I was just asked to do an interview with KCAL/CBS news here in Los Angeles about whether or not people should be traveling to Maui yet? When the interview request came in, I was getting a massage and the masseuse I see always softly plays Hawaiian music in the background because it’s my favorite. About 15 minutes into the massage, I just couldn’t relax because I couldn’t stop thinking about the poor people in Maui who have lost everything so I asked her to switch the track.
When I returned home and saw the KCAL interview request in my email, I immediately called my friend from Visit Maui to get her input since I didn’t want to give any bad advice. I had a good idea what she was going to say since I’ve been reading the news and sharing it daily in my newsletter (scroll down to read some of those stories.)
I also interviewed my friend Mike Binder for my podcast; he splits his time between Maui and L.A. and was nearby at the time of the fires. You can read/listen to my interview with Binder here.
Binder and everyone else who works in tourism all say that travelers should come to Maui but be respectful. Most importantly, stay away from West Maui where the devastating fires happened. In other words, “Respect the west but visit the rest.”
Keep in mind Maui is a large and beautiful island at 727 square miles so it’s comparable to the state of Rhode Island—1,045 square miles. There are a lot of places to visit besides West Maui.
Visit Maui’s official statement:
So you have it straight from the horse’s mouth, here’s Visit Maui’s official statement: “In West Maui, recent wildfires have resulted in the devastating loss of loved ones, homes, cultural and historical sites, and businesses in Lahaina. We are grateful for the outpouring of support for Maui from around the world, from sharing memories and offering their assistance, to asking questions about travel to Maui and the rest of the state. While vacation travel to West Maui (including Lahaina, Nāpili, Kāʻanapali, and Kapalua) is strongly discouraged through October 17, travel to all other parts of Maui (including Kahului, Wailuku, Kīhei, Wailea, Mākena, Pāʻia, Makawao and Hāna) and other Hawaiian Islands are welcomed to keep residents employed and our economy alive.”
After speaking to my friend in the tourism office and doing some more research before my interview, I started thinking that maybe my family and I should go to Maui this weekend to support the people of the island. I checked airfares and was shocked that we could depart on Friday and return on Monday for $197 roundtrip on both American Airlines and United. Hawaiian Airlines was $247. See screenshot below.
As if reading my mind, few minutes later, I received an email from Hawaiian Airlines with the subject line, “How you can show your love for Maui.” Here’s what they wrote:
“The Valley Isle holds a special place in our hearts. While non-essential travel to West Maui is strongly discouraged after the wildfires of August 2023, The Hawaii Tourism Authority recommends visiting other areas of Maui, like the historic town of Paia or the sunny beaches of Kihei. Our local businesses are ready and waiting for you. As a visitor, you can have a positive impact. While you’re on Maui, remember to Travel Pono — to travel responsibly and thoughtfully — and show your aloha for our cultures and communities. Respect areas that are healing, support local businesses, and take your time to appreciate this extraordinary place. Together, let’s show our love for the Valley Isle and support the road to recovery. Here are some tips to make your visit more meaningful.”
The kicker is that Hawaiian Airlines is offering $82 one-way fares to Kahului, Maui (screenshot below) which is pretty much unheard of.
So, the good folks of Maui are asking for you not to put off your trip to the Valley Isle or plan a future one. And as I write this piece, I just turned on some Hawaiian music, thinking of the locals, reminiscing about our past trips, especially our visit this past January, and dreaming of future trips, possibly as early as this weekend.
More Maui Stories:
Maui struggles with “potentially catastrophic” tourism shortfall
After wildfires on Maui killed over 100 people and destroyed the historic town of Lahaina, officials told people looking to travel to the Hawaiian island to stay away. Now, as the economic toll of the fires grows, that message has changed. West Maui is losing about $9 million a day, and the rest of the island is feeling the impact. Gina Dello, a cafe owner in South Maui, said that business at her establishment came to a screeching halt in the wake of the fires. CBS News
Maui business owners need tourism to survive, but say visitors should rethink how they use resources: ‘It’s not Disneyland’
Two weeks ago, deadly fires ravaged Maui, leaving behind physical and economic devastation. Now, businesses say they need tourism to stay afloat and keep their workers employed. But there’s a tricky fine line between economy-sustaining tourism and a strain on local resources. Insider
Many Maui restaurants were destroyed in the fires. For those that survived, their future remains uncertain
On August 8, the day that Maui was overcome with flames, Qiana Di Bari saw a puff of smoke near her home and knew she and her family had to escape. Earlier that day, a fire had been spotted and put out in her vibrant Lahaina neighborhood. But by late afternoon, Di Bari was hearing of more fires elsewhere on the island. The island’s resources, she knew, were stretched thin. CNN
I’m a small business owner on Maui. We need tourists to keep coming to support the economy and it’s super irresponsible to tell them to stay away.
