pros of tourism in hawaii

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Hawaii Tourism Is Way Up — and It’s Just Getting Started

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While the pandemic pummeled Hawaii in its early stages, the Aloha State’s tourism industry is back, and by some metrics, bigger than ever. The number of tourists from the U.S. mainland is higher than it was before the pandemic — and average spending per trip is also higher.

More demand means higher prices — and the increase in demand is just getting started. Travelers from Asia, who previously comprised a significant portion of Hawaii tourists, have not returned to Hawaii in pre-pandemic numbers, due in large part to ongoing COVID-19 restrictions.

But with recent border reopenings in Asia, coupled with some big changes coming to the Hawaii tourism scene (including Disney cruises and a clampdown on tourist accessibility), the future for Hawaii travelers will likely be competitive — and expensive. Still, there are ways to visit that allow you to avoid crowds, minimize over-tourism and save money.

Tourism in Hawaii is at record highs by some metrics

More than 700,000 people visited Hawaii in September 2022, representing a 95.5% recovery from the same month in 2019. But while overall tourism numbers haven’t exceeded pre-pandemic levels, many other metrics have been blown out of the water, according to data from the Hawaii Department of Business, Economic Development & Tourism.

Here are some of the most significant changes in Hawaii tourism between September 2019 and September 2022:

Overall tourism spending in Hawaii is up 18.5%.

The average trip length is up 5.9%.

The number of tourists visiting from the rest of the U.S. is up 29%.

Increased spending might be partly due to inflation. The average cost of airfare increased about 8% nationwide between September 2019 and September 2022, while hotel prices increased 5%, according to a NerdWallet analysis of Consumer Price Index data . But in that period, the nationwide increase in inflation — up 16% — is less than the 18.5% spending increase specific to Hawaii.

Stays in Hawaii are longer than they were pre-pandemic — possibly because of an increase in workcations . The average stay in September 2022 spanned 8.9 days, up 5.9% from the average 8.4-day stay in September 2019.

People are also spending more on daily activities like hotels, tours and food than they did pre-pandemic. Average spending per person, per day in September 2022 was $236, up 17.1% from the same month in 2019.

Of all the islands, Oahu has seen the sharpest increase in average daily visitor spending since pre-pandemic times, up 25%. Oahu has also seen some significant investment in tourist-minded improvements — many of which put a fresh emphasis on Hawaii’s culture and history.

The Ford Island Control Tower. (Photo courtesy of the Pearl Harbor Aviation Museum)

For example, the Ford Island Control Tower at the Pearl Harbor Aviation Museum opened this summer after a restoration project that took over a decade. The Polynesian Cultural Center’s Ali'i Luau had its official relaunch in August 2022. (It initially launched not long before pandemic shutdowns in fall 2019.) Seth Casey, a marketing manager at the Polynesian Cultural Center, says it’s the only luau in Hawaii that features a historically accurate Hawaiian cultural presentation.

And tourists are responding well to such additions. More than two-thirds of tourists from the U.S. and Canada participated in activities centered around history or culture in the first quarter of 2022, according to DBEDT.

Supply might not grow — which could put more pressure on prices

For all the demand, there might not be much of a supply increase. The majority of Hawaii residents say they don’t want more lodging to be built.

While 77% of residents want to clamp down on illegal vacation rentals, 64% don’t want any new vacation rentals, period. That’s according to DBEDT’s Spring 2022 Resident Sentiment Survey, which interviewed nearly 2,000 Hawaii residents between May and July 2022. And it’s not just vacation rentals; 66% said they didn’t want to allow the building of any additional hotels, condos or timeshares.

Kamaole Beach, south shore of Maui. (Getty Images)

There are also caps on activities for Hawaii travelers. For example, a pilot project from Park Maui this winter will restrict parking access at Maui's Kamaole Beach parks on weekends and holidays before 10 a.m., allowing only Maui County residents to park. Non-residents can park there after 10 a.m. — for a fee. (Meanwhile, resident parking is free.)

Such changes stem in part from rising anti-tourism sentiment. In 2009, 78% of residents said they at least somewhat agree that tourism brings more benefits than problems. But that figure has been steadily decreasing. In 2022, it’s just 54%.

But some residents are more receptive to tourism than others. On Oahu — which saw the largest increase in average visitor spending of all the islands versus pre-pandemic — pro-tourism sentiment has recently increased, reversing a downward trend that began before the COVID-19 pandemic. Residents on Oahu and the Big Island were more likely than those on Maui or Kauai to say that tourism should be actively encouraged, according to DBEDT data.

Meanwhile, an increasing number of residents on Maui and Kauai have stated that their island “is run for tourists at the expense of local people,” and that the “economy is too dependent on tourism.” Residents of those islands are more likely to want to stop building hotels or approving vacation rentals. They’re also more likely to call for resident-only days at parks and beaches.

Still, Hawaii tourism will likely continue to explode

While the number of tourists in Hawaii is at about 96% of its pre-pandemic levels, signs point to 2023 far exceeding that.

For starters, the number of tourists from the rest of the U.S. has already massively increased, up 29% in September 2022 versus September 2021, according to DBEDT data. Meanwhile, tourism from other countries is still down — most notably from Japan.

In 2019, more than 1.5 million tourists came from Japan, representing about 15% of all tourists to the state. For now though, Japanese tourism is still down 83%.

That figure could shift, as Japan recently reopened its borders to independent foreign travelers following nearly three years of heavy pandemic restrictions. Travelers can now enter Japan without applying for a visa in advance — and likewise, it’ll be far easier for people from Japan to get to Hawaii. Direct flights between the two destinations only resumed in August 2022 after a pandemic hiatus, making convenient travel to Hawaii from Japan possible again.

A cruise ship lingers over Nawiliwili Beach Park in Kauai. (Getty Images)

Then there are cruises. Hawaii paused cruise ship arrivals during the first two years of the pandemic. Then, in the first nine months of 2022, 26 out-of-state cruise ships arrived, bringing 40,658 tourists, according to DBEDT. That’s far fewer than the 44 cruise ships carrying 95,149 tourists that arrived during the same period in 2019, but cruises are coming back.

Beginning in October 2023, the Disney Wonder will offer the fleet’s first-ever South Pacific itineraries, which either start or end in Hawaii. (Photo courtesy of Disney Cruise Line)

Just this year, Disney Cruise Line announced its first-ever cruises through the South Pacific, which will take visitors between Honolulu and Sydney, with stops that include American Samoa and Fiji.

Should tourists go to Hawaii? Yes, but mindfully

There are plenty of ways to cut down on contributions to Hawaii tourism problems and save money. Here’s how to minimize both costs and overtourism when traveling to the islands.

Patronize historically accurate visitor experiences: While residents are mixed on tourism’s benefits, most agree that educating visitors about the islands’ cultural and natural resources is crucial. Tourist activities like the Polynesian Cultural Center’s Ali'i Luau are trying to tackle that.

When the show went into development in 2019, Casey says the creators went to painstaking efforts to make sure they got feedback from cultural experts to ensure it was accurate.

The luau is a tribute to Hawaii's last ruling monarch, Queen Liliuokalani. Performers onstage tell her story in her own words and play original compositions she wrote.

Ditch rental cars for mass transit: Don't be intimidated by the idea of exploring Hawaii without a rental car. It can be done. Oahu is generally the easiest Hawaiian island to navigate without a car, given its public transportation system, TheBus, and the privately owned Waikiki Trolley that stops at most major tourist attractions. On other islands, try taking small group tours rather than renting a car and fighting traffic on your own. For experiences like Maui’s famous winding Road to Hana, paying someone else to drive while you enjoy the scenery might be ideal anyway.

Respect natural resources: While you can spend time in nature for little to no cost, it's important to be mindful of the environment. Don't carve your name in trees or leave trash behind, and stay on trails whenever possible.

The Courtyard Oahu North Shore is among the hotels with no resort fees. (Photo courtesy of Marriott)

Seek out hotels that don’t charge resort fees: Resort fees are one of the most brutal — and increasingly common — aspects of travel found in popular destinations like Hawaii. These semi-hidden fees purport to cover the costs of expenses such as the fitness center or pool, but they’re non-negotiable. Even if you don’t use the amenities, the fees are still charged.

But some hotels have opted out of charging them. Courtyard Oahu North Shore, for example, offers standard amenities like a swimming pool and waterfall, plus cultural activities like ukulele and hula classes with no additional fee.

