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October 5, 2025During the Hawaii Tourism Conference this year, which took place on the Island of Oahu on September 22-23, stakeholders and leaders met to discuss the current state of tourism in Hawaii. The conference addressed a wide range of topics relevant to the industry, including, but not limited to, market trends, destination management, sustainability in tourism, and the future of tourism in the islands. There was welcome optimism for the industry recovery, although various challenges were mentioned, such as airlift issues, geopolitical tensions, and economic pressures.Forecasting and Challenges Ahead for Hawaii’s Tourism IndustryThe final speaker at the conference, David Uchiyama, Chief Administrative Officer at the Hawaii Tourism Authority (HTA), presented a cautious outlook for the year ahead. Uchiyama shared that, despite an expected increase of just 1.5-2% in bookings for 2026, some of Hawaii’s more remote islands continue to see lower occupancy rates compared to the main Hawaiian islands. This has resulted in fewer hours for workers and a reduction in jobs, impacting the local economy.Advertisement While airlift to Hawaii in 2025 is expected to remain flat, the ability to fill the seats is a significant concern. Uchiyama expressed the need for strong partnerships with airlines to maintain flight services and prevent routes from being diverted to other destinations, which could further exacerbate the situation. This challenge is compounded by declining international visitor numbers, especially from Japan and Canada.Positive Trends: U.S. Market Showing GrowthDespite these challenges, Aaron Sala, President and CEO of the Hawaii Visitors & Convention Bureau (HVCB), highlighted that U.S. visitors are showing significant promise. In fact, U.S. visitor arrivals have risen 8.5% over pre-pandemic levels, and visitor spending has also grown, up 45% over 2019 figures. However, per-person spending by U.S. travellers has been lower compared to other international markets, such as Canada and Japan.While the U.S. market remains a primary driver of Hawaii’s recovery, Sala acknowledged that more effort is needed to attract international visitors to help bridge the gap. With geopolitical tensions and ongoing global economic concerns, international markets are struggling to regain pre-pandemic levels of activity, particularly from Japan, where visitor numbers are expected to decline by more than 50% in 2025.Maui’s Recovery and Future Marketing InitiativesThe state’s recovery efforts post-August 2023 wildfires in Maui were also discussed. The HVCB’s new $6 million marketing campaign aimed at reviving tourism in Maui has shown early signs of success. In July 2025, Maui saw an increase in hotel occupancy, rising by 6% compared to the same period in the previous year. These efforts were particularly noticeable in the Lahaina-Kaanapali-Kapalua region, which experienced an occupancy rate of 66.2%, up from 57.9 …
