Tourism in Maui has not been clear since the Lahaina fire. The director of the resort where ‘The White Lotus’ was shot says now is a good time to visit.

Last August, wildfires ravaged the historic city of Lahaina, destroying homes and businesses and displacing thousands.

In the immediate aftermath of the fire, some prominent members of the community discouraged tourists from visiting Maui while the community recovered, although many areas of the island were not directly affected by the fire and remain they are open.

Some residents and business owners were quick to encourage tourists to return, citing the importance of tourism to the island’s economy. According to the Maui Economic Development Board, approximately 70% of every dollar in Maui County is generated, either directly or indirectly, by the tourism industry.

Tourism numbers from June 2024 show that almost a year on, visitation numbers have yet to return to their pre-fire levels. The number of visitors to the island in June 2024 was 22% lower than June 2023, while visitor revenue was down 27%, according to the Hawaii Department of Business, Economic Development and Tourism. Total visitor spending is down more than $800 million in the first six months of 2024 compared to the same period in 2023.

Shank said the good news is that Lahaina’s recovery is continuing, with drilling continuing and homes starting to rebuild. Now he said many are trying to get the message out to tourists that they are not only welcome but encouraged to return.

“With people visiting here, they’re really giving back and contributing not only to their experience, but to the lifestyle of how the island works,” Shank said.

A recent survey conducted by the Hawaii State Rural Health Association surveyed more than 2,000 Maui residents, including some affected by the fires. The study found 72% of Maui County residents – from the entire county, not just where the fires were – said they were directly or indirectly affected by the fires.

The survey also found many residents, regardless of where they live, were more worried than optimistic about their future on the island.

Lisa Paulson, executive director of the Maui Hotel and Lodging Association, told BI that she thinks part of the reason tourism hasn’t fully recovered is the initial mixed messages about whether the island is “closed” or “open.” open” to tourists.

“We’re working with all of our partners to make sure we’re sending the best marketing messages that everyone receives, and we thank them for their support this past year,” Paulson said.

Maui is less crowded now, and you can find bargains

In addition to helping the island recover, tourists visiting Maui now may also be surprised by how accessible the island is now, according to Shank, who said there is a lot of value to be found.

For example, The Four Seasons waived all resort fees to promote summer guests and offered a free children’s program in addition to free poolside cabanas.

There are also not as many crowds as Maui is at the peak of tourism, which makes it a great place to avoid the summer crowds that are currently overwhelming other places, such as Europe.

Shank and his family had just entered the road to Hana, a famous, winding area with cascading waterfalls and black sand beaches, known for its traffic.

“It was amazing, you could just drive, pull over, stop wherever you wanted, visit local vendors, explore a cool secret beach, and it didn’t feel crowded. ,” he said.

Tourists are encouraged to act responsibly when visiting Maui, and there are opportunities to donate or help with Lahaina restoration efforts. The Four Seasons also offers beach and reef contests that guests can volunteer to participate in and earn vacation credit.

Shank said the Four Seasons also encourages tourists to come out and support the island during their visit.

“Get out of the resorts. Go to local restaurants. Shop local art galleries. Do tours with different companies. Travel to different parts of the island,” he said. “It’s a wonderful way to give back and support this island.”