“We look at it from a guest perspective,” says Dave Betham, the property’s general manager. “We like the idea that there are no surprises.”

Making Hawaii tourism better for residents and locals

Hawaii tourism is growing — and it looks set to reach new highs beyond even pre-pandemic times.

For tourists, Hawaii can be a prime vacation destination. It can be an escape from colder climates and an opportunity to explore a different culture through new foods, activities and historical sites.

Zipline riders on Oahu. (Photo courtesy of Climbworks Keana Farms)

Many of those within Hawaii’s tourism industry say they want to offer activities that still respect the land. That includes folks like Betham, mentioned above, as well as Aaron Campbell, who owns Climbworks Keana Farms, a zipline company on Oahu’s North Shore.

“We want visitors to come, but we want them to come responsibly,” Campbell says.

During the 10-minute ride to the mountain top, tourists are taught about Hawaii's history, culture and farming. Educational exhibits are sprinkled along the zipline tour itself.

“As we now look at this push for tourism that we’ve gone through, we’re reexamining the value of tourism,” Betham says. “How do we make that experience better for the guests, better for us, better for the Hawaiian people?”

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Exploring the Pros and Cons of a Hawaii Vacation an Insiders Perspective

• 11 March 2024
• Travel Tips

As you contemplate your next vacation destination, have you ever wondered about the intricacies of experiencing Hawaii like a local?

From an insider’s viewpoint, a closer look at the pros and cons of embarking on a Hawaiian adventure may reveal some surprising aspects that could shape your travel decisions.

From hidden gems off the beaten path to the impact of tourism on the islands, there’s much to ponder when planning your Hawaiian getaway.

Hawaii’s Unique Attractions

Indulge in Hawaii’s unique attractions, from the fiery spectacle of Kilauea Volcano to the tranquil waters of Hapuna Beach, offering a diverse range of experiences for every traveler. As you venture to Kaloko-Honokohau National Historical Park, prepare to witness a mesmerizing sight – the graceful sea turtles gliding through the crystal-clear waters, a true marvel of nature. Observing these majestic creatures in their natural habitat is a humbling experience that highlights the importance of conservation efforts.

The Big Island offers more than just volcanic landscapes and pristine beaches. Make your way to Akaka Falls State Park, where the enchanting Akaka and Rainbow Falls cascade down lush cliffs, creating a symphony of sights and sounds. Nature enthusiasts will revel in the opportunity to immerse themselves in the beauty of Hawaii’s diverse flora and fauna.

Don’t miss encountering these gentle giants while exploring Hawaii’s alluring attractions. From volcanic wonders to serene coastal havens, the Big Island promises a vacation filled with unforgettable moments.

Pristine Beaches and Water Activities

Explore Hawaii’s pristine beaches and indulge in a myriad of water activities.

From the serene beauty of Waikiki Beach to the adventurous waves of Ka’anapali Beach, there’s something for everyone.

Snorkel among vibrant coral reefs, catch waves while surfing, or simply relax by the crystal-clear waters—Hawaii’s coastline offers endless possibilities for water enthusiasts.

Beaches’ Serene Beauty

With some of the world’s most beautiful beaches, Hawaii beckons visitors to immerse themselves in the serene beauty of pristine sands and crystal-clear waters.

Waikiki Beach, one of Hawaii’s most famous stretches of coastline, offers a blend of relaxation and excitement. The soft, golden sands invite you to unwind under the warm sun, while the gentle waves provide a perfect backdrop for various water activities.

As you stroll along the shoreline, the refreshing sound of the ocean and the revitalizing sea breeze create a tranquil atmosphere. Whether you swim in the inviting waters, bask in the sun, or admire the picturesque views, Waikiki Beach embodies the essence of Hawaii’s serene beach beauty.

Diverse Water Sports

Amidst Hawaii’s pristine beaches and crystal-clear waters, an array of diverse water sports awaits enthusiastic enthusiasts.

Snorkeling in the calm waters of Hanauma Bay Nature Preserve offers a chance to witness colorful fish up close, perfect for beginners.

For the thrill-seekers, surfing at Waikiki Beach or Banzai Pipeline provides world-class waves to conquer.

If you prefer a more tranquil experience, paddleboarding allows you to explore rivers or challenge yourself in the open ocean.

Scuba diving in Hawaii reveals a new world with coral reefs, lava formations, and encounters with marine creatures like sea turtles and manta rays.

Whether you’re seeking adventure or relaxation, Hawaii’s waters cater to all tastes, making it a paradise for water sports enthusiasts.

Rich Cultural Experiences

Immerse yourself in Hawaii’s rich cultural tapestry by exploring traditional practices and historical landmarks that glimpse the islands’ vibrant heritage.

A visit to the Pearl Harbor National Memorial is a poignant way to connect with Hawaii’s past and honor the memory of those who lost their lives during the attack. Participating in a traditional Hawaiian luau provides a firsthand experience of the local culture, with mesmerizing hula dances and delicious island cuisine. Engage in activities like lei making and hula dancing to investigate deeper into the artistry and traditions passed down through generations.

Exploring cultural centers such as the Polynesian Cultural Center allows for an immersive experience of the diverse Polynesian cultures present in Hawaii. Here, you can witness performances, try traditional foods, and interact with artisans who keep these customs alive.

Attending cultural festivals and interacting with locals offer further insights into Hawaii’s unique cultural heritage, fostering a deep appreciation for the islands’ rich history and traditions.

Diverse and Delicious Cuisine

Discover Hawaii’s diverse and delicious cuisine, a compelling fusion of traditional flavors and modern culinary creations that delight your taste buds.

When visiting Hawaii, try authentic Hawaiian cuisine at Cafe 100, where their signature Loco Moco dish is a must-have.

For a range of delectable options, head to Thirsty Cheeky Tiki and Foster’s Kitchen, each offering a unique dining experience.

Whether savoring drinks or exploring traditional dishes with a modern twist, Hawaiian cuisine showcases a diverse palate that reflects the islands’ rich flavors and cultural influences.

Immerse yourself in the vibrant culinary scene of Hawaii, where every bite tells a story of heritage and innovation.

From local favorites to contemporary creations, your taste buds are in for a treat as you venture on a culinary journey through the flavors of Hawaii. Bon appétit!

Natural Beauty and Wildlife

Hawaii’s natural beauty and wildlife offer a mesmerizing blend of diverse ecosystems and unique animal encounters for visitors to immerse themselves in. The Big Island, in particular, is a paradise for nature lovers, boasting a wide array of breathtaking landscapes and fascinating wildlife. Below is a table highlighting some of the incredible natural beauty and wildlife experiences you can enjoy on the Big Island:

Explore the Big Island’s natural wonders, from the vibrant coral reefs teeming with marine life to the awe-inspiring volcanic landscapes. Whether hiking through lush rainforests or snorkeling in crystal-clear waters, Hawaii’s natural beauty and wildlife will leave you in awe.

Ideal Climate for Year-Round Travel

Hawaii’s climate is a treat —think year-round sunny weather in the delightful 80s.

Packing for your trip becomes a breeze with versatile essentials suitable for beach days, water adventures, and hikes.

Whether you’re into lounging by the waves, snorkeling in crystal-clear waters, or exploring lush landscapes, Hawaii’s climate sets the perfect stage for outdoor escapades.

Year-Round Sunny Weather

Year-round, Hawaii’s tropical climate offers visitors a consistent and delightful range of temperatures between 75-85°F, creating an ideal environment for those seeking sunny adventures throughout the year.

The islands bask in endless sunshine, with occasional short rain showers, especially in the winter, adding a rejuvenating touch to the landscape.

This consistent warmth makes Hawaii the perfect place for outdoor activities like snorkeling, surfing, and swimming in the crystal-clear waters.

The pleasant weather guarantees you can explore the lush landscapes, stunning beaches, and rugged volcanoes without worrying about extreme heat or cold.

Whether hiking through picturesque trails or simply lounging on the beach, Hawaii’s year-round sunny weather sets the stage for an unforgettable vacation.

Versatile Packing Essentials

When preparing for your trip to Hawaii, packing versatile essentials is critical for adapting to the island’s varying weather conditions and ensuring a comfortable and enjoyable experience. Hawaii’s tropical climate means that weather patterns can vary depending on the location and time of day.

