Published on
November 2, 2025
The tourism sector in Hawai‘i is changing dramatically; fewer people are choosing to travel there, but those who do are spending more money each day. The islands’ tourism scene is changing as a result of this new trend, which was brought on by growing expenses and shifting traveller behaviour. In response, state representatives have urged tourists to increase their spending while visiting, even if they are only staying for a brief time. According to recent reports from the Hawaii Department of Business, Economic Development & Tourism (DBEDT), visitor arrivals fell by about 2.5 percent in September compared to the same month last year, but visitor spending has significantly increased, totalling $1.54 billion, an impressive increase of more than 8 percent. This reflects a significant shift from longer vacations to more intense, shorter stays with higher daily expenditure.
Visitor Numbers and Expenditure Trends
The data paints an interesting picture of the current state of tourism in Hawai‘i. September 2025 saw 690,858 visitors to the islands, a 2.5 per cent drop from the same month in 2024. Despite this decline in visitor numbers, the total spending by tourists rose substantially, demonstrating a positive shift in the type of visitors Hawai‘i is attracting. On average, each visitor spent about $270 per day, which marked an 11 per cent increase from the previous year. This spending increase was particularly notable in areas like dining, recreational activities, and other services beyond accommodation.
The rise in daily spending can be attributed to several factors, including the higher costs of lodging, meals, and local activities. Though hotel room rates remained stable at around $315 per night, the overall cost for visitors’ experiences continued to climb. This price increase has led to a new tourist behaviour: fewer visitors are coming, but they are opting for premium experiences during their shorter stays.
A Shift Toward Shorter Stays
One of the most prominent changes in Hawai‘i’s tourism model is the shortening of visitors’ trips. In recent years, the trend toward longer vacations—many stretching to ten days or more—is being replaced by shorter visits. Travelers are increasingly choosing to stay for fewer days, with the average length of stay in September 2025 hovering just above eight days. While the overall stay duration has not drastically changed, many visitors are opting to shorten their vacations and spend more money on each day they are in Hawai‘i.
State officials have embraced this shift by encouraging visitors to focus on spending more during shorter stays rather than staying for extended periods at lower costs. This strategy has allowed the tourism industry to maintain revenue despite the decline in visitor numbers. With rising travel and accommodation costs, tourists are opting for high-quality lodging, exclusive activities, and unique dining experiences, all contributing to the overall increase in spending.
Island-Specific Trends: A Varied Impact
The trends in visitor arrivals and spending are not uniform across all Hawaiian islands. Each island has been affected by the changes in its own way, with varying levels of impact on the tourism economy.
On Maui, for instance, visitor numbers rose by more than 11 per cent in September 2025 compared to the same month the previous year. This increase is largely attributed to the ongoing recovery efforts following the devastating wildfires in Lahaina, which had a profound effect on the local economy. In response to the fires, many visitors to Maui are choosing to spend more, contributing to a nearly 20 per cent rise in overall spending on the island.
On O‘ahu, the picture is quite different. Visitor numbers have decreased by around 5 per cent, but spending has still increased, despite the fewer crowds. This indicates a shift in visitor behaviour, with people willing to spend more money for a quieter, less crowded experience. O‘ahu’s appeal as a destination for travelers seeking both cultural experiences and a calmer atmosphere seems to be growing, even as the island sees fewer tourists.
On Kaua‘i and Hawai‘i Island, visitor numbers have remained relatively stable, and spending patterns have been more modest. This trend reflects a sense of value for travelers who are seeking more affordable destinations in Hawai‘i, away from the more tourist-heavy areas like Honolulu and Maui. For visitors who are looking for a quieter, more authentic Hawaiian experience, these islands may offer better value.
Changing Visitor Loyalty and the Perception of Hawai‘i
Hawai‘i’s long history of attracting repeat visitors is now facing challenges. Traditionally, many visitors would return to Hawai‘i year after year, but an increasing number are now exploring other destinations, such as Mexico, Japan, or the South Pacific. These regions are perceived to offer better value for money, with lower costs for accommodations and activities.
For many long-time visitors, the rising prices and increased commercialisation of the islands are pushing them to reconsider their travel choices. There is a growing sense that Hawai‘i is becoming less hospitable, with concerns about the loss of the islands’ charm and authenticity. Visitors report feeling priced out of the experience they once cherished, and this shift in sentiment could have long-term consequences for Hawai‘i’s tourism industry. As Hawai‘i becomes more expensive and commercialised, the emotional connection that loyal travelers once had with the islands seems to be fading.
What This Means for Future Travelers
For those planning to visit Hawai‘i in the coming years, there are a few important factors to keep in mind. With the current tourism model focused on attracting visitors who spend more money during shorter stays, prices are expected to remain high. This includes the costs of accommodation, dining, and activities. Visitors will likely find fewer crowds, especially during shoulder seasons, which could provide an opportunity for more peaceful experiences in popular destinations.
Travelers are advised to plan ahead and embrace the new normal of higher costs. The best strategy for getting value out of a trip to Hawai‘i will be to focus on premium experiences rather than extended stays. Booking accommodations in advance, considering alternative lodging options like vacation rentals, and being flexible with travel dates will help visitors make the most of their trip.
The Future of Hawai‘i’s Tourism Economy
Although the transition from fewer visitors to higher spending has produced favourable short-term outcomes, questions are mounting regarding the model’s long-term viability. Maintaining the enduring devotion and sentimental ties that frequent visitors have developed with the islands must be balanced with the tourism industry’s financial benefits. The very tourists who initially contributed to the development of the state’s tourism industry may become resentful if Hawai‘i tourism becomes overly concentrated on quick trips and lavish spending.
The challenge for Hawai‘i as it looks to the future is to figure out how to keep its distinct appeal while satisfying the needs of a shifting travel industry. It’s unclear how this change from “more visitors” to “more spending per visitor” will affect Hawai‘i’s identity and visitor experience in the long run. For the time being, tourists who are considering a trip to the islands will need to modify their expectations in light of the changing tourism model.
