As part of the Maui Nui Destination Management Action Plan, the Mālama Maui Hikina Pilot Program was created in response to Action B.2: “Explore the capacity limits at hot spots through science-based data and continue educating the community and visitors about the importance of limiting numbers to ensure hot spots can be sustained and thrive.”
In 2022, HTA, the Maui Visitors & Convention Bureau, and the County of Maui partnered with community members across the four moku of East Maui to form the East Maui Advisory Group. This unique collaboration laid the groundwork for a pilot program that would test community-led visitor management at five culturally and environmentally sensitive sites along the Hāna Highway.
Through the Advisory Group’s guidance, three East Maui-based organizations — Hōlani Hāna, Ke Ao Hāliʻi, and Na Mahiʻai o Keʻanae — were contracted to steward the selected sites. Together, they launched the Mālama Maui Hikina Pilot Program, which included on-site stewards, community-driven messaging, visitor data collection, resident surveys, and cultural workshops. The program also gathered ʻike (cultural knowledge) through ʻohana interviews to inform training and messaging rooted in East Maui values.
Results and Lasting Impact
1,074 visitor surveys collected across five sites
16,080 direct visitor interactions with 87% compliance rate
Reduction of injuries, illegal parking and trespassing
45 meaningful job opportunities created for East Maui residents
Resident satisfaction in East Maui jumped from 0% to 80–100%, depending on the criteria
Beyond data, the program built a historic relationship between East Maui communities and the visitor industry, rooted in respect, collaboration, and shared kuleana. Residents expressed deep appreciation for the work being done — both in surveys and through everyday gestures like honks of support and gifts of banana bread for stewards.
Thanks to its success, two organizations — Hōlani Hāna and Ke Ao Hāliʻi — are continuing their stewardship efforts with County funding, expanding to additional sites. The pilot program demonstrated that community-led management is not only possible — it works.
Maui Nui Destination Management Action Plan
Maui Nui Destination Management Action Plans: Then and Now
The foundation of the Maui Nui Destination Management Action Plan (DMAP) 2021-2024 is based on the following plans: HTA’s Strategic Plan 2020-2025, Moloka‘i Island Community Plan Update 2018, Maui County Tourism Industry Strategic Plan 2017-2026, Lāna‘i Community Plan 2016, and Maui County Office of Economic Development Comprehensive Economic Development Strategy 2016.
It was important that the planning process for the Maui Nui DMAP examine each island individually when developing the actions for tourism recovery and rebuilding post-COVID. Each of the three islands’ committees—made up of community members, visitor‑industry representatives, and other local stakeholders—developed action items for its own island DMAP. Click here or the cover image below to view the first Maui Nui Destination Management Action Plan.
In 2025 the Hawaiʻi Tourism Authority (HTA) will launch the second‑generation Maui Nui Destination Management Action Plan (DMAP)—a three‑island roadmap that will guide tourism on Maui, Molokaʻi and Lānaʻi. The new plan will not start from scratch; it will build on the lessons, partnerships and pilot projects that emerged from the 2021‑2023 DMAP, such as East‑Mauiʻs community-driven tourism management pilot program Mālama Maui Hikina, Molokaʻi’s educational pamphlet, and Lānaʻi’s community-driven messaging campaigns to support the local economy in Lānaʻi City.
About Maui Nui
Maui Nui consists of three very unique islands: Maui, Moloka‘I, and Lāna‘i. Each has different community desires and values, but they all depend on tourism as an economic driver.
The COVID pandemic has significantly impacted the visitor industry in Hawai‘i. As of August 2020, Maui is down 70.9% in visitor arrivals and down 49.6% in air seats compared to the same time a year ago. Moloka‘I experienced a 65.3% decrease in visitor arrivals, along with a 74.5% decline in visitor arrivals to Lāna‘i. The County of Maui lost 22,000 jobs in the second quarter of 2020 alone. Of those jobs, Accommodations lost the most with 8,200 jobs, followed by Food Services and Drinking Places which lost 5,900 jobs, and Arts, Entertainment & Recreation which lost 2,000 jobs.
Maui Fast Facts
Community-Driven Tourism Management on Maui
The second largest Hawaiian island, Maui offers a diverse range of experiences, from its picturesque rural areas and small towns to its renowned beaches and 10,023 ft dormant volcano, Haleakalā.