To be well-prepared, pack lightweight clothing, swimsuits, sunscreen, sunglasses, and a waterproof phone case for island exploration. Additionally, comfortable footwear for hiking and beach activities and a light jacket for cooler evenings or higher elevations are essential items to have.

Don’t forget to bring a compact daypack for excursions, a reusable water bottle for hydration, insect repellent, a hat for sun protection, and a camera or smartphone to capture stunning landscapes.

Outdoor Activities Galore

As you step into Hawaii’s world of outdoor activities, be prepared to immerse yourself in a world where the ideal climate beckons you to explore year-round adventures under the sun.

• Trekking: Discover lush rainforests, volcanic landscapes, and breathtaking views along Hawaii’s extensive network of hiking trails.
• Snorkeling and Surfing: Plunge into crystal-clear waters teeming with colorful marine life or catch some waves at world-renowned surf spots.
• Swimming: Whether in the ocean, a hidden waterfall pool, or a calm bay, the options for refreshing swims are endless.

With an average temperature of 80°F (27°C) and diverse landscapes, Hawaii offers something for the whole family to enjoy, from ziplining and horseback riding to whale watching and golfing in stunning natural surroundings.

Tourist Crowds and Costs

Prepare to navigate through the bustling crowds and heightened costs often accompanying a Hawaii vacation. The beautiful islands attract many tourists, especially during peak seasons like summer and holidays, resulting in long lines at popular attractions and crowded beaches. This influx of visitors can drive up prices for accommodations, activities, and dining, making it essential to plan and book in advance to avoid last-minute expenses. Parking lots at popular sites can fill up quickly, so consider using public transportation or arriving early to secure a spot.

To manage costs, consider visiting during the shoulder seasons or off-peak times when prices are lower and the crowds are less overwhelming. Flexibility with travel dates and exploring off-the-beaten-path locations can also help reduce expenses and provide a more authentic experience. You can make the most of your Hawaii vacation without breaking the bank by being strategic in your planning and willing to venture beyond the tourist hotspots.

Environmental Impact and Sustainability

Amidst Hawaii’s stunning landscapes and vibrant culture, the environmental impact and sustainability efforts are essential in preserving the islands’ natural beauty and biodiversity. When considering the environmental impact of your Hawaii vacation, it’s critical to acknowledge the following:

• Coral Reef Degradation: Hawaii faces challenges like coral reef degradation due to climate change and pollution, impacting the marine ecosystems essential to the islands’ biodiversity.
• Conservation of Native Species: Efforts are in place to protect native species, such as the Hawaiian monk seal and the nene goose, ensuring their survival for future generations.
• Renewable Energy Initiatives: Hawaii is working on reducing its dependence on fossil fuels through renewable energy initiatives, promoting a greener and more sustainable tourism industry that benefits visitors and locals.

Frequently Asked Questions

What are the pros and cons of hawaii.

When considering a Hawaii vacation, you’ll find many beach activities to enjoy, from snorkeling to relaxing on sandy shores. However, be prepared for high costs and the challenge of juggling time on different islands.

What Is the Argument Against Tourism in Hawaii?

Some argue that tourism in Hawaii has an excessive environmental impact. Locals worry about overdevelopment, cultural exploitation, and strain on natural resources. They push for sustainable practices that honor the land and traditions.

What Is the Hawaiian Attitude Towards Tourists?

In Hawaii, locals embrace tourists with warmth and hospitality, embodying the aloha spirit. Understanding and respecting local customs and culture is critical. By fostering positive connections and practicing responsible tourism, you can enhance your experience from a regional perspective.

How to Be a Tourist in Hawaii Ethically?

To be a tourist in Hawaii ethically, support local businesses by buying handmade souvenirs. Engage in sustainable tourism by respecting local traditions, minimizing environmental impact, and educating yourself about Hawaiian culture. Remember, your actions shape the experience for all.

As you weigh the options for your Hawaii vacation, remember that each path offers unique rewards and challenges. Whether you choose the efficiency of a cruise or the flexibility of exploring by land, the islands’ beauty and culture await you.

Like a vibrant tapestry woven with threads of adventure and relaxation, Hawaii beckons you to immerse yourself in its colorful embrace and create memories that will last a lifetime.

So go forth and discover the paradise that awaits you!

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Here’s Why It’s So Hard To Reshape Hawaii’s Tourism Industry

As recently as early 2020, before COVID-19 wrecked the state’s economy, Hawaii was grappling with a problem much different from today’s economic challenges. The question then was what to do about ever-growing hordes of tourists.

The 250,000 visitors in Hawaii each day equaled nearly a fifth of the state’s population. And residents’ attitudes toward them were plummeting, as visitors took over beaches, hiking trails and homes in neighborhoods that had become meccas for vacation rentals.

Then the virus struck. Tourism shut down under orders from Gov. David Ige. And resident sentiment toward the industry only worsened.

By late 2020, 57% of residents who responded to  a Hawaii Tourism Authority survey in September and October completely or strongly agreed that Hawaii was too dependent on tourism, up from 37% in 2019. Almost a third completely or strongly disagreed that their “island is run for tourists at expense of local people.”

Hawaii Sen. Glenn Wakai echoed others calling for change recently when he expressed frustration about the Hawaii Tourism Authority’s inability to get much traction remaking tourism in the islands during the shutdown.

“We wasted a year,” said Wakai, who heads the Senate Energy, Economic Development and Tourism Committee. “They only have vague generalities. They did nothing to reimagine tourism.”

The tourism authority’s president and chief executive, John DeFries, said the agency has made strides in planning to reshape tourism. He pointed, for example, to a series of destination management plans the agency has crafted , with public input, for Maui, Kauai and the Big Island. A report for Oahu is expected to be finished this summer, he said.

Regardless of what eventually comes from HTA’s work, one thing is hard to dispute — if reshaping tourism is a challenge, doing so during a pandemic is especially hard. One reason policymakers don’t want to make changes that may jeopardize the industry’s recovery: Hawaii needs jobs.

“If you don’t want visitors to come back, it’s the same as not wanting your neighbor to have a job,” said Carl Bonham, executive director of the University of Hawaii Economic Research Organization.

Even if it were possible to reimagine tourism, Bonham said, now isn’t the time.

“The whole idea that you could somehow or other, over the course of less than a year, live with an economy with 20 or 30% fewer visitors and have the same number of jobs was never realistic,” Bonham said. “In the short term, and that could be two or three years, it’s all about tourism in terms of getting people back to work.”

Agreements With Vacation Platforms Gather Dust

But even where jobs aren’t an issue, change hasn’t happened.

In some cases, dealing with the pandemic has simply consumed the attention of government officials and business executives to a point that other initiatives have languished. A stalled effort to crack down on unpermitted vacation rentals is a case in point.

Few tourism reforms should have been easier to implement during the pandemic, especially for Honolulu. The issue has support from a rare coalition that includes hotel executives, labor unions, housing advocates and neighborhood groups united against the vacation rentals.

However, property owners and investors see vacation rentals as a way for average folks and small investors to make money from Hawaii’s tourism industry and want more to be legalized.

Critics say illegal vacation rentals bring unwanted tourists into residential neighborhoods, take away housing for residents, and undermine governmental attempts to limit the number of tourists through land-use restrictions. Even tourism executives who benefitted from the recent explosion of tourists from about 8 million annually to more than 10 million in 2019 have said the boom was made possible by the proliferation of illegal vacation rentals .

In November, after years of sometimes acrimonious debate, Honolulu forged agreements with the major vacation rental platforms, Airbnb and VRBO owner Expedia. The agreements require property owners to include property locations on property listings , which would allow officials to determine whether a property was operating legally.

But Honolulu’s city government still hasn’t adopted administrative rules and other steps needed to put the agreement into effect, said Curtis Lum, a spokesman for Honolulu’s Department of Planning and Permitting.

Honolulu also has postponed any action at least until August, he said, which means an expected surge in summer travelers will likely be able to come back into the residential neighborhoods.

Kekoa McClellan, Hawaii spokesman for the American Hotel and Lodging Association, acknowledged that during the early days of the pandemic, the industry shifted its attention away from the short-term rental issue to creating safety policies and procedures for hotels. In that context, he said, it’s understandable that Mayor Rick Blangiardi’s administration also pivoted to dealing with the pandemic and deferred implementing the Airbnb agreement.

