Hawaii Sees Fewer Visitors, But Higher Spending in September

Honolulu, Hawaii — In September, Hawaii welcomed 2.5% fewer visitors compared to last year, according to state data released this week. Despite the decline in arrivals, spending by tourists surged by more than 8%, reaching $1.54 billion.

The average daily spending per visitor jumped over 11% to approximately $270. However, the average length of stay shortened slightly, suggesting that the increased spending stemmed from higher daily costs rather than extended vacations. Hotel rates remained steady at about $315 per night, but visitors opted to spend more on food and activities beyond their accommodations.

One Hawaii traveler, Katie S., commented, “Higher prices across the board make the numbers appear to show Hawaii is getting exactly what it wanted. More money, fewer tourists.”

For many years, Hawaii’s tourism was fueled by repeat travelers, but some longtime visitors are now turning to alternative destinations, including Mexico and Japan, seeking better value. A veteran visitor, Renee, reflected, “Every year we say maybe one more time. I don’t know if next year will still be that time.”

Hawaii’s tourism strategy, which aims to attract higher-spending visitors while managing crowds, appears to be working in some respects. However, the emotional connection between Hawaii and its visitors may be suffering. Paul K. shared a perspective echoed by many: “The people who respected the islands most are quietly walking away while those treating it like a theme park still show up. That’s the real loss.”

Maui notably saw an increase in arrivals by more than 11% in September, while spending soared nearly 20%. In contrast, Oahu experienced a 5% drop in visitors, yet spending still rose. Overall, Hawaii’s economy continues to depend significantly on travelers willing to pay higher prices for fewer crowds.

As travelers adapt to the new norm, they are shortening their trips while maintaining budgets. The trend suggests that the islands could be winning the revenue race but facing challenges in retaining loyalty from their core visitors. Becky, a long-term traveler, summed it up, “Hawaii is still worth visiting, but only if my expectations change.”

Looking ahead, it remains uncertain whether Hawaii’s tourism model can maintain high spending while fostering a loyal visitor base. As visitors navigate the evolving landscape, they are learning that planning with flexibility is crucial to enjoy the Hawaii experience they cherish.