Maui wants tourists back 1 year after devastating fire: Why it's a great time to go

08.08.2024 - 15:42 / thepointsguy.com

Maui wants you to come back to paradise.

Smaller crowds and cheap flights, in fact, might make it a great time to visit.

Exactly one year ago today, deadly fires tore through the historic neighborhood of Lahaina, destroying one of the most vibrant neighborhoods on Maui and killing at least 102 people.

Hawaii officials said much of the damage and debris from the August fires has now been cleared, and extensive discussions are underway about when, how and what to rebuild.

Remember, though, that the destruction was limited to the Lahaina area and the surrounding hillsides. Most of Maui is untouched and has been open to tourists since October of last year.

And the people of Maui want visitors to come back.

"We are really seeking for everyone to know we are open," said Tetsuji Yamazaki, the general manager at the Sheraton Maui Resort & Spa. "It's a beautiful place. Please come visit us."

That was a sentiment we heard again and again.

"We want you here," Noa Kamalu told TPG during a November visit. Kamalu works at one of the major resorts in Wailea, about 30 miles south of Lahaina. "We need you to come. Our island survives off tourism."

In fact, tourism is down on the island by more than a quarter from 2019 levels, according to the Hawaii Tourism Authority. The busy summer travel season hasn't been so busy for Maui, which saw a drop of 21% year-over-year in the number of arrivals in June, the latest month for which figures are available. Spending was down some 27% year-over-year in June.

Yamazaki said it's even worse in West Maui, with occupancy down as much as 25% at local hotels.

"Travelers can play a vital role in Maui's recovery by visiting the island and contributing to the local economy," said Theresa Van Greunen, senior director of corporate communications at Aqua-Aston Hospitality. "The lack of tourism post-wildfires has negatively impacted jobs, and many businesses are suffering."

In the immediate aftermath of the fires, tourists were asked to stay away from the island altogether, but that opinion changed months ago. Some locals initially said visitors should stay away to respect the people who had lost so much. However, that messaging spread a little too well and has persisted for far too long for some small businesses and residents. Now, Hawaii needs tourists to return.

Tourism officials told us the people of Maui do want tourists and asked us to encourage visitors to consider a Maui vacation.

At the same time, they reminded people to show respect for the community. "Visitors can 'malama' [care for] the people of Maui by shopping at locally owned businesses, eating at local restaurants and enjoying the many great activities and attractions throughout the rest of the island," said Ilihia Gionson,