“I think they’re committed to it,” he said. “But everybody has only so much bandwith.”

Blangiardi’s office did not respond to an interview request.

Still other efforts are hindered by a lack of common ground and implementation challenges. Consider a proposal to reserve some recreation areas for residents on weekends. The idea has the support of DeFries, Ige and Mike McCartney, director of the Hawaii Department of Business, Economic Development and Tourism. All three discussed the idea last week on the Honolulu Star-Advertiser’s “Spotlight” program.

But implementing such a policy is another issue. Dan Dennison, a spokesman for the Department of Land and Natural Resources, said in an email that the agency has not begun developing such a policy.

Laura Thielen, a former DLNR chair who is now director of the Honolulu Department of Parks and Recreation, said it would be nearly impossible to keep people out of most recreation areas. For instance, she said, even trails with seemingly limited access at trailheads can often be reached from other approaches.

Exceptions could be places like the state’s Diamond Head Monument and Hanauma Bay, which is co-managed by the state and city and county.

But she said such a major change should go to the City Council and involve ample opportunities for public testimony. And it’s almost certain that tourism executives would come out against locals-only parks, beaches and trails, even for a day or two per week.

“I have concerns about that kind of policy: a locals-only policy,” said Mufi Hannemann, a former Honolulu mayor who is now president and chief executive of the Hawaii Lodging and Tourism Association.

If the reef in a place like Hanauma Bay needs a break from the crush of visitors, a solution would be to close it to everyone, he said. “Just to give a blanket, locals-only policy: I don’t think that sends the right message.”

Political Process Often Favors Inaction

The political process is also a major obstacle to overhauling tourism since it often favors the status quo. Even modest changes with powerful political support have trouble.

One of Hawaii’s most powerful lawmakers promoted  a bill that would have imposed a so-called “green fee” on travelers to offset the environmental impacts of tourism. While destinations like Palau and Bhutan charge such fees , Hawaii doesn’t.

Sen. Donovan Dela Cruz, chair of the Senate Ways and Means Committee, sought to change that. His proposed $20 per person fee – arguably modest compared to Palau’s $100 fee – would fund conservation jobs to manage Hawaii’s natural resources.

The measure sailed through the Senate but stalled in the House without a hearing , following  opposition from business and tourism organizations . The bill is technically still alive and could be picked up again during the 2022 legislative session.

Jack Kittinger, who runs the Hawaii office of the nonprofit Conservation International, has extensively studied ways to cover the cost of conservation efforts in Hawaii .

Kittinger said travelers have shown a willingness to pay for a COVID-19 test to come to Hawaii, as required by Hawaii’s Safe Travels program. This, he said, shows visitors would be willing to pay a smaller fee.

“You want a willingness-to-pay study?” he said. “You’ve got it. It exists.”

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Tourism Takes A Toll on Native Hawaiians, But Here’s How You Can Help

Enlightened entrepreneurs and activists seek to make tourists more aware and responsible.

(CNN) -- The Hawaii most tourists see is one of azure waters and towering resorts, of “aloha” and “ohana,” and “hula.”

But as it exists now, the powerful tourism industry dictates the lives of Native Hawaiians, often for the worse, said Kyle Kajihiro, a lecturer at the University of Hawaii at Mānoa and activist for the rights of Native Hawaiians.

The tourism industry in  Hawaii  powers its state revenue, but that reliance on tourism has resulted in Native Hawaiians getting priced out of their homes, climate change wreaking havoc on the natural landscape, and a lack of respect for the 50th state that is also the ancestral land of more than half a million people.

“I think that it is too easy for people to visit places like Hawaii,” Kajihiro said. “It conditions visitors to feel entitled.”

The industry must change to improve the futures of Native Hawaiians, Kajihiro told  CNN . He’s one of several residents who have worked to educate visitors and return some elements of Hawaiian culture to the people from whom it originated. If visitors to Hawaii decenter themselves and instead take with them respect and a willingness to learn -- or choose not to visit at all -- then Hawaii may be preserved for the people who have called it home for centuries, activists say.

For many residents, living in Hawaii is no vacation

Tourism is Hawaii’s largest single source of private capital, per the  Hawaii Tourism Authority . Even amid the Covid-19 pandemic, it remains incredibly lucrative: In April alone, visitors to Hawaii spent over $1 billion in the islands, according to a state  report  marking the recovery of tourism since the start of the Covid-19 pandemic.

But what’s profitable for Hawaii’s economy can negatively impact the lives of Native Hawaiians and yearlong residents. To combat drought conditions, residents last year were  asked  to reduce their water consumption or face a fine while large resorts continued to use far more water. There are millions more annual visitors than there are permanent residents – in  2021, there were more than 6.7 million visitors  compared to  1.4 million residents  – which can cause carbon emissions to surge and overuse of its beaches, hiking trails, and other natural wonders. Hawaii has even been called the “ extinction capital of the world ” for the number of species who’ve gone extinct or are at high risk of dying out.

It also has the highest cost of living in the nation, partly due to the state having to import around 90 percent of its goods. Its housing market is one of the most expensive in the country, ProPublica and the  Honolulu Star-Advertiser   reported  in 2020, and with a large demand for land and a limited amount of it, Native Hawaiians can spend decades waiting to reclaim ancestral land, leading some to move from the islands.

“Tourism normalizes and conceals the current dystopian reality experienced by many Kānaka Maoli and the poor immigrant communities in Hawaii,” Kajihiro told  CNN . (Kānaka Maoli is the Hawaiian-language term for Native Hawaiians.)

To empower Native Hawaiians and return some of their rights, the tourism industry needs to change, beginning with its ethos, Kajihiro said.

‘DeTours’ show the real history of Hawaii beyond the beach

In an effort to reclaim the histories of Hawaii and educate residents and visitors about the impacts of colonization, militarization, and tourism, Kajihiro created the Hawai’i DeTour Project. The program, which he runs with lifelong activist Terrilee Kekoʻolani, aims to “interject a more critical historical account of Hawaii” in hopes that it’ll start conversations about social responsibility and create solidarity with social justice and environmental activist efforts in Hawaii.

Kajihiro leads DeTours to locations like downtown Honolulu to discuss Hawaii’s former sovereignty; to Iolani Palace, where the US supported a White settler-led coup against Queen Lili’uokalani; to military landmarks like the Pearl Harbor memorial to discuss American efforts to transform parts of Hawaii into military strongholds.

Though Kajihiro doesn’t advertise his services, visitors are increasingly seeking them out. While he prioritizes educational and political groups that can help create change locally, he has seen both residents and visitors on his tours, some of whom go on to become involved in the causes he highlights.

“I guess it could be seen as a good sign that people want to learn and be more responsible as travelers,” he said. “But there are also many people who simply want the novelty of a ‘reality’ tour or seek to assuage their guilt by doing a more ‘socially responsible’ tourism. I'm not interested in giving people permission to visit Hawaii guilt-free.”

One way to support Native Hawaiians is to not visit at all, some say

Two educators in Hawaii borrowed the name of Kajihiro’s operation for their book, which also shares his principles.  Detours: A Decolonial Guide to Hawai’i , co-edited by Vernadette Gonzalez and Hōkūlani Aikau, is no ordinary guidebook – it’s a call to action.

The book is designed to educate readers about Hawaii’s past and present and the negative impacts of colonization, militarization, and tourism. Even if readers never make it to Hawaii, the stories transport them to some of the sites Kajihiro leads his groups to. In the introduction to the book, Gonzalez and Aikau write that not all readers will be “invited or allowed to go to all of the places that are described,” and some locales were left out entirely because they’re “not meant for outsiders.”

Many tourists’ relationship to Hawaii is an extractive one, Gonzalez and Aikau write, and that relationship must shift to one of support if the Hawaii tourists know and the Hawaii its residents live in are to continue to exist. Even better, they write, would be choosing not to vacation in Hawaii at all.

“Sometimes the best way to support decolonization and Kanaka ‘Ōiwi (Native Hawaiian) resurgence is to not come as a tourist to our home,” the editors write.

