Maui Locals Invite Visitors: Come, But Please Show Care and Respect

This week, Maui Mayor Richard Bissen revealed the next step in reopening West Maui to tourism after the devastating wildfires that struck Hawai‘i and Maui in early August, obliterating the town of Lāhainā. Starting November 1, areas of West Maui from Kahana to Kā‘anapali will welcome visitors back, as officials and residents focus on recovery and rebuilding, launching a campaign to encourage respectful and compassionate tourism. The gradual reopening of West Maui commenced on October 8.

"Here’s the truth, whether people like it or not, we rely on the visitor industry," says Tim Lara of Hawaiian Paddle Sports, a certified B-Corp in Maui offering surf lessons, kayak tours, canoe tours, and stand-up paddleboarding. "If suddenly everyone stops coming, which they did… it would lead to a more significant economic collapse. More people would require assistance. If the visitor industry continues, we can not only support ourselves but also aid relief efforts on the west side."

Lara resides in Kula, Maui’s Upcountry, which also faced wildfires—19 homes were destroyed there, including 10 within a mile of Lara’s residence. In the aftermath of the fires, Lara and his neighbors collaborated to extinguish hotspots, trim green waste to create firebreaks, and clear fallen trees from properties. A donation center was set up in the community for people to access bottled water, supplies, and food.

In the first week and a half after the wildfires, Lara’s business was effectively on hold. "I just couldn’t focus on it," he states. However, he adds, "We’re back in business now."

The devastation from the wildfires in Maui was immense. Reports indicated 97 fatalities, over 6,600 acres scorched, and approximately 2,403 homes destroyed.

In the crucial hours following the fires on August 8, as flames continued to rage and rescue efforts were still underway, the Hawai‘i Tourism Authority issued a statement strongly discouraging non-essential travel to Maui. They advised visitors with plans for West Maui to consider postponing their trips. Unfortunately, the difference between West Maui, home to Lāhainā, and the rest of Maui, which remained open, became blurred amidst the chaos and communication difficulties.

Numerous celebrities joined in to emphasize this message, including Hawaiian-born actor Jason Momoa, who has 17.2 million followers on Instagram. On August 11, he posted, “Do not travel to Maui… if you planned to visit soon, please cancel your trip.” He has since provided multiple updates, offering detailed clarifications on what areas are currently open—the vast majority of Maui—and the regions around Lāhainā that remain closed.

Many people chose to cancel their trips. Before August 8, the daily domestic passenger count to Maui ranged from 4,000 to over 8,000 visitors. Following the wildfires, those numbers dropped to between 1,800 and 3,000 daily, but have now climbed back to over 4,000 visitors most days, according to data from Hawai‘i’s Department of Business, Economic Development & Tourism.

Current estimates indicate an economic loss of up to $9 million daily due to the decline in travelers, according to the Department of Business, Economic Development & Tourism.

“Initially, there was a lot of messaging saying ‘Maui is closed. Visitors must leave. Do not travel to Maui,’” says Lara, noting that communication has improved recently. “Now the message has shifted to ‘Maui is open. We welcome you to come.’”

In September, the Hawai‘i Tourism Authority approved a $2.6 million recovery initiative aimed at revitalizing travel demand to Maui, which includes a new Mālama Maui campaign promoting a responsible return to tourism on the island.

“After engaging with the Maui community and the visitor industry, the Hawai‘i Tourism Authority is committed to supporting residents working in hospitality and business owners reliant on visitor spending by encouraging a return of visitors to Maui,” says Ilihia Gionson, public affairs officer at Hawai‘i Tourism Authority, in an interview with Dinogo. “We urge visitors to travel to the island with respect, compassion, and responsibility. Now more than ever, visitation is welcomed and encouraged to the many open areas of Maui.”

Is it safe to visit Maui at this time?

So, what does “respectful, compassionate, responsible” travel to Maui entail?

Britney Alejo-Fishell, the owner of Haku Maui in Upcountry Maui, a small business that creates traditional Hawaiian leis and offers lei-making workshops, emphasizes her desire to convey that “it’s perfectly fine to visit.”

However, she emphasizes, “I understand that people come to Maui to heal. You arrive here seeking solace in this beautiful environment. But remember, this is our home; it shapes who we are. Approach your visit with respect. I appreciate that staying in hotels helps them, but also be open to exploring what Maui truly offers—interact with the locals and engage in meaningful experiences instead of just isolating yourself in the resort.”

Beyond stepping outside the resort and supporting local enterprises, connecting with organizations involved in relief efforts and contributing your time and resources is vital. Alejo-Fishell urges that mindful travelers should recognize the profound trauma many residents have faced.

Alejo-Fishell recounts, “In the very first week, we were distributing supplies directly to Lāhainā, and I heard tourists in the stores complaining, saying, ‘Why are the shelves empty? What are we supposed to do?’ People here have lost so much; they’ve just survived a disaster and may have lost loved ones. Please be mindful that someone standing behind you in line might have lost everything.”

Lesley Texeira, the owner of Aloha Missions, which organizes personalized give-back experiences for visitors in Maui, reflects that in the aftermath of the wildfires, it felt reminiscent of the COVID-19 pandemic, with rental cars accumulating in vacant lots near the airport and a noticeable absence of tourists.

The key difference this time is that Maui residents have gone through something incredibly abrupt and traumatic—and they are still navigating their feelings about it.

“When you come here, you should aim to leave our island in a better state than you found it. That’s a principle for any visit, but especially now. We are in a delicate place, emotionally, and it’s essential to be considerate,” explains Texeira. “The entire island is in a state of trauma.”

Texeira mentions that for visitors looking to connect with local communities and offer volunteer services or resources during their stay, Aloha Missions can facilitate those connections to support ongoing efforts.

Lara from Hawaiian Paddle Sports states, “Simply visiting and spending money as you usually would aids the situation because it prevents more families from needing help. And for extra credit—consider making a charitable donation while you’re here.”

Ways to assist Maui

For travelers looking to contribute, various organizations have stepped up to provide support and aid.

American Red Cross

To contribute: redcross.org

The Red Cross is aiding thousands of residents displaced in Maui and Oahu.

Council for Native Hawaiian Advancement

To contribute: memberplanet.com

This nonprofit organization dedicated to supporting Native Hawaiians is gathering resources for ‘ohana affected by the devastating wildfires in Maui.

Maui Food Bank

To contribute: mauifoodbank.org

The Maui Food Bank, which provides food assistance to those in need across Maui County, is fundraising to help feed residents displaced by the fires.

Maui Strong Fund

To contribute: hawaiicommunityfoundation.org

The Hawai‘i Community Foundation, a nonprofit dedicated to fostering an equitable and thriving Hawai‘i, has established the Maui Strong Fund to offer shelter, food, financial support, and various services to residents in need.

Maui United Way

To contribute: ignite.stratuslive.com/auw/get-involved/donate/mauirelief

The community support organization Maui United Way has launched a Maui Fire Disaster Relief Fund aimed at assisting those affected by the wildfires.