The first Maui Destination Management Action Plan (DMAP) supported the development of regenerative tourism and programs that reduced the visitor industryʻs ecological footprint. By bringing numerous nonprofits into the Mālama Hawaiʻi program, these local organizations provide visitors the chance to engage in voluntourism and culturally immersive experiences that directly benefit ʻāina.
Actions born from the first Maui Destination Management Action Plan (DMAP) played a pivotal role in support of Maui County’s ordinance banning the use of chemical sunscreens through the installation of numerous mineral-only sunscreen dispensers at many County Beach Parks and other high-traffic areas. Available for free public use, these dispensers help protect marine life, water quality, human health and promote environmentally practices for visitors and residents alike.
Additionally, HTA worked in close partnership with the community in East Maui on a community-driven tourism management pilot program along the Hana Highway. Named by our partners in east Maui as “Mālama Maui Hikina” (Caring for East Maui), this initiative, successfully managed sensitive destinations, collected visitor and carrying capacity data, created community driven messaging and increased resident satisfaction from 0% to 80%-100%. The continuation of this management effort will soon be supported through Maui County funding. By actively involving the community in decision-making and management, this program successfully balanced visitor access with the protection of Maui’s wahi pana.
Through these efforts, Maui is becoming a leader in regenerative tourism, offering visitors the chance to enjoy the island’s beauty while contributing to its preservation and cultural vitality. The island’s commitment to sustainability and community engagement ensures that both residents and visitors alike can enjoy a harmonious, lasting relationship with this beautiful place.
Currently, Maui continues to recover economically from the Maui fires which took place in August of 2023. According to preliminary statistics for 2024, Maui visitor arrivals by air totaled 227,800, with annual expenditures reaching $563.6 million. The average daily visitor census in Maui was 61,804.
Lāna‘i Fast Facts
Community-Driven Tourism Management on Lānaʻi
Lānaʻi is more than meets the eye. Spanning just 141 square miles, Lānaʻi is a tranquil haven offering visitors the opportunity to recharge through both solitude and responsible adventure. The island boasts a population of approximately 3,332 residents, fostering a tight-knit community that values their sense of 'ohana, plantation history, natural resources, and rural lifestyle, all while honoring their heritage through the preservation of cultural sites.
Adventure enthusiasts can explore the island's rugged terrain through off-road excursions, guided by local experts who share their deep knowledge of Lānaʻi's history and environment. For a taste of local culture, Lānaʻi City, the island's historic town, features a variety of mom-and-pop boutiques and restaurants where visitors can connect with the community and support local businesses.
During the first Lānaʻi Destination Management Action Plan, HTA worked closely with the Lānaʻi Advisory Group to create community-driven messaging and a rebranding of the island, resulting in a brochure for visitors and a messaging and advertising campaigns aimed at attracting mindful visitors to Lānaʻi. This initiative educated visitors in planning a meaningful day trip, with messaging themes centered on supporting the local economy in Lānaʻi City and visiting responsibly. The campaign also provided practical insights into the culture on Lānaʻi, ensuring a positive experience for both visitors and residents alike.
As another outcome of the Lānaʻi Destination Management Action Plan, a mineral-only sunscreen dispenser was installed for free public use at Hulopoʻe Bay in 2023, to ensure the health of marine life. Visitors are also encouraged to participate in volunteer opportunities at the Lānaʻi Cat Sanctuary, an HTA Mālama Hawaiʻi partner, contributing to the island's conservation initiatives which guard native endangered birds.
While Lānaʻi may not be a traditional tourist town, its residents welcome visitors, inviting them to experience the island's unique aloha, culture and community. In 2019, visitors spent a total of $129 million on Lāna‘i with 84,100 visitors. This equated to 738 visitors on any given day. Lānaʻiʻs local economy has been impacted by the Lahaina fires, which took place in August of 2023, as reflected in 2024 preliminary visitor statistics. In 2024, visitors arriving by air spent a total of $17.1 million on Lānaʻi with a total of 3,923 visitors by air. This equated to 570 visitors on any given day.
Moloka‘i Fast Facts
Moloka‘i is home to the highest sea cliffs in the world along its northeast coast and Hawai‘i’s longest continuous fringing reef (28 miles) off Moloka‘i’s southern coast. With a high percentage of its population being of Native Hawaiian ancestry, Moloka‘i is a place where Hawaiian culture thrives. With a population of around 6,941 (10% of the defacto population), the people of Moloka‘i continue to preserve their rural lifestyle and show a great respect and love of the land. In 2024, visitors spent a total of $30.1 million on Moloka‘i with 29,844 visitors. This equated to 468 visitors on any given day.