Javier Cantellops has lived in Maui for eight years and owns three diving businesses. Cantellops told Insider it’s irresponsible to tell tourists to stay away from Maui after the fires. He said the rest of Maui can’t help devastated Lahaina if they lose their jobs or businesses. Insider
As tourism drops officials worry about rest of Maui
As recovery continues for West Maui, there are growing concerns about the economy for the rest of the island. Officials said tourism is down 20% compared to last year. Hotel occupancy is down to 57% while the rest of the state is about 80%. While helping survivors is still the top priority, tourism officials said there’s the danger of not having enough jobs for Maui residents. “The balance has to be struck that we cannot shut down the rest of Maui. Maui is the most dependent county on tourism and without tourism, they are in a world of hurt because there are no short term economic alternatives,” said Mufi Hannemann, president of the Hawaii Lodging and Tourism Association. KHON2
How to be a good visitor on Maui
Supporting local businesses is the quickest and best way to get Maui back on its feet again. While many think of airfare and hotel stays as being the primary beneficiary of tourism dollars, Gomes points out that it’s a much larger economic ecosystem than that. “It’s our local restaurants,” declared Gomes. “It’s important to note that there are a number of businesses that all support the visitor industry, right, cleaning services and staffing services and HR services, all of these people play a role in supporting what makes up the primary elements of the visitor industry.” KHON2
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Locals still harbor animosity towards tourists. It’s tough to balance being considerate of Maui and enjoying yourself. A vacation should not be primarily a charity tour. I’d say wait.
you cannot say “masseuse,” when speaking of a professional massage therapist. educate self!
From a Maui resident….
Maui can’t afford another economic bust after we have really begun to see the financial light after COVID. While ‘the rest’ of Maui is open and needing tourists, they might have a hard time finding accommodations. The majority of displaced Lahaina residents are staying in hotels, condos and BnB’s on the island. And we have a lot of off-island aid workers here, as well. Only the restaurants in Lahaina were destroyed. Food is plentiful in restaurants in Kihei, Wailea and Paia. The rest of the island and beaches are still beautiful and welcoming.
The rest of Maui also includes West Maui from Kaanapali and north. The road is OPEN. Gas stations, food stores, and others are open. My property in Napili-Honokowai has power, water, cell, and internet. Life there is almost normal except there are no people to spend money and support the people and business there. Yes, avoid Lahaina Town, but there is absolutely no reason that this area of West Maui cannot be enjoyed like the rest of Maui.
I truly am sorry for the fire, mismanagement of resources during the fire and profound loss of life in Maui. That being said, sadly you couldn’t pay me to go there. Ever. Since even before COVID and this fire, all I ever heard was ‘Colonizer’ this, ‘Howlie’ that, ‘we don’t want you here making everything more expensive for the locals’, and that last one I’ve lived as a former Seattleite priced out of the city by big tech moving in driving rents and mortgages sky high even in regular neighborhoods away from touristy areas. Was told by a Hawaiian in WA they hated the sugar plants moving in years ago, and now that they’re gone (non-irrigated land now) they’re mad. So much anger about everything, all the time. They don’t want to be a part of the US (understandable from the aspect of they had no choice initially), but they sure as heck want U.S. help and U.S. money now, which of course they should get because they are an American state! But I can’t imagine paying to go to a place I have felt so very unwelcome to visit for so long. I made donations to the relief funds there that locals posted about, and I genuinely hope South Maui can and will be rebuilt, and quickly. But they’ll never see a cent of tourism money from me because it’s been made very clear to me that tourists are at best tolerated there but not truly welcome. Not very aloha of you ask me, but…?!