Improving tourism begins with respect for the islands and Native Hawaiians

Of course, there will always be tourists in Hawaii as long as it remains the islands’ top industry, and as long as its beaches beckon to guests with deep pockets. The nonprofit Sustainable Tourism Association of Hawaii connects tourists with local attractions that emphasize cultural and environmental responsibility. The Coconut Traveler, a travel company created by Debbie Misajon, the granddaughter of Filipino immigrants who moved to Hawaii to work on sugarcane plantations, is aimed at wealthy guests and charges a responsible tourism fee, 100 percent of which goes to local organizations that work to sustain Hawaii’s natural beauty. Recentering the focus of a trip to Hawaii from the guest to the island and its residents might lighten the footprint a tourist leaves there, Misajon told CNN.

“I'm all for coming and enjoying the islands, but (I) encourage people to find ways to be part of the solution,” Misajon said. “It might be trite, but spend your money locally.”

Making fundamental changes to the tourism industry should begin with returning rights to Native Hawaiians and letting them decide how they want their culture to be shared and consumed, if at all, Kajihiro said. There’s already a model of this in New Zealand, where the Māori people have control over how their culture is represented and experienced by tourists, he said, with an emphasis on mutual respect.

“Let’s abolish the word ‘tourism,’” Kajihiro said. “The very term privileges the consumer, the act of consuming places, and the transactional relationship.”

Instead, he said, visitors should “rethink travel as entering someone else’s home.” Someone who’s a guest at someone else’s home may bring a gift with them or express their gratitude to their host in other ways, he said.

“As a visitor, you have the burden to learn, act responsibly, not be a burden and respect your hosts,” Kajihiro said.

The-CNN-Wire ™ & © 2022 Cable News Network, Inc., a Warner Bros. Discovery Company. All rights reserved.

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Hawaii Is a Paradise, but Whose?

A growing number of Hawaiians say that tourism isn’t working for them. Here’s how they are trying to change it.

By Tariro Mzezewa

Locals in Oahu know that the best way to get from Waikiki’s crowded beaches to the cool North Shore is to drive along the island’s eastern coast. The road is framed by mountains, ocean and greenery so lush and beautiful, it’s hard to focus the eye on one place for too long, for fear of missing the next scenic attraction.

On a recent trip along the route, something else stood out: the upside down Hawaiian flags flying at almost every stop.

The flag, which has the union jack in the bottom left corner, instead of the usual top left, hung in storefronts in Waikiki and was printed on T-shirts in Waimanalo, it was stuck on the bumpers of passing cars in Kailua and flying from the backs of trucks in Kahuku and other towns on the North Shore.

The flag has become a symbol of solidarity among Hawaiians who oppose the construction of a large new telescope on Mauna Kea, on the island of Hawaii . Mauna Kea, at 32,000 feet from seafloor to summit, and with 13,796 feet above sea level, is one of the best places in the northern hemisphere, if not the world, to observe the cosmos, experts say. The telescope’s proponents say that it will bring hundreds of jobs to the island and advance humanity’s study of space.

But it has faced fierce resistance from some native Hawaiians for whom Mauna Kea is sacred ground and a place of roots, and their allies. Opponents of the telescope say they are tired of having their land taken for purposes that benefit others and for the often elusive promise of jobs that fail to deliver in terms of numbers or a living wage.

“The struggle at Mauna Kea right now is one of the biggest issues that has realigned many cultural political relationships in Hawaii,” said Kyle Kajihiro, an activist and lecturer at the University of Hawaii at Manoa. “It’s really quite an amazing emergence of Hawaiian activism of cultural awareness.”

The battle over the telescope has revealed fissures that have long existed in Hawaii, a place that is all but synonymous with tourism — the most-popular destination for honeymoons in the United States and a bucket-list perennial. The fight has inspired actions around the islands, all relating to how land is used and who benefits from it.

The spirit of protest is most visible in Oahu, where in Kahuku demonstrators have spent the last several months fighting the construction of eight wind turbines, each standing at 568 feet — taller than the tallest skyscraper in Honolulu. Protesters say the turbines will have adverse long term health effects on the population. The company building them says there is no evidence to support those claims and promises to bring jobs to the area. More than 160 people have been arrested there.

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In southeast Oahu, in September, 28 people were arrested trying to block the building of a park and recreation center in Waimanalo, a largely agricultural town. The developers behind the center say it will bring jobs and create a new community space, but opponents fear it will be a magnet for tourists and will destroy the forest and beach used by locals.

In Honolulu, in May, Hilton employees protested, demanding a better contract and job protections. In July, hotel employees went on strike to protest what they said were low wages and the firing of 45 workers by Diamond Resorts, an operator of multiple properties in the United States and Europe. The company said it would turn one of its hotels into a timeshare resort, which requires fewer workers than a traditional hotel.

“We value our dedicated team members at The Modern Honolulu and we were pleased to reach a contract agreement that includes a significant pay increase,” a spokesman for Diamond said. “We are continuing our planned efforts to convert the property into a world-class vacation ownership resort.”

Most people in Hawaii, especially in the tourism industry work more than one job to barely get by, said Bryant de Venecia, communications organizer for the workers’ union, Unite Here Local 5, which represents resort workers.

“Mauna Kea has lit a fire for Hawaiians who are tired of watching their land, resources and work be used at the expense of their well-being,” he said.

Hawaii is the most expensive state to live in, according to the 2018 Annual Average Cost of Living Index by the Council for Community and Economic Research. Groceries, for example, cost 60 percent more than the national average.

“People are tired of being decorative — Hawaiians as well as people who live in Hawaii,” said Maile Meyer, who owns Nā Mea Hawai’i , a bookstore in Honolulu that sells products from smaller local makers. “Y ou’re seeing a phenomenon of natives gathering again and completely finding our way back to each other as part of the solution.”

Jobs aren’t enough

A common thread between these protests is that they are being led by locals. They say that since Europeans first arrived in the 18th century, Hawaiian land has been taken and misused by non-Hawaiians, and often to the detriment of Hawaiians and their traditions. The endeavors that have sparked these recent protests all promise jobs, just as tourism and defense have in the past.

But perhaps for the first time in recent Hawaiian history, natives and locals are saying the quality of these jobs is not good enough.

“We’re having to move away from quantity to quality,” said Laurien Baird Hokuli’i Helfrich-Nuss, the founder of Conscious Concepts , a company that works with local organizations on sustainable tourism initiatives. “Now that local people are getting more agency, they are learning more, going into a more curious space of saying ‘It’s great that this company is providing jobs, but what kind of jobs are they? Are they good jobs? Are they paying a livable wage?”

Tourism is the biggest driver of Hawaii’s economy, accounting for 21 percent of jobs. Nearly 10 million people visited the state in 2018 and in 2019, guest arrivals were expected to surpass that number, hitting a record high. And although more people are visiting Hawaii, they are spending less there.

Locals say that resorts are often owned and run by non-Hawaiians, with Hawaiian people employed in the lower-paying service jobs, and that development often benefits outsiders at the expense of native and local well-being.

“There historically hasn’t been enough consideration for how tourism and tourists can contribute to making life sustainable and really livable for the locals who serve them here,” Mr. de Venecia said.

More than a “play land”

The feeling of escape — of fleeing to a nearby paradise with stunning beaches and luxurious resorts — has long been Hawaii’s appeal to the traveling public. While the hottest trends in travel now are the search for authenticity and ways to experience local life, many people who visit Hawaii are looking to get away from daily life. They come to sit on the beach and drink a matai without thinking about much else. Their interaction with local culture is often limited to watching a hula show at the hotel luau.

“We realized a lot of folks who would visit us who would normally have more consciousness about history and social justice concerns seem to turn off that part of their brain when they think about Hawaii,” Mr. Kajihiro, the activist and lecturer, said, adding that people treat the islands as a “play land.”

But this decision to turn off their brains is hurting Hawaii and Hawaiians, he said.

While working for the American Friends Service Committee, the Quaker peace and justice organization, Mr. Kajihiro and his colleague Terrilee Kekoʻolani studied the environmental and social effects of colonization, militarization and overdevelopment of Hawaii. They learned that tourism was one of the industries with some of the most damaging effects on Oahu, he said, citing overcrowding, a higher cost of living and higher prices for goods.

The pair began offering alternative tours of the island, which they call DeTours, in 2004 and have seen increased interest in recent years. Their work was included in the recently published Duke University Press book “ Detours: A Decolonial Guide to Hawaii, ” a collection of essays, interviews and family histories about ethical and contextualized tourism in the islands edited by Hokulani K. Aikau and Vernadette Vicuña González.

