Hawaii has unveiled a bold move to reinvigorate its tourism sector, which has faced severe setbacks from the devastating Maui wildfires and the potential ripple effects of the Los Angeles County wildfires. Governor Josh Green recently announced the release of $6.3 million to fuel the state’s recovery campaign, aimed at drawing more visitors and supporting local businesses affected by the ongoing challenges.
This substantial funding, earmarked for the Department of Business, Economic Development, and Tourism (DBEDT), will be used to launch an expansive campaign focusing on attracting tourists to Hawaii while capitalizing on the state’s overall economic recovery. Governor Green’s announcement came at a critical time when Hawaii’s tourism sector vital to its economy remains in a fragile state following the August 2023 wildfires on Maui.
James Kunane Tokioka, the director of DBEDT, provided context for the funding, emphasizing the long-lasting effects of the wildfires on the tourism industry. “We are all aware of the sustained effects of the Maui wildfires on our state’s tourism industry and the continued slump in West Maui hotel occupancies,” Tokioka said in a statement. He also acknowledged the looming challenges posed by the wildfires in Los Angeles, which are expected to have a ripple effect on travel patterns.
The Los Angeles wildfires, which have caused widespread destruction and disrupted many communities, may negatively impact Hawaii’s visitor numbers. Los Angeles is Hawaii’s largest source of tourists, with data showing that 9.1% of all visitors to Hawaii in 2024 are expected to come from this area. In fact, nearly a third of Hawaii’s visitors from California (30.2%) originate from Los Angeles. As such, the tourism-recovery campaign is designed to combat these setbacks by appealing to both existing and potential visitors to choose Hawaii as their vacation destination.
Hawaii’s tourism industry was hit hard in 2023, particularly in Maui, where hotel occupancy rates plummeted following the wildfires. West Maui, in particular, has experienced a long recovery process, with many businesses struggling to regain their footing. With the new funding, the DBEDT aims to shift the narrative and re-establish Hawaii as a sought-after destination for travelers looking for a mix of culture, natural beauty, and a welcoming community.
The funds allocated to the DBEDT are not new investments but rather part of the department’s existing budget, released upon Tokioka’s request. This strategic move ensures that the recovery efforts are swift and efficient without needing new legislative approvals or additional funding.
The tourism-recovery campaign is expected to encompass a variety of marketing efforts, including advertisements, promotions, and partnerships with travel influencers. The goal is to showcase the diverse attractions and resilient spirit of Hawaii, making it clear to travelers that the state is open for business and ready to welcome them with open arms.
This proactive approach reflects Hawaii’s determination to bounce back from these hardships while ensuring that local businesses especially those in the tourism and hospitality sectors have the support they need to thrive. By focusing on both short-term recovery and long-term growth, the state hopes to not only recover but emerge stronger than before.
In the coming months, Hawaii will be watching closely to see how the funding impacts tourism numbers. If successful, the campaign could be a model for other regions facing similar challenges.