While that is all well and good, the lodging rates are at exorbitant pricing, making it almost impossible for an average traveler to visit. I am not sure I would also want to take up a hotel room when a Maui resident or relief crews might needs it. I am not trying to take advantage of a bad situation with cheap airfare then pay over $700/nt for a hotel room. I looked across three upcoming months. Perhaps that money I would spend would be better spent donating. Just my opinion.
My wife and I just booked a trip to Kihei for 7 days, as way to show our support through our dollars and our time. We will do our small part to help the local economy and will also be doing some volunteer work during our stay, and do it with grace, and respect for the island we have come to love over the years.
Just tried to book a flight from Chicago to Maui on multiple dates and nothing was even available.
I agree with you Jesse. Lived there for 5 years the local attitude was terrible towards white people from the USA.
Is there any places to stay??
I live on Maui since 1986 and am a white older woman now. Each person who comes as a tourist makes their own experience here. Open your heart and say YES to what is offered to you her from Mother Maui. It is these tourists who have the best experience here and feel enveloped by the aloha received here. Those people who feel separation came here feeling that already within themselves
and that is reflected back to them. Come with the heartfelt what can i do for Maui….and Maui will envelope you with loving kindness.
Ahhh Maui… Hawaii… the most UNwelcome place in the world. It appears as locals have been “washed” since childhood that white people bring diseases, infections, invasive plants, etc. and NOT their food and luxury life they enjoy. Locals – enjoy your life without us white rich ugly fat Americans (aka foreigners)!
Maui was the first Island my late husband and I visited and back in the earlyn99’s, we were treated very well But we also made a huge effort to learn about the Hawai’ian culture and kept our tourism to as many locally owned businesses as possible. Given that, I commented a lot on the horrific situation with the fires in Maui, have donated and done what I could. However, that didn’t seem to be enough. I hope it’s not the majority of kanaka maoli, but I was treated very badly online. “ye haole, what do you know?”, “Just stay out of it Grandma white woman”. I was shocked! I had never before experienced that kind of racism. So I’m not sure what to feel. So many kanaka told me I wasn’t needed so to stay out. Others said, quite reasonably, come visit, respect our culture, then go home, which is what I would fully intend to do. Why are ALL whites considered colonizers? It’s no different than being called a former slave holder when my lineage is Northern Italy. This was an eye opener for me. Just saying how it made me feel. And, lastly, I may be haole, but I would like to see all of Hawai’i get their land back.
Bull tourist not wanted or needed
Seriously, anyone encouraging tourists to come to Hawaii right now, is an ass! If u want to help Maui, stay home, send money (NOT to the Red Cross or other government agency) to one of the locally created and managed resources. THAT is the best way to help people! These people have been through hell! Allow them time to heal! Let the other islands open their doors and accommodations to those that NEED IT. People are flooding to vacation on Kauai now, which is NOT going over well with the locals. We want to help our sister island give other Hawaiians the love , support, and aloha they need, but we can’t when we are bogged down, sold out, at max capacity with well intended kooks bleeding our resources dry. Give it a year, then consider vacationing here. The locals still wont like or want you here (anyone who says otherwise isn’t paying attention or is getting paid!), but at least we will have had time to mourn our families, homes, & history before having to cater to you.
America is a big beautiful country with thousands of opportunities to captivate tourists with their marvels and majesty! Let Hawaii heal and at least for the foreseeable future, go somewhere else please!
I think there needs to be a formal invitation to visit from Hawaiian officials to mainlanders. Make it definite, specific, and welcoming. That way everyone understands and there’s a better chance less animosity.
So…climate change… let’s all burn a crapton more jet fuel to visit an island ravaged by fires caused by climate change. Who endorses this!?
I agree. I have been to Hawaii several times, Maui 3 times. There are more welcoming places in the world. I don’t plan to return to Hawaii, ever!
Massage Therapist** masseuse is derogatory and not professional. Please change the wording!
