Hawaii Tourism Authority has published its Maui Destination Management Action Plan for 2026–2028, a community-informed framework aimed at reducing pressure on high-traffic sites, improving visitor experience, and balancing tourism with residents’ quality of life. Preliminary 2025 data shows visitor spending on Maui reached $5.97 billion, up 12.7% from 2024.
- Maui visitor spending hit a preliminary $5.97 billion in 2025, a 12.7% increase over 2024’s $5.30 billion.
- Total visitor arrivals reached 2.52 million in 2025, a 7% year-over-year increase.
- Average daily visitor spending rose to $304.98 in 2025, up 7.6% from 2024.
- 70.8% of visitors rated their Maui experience as ‘excellent’ in 2025, reflecting above-average satisfaction across major markets.
- Only 42% of Maui residents agreed tourism is being better managed, signaling ongoing community concerns the DMAP aims to address.
Source: Hawaii
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