Maui Tourism Slowly Rebounding After Wildfires

One year after the devastating wildfires in Lāhainā, the island of Maui is seeing signs of gradual tourism recovery. According to the Hawai‘i Tourism Authority (HTA), June visitor numbers rose 11.2% over last year.

Despite the growth, arrivals remain 17% below 2019 levels, indicating that recovery is still in progress. Local officials continue to emphasize a "Mālama Maui" message encouraging respectful tourism and community support.

Visitor spending reached $510.6 million in June 2025, up 13% year-over-year, thanks in part to longer stays and higher spending per trip. West Maui hotels, however, are still reporting mixed results due to reduced inventory and ongoing repairs.

Governor Josh Green recently allocated $6.3 million for a new advertising campaign focused on the Los Angeles market, aiming to increase awareness and counter misconceptions about island conditions.

As part of the initiative, the LA Rams held their preseason training camp on Maui in June, conducting public events and engaging with local media to draw attention to the island's readiness to welcome tourists again.

While progress is visible, HTA officials stress the need for continued marketing, rebuilding trust, and investing in infrastructure and disaster preparedness to support long-term recovery and resilience.