Well, some of you need to realize that families have lost loved ones and are trying to find them through their own DNA. Death an destruction are haunting the island at this time. Reschedule your vacation? Have some empathy!! Prayers for Maui 🙏🙏🕯🕯
Laura S……… sounds like the people that were directly affected are so deep in their morning (with good reason) that there is some level of unrecognized shellfishness. ALL the other locals and businesses that weren’t directly affected by the horrible fires don’t have any way to take advantage of any insurance funds or ask for financial support. They can’t afford for tourist NOT to go and enjoy Maui.
Regarding feeling unwelcome by the locals….. that has NEVER happened to me when I visit. We have visited close to 15-20 times. It has to be in the person’s attitude that is visiting. Every time we go, we thank the locals for letting us visit their beautiful island. Just last week on Kauai I was told she could “feel my Aloha”. It’s all in the attitude that we as visitors have.
I was in Maui last year hiking Haleakala. I managed to get by without renting a car and using the bus system. However, be forewarned, Maui has been transformed over the years to a very developed island, which was literally overrun with tourists – all in their rental cars. It’s popularity has driven, not only hotel prices sky high, but housing and everything else up as well. I’m not sure if it even has an off-season anymore. So I don’t think your $89 airfare is going to help much! I still love the place, especially when you get off the beaten track. Or, you can stay on Kaanapali Beach. Plenty of Marriott resort brands from which to choose.
I guess you rich fat white people get a taste of what you’ve been giving out for years. Wonder why there is this feeling of disdain for white people?? I pray for the people of Maui. I wouldn’t not visit during a time of uncertainty of so many lives still missing, unable to even have services for their loved ones who have died as a result of the fires to name a few. This is a state of mourning. Maui needs our prayers and financial support right now.
If you think it’s climate change, you should really open your eyes.
For everyone who is trying to advertise, Molly and Shannon get people to come visit our island. Please understand that we just had a fire up there and a lot of people lost their families their pets they lost everything. How would you like it if your house burnt down and we went to go visit you because you guys don’t know how to respect Arina, we don’t want visitors we don’t need visitors. We need our island and our people to heal from all of this. What don’t you guys understand and stop advertising us as if we need your help we don’t we just want to be left alone and if you terrorist can’t understand what are Hawaiian people and our island is going through then maybe you should educate yourself and realize that you guys are not welcome to Maui you guys are already disrespecting the point that people died in that water where people are snorkeling and laughing and surfing so please stop advertising us as if we need you guys we don’t want you guys and if you guys don’t understand that, educate yourself and leave us alone
I was told by the rock and others to not visit
There are a few family friends who went and the residents are not welcoming signs hanging saying tourist stay out. ♥️ so why go, spend so much money and time to worry and spend a vacation defending ourselves, WHEN THERE OWN EMERGENCY RESPONSE CHEIF RESIGNED DAY AFTER THE INNOCENT. I am sorry to day but this is 100% on the leaders and community for electing someone who is not capable of anything but a paycheck.. FYI Amazon, AOL owner, oprah whinfrey all live in USA, I DO NOT SEE ANYONE BUT USA DONATIONS POOR IN AND THE RESIDENTS HANGING SIGNS IS NOT WELCOMING. I AM IN KAUAI RE ROUTED OUR 8 DAY TRIP FROM MAUI BECAUSE OF THIS DISRESPECT FROM RESIDENTS THE PEOPLE LISTED donated millions!
The correct thing of the correct something if a calculation of things.
This post makes me so very sad. I am so sorry for what maui and it’s people are going through and will be going through forever. I have/ am grieving for all of your losses. We’ve spent every vacation there for the last 12 years and with a few exceptions have always felt welcome. Our 23 year old daughter died in December right after our November trip to maui. All of our best memories are on that island. We finally were able to return in 2022 and the island magic wrapped us in love.
Your message is so filled with anger and for that I’m sorry for your heart. We are trying to figure out how to best help ALL maui people …visiting? , not visiting?, just sending what we can??? It’s hard to know with all the mixed messaging. Until we know for sure the best way,we will wait. Please know that everyday i think of you.. all of you. All the beautiful spirits we’ve met on our visits to maui. But going forward..kahealani, i will send love and light directly to you everyday. This kind of loss you never get over but please don’t let it turn your soul dark. My name is loralie. Think of me with love as i will think of you. You never know.. perhaps one day our paths will cross.
Something that helped me was screaming until my voice gave out. Screaming out the rage i felt at the world. I hope you find something to bring you solace in this unbelievable and tragic event.
