In the aftermath of the devastating West Maui wildfires in August, Kay Ryan, a California-based Maui specialist with Maui Vacation Consultants, has watched her business take a nosedive. <\/p>\n
In more normal times, West Maui represents around 90% of Ryan’s total bookings.<\/p>\n
“This is basically Pandemic 2.0 for me, without the pandemic unemployment assistance,” said Ryan, who, prior to relocating to Southern California, had lived in West Maui for 26 years. <\/p>\n
“Impact on my business is drastic, as I have not had a single booking since the fires,” she added. “However, I trust that it will come back, and I am patiently waiting for that to happen.”<\/p>\n
Many of Maui’s tourism stakeholders can’t afford to wait too much longer. Although the destination began a phased reopening of West Maui on Oct. 8, with a second phase kicking off Nov. 1, visitors have yet to come back in earnest.\u00a0<\/p>\n
The Hawaii Visitors & Convention Bureau estimated that Maui is currently losing out on up to $11 million per day in traveler spend, representing a major hit to the island’s tourism-reliant economy. <\/p>\n
Additional data from the Hawaii Tourism Authority (HTA) indicates that compared with 2022, scheduled domestic air seats to Maui were down 22.3% in October and are on track to be down 23.3% in November and 20.8% in December.<\/p>\n
The HTA anticipates further reductions in air seats if demand fails to pick up soon.<\/p>\n
“We are in a crisis-level emergency,” said Sherry Duong, executive director at the Maui Visitors & Convention Bureau, who said she’s been meeting with members of the travel trade on the mainland, urging them to book clients to Maui sooner rather than later. “I met with advisors in California [in late October], letting them know that it’s important to tell their clients to come now, as opposed to waiting for 2024.”<\/p>\n
Indeed, messaging from the Maui Visitors & Convention Bureau and other Hawaii tourism and government groups has heavily focused on the fact that the vast majority of Maui, apart from hard-hit Lahaina, is open and ready to receive guests. However, they are also stressing the importance of respectful travel to the island, as Maui’s residents are still grappling with the aftermath of the disaster.<\/p>\n
“We want to make sure that travelers are aware of the situation and that Maui is not the same as it used to be,” Duong said. “Part of that is reminding people to have patience, as not all of our residents are back to work right now. And so, hotels, restaurants and activities may not be fully staffed yet.”<\/p>\n
Additionally, the Maui Visitors & Convention Bureau is requesting that visitors carefully consider the questions they pose to local residents, including queries about the level of impact the wildfires have had on an individual.<\/p>\n
“Just by asking someone that, although it sounds like you’re being supportive and concerned, can cause that person to have to rehash and relive the events,” Duong said. “Basically, everybody that lives there on the island, all 160,000 of us, were impacted, either directly or indirectly.”<\/p>\n
Travelers are also being instructed to continue to steer clear of Lahaina and to not post photos or videos of the devastated West Maui town. If they come across locals gathering for a memorial service, they’re being asked to “quietly leave and not take any photos.” And to help boost Maui’s economy, spending with locally owned businesses is highly encouraged.<\/p>\n
“These are all things that are impactful and show that they’re being a mindful traveler,” Duong said.<\/p>\n<\/p>\n