Hawaii’s tourism industry continues navigating uncharted waters. With international visitor arrivals still below pre-pandemic levels, particularly from Japan, Hawaii’s leaders have turned to a new approach to shore up its tourism-dependent economy: targeting domestic visitors from major mainland markets.
Emergency funds are now being reportedly allocated to heavily market Hawaii to U.S. visitors in Los Angeles and San Francisco, aiming to bolster visitor numbers during a critical time.
At Beat of Hawaii, we’ve consistently highlighted how domestic visitors have been left to fend for themselves as Hawaii’s leadership, including its governor, shifted focus toward attracting travelers from Japan, Europe, and other markets—seemingly overlooking the meat-and-potatoes travelers who have long been the backbone of the state’s tourism industry.” See Hawaii Seeks Broader Horizons as U.S. Travelers Tighten Wallets.
Why the shift to domestic visitors?
The recent pivot isn’t entirely a surprise. Over the past few years, mainland visitors have been the backbone of Hawaii’s tourism recovery. We reported recently that “77 percent of visitors in 2024 came from the U.S. mainland, a full 10 percentage points higher than pre-pandemic.” While international travel, particularly from Japan, faced slow rebounds due to currency and economic challenges, U.S. travelers have kept Hawaii hotels and restaurants buzzing.
As one commenter, Linda K., reflected: “HTA once said they’d prefer foreign visitors, but now they’re doubling down on mainland tourists. We’ll see if the island’s attitude reflects this shift.”
Despite the reliance on domestic visitors, the move to spend emergency funds has sparked debate. A frequent sentiment among locals and travelers is whether such efforts address the root causes of Hawaii’s tourism struggles. Dennis D. noted, “Why not use those funds to support displaced residents on Maui instead of chasing tourists with ads?”
How Hawaii is differentiating itself.
The campaign highlights Hawaii’s culture, natural beauty, and warm climate to attract visitors amid fierce competition from other sun destinations. However, some wonder if these traditional selling points are enough. A regular commenter, Don, quipped, “Is marketing to the same audience without addressing affordability or fees like hoping to get electricity from a rope?”
Others have pointed out the value of U.S. visitors who are resilient travelers, spending reliably even during uncertain times. Randall R. offered a blunt perspective: “Americans tip better, spend more, and are easier to attract. The logic of focusing on foreign markets escapes me.”
The real challenges Hawaii faces.
While marketing campaigns may attract some visitors, the rising cost of a Hawaii vacation remains a barrier for many. Emily commented, “The cost of visiting Hawaii is a huge barrier. I’d love to see more deals or discounts to help make it work.” With airfare and accommodations often exceeding other destinations, travelers may opt for places like Mexico or the Caribbean, where their money goes further.
Additionally, some travelers question the balance between welcoming tourism and preserving the islands’ culture and resources. Pat G. shared, “Hawaii needs an attitude adjustment. The mixed messaging of wanting tourists but resenting their presence isn’t sustainable.”
There is a fine line between success and overreach.
As Hawaii doubles down on attracting mainland visitors, this time from all-important Los Angeles and San Francisco, maintaining balance is crucial. Ernie S. highlighted the fine line Hawaii must walk: “The wealthy, rich, and powerful may be the target demographic, but the economy depends on the middle class, who might start looking elsewhere if they feel unwelcome.”
With emergency funds fueling this new campaign, it will be fascinating to see whether it will generate the needed results. Domestic visitors have proven to be the backbone of recovery, but whether they alone can sustain Hawaii’s tourism in the long run remains uncertain.
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Photo Credit: © Beat of Hawaii.
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