Peace out
Well enough said…… I wasn’t planning on going to Maui and probably won’t ever go there again after hearing how so many of the locals feel about “haolies! Pretty said really how a few can mess it up for the many. I live in a tourist town “Lake Tahoe”,that relies on tourist dollars so I get it, however I am proud and happy to share the beauty up here that god created not me or man, but something more powerful than us and so if you want to take a vacation to a spectacularly beautiful place, please come here and enjoy what we have here……!
the fire came because they offended their gods!
Wanted to support but when I looked for flights to Maui with flexible dates it was not $82 it was more like 700-1000 dollars!
The locals in Lake Tahoe are just as bad and unwelcoming as Maui. I went to Lake Tahoe once and will never go back. I had a lot of sympathy for Hawaii but not so much now. One week they’re telling tourists not to visit and the next week they want them there spending their money. You can’t have it both ways. Maybe if tourists start going somewhere else and your businesses start closing, you’ll start thinking about how you treat tourists.
Don’t come to Maui right now. You are very mistaken to encourage people. Just because flights are cheap, does not mean that it is okay or a good idea. Please stay away for now. Visit the other islands,
Every time I’ve visited Hawaii, the locals have reminded me why I vacation elsewhere more often. They don’t want you there, they have “locals only” beaches, hot spots, even neighborhoods. Fine. You don’t want me there, I won’t go. I’ll send some money to the victims of the fires, but that’s it. Don’t go where you’re not welcome.
Couldn’t agree more. Don’t go where you’re not welcome. Getting called colonizer or mainlander isn’t my idea of relaxation. I’ll send money for relief, but vacation where I’m wanted.
First they want to then they don’t want to you to come over there. I know this much I’m never going there they don’t want terrorist. They wanna have a conspiracy against the United States of America. There is plenty of other places in Hawaii if you want to go there, but the Hawaiian people seem very unfriendly in their interviews for a long time they blame tourist in people come in there. Not being able to afford to live there. I’ll bet they still get drugs in there. Yeah no I’m over Maui and the conspiracy theories.
This should read “Airlines desperately need people to visit Maui “
Don’t go where you’re not welcome upset because you’re called colonizers or mainlander gee I feel for you all not. My family has been here in the states for 150 years. I’ve never been outside of USA. My granddaughter was working in a major grocery store in the dead of winter stormy and cold. No sooner had my granddaughter put all the groceries in the trunk she was told go back to Mexico. Wow.
I’m sending my relief money to Florida. At least there I’m not spurned or called names by locals that appreciate my money.
My husband and I are travel nurses and inquired about the need for healthcare staff during the recent fires. We were considering a 13 week travel contract there. We were rudely told by locals to stay on the Mainland unless we were volunteering our services. Seriously! How many nurses have enough money to pay for transportation, housing, and food to volunteer at hospitals. The island is expensive to visit and live on. I will NEVER vacation there again. I will NEVER reach out to them during a crisis. Hopefully, they have enough “local” nurses to cover their health needs moving forward.
I agree so much with the comments related to Hawaii being a”State” that does treat visitors like crap. I don’t know how you can be so much uptight and coincided, not to mention the hatred for all cultures, these Hawaiian residents are ignorant of what keeps them afloat, no pun intended. I wish that the island of Maui recovers soon and we are very sad for the loss of life and property. I prefer Aruba and Bermuda. To Mr. Jet, would you not rather be playing a sport, hiking, learning boxing or riding a motorcycle, instead of a massage? Fantoche, culonroto
I have two little kids so carrying them messes my back up. But I do hike, play softball, beach volleyball, tennis …
Wow! We’re being told to come to Maui by some but most of you say you don’t want us or need us or our money so stay away, if everyone takes your advice and starts going somewhere and business start failing you have no one to blame but yourselves. We went to Hawaii several years ago an had a wonderful time and was treated very well, its too bad. Hawaii is a beautiful place but we’ll certainly stay away, ill never go back again
couldn’t be a worse time to visit, the vacation rentals and hotels should be opened up to the displaced locals , with the average cost a night stating at 500. 00 and up a cheap flight doesn’t matter . Thay are overrun with tourist , the traffic is insane , and really they don’t want you there .
