Published on
October 5, 2025
During the Hawaii Tourism Conference this year, which took place on the Island of Oahu on September 22-23, stakeholders and leaders met to discuss the current state of tourism in Hawaii. The conference addressed a wide range of topics relevant to the industry, including, but not limited to, market trends, destination management, sustainability in tourism, and the future of tourism in the islands. There was welcome optimism for the industry recovery, although various challenges were mentioned, such as airlift issues, geopolitical tensions, and economic pressures.
Forecasting and Challenges Ahead for Hawaii’s Tourism Industry
The final speaker at the conference, David Uchiyama, Chief Administrative Officer at the Hawaii Tourism Authority (HTA), presented a cautious outlook for the year ahead. Uchiyama shared that, despite an expected increase of just 1.5-2% in bookings for 2026, some of Hawaii’s more remote islands continue to see lower occupancy rates compared to the main Hawaiian islands. This has resulted in fewer hours for workers and a reduction in jobs, impacting the local economy.
While airlift to Hawaii in 2025 is expected to remain flat, the ability to fill the seats is a significant concern. Uchiyama expressed the need for strong partnerships with airlines to maintain flight services and prevent routes from being diverted to other destinations, which could further exacerbate the situation. This challenge is compounded by declining international visitor numbers, especially from Japan and Canada.
Positive Trends: U.S. Market Showing Growth
Despite these challenges, Aaron Sala, President and CEO of the Hawaii Visitors & Convention Bureau (HVCB), highlighted that U.S. visitors are showing significant promise. In fact, U.S. visitor arrivals have risen 8.5% over pre-pandemic levels, and visitor spending has also grown, up 45% over 2019 figures. However, per-person spending by U.S. travellers has been lower compared to other international markets, such as Canada and Japan.
While the U.S. market remains a primary driver of Hawaii’s recovery, Sala acknowledged that more effort is needed to attract international visitors to help bridge the gap. With geopolitical tensions and ongoing global economic concerns, international markets are struggling to regain pre-pandemic levels of activity, particularly from Japan, where visitor numbers are expected to decline by more than 50% in 2025.
Maui’s Recovery and Future Marketing Initiatives
The state’s recovery efforts post-August 2023 wildfires in Maui were also discussed. The HVCB’s new $6 million marketing campaign aimed at reviving tourism in Maui has shown early signs of success. In July 2025, Maui saw an increase in hotel occupancy, rising by 6% compared to the same period in the previous year. These efforts were particularly noticeable in the Lahaina-Kaanapali-Kapalua region, which experienced an occupancy rate of 66.2%, up from 57.9% in 2024.
While these early metrics indicate that recovery is underway, Sala emphasized the importance of continued efforts to restore visitor confidence and further boost Maui’s tourism sector, ensuring its place as a top destination.
The Launch of ‘Hawaii Stays With You’ Campaign
One of the most exciting announcements was the HVCB’s new U.S. advertising campaign titled “Hawaii Stays With You”, which is set to launch in January 2026. The campaign aims to showcase the unique, lasting experiences of Hawaii, from family beach days to cultural explorations. Sala stressed that this initiative would not only highlight Hawaii’s natural beauty and welcoming spirit but also encourage return visits by focusing on the emotional connection travellers have with the islands.
This new campaign will utilize a mix of paid media, TV ads, social media, and programmatic video, allowing travel advisors to play a crucial role in promoting Hawaii as a destination that leaves a lasting imprint on its visitors.
Looking to the Future of Hawaii’s Tourism
In conclusion, while Hawaii’s tourism sector faces significant challenges in the coming years, there are also strong signs of recovery and growth. The U.S. market continues to be a cornerstone of this recovery, with increased spending and visitation, particularly in the fall months. However, the state must continue to address challenges such as airlift capacity, geopolitical tensions, and the reduction in international visitors.
By leveraging creative marketing campaigns, finding partnerships with airlines, and working to encourage more international travel to Hawaii, the visitor industry continues to be optimistic about weathering the challenges it faces and returning to normal levels of visitors in the not-so-distant future.