The tours are given to groups of people who want to learn about Hawaii from the perspective of local Hawaiians. They include a deep history on the ways military life is hidden across the island. During a typical tour, guests go to Iolani Palace, the Hawaiian royal residence, then to Chinatown and some of the old neighborhoods where new immigrants to Hawaii traditionally settled. The next stop is usually Fort Shafter, the headquarters of the United States Army Pacific; then Camp Smith, but the main part of the tour is Ke Awalau o Puʻuloa — Pearl Harbor.

During a DeTours of Pearl Harbor, Mr. Kajihiro pauses in the “Oahu court” between the Pearl Harbor galleries and the museum and asks guests to look at the placards in the hallway. At the placard that says, “The Hawaiian Kingdom was overthrown in 1893,” he explains that this one sentence has been controversial with the United States government because it acknowledges the government-backed overthrow of Queen Lili’uokolani, which unsettles American claims to Hawaii. In the museum’s Attack Gallery, Mr. Kajihiro points to a small image of the Hono’uli’uli internment camp where Japanese people were held during World War II and uses it as a jumping-off point for a conversation about immigration and civil rights.

“People already come here with so many images and ideas about what Hawaii is that it’s really hard for them to see something different, so that’s why we started calling our work ‘DeTours,” Mr. Kajihiro said. “To swerve off the path that most people are going to see or understand and consume and shake it up by raising some more critical perspectives and introducing a lot of historical facts that are not so pleasant.”

A new type of tourism

The DeTours team is part of a movement looking to change what tourism means in Hawaii. Ms. Nuss, of Conscious Concepts, is originally from Oahu and returned in 2009 after working in hospitality in the Caribbean, New York, Miami and other places on the United States mainland.

“ I came home seeing something happening in Hawaii that I didn’t see when I left,” she said. “My generation was stepping into their leadership roles and doing it differently, reconnecting for a movement back to the land.”

But she quickly realized that what many companies were doing didn’t align with her vision for supporting tourism while ensuring the well-being of overworked Hawaiians.

In 2015, Ms. Nuss created her company to find ways to support Hawaiian businesses function sustainably while also remaining a key part of the most important sector in Oahu — tourism. Ms. Nuss has worked with farms, artists and nonprofit organizations to change their offerings so they can appeal to tourists, while still benefiting Hawaiians. A farm hoping to attract tourists to volunteer might turn to her to figure out the best ways to reach them. She described her work with as “consciously creating experiences for travelers and opportunities for locals.”

“I had a realization about how our tourism industry is presently run, which is coming from the commodification of culture,” she said. “I realized what was happening in my communities and the value systems that were driving it were contradictory to the form of tourism that I was being a part of.”

To give tourists a more authentic experience of “the real Hawaii,” the artists Roxy and Matt Ortiz, invite them into their studio in the Kaka’ako district of Honolulu. The couple is known for their elaborate murals of fanciful tree houses, which they create under the name Wooden Wave .

“When people come see us work, it gives them a totally different way to experience Hawaii,” Ms. Ortiz said. “And it’s a fun way for us to give tourists a different experience than they usually see in those brochures.”

In these studio visits, guests can see the couple’s work in progress, but also learn about ahupua’a, the ancient system of land division, in which the island was separated into slices, each slice running from the top of the local mountain to the shore. During the visit, Mr. Ortiz explains that each ahupua’a included forest area up high and a cultivated area below, and depending on the politics and economy of each ahupua’a, its size was different from another.

Mr. Ortiz said that even the slightest opportunity for tourists to think about how water and land have always worked together and why they hold importance to Hawaiians can encourage them to be more thoughtful when interacting with locals and the land and sea while visiting.

“When people have some of the history and context they can appreciate the art more and they can experience the island in a more meaningful way,” he said.

Another way tourists can learn about the land and engage with locals is by visiting a local farm like Kahumana Farm in Waianae on the west side of Oahu.

In November, Chloe Anderson, a therapist and teacher in California, visited the farm and stayed for four of her six days in Oahu. There she shared a room with others, did yoga, learned about the produce grown and cooked on the farm and generally felt like she got a more meaningful experience than she would have at a luxury resort, removed from daily Hawaiian life.

“We had like three or four different activities we would do every day,” she said. “But so many things were based off the farm and at the farm. We still had the experience of being a tourist in Hawaii and going on hikes and beach excursions, but also of experiencing something more.”

Some business owners are committed to staying in the tourism sector, and are trying to be as environmentally friendly as possible.

“I don’t think it’s reasonable to expect that people just won’t work in the main industry there is and I don’t think Hawaiians want to stop tourism altogether, but we are all working to find ways of doing it responsibly and thoughtfully,” said Shane Hiroshi Gibler, who co-owns Royal Hawaiian Catamaran , which is based in Honolulu and offers snorkel tours, sunset cruises and private charters.

On Mr. Gibler’s boat, guests are asked not to bring any plastic and recycling is available aboard. Mr. Gibler educates guests an education about fishing, food and the importance of the ocean and the land to Hawaiians. The Royal Catamaran team regularly gathers people to clean up the shoreline and has been working with the Surfrider Foundation to remove ghost nets — fishing nets that have been lost or left behind by fishing boats — from reefs or the ocean.

The idea, one echoed by Mr. Kajihiro, is to encourage tourists to think about how they can leave their resort, even for one day of their trip, and contribute to the place they are visiting.

“The point is to make folks more responsible when they come here and to interrogate this notion that Hawaii is somehow a place for them,” Mr. Kajihiro said. “If you are thinking about coming here, ask yourself: Who are you in relation to this place? Are you bringing something that will be of value to the host, the people who live here? What will be your impact and your legacy be?”

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An earlier version of this article misstated the cost of groceries in Hawaii. They cost 60 percent more than the national average, not more than 60 percent of the national average.

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Tariro Mzezewa is a travel reporter at The New York Times.  More about Tariro Mzezewa

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Pros and Cons of Tourism in Hawaii

Jordon Layne

Founder of Luxwisp – Protector of the wallet. (Don’t tell anyone it is in my pocket) – Bachelor’s degree in Biological Sciences

The discourse surrounding the impact of tourism in Hawaii presents a multifaceted analysis, encompassing both its undeniable contributions to economic prosperity and its potential pitfalls. As the industry flourishes, creating job opportunities and promoting cultural exchange, it simultaneously grapples with the challenges of environmental sustainability, the preservation of cultural heritage, and the well-being of local communities.

This dichotomy prompts a deeper examination of how Hawaii can navigate the complexities of tourism to foster an equitable balance between economic growth and the stewardship of its unique natural and cultural resources. The ensuing discussion invites a thoughtful exploration into achieving this equilibrium.

Table of Contents

Key Takeaways

• Tourism significantly boosts Hawaii's economy, contributing around 20% to its GDP.
• Natural attractions draw visitors, but tourism poses threats to marine ecosystems and coral reefs.
• Cultural exchange enriches experiences, yet commercialization harms traditional Hawaiian practices.
• Overcrowding and high living costs impact locals, highlighting the need for sustainable tourism practices.

Economic Boon

Tourism stands as Hawaii's most significant economic driver, contributing approximately 20% to the state's total economy and underscoring its crucial role in sustaining local livelihoods and revenue streams. The industry's immense contribution is not merely a statistic; it reflects the vibrant interaction between Hawaii's natural beauty and cultural heritage with global visitors. In 2019 alone, visitor spending reached an impressive $17.75 billion, illustrating the financial boon tourism brings to the islands. This expenditure supports approximately 216,000 jobs, highlighting tourism's pivotal role in employment and community welfare.

The annual influx of nearly $20 billion into Hawaii's economy from tourism underscores the sector's indispensability in generating revenue. This financial injection is vital for the state's infrastructure development, healthcare, education, and other essential services, benefiting residents and visitors alike. However, the reliance on tourism also exposes the state to vulnerabilities, particularly evident when slow growth in tourism leads to job cuts in businesses. This scenario reveals the fine balance Hawaii must manage between leveraging tourism for economic benefit and ensuring resilience against fluctuations in global travel trends.

Natural Wonders

Hawaii's landscape, a tapestry of majestic volcanoes, enchanting waterfalls, and lush rainforests, positions the state as a premier destination for those seeking to explore natural wonders. The islands are home to iconic formations such as Kilauea and Mauna Loa, volcanoes that offer visitors a glimpse into the powerful geological processes that shape our planet. Kauai, often referred to as the 'Garden Isle,' exemplifies the state's stunning beauty with its diverse landscapes ranging from verdant rainforests to dramatic cliffs.

