Travel
What Maui’s $6 Million Campaign Tells Us About Tourism After Disaster
- In 2022, over 2.9 million visitors came to Maui. After the wildfires in August 2023, visitor arrivals to Maui dropped by 57.8% that month compared to August 2022 and by 23.8% in the first half of 2024 compared to 2023, prompting immediate intervention by the state and tourism authorities.
- The $6 million Maui Emergency Marketing Campaign launched by the Hawai‘i Tourism Authority in 2025, in partnership with local businesses, aims to boost visitor spending and support tourism-related jobs across the island.
Why Maui Matters in the Global Tourism Landscape
When wildfires swept through parts of Lahaina in August 2023, the destruction stretched far beyond 첩¹s and landscapes. Maui, long known for its hospitality and natural beauty, saw its tourism numbers plummet overnight. Hotels sat empty. Flights were cancelled. Local shops closed early or didn’t open at all.
For an island where tourism accounts for more than 70% of local income, the impact wasn’t theoretical. It was deeply personal. Businesses that had operated for generations faced closure. Workers lost hours, if not jobs. Visitors were unsure whether they were still welcome.
In response, Maui launched a $6 million recovery campaign that goes beyond marketing slogans or travel discounts. This is an effort to re-establish trust, communicate safety, and support the people who make Maui more than a postcard destination.
Reassuring the World That Maui Is Open—and Worth Visiting
One of the campaign’s central goals is clarity. Visitors don’t just want to know that beaches are clean or resorts are operational. They want to understand how their presence fits into the recovery.
Maui’s message is simple: certain areas are still healing, but large parts of the island remain ready to welcome guests. And those guests play a direct role in supporting the recovery by showing up, spending locally, and respecting the environment.
A Marketing Strategy with Multiple Fronts
To reach potential travellers, the recovery campaign is divided across several touchpoints.
Promoting Packages Through Wholesalers
Major travel partners have been engaged to spotlight Maui vacations. These include well-known wholesalers with deep reach into the US and global travel markets. By building out tailored packages—including flights, hotels, and local experiences—the campaign aims to convert hesitant interest into actual bookings.
Social Media and Influencer Partnerships
Rather than relying only on traditional ads, Maui’s recovery strategy leans heavily into social validation. Travel influencers, many of whom have long documented their experiences on the island, are being invited back. Their stories, shared across platforms, offer an honest, visual update on what visitors can expect now.
Direct Discounts and Incentives
Visitors booking trips to Maui during this recovery period can access bundled savings. These include:
- Lower nightly rates at participating hotels
- Reduced pricing for tours, rentals, and guided hikes
- Local dining promotions are designed to drive restaurant footfall
The offers are not just about filling hotel rooms. They aim to create a broader local spending loop that supports multiple sectors at once.
An Emphasis on Local Business
At the heart of Maui’s campaign is a message of economic solidarity. Tourists are not being asked to return just for sun and scenery. They’re being invited to support locally owned businesses that are still rebuilding.
For travellers, this might mean booking through a family-run guesthouse rather than a global brand. It could mean choosing a local tour operator, buying from neighbourhood shops, or eating at independent cafés.
These decisions matter. They keep the revenue circulating where it’s needed most—on the island.
Redefining What a “Responsible Visitor� Looks Like
’s recovery effort isn’t just about numbers. It’s about fostering a kind of visitor who arrives informed and leaves a lighter footprint.
The messaging has been careful not to gloss over the tragedy that occurred. Instead, visitors are encouraged to learn about the affected communities, respect access restrictions, and approach the island with empathy.
Signs throughout popular travel zones offer reminders: where to avoid, how to engage respectfully, and why certain spaces are sacred or off-limits.
Global Lessons from a Local Campaign
What Maui is attempting speaks to a broader challenge for destination economies.
When a crisis hits—be it fire, storm, or geopolitical shock—the tourism industry is often the first to collapse and the last to recover. And yet, it’s usually the backbone of the local economy.
For island regions around the world, Maui’s approach offers replicable lessons:
- Don’t rush messaging. Get clarity before promoting re-entry.
- Align marketing with community readiness, not just business needs.
- Focus on visitor behaviour, not just volume.
- Make recovery personal—because for locals, it is.
Why You Should Consider Maui for Your Next Vacation
Choosing a travel destination today goes beyond weather, deals, or convenience. It’s about experience, impact, and alignment with your values. If you’re thinking about your next trip, here’s why Maui should be on your list.
You Contribute Directly to Recovery
Every booking, every dinner, every local tour you take supports people working to rebuild their lives. Your presence helps restore incomes, rehire staff, and stabilise local businesses.
The Island Offers a Different Kind of Welcome
Post-recovery Maui is focused on deeper, more intentional hospitality. The welcome you receive isn’t scripted—it’s grounded in genuine appreciation. Locals want you to see their 첩¹ not just as a backdrop but as a living community.
Nature, Culture, and History Remain Intact
Much of Maui remains untouched by the fires. You can still hike rainforest trails, watch sunrise from Haleakalā, or explore beaches across the island. Cultural events continue. Historical landmarks outside affected areas are open. And local artisans are still sharing their craft.
Fewer Crowds, More Meaningful Interactions
Travel during recovery means fewer crowds. It also means more thoughtful conversations with locals, more space to appreciate your surroundings, and a better chance to learn about the island’s rhythms.
Be Part of a Larger Movement
Choosing Maui during its rebuild aligns you with a broader travel movement—one where visits contribute to healing, not just consumption. It’s a chance to do more than relax. It’s a way to help.
A Look Ahead
Tourism campaigns often prioritise numbers: bookings, room nights, and arrivals. Maui’s campaign adds context to those metrics. It ties economic revival to cultural stewardship and emphasises that behind every tour booked is a job saved, a community sustained, and a story continued.
That’s a message worth repeating.
Maui is open. It’s welcoming. And it’s rebuilding—with its people at the centre, and the world watching how tourism can support recovery, not just profits.
