025 at 11:49PM