The allure of Hawaii extends beyond its terrestrial marvels to include world-renowned beaches like Waikiki and Lanikai. These sandy retreats offer more than just sunbathing opportunities; they are gateways to exploring vibrant coral reefs and crystal-clear waters teeming with a rich marine ecosystem. The active lava flows of Kilauea and the lush foliage of the Na Pali Coast further underscore the islands' unique appeal, providing unforgettable experiences for nature enthusiasts.

Cultural Exchange

Cultural exchange in Hawaii offers a nuanced aspect of tourism by fostering an environment where visitors and native Hawaiians can share and learn from each other's traditions and values. This interaction not only enhances tourists' understanding of Hawaiian culture but also poses challenges, including the potential disruption of traditional practices.

The balance between promoting cultural appreciation and preserving indigenous customs is a critical point of consideration in assessing the impacts of tourism on the island's cultural heritage.

Enhancing Local Understanding

Engaging in cultural activities, such as hula dancing and lei making, not only enriches the visitor experience but also plays a crucial role in the preservation and celebration of Hawaiian traditions. These interactions foster a mutual understanding and appreciation between tourists and local communities, enhancing the visitors' connection to Hawaii's rich cultural heritage.

Learning about traditional practices, like taro farming and ukulele playing, tourists gain insights into the values, beliefs, and customs of native Hawaiians. Supporting local initiatives and businesses focused on preserving Hawaiian culture not only creates meaningful interactions but also promotes cultural exchange. This approach to tourism ensures that cultural learning is not a one-way street but a shared journey that benefits both visitors and locals alike.

Traditional Practices Disruption

The commercialization of tourism has led to the disruption of traditional Hawaiian practices, compromising the authenticity of cultural exchanges between locals and visitors. This disruption not only affects the portrayal of Hawaiian culture but also its preservation and transmission to future generations.

• Cultural Misrepresentation : Tourist-focused attractions often simplify or alter traditional practices, like hula dancing and lei-making, stripping them of their true cultural significance and turning them into mere entertainment.
• Exploitation of Traditions : The pursuit of profit has led to the commodification of native Hawaiian cultural exchanges, exploiting them for tourist consumption rather than respecting their intrinsic value.
• Distortion of Significance : Commercialized luaus and cultural performances can mislead visitors about the authentic meanings and traditions behind these practices, undermining the integrity of Hawaii's cultural heritage.

Environmental Impact

The environmental impact of tourism in Hawaii raises significant concerns. Particularly, issues include marine life disruption, habitat degradation, and waste management challenges.

The influx of tourists contributes to the disturbance of marine ecosystems and the destruction of natural habitats, essential for the survival of native species. Additionally, the inability to effectively manage waste produced by tourism activities exacerbates the threat to Hawaii's environment, necessitating urgent attention and action.

Marine Life Disruption

Tourism in Hawaii has significantly disrupted marine life, leading to negative impacts on native wildlife and ecosystems. The allure of Hawaii's pristine waters and diverse marine inhabitants has attracted millions of visitors annually, but at a cost that is increasingly becoming apparent.

• Pollution Challenges : The influx of tourists contributes to pollution, from waste to harmful sunscreen ingredients, threatening the health of marine ecosystems.
• Disruption from Marine Tours : Activities like feeding and harassing fish during marine tours change the natural behavior of marine species, undermining the ecological balance.
• Coral Reef Degradation : Stress on coral reefs from tourism-related activities is causing significant damage, affecting not only the coral's health but also the biodiversity it supports, leading to a diminishing marine life habitat.

These factors collectively underscore the urgent need for sustainable tourism practices to mitigate the adverse effects on Hawaii's marine life.

Habitat Degradation

Amid Hawaii's natural beauty, habitat degradation emerges as a pressing concern, driven largely by the environmental impact of tourism. The allure of the islands has led to significant deforestation and land development, threatening Hawaii's unique ecosystems.

Construction of tourist infrastructure, including resorts and hotels, has resulted in considerable habitat loss, especially in high traffic areas, severely impacting native wildlife populations. Moreover, pollution from tourism activities, such as improper waste disposal and runoff, poses a significant threat to marine life and ecosystems, further exacerbating the situation.

This degradation has led to a decline in fish populations, vital for native Hawaiians, highlighting the direct consequences of tourism-related activities like overfishing and habitat destruction on the islands' delicate ecosystems and endemic species.

Waste Management Challenges

Annually, Hawaii faces the daunting challenge of managing over 3 million tons of solid waste, a considerable portion of which results from the island's bustling tourism sector. This issue not only strains the existing waste management infrastructure but also poses significant environmental threats.

• Inadequate Infrastructure : Many tourist hotspots lack the necessary facilities to handle the increased waste, leading to pollution and harm to marine ecosystems.
• Plastic Pollution : The improper disposal of plastics by tourists exacerbates the degradation of Hawaii's pristine coastal environments, threatening the survival of marine species.
• Landfill Overload : The surge in tourism-related waste, particularly single-use plastics and excessive packaging, intensifies the pressure on landfill capacities and recycling efforts, underscoring the urgent need for sustainable waste management solutions in the face of growing tourist numbers.

Overcrowding Issues

Facing the challenge of millions of visitors each year, Hawaii grapples with significant overcrowding issues that detract from the quality of the tourist experience. The allure of its pristine beaches, lush trails, and vibrant culture draws a vast number of tourists, leading to crowded beaches, congested trails, and long queues, especially during peak seasons. This not only impacts the visitor experience by offering less secluded and authentic encounters with nature and local culture but also places a considerable strain on accommodations, dining options, and local resources.

The surge of tourists during peak times exacerbates the problem, making it hard for visitors to fully enjoy Hawaii's natural beauty and for residents to go about their daily lives without disruption. The high volume of tourists underscores the urgent need for sustainable tourism practices. Implementing measures that manage the flow of visitors can help preserve Hawaii's natural beauty and cultural heritage, ensuring that both tourists and residents can enjoy the islands sustainably. Addressing overcrowding is crucial in maintaining the allure of Hawaii as a premier tourist destination while safeguarding its environmental integrity and cultural richness for future generations.

Cost of Living

How does tourism, celebrated for its economic contributions, paradoxically fuel the high cost of living in Hawaii? The allure of Hawaii's pristine beaches and vibrant culture draws millions of tourists annually, significantly impacting the local economy. However, this influx of visitors has a darker side, particularly when it comes to the cost of living for Hawaii's residents. The tourism industry, while a boon in terms of employment and economic activity, also contributes to making Hawaii one of the most expensive states to live in the United States.

• Housing Market Pressures : The demand for accommodations and properties by tourists and investors drives up housing prices, placing a considerable burden on local residents. Many find it increasingly difficult to afford homes in their own communities.
• High Cost of Imported Goods : With Hawaii's reliance on imported goods, prices are substantially higher than on the mainland. This affects everything from groceries to gasoline, further straining the budgets of local families.
• Lower-Paying Tourism Jobs : Despite the plethora of jobs generated by the tourism sector, many of these positions offer relatively low wages. This disparity makes it challenging for workers in the tourism industry to cope with the high cost of living, despite being a critical part of the economy driving these costs.

Preserving Tradition

In Hawaii, the rapid development of tourism infrastructure poses a significant threat to the preservation of native Hawaiian traditions and cultural heritage. Native Hawaiians find themselves in a constant struggle to maintain their traditional practices amidst the ever-growing sprawl of hotels, resorts, and other tourist-oriented facilities. The expansion often results in the destruction of vital aspects of their culture, including traditional taro lands and sacred burial sites, which are bulldozed to make way for new developments.

Resort developments not only encroach upon these culturally significant sites but also pressure the native population to suppress aspects of their traditional lifestyle to conform to what is often a commercialized version of their culture tailored for tourist consumption. This commodification extends to cultural sites that are exploited to attract tourists, with little regard for the profound impact on the indigenous population. The commercialization of Hawaiian culture not only distorts its authenticity but also threatens its very survival, as native Hawaiians are forced to navigate the fine line between preserving their heritage and adapting to the demands of a booming tourism sector.

In conclusion, tourism in Hawaii offers a multifaceted impact, intertwining economic benefits with cultural exposure while simultaneously presenting challenges such as environmental degradation, overcrowding, and an elevated cost of living for local inhabitants.

