Hawaii Experiences Growth in Visitor Spending in October 2025 Despite Declining Arrivals

Published on November 29, 2025

Hawaii’s tourism sector saw unexpected growth in October 2025, as visitor spending rose sharply even though the number of arrivals decreased. The Department of Business, Economic Development, and Tourism (DBEDT) reported that total visitor spending for the month reached US$ 1.70 billion, marking a 6.7% increase from October 2024. This surge in spending was achieved despite a 2.9% drop in visitor arrivals, with 749,095 people visiting the islands.

While fewer visitors arrived, those who did spent significantly more per day, contributing to the higher overall revenue. This uptick in spending per visitor showcases the resilience of Hawaii’s tourism industry and its ability to generate revenue even in a challenging environment of reduced tourist numbers.

The Numbers Behind the Growth

Although the total number of visitors to Hawaii fell, key indicators show that travelers are willing to spend more during their stay. Here are some important takeaways from the DBEDT report:

• Visitor arrivals: There were 749,095 visitors to Hawaii in October 2025, a 2.9% decrease compared to the same period last year.
• Increased spending per visitor: The average daily spend per visitor surged to US$ 277, reflecting an increase of 12.0% year-over-year.
• Revenue by island: Spending was up on several major islands, including Maui, where tourism revenue saw an 11.3% increase.

While the dip in arrivals may seem concerning, the rising daily expenditures demonstrate that travelers are opting for longer stays or are indulging in more expensive experiences once they arrive. This trend can be particularly seen in the rise of luxury accommodations, premium activities, and upscale dining.

How Hawaii’s Tourism Sector Benefits from Higher Spend

Despite fewer tourists, Hawaii’s tourism sector remains a vital part of its economy. The October results emphasize the importance of higher-value tourism, where guests spend more per visit. The increase in visitor spending translates into several benefits for local businesses, including:

1. Increased revenue for hospitality businesses: Hotels, restaurants, and tour operators benefit from the spending boost, especially those catering to the high-end travel market.
2. Job creation: The increase in revenue helps sustain jobs across the tourism industry, from hospitality staff to local artisans and service providers.
3. Sustainable growth: This shift towards higher-value tourism supports the goal of sustaining the tourism industry while preserving Hawaii’s natural and cultural heritage.

This spending spike suggests that Hawaii may be shifting towards a more sustainable model, where fewer but higher-spending visitors help maintain the local economy’s vitality.

Key Insights for the Future of Hawaii’s Tourism Strategy

The data from October 2025 provides key insights into the future of Hawaii’s tourism strategy. With a decrease in overall arrivals, it is clear that Hawaii’s tourism industry is moving towards a model focused on quality rather than quantity. Here’s what this means for the future:

• Targeting high-value visitors: Hawaii may shift its marketing focus towards attracting high-net-worth individuals or travelers looking for premium experiences. By emphasizing luxury resorts, fine dining, and exclusive tours, the state can continue to thrive even with a decrease in overall visitors.
• Focus on sustainable tourism: With visitors spending more, Hawaii could develop programs that encourage longer stays and responsible travel, ensuring that the islands continue to benefit from tourism without overburdening their resources.
• Seasonal tourism adjustments: The tourism department might explore offering tailored experiences for off-peak seasons, ensuring that spending remains strong throughout the year.

A Bright Outlook for Hawaii’s Tourism

The rise in visitor spending despite fewer arrivals is a promising sign for Hawaii’s tourism industry. Local businesses, from high-end hotels to tour operators, have seen a direct impact from the increased spending per visitor. This reflects the resilience of Hawaii’s tourism sector, which continues to adapt to changing travel patterns and shifting visitor priorities.

For Hawaii’s residents, the increase in tourism revenue translates to economic stability, especially in the hospitality sector, which is vital for many families. The ability to generate significant spending revenue even when the number of visitors is down demonstrates that tourism in Hawaii is evolving in a positive direction.

Looking ahead, the state’s tourism sector is in a strong position to continue to build on this momentum. The focus on high-value tourism may encourage the development of new, sustainable experiences and encourage travelers to stay longer and spend more, ensuring that Hawaii remains one of the world’s most desirable destinations.