A year after a wildfire ripped through Maui and devastated parts of Lahaina Town, tourism has yet to recover — even though right now might be a great time to visit, according to the general manager of the resort where season one of HBO’s “The White Lotus” was filmed.
“Outside of the five square miles of the historic Lahaina Town, which is still closed, all of the rest of Maui is fully open, fully functioning, and actually has been since fairly early after the fires,” Ben Shank, the general manager at the Fours Seasons Resort Maui, told Business Insider.
In August of last year, a wildfire tore through Lahaina’s historic downtown, destroying homes and businesses and displacing thousands.
In the immediate aftermath of the fires, some prominent public figures discouraged tourists from visiting Maui while the community recovered, even though most areas of the island were not directly impacted by the fires and remained open.
Some locals and business owners were quick to encourage tourists to return, citing the importance of tourism to the island’s economy. According to the Maui Economic Development Board, around 70% of every dollar in Maui County is generated, either directly or indirectly, by the tourism industry.
Tourism numbers from June 2024 show that nearly a year on, visit numbers had yet to return to their pre-fire levels. The number of visitors to the island in June 2024 was 22% lower than June 2023, while visitor spending decreased by 27%, according to the Hawaii Department of Business, Economic Development and Tourism. Total visitor spending was down more than $800 million in the first six months of 2024 compared to the same period in 2023.
Shank said the good news is that the recovery of Lahaina is making some progress, with excavation ongoing and residential properties starting to be rebuilt. Now he said many are trying to get the message out to tourists that they are not only welcome but encouraged to return.
“By people traveling here, they are actually giving back and contributing not only for their own personal experience, but just the lifeline of how the island works,” Shank said.
A recent study conducted by the Hawaii State Rural Health Association surveyed more than 2,000 Maui locals, including some impacted by the fires. The study found 72% of Maui County residents — from all over the county, not just where the fires were — said they were directly or indirectly impacted by the fires.
The study also found most residents, regardless of where they lived, were more worried than hopeful about their future on the island.
Lisa Paulson, the executive director of the Maui Hotel and Lodging Association, told BI she thinks part of the reason tourism has not fully recovered is the initial mixed messaging about whether the island was “closed” or “open” to tourists.
“We’re working with all our partners to make sure that we send out better marketing messages that everybody’s welcome, and we thank them for their support throughout this last year,” Paulson said.
Maui is less crowded right now, and you can find deals
In addition to helping the island’s recovery, tourists who visit Maui right now may also be surprised by how accessible the island is right now, according to Shank, who said there’s a lot of value to be found.
The Four Seasons, for instance, has removed all resort fees in order to encourage summer travelers and offers a complimentary kids’ program in addition to free poolside cabanas.
There are also just not as big of crowds as there are when Maui is at peak tourism, making it a good place to go to avoid the summer crowds that are currently swarming in other destinations, like in Europe.
Shank and his family had recently done the road to Hana, a famous, winding drive with pull offs for waterfall and black-sand beaches that is notorious for getting backed up with traffic.
“It was amazing, so much that you can just drive, pull over, stop wherever you want, visit the local vendors, go check out a cool secret beach, and it didn’t feel crowded,” he said.
Tourists are still encouraged to act responsibly when they visit Maui, and there are opportunities to donate or help out with Lahaina recovery efforts. The Four Seasons also offers beach and reef cleanups that guests can volunteer for and earn resort credit by participating.
Shank said the Four Seasons is also encouraging tourists to actively get out and support the island during their visit.
“Get out from the resorts. Go visit local restaurants. Shop in the local art galleries. Do excursions with the different companies. Travel to the different parts of the island,” he said. “It’s an amazing way to give back and support the island.”
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