The sustainability of Hawaii's tourism sector hinges on implementing strategies that balance economic growth with environmental stewardship and cultural preservation.

Ensuring that the islands remain vibrant and inviting for future visitors requires a concerted effort from all stakeholders to address these challenges comprehensively.

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Legislation aims to help tourism recover

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Beachgoers are seen on the sand in Waikiki on Friday, April 26, 2024, in Waikiki. The hotel booking pace for the state is in the red through December, and most months are down by double digits for Maui.

HONOLULU — Hawai‘i’s hotel booking pace is in the red through December, but legislative funding has allowed the Hawai‘i Tourism Authority to support a new multimillion-dollar marketing campaign aimed at U.S. visitors.

The new campaign highlights the local people and places making the Hawaiian Islands an unforgettable destination.

While the Maui fires have created challenges for the visitor industry statewide, other factors also have dampened tourism. They include uncertainty in the U.S. economy, the strength of the dollar against some international currencies, increased competition from other destinations and the community-driven push toward managing rather than growing tourism.

It didn’t help that HTA spent the prior two years defunded by the Legislature and at times fighting not only for money but for its existence. A procurement battle over the awarding of the state’s top U.S. tourism award took energy out of the market.

The importance of the U.S. market to Hawai‘i cannot be understated. In 2023, about 7.42 million visitors came to Hawai‘i from the U.S., which represented about 77 percent of all the visitors that came to Hawai‘i. They spent $15.9 billion, which also was about 77 percent of the $20.7 billion in total visitor spending across all markets.

In the meantime, the Hawai‘i Visitors &Convention Bureau, HTA’s contractor for its top U.S. market, kept running COVID-19-era malama (take care of) Hawai‘i campaigns. Research shows that HVCB’s malama campaigns were effective compared with other campaigns from other destination marketing organizations. Still, industry critics said it grew tired after COVID-19 and the Maui wildfires, and it left some visitors confused about whether Hawai‘i really wanted them to visit.

Now HTA and the messaging in its latest U.S. multi­million dollar marketing campaign is trying to pivot. HTA began the state legislative session tracking 135 measures, including several carryover bills that would have eliminated the organization but have since died.

The agency is now looking to emerge from this session with an appropriation in House Bill 1800 that funds 30 positions and a $63 million recurring budget, ensuring the agency’s funding will continue without specific legislative approval.

Mufi Hannemann, HTA board chairman and Hawai‘i Lodging &Tourism Association president and CEO, said, “This is a significant, significant achievement for HTA and I want to thank all of you that had a part of this. Yes, there were some of us out there leading the charge, but at the end of the day it required all of you to help us make the case to enable us to get $63 million for an operating budget. We’ve gone through two years of being defunded and gone through some very stormy discussions about if we should even exist anymore. All of that is past us, in my opinion.”

The finance bill goes to a full vote this week, but it’s looking good for HTA since conferees from the Senate and House agreed to fund HTA at the higher of the two levels proposed. That funding would allow the agency to support HVCB’s new campaign called The People. The Place. The Hawaiian Islands.

Jay Talwar, HVCB senior vice president of marketing and chief marketing officer, shared the new campaign with the HTA board Thursday. Funding for the new campaign comes out of HVCB’s total U.S. market budget for 2024, which is more than $18.9 million, including phase two of the Maui Marketing Recovery Plan and grant money from the U.S. Economic Development Administration.

HVCB’s total contract from HTA to market the U.S. is nearly $38.4 million for the initial 2-1/2-year term, with an option for one two-year extension.

The contract came after HVCB, the only agency ever to market the U.S. contract for HTA, initially won an award and then lost it to the Council of Native Hawaiian Advancement, whose contract was eventually also rescinded.

Both entities protested, but those protests ended when the HTA board split the contract and awarded the U.S. branding piece to HVCB and awarded CNHA with a stewardship contract that runs across all markets.The compromise ended the distractions and allowed the contractors to respond to new market conditions.

New campaign

HVCB’s new campaign keeps many of the values of the malama campaign, which was evaluated highly by SMARInsights as part of HVCB’s return on investment in 2023.

Alisha Valentine, SMAR­Insights vice president, told the HTA board Thursday that for every marketing dollar spent by HVCB in 2023, about $407 was returned to the state.

“This (return on investment) is 43 percent above average. Post-COVID, the average return on investment for state (destination marketing organizations) is $285,” Valentine said. “However, for state offices with paid media investment over $5 million since 2021, the average ROI is $219, making the return on the 2023 media buy 86 percent higher than the average competitor.”

HVCB’s newest campaign is similar to the malama campaign; however, it shifts from the COVID-19-era tone of telling visitors how to act and instead conveys that caring is expected by having locals and visitors model it.

“You can feel a difference. There’s a welcoming here,” Talwar said as he highlighted images and videos from the campaign. “There are people smiling and happy to see you. We are looking to allow the benefits of tourism to reach a broader part of the community — the chefs, the agricultural producers, the farmers, the fisherman, the ranchers, culturalists, musicians, the lei makers, the fashion designers, the artists. (It’s) a large group of people who need support from tourism to allow them to continue their crafts and their lifestyle here on the islands. They are all coming to life in the campaign.”

On Maui, chef Kyle Kawakami of Maui Fresh Streatery is shown feeding and interacting with residents and visitors against the backdrop of the lush greens of upcountry Maui.

On Oahu, Meleana Estes, author of “Lei Aloha,” shares the cultural significance of the lei.

On Kauai, Hanalei Strings, a small music shop owned by Kirk and Tora Smart and their son Eli Smart, shows the magic of the small island where visitors might walk into the store and have an impromptu jam session, then later run into the participants on the beach.

HTA said additional ambassadors are in the pipeline.

“I actually know most of the ambassadors,” said ‘Iwalani Kuali‘i Kaho‘ohanohano, the HTA senior brand manager who has oversight for the U.S. contract. “It’s really special for me to be able to see them sharing their stories in this capacity in the tourism industry to our market and beyond. That’s what I grew up with. That’s what living in Hawai‘i means to me.”

Keith Vieira, principal of KV &Associates, Hospitality Consulting, who was among the industry reviewers on Wednesday, said overall feedback was positive, and those in attendance liked that the campaign highlighted that each island is a separate and special place and has its own beauty.

However, Vieira said, some industry leaders expressed concern that a long-form video of Maui was too focused on the past fire rather than its current recovery. He said some leaders also wanted to see more of Hawai‘i’s beaches and ocean featured.

Josh Hargrove, general manager of the Westin Maui Resort &Spa, said he loved that the upcountry Maui imagery was lush and green because it counteracts the perception that some people have that all of the Valley Island was on fire. He suggested subsequent campaigns could focus on beaches and waterfalls and other parts of Maui.

“We need visitors to come and realize that Maui is as beautiful as it’s ever been,” Hargrove said.

Hannemann said, “We are listening to their feedback and HVCB is making tweaks.” He said the new campaign is expected to roll out soon to address expected shortfalls in bookings not just on Maui but everywhere.

“We have been hearing from the industry that it is going to be a soft summer, so the sooner we get this kind of messaging out the better that we will be,” he said.

Talwar showed the board a slide of the hotel booking pace for all islands and pointed out that as of April 14, the hotel booking pace for Hawaii this month is in the red by single digits for every month except August up until December. Maui was up slightly for April, but is in the red by double digits well into the first quarter of next year, and West Maui is even worse.

“(The numbers) are consistently negative. So we are really appreciative of what’s been going on with the legislative session and your leadership that allowed us to get the funding. It looks very solid,” he said.

Funding wasn’t HTA’s only legislative win this year.

Senate Bill 3006, which would allow the agency to sell or lease naming rights of the Hawai‘i Convention Center facility, stalled. However, House Bill 2563, which started as a bill to develop a mobile app, was passed out of conference with the naming rights provision. Funding for the mobile app, which HTA supported, was taken out of the bill; however, it now exists in House Bill 1800 so the project can move forward.

Stop funding HTA – Kaua’i cannot handle anymore tourists- so frustrating to go to Poipu beach / all tourists , walking on roads, no parking no beach space,,, so much traffic!!! It is at crisis levels now,,, no more tourists!!!

Brilliant! We have stop-and-go traffic all over Kauai, Oahu, and Maui, and parts of the Big Island, and we need tourism to “recover”? What a joke!

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