Maui Nui is renowned as one of the leading visitor destinations on the planet, bolstered by the county’s stunning natural assets, world-class accommodations and amenities, broad array of activities and experiences, and warm hospitality spirit.

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It is estimated that two-thirds of Maui County’s economy is directly or indirectly related to the visitor industry, which contributes a significant portion of the County’s real property tax revenue and in 2021, provided approximately 28,000 jobs.

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In 2019, the last full year prior to the COVID-19 pandemic, a record number of visitors – more than 3 million – came to Maui County, staying an average of 8 days per trip and spending a total of $5.13 billion. While the pandemic wreaked havoc on Maui Nui’s visitor industry, by the end of 2022, visitor arrivals and spending had largely rebounded to pre-pandemic levels.

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While the substantial numbers of visitors have generated economic benefits for the County, they have also put pressure on the islands’ communities, infrastructure, and natural resources. As a result, the visitor industry in Hawai‘i, including in Maui Nui, is undergoing a paradigm shift, transitioning to a model that will better manage the industry in a responsible and sustainable manner, and balance the needs of residents and visitors alike.