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Maui Tourism Shows Robust Recovery: Arrivals and Spending Surge in November 2025

·2 min read·Informational

Executive Summary

Maui's tourism sector continues its strong recovery, with visitor arrivals and spending increasing in November 2025 compared to the previous year. This positive trend underscores the island's resilience and appeal to travelers.

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A stunning humpback whale breaches the ocean surface near Maui, Hawaii, showcasing its power.
Photo by Leif Blessing

Maui's tourism sector displayed continued strength in November 2025, with both visitor arrivals and spending showing increases compared to the same period in 2024. Twenty-seven months after the devastating wildfires of August 8, 2023, the island welcomed 200,823 visitors in November 2025, a 1.5% increase from the 197,803 visitors in November 2024. Maui Now's report highlighted these positive figures, reflecting the ongoing recovery of Maui's tourism-dependent economy.

This increase in visitor numbers is a promising sign for local businesses, as tourism is a major driver of economic activity in Maui. The rise indicates growing confidence in the island as a travel destination and suggests that the efforts to revitalize the tourism infrastructure are paying off. The data likely includes the impact of various events and activities that draw visitors, like the Na Wahine O Ke Kai World Championship canoe race, which in September, utilized Mokulele Airlines, charter flights, ferry and other sea craft, as DBEDT Director James Kunane Tokioka mentioned.

While the specific spending figures for November 2025 are not yet available in the provided source, the trend from previous months suggests that visitor spending is also likely to have increased. Reports from October 2025, for example, revealed that while total arrivals dipped slightly, spending climbed significantly, highlighting the importance of high-value travelers. Maui Now also noted that, For the first 10 months of 2025, total visitor spending was $4.79 billion compared to $4.27 billion (+12.1%) in the first 10 months of 2024.

These positive trends in visitor arrivals and spending offer a reason for hope to Maui's entrepreneurs, investors, and professionals operating in the tourism and hospitality sectors. The resilience of the island and the demonstrated desire of visitors to return provide a solid foundation for continued recovery and growth. As the industry evolves, stakeholders will likely focus on strategies to manage visitor flow responsibly, support local businesses, and ensure the long-term sustainability of Maui tourism.

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