I was there when the COVID pandemic started, obviously not what we planned for, and the locals were jerks. They get nothing from me, other than some empathy.
I love how so many people here in the comments are offended by the locals in Hawaii, yet aren’t offended by how their own treat other human beings. Spread the same kindness you’d like.
This is truly not a great time to visit the island. Please honor the sacredness of this land and lit the people of Maui at least begin to heal. It’s not time to be selfish and think about the hotels and Condos and wants people to rent their places where there is so much homeless on the island. Flights may be cheap but find somewhere else to go.
I am do sorry for all that the inhabitants of Maui are going through, especially the people of native origin. We were blessed to visit in 2014 and enjoyed nothing but respect and love from locals in Kapalua and Lahaina. I will always treasure that visit, our first to Hawaii, and I will respect their mourning period. Aloha
I moved to Maui in 1984. Just shy of my 19th birthday. I raised 3 children, and now 6 grandchildren. All of whom live on Maui. I moved back to the MAINLAND after 30 years. Why? Because my kids were all grown and supporting themselves. I was tired of living paycheck to paycheck, looking forward to “high season” so I could make better money. I never bought a home there because, frankly, I couldn’t afford it. I never took my kids on a vacation out of state for the same reason. And after 30 years of taking care of “tourists”, I was over it. It’s not that the locals don’t want you there. What they don’t want is the people who come there. Forget their manners. Behave as though everyone is supposed to be catering to your vacation needs. The rude ones who step out in front of a car on Front St and then get upset for being verbally scolded by the driver of the car. This is, sadly was, Front St. NOT MAIN ST. AT DISNEYLAND. People live on these islands. And the sad fact is that the State of Hawaii never should have been. It was stolen. Then exploited into the tourist destination that it has become. Thus making the economy dependent upon a lot of visitor industry tax dollars and income. But you know what. The Hawaiians, and Kamaʻāina are resilient people. They are proud of their heritages and cultures. And they will show you aloha and respect like you have never seen. What are you going to bring to the table? A guide book and a entitled attitude because you are on vacation and paid a lot of money to be there. To be catered to and pampered. Sure, you can have all that. But the second you step out of the resorts with their spas, $700 a night rooms and paid staff to cater to your every whim….BOOM!! YOU IN MAUI NOW. People LIVE there!!! You’re in their backyard now baby. Educate yourself about where you are going before you go there. Be a traveler not a tourist. Understand where the animosity stems from and maybe you’ll have a better experience. Because you’ll understand the resentment. Pack your suitcase with knowledge, respect, human kindness and understanding. And you will leave with aloha. Be welcomed back. And will have gained so much more. Or whine and complain about how you got yelled at for being a donkey when you were acting like an a*s. Oh, and by the way. I have been called a haole many times. But Uncle Chuckie on Molokaʻi said I’m one damn good haole. Because I get it. Do you? …a hui hou ka kāu. Mālama pono. Aloha ke Akua 🤙
You called a bunch of white people in the tourism industry. This article is bs and you know it. Respect what the native Hawaiians want and not what your disgusting white friends want. Stay away and send money.
@Monica Lane…. Neighborhoods? They have neighborhoods? Shocking. I would think everyone lived in little grass shacks. On the beach. Like in the song.
Perhaps the State of HI needs to take a pause and decide what it wants – and not let corporations and franchise businesses determine their fate. I, for one, am not going anywhere that I’m not welcomed – and it sounds like HI was “over” the whole tourism thing if you were a resident.
This article is so poorly written and irresponsible, it’s almost funny. You never bothered to say where these super cheap flights originate from.
You should be embarrassed for writing this nonsense.
Nice article, crazy comments. Everyone’s right only thing wrong is the flight from ATL Georgia to Maui round trip is over $450-600 at the least.
Jess: Since you don’t even know that Lahaina is in West Maui NOT South Maui the accuracy of the rest of your comments are called into question.
I’m sorry for everything that happened to Maui. But I am speechless on them asking for visitors. When I saw a post with a woman saying that it was very hard on her as a Maui resident watching us tourists snorkeling after everything that has happened to them and that we should have respect for what Maui just went through and not enjoy it as a vacation place.. I’m very confused.