Maui Recovery

Maui Recovery

On August 8, 2023, wildfires resulted in the devastating loss of loved ones, homes, cultural and historical sites, and businesses in Lahaina, located in West Maui. We extend our deepest condolences and heartfelt aloha to all those who have been affected by this tragedy. We also urge visitors throughout Hawai‘i to be especially mindful and respectful in our island home as our community continues through this difficult time.

The Hawaiʻi Tourism Authority is continuously coordinating efforts with federal, state and county emergency management officials, as well as our community partners, visitor industry and Global Marketing Team. We are also providing updates to our travel partners — airlines, accommodations, ground transportation companies, activity providers, travel agents, and wholesalers, as well as to local, national and international media — to ensure the public is kept informed.

While some fire-affected areas remain fully closed to the public, the island of Maui and the rest of the Hawaiian Islands are open and encouraging mindful visitation.

Latest News

April 30, 2024

Hawai‘i Tourism Authority Launches New Campaigns to Stimulate Meaningful Travel Demand

The Hawai‘i Tourism Authority has launched new targeted campaigns as part of its global marketing and visitor education efforts. The purpose of these initiatives is to reinvigorate responsible travel demand from key markets around the world to the Hawaiian Islands.

“The People. The Place. The Hawaiian Islands.” uplifts Hawai‘i’s musicians, lei makers, chefs, farmers, culturalists, fashion designers, and others in their sectors that rely on a vibrant visitor industry. In Japan, the “Beautiful Hawai‘i” and “Yappari Hawai‘i (“It’s Gotta be Hawai‘i”) campaigns are already underway with an integrated mix of digital and TV advertising, social media, earned media, partnerships and trade education to drive bookings.
 Learn more.

Mākaukau Maui - We Are Ready

With a deep commitment to our community’s well-being, West Maui is ready to return a comforting sense of stability to the lives of its residents. Reopening our doors is one step towards reducing the uncertainties that weigh on our shoulders. It also ensures our community has the jobs and financial opportunities to thrive.

On the horizon is a new day. As one, Maui is moving forward – hopeful and optimistic that it can share its culture with those beyond our shores. Learn more at:

Hawai‘i Tourism Authority Board Approves Action Plan to Support Maui’s Recovery in 2024

On December 22, 2023, the Hawaiʻi Tourism Authority Board of Directors furthered its ongoing commitment to mālama Maui and support the island’s recovery by approving an immediate six-month action plan for 2024 to help address major challenges confronting residents, small businesses, visitor industry providers, Maui’s economy, and families seeking housing. Learn more here.
The action plan is designed to fulfill tourism’s responsibilities in alliance with the leadership established by Governor Josh Green, M.D. and within the broader scope of Maui’s recovery efforts being conducted by the State Department of Business, Economic Development and Tourism (DBEDT) and other state agencies. HTA’s full report identifying major strategies and not only short-term but also mid- and long-term recommendations is being provided to DBEDT in their role coordinating the State’s Economic Recovery Support Functions. Read the full report.

Hawai‘i Tourism Authority Board Of Directors Approves $2.6 Million In Funding For Maui Marketing Recovery Plan

HTA's Board of Directors took decisive action at its monthly board meeting on August 31, 2023 to approve $2.6 million in funding to launch the Maui Marketing Recovery Plan, which is centered around a new Mālama Maui campaign with heartfelt messages shared by kama‘āina of Maui. The plan's focus is to rebuild responsible travel demand from the United States market to Maui in the wake of the devastating Lahaina wildfires. Watch the board meeting.

HTA staff and board members were on Maui throughout August to meet with residents and business owners and listen to them about the challenges they now face with visitor arrivals decreasing significantly since August 8. Visitors help to support the economy, supporting local shops, local restaurants, and local activities which ultimately aids in the island’s overall recovery efforts.

Travel Trade

Information and resources for travel advisors is available on our GoHawaii website.

Mālama Maui

NOTE: While multiple dictionary sources propose "Lāhainā" as the old pronunciation for the region, living kūpuna, mānaleo and recordings of mānaleo serve to demonstrate that the contemporary pronunciation is Lahaina. Heeding the call from the Lahaina community, HTA uses the spelling Lahaina across all platforms.