Maui's tourism industry is demonstrating a strong rebound, with key indicators showing significant growth in September 2025, twenty-five months after the devastating wildfires of August 8, 2023. According to Maui Now's report, the island welcomed 184,201 visitors in September 2025, an impressive 11.4% increase compared to the 165,322 visitors in September 2024. Even more encouraging is the surge in visitor spending, which reached $436.4 million in September 2025, a substantial 19.9% increase from $364.1 million during the same period the previous year.
The data underscores the remarkable resilience of Maui's tourism sector and its ability to attract visitors despite the challenges. This recovery is particularly notable given the significant impact of the 2023 wildfires on the island's infrastructure and tourism-related businesses. Beat of Hawaii highlights Maui's recovery compared to Oahu, which is experiencing fewer visitors, suggesting a shift in tourism dynamics within the state. This trend suggests that strategies focused on rebuilding and marketing Maui as a unique destination are proving effective.
From a business perspective, the increase in visitor spending represents a significant opportunity for entrepreneurs and investors in Hawaii. The rise in spending, outpacing the growth in visitor numbers, suggests that Maui is attracting higher-spending tourists. This could be attributed to various factors, including the type of accommodations offered, the experiences available, or a shift in the demographics of visitors. Those businesses focusing on luxury accommodations and high-value experiences may especially benefit from this trend.
Furthermore, the recovery in visitor spending is a positive sign for the broader Hawaiian economy. The Department of Business, Economic Development and Tourism (DBEDT) reported that statewide visitor spending in August 2025 also increased, reflecting an overall trend of growth within the tourism sector. This influx of capital supports local businesses, creates jobs, and contributes to tax revenue, which is crucial for the state's economic stability. Investors in the accommodation, dining, and activity sectors should monitor this trend closely, as it indicates a strong foundation for future growth. The recovery, however, also presents challenges. Ensuring responsible tourism practices and supporting the local community are important for the long-term sustainability of the industry and harmonious relationships between residents and visitors.
