What’s Behind Hawai‘i’s 2025 Tourism Decline and What It Means for the Future: All You Need To Know

Published on December 24, 2025

In 2025, Hawai‘i’s tourism industry faces a downturn with reduced visitor arrivals and lower overall spending compared to previous years. While the state continues to attract millions of tourists annually, new data reveals a decline in the number of visitors for the first time in years. This downturn is attributed to various factors, including shifts in tourist behaviour and increased competition from other destinations. Despite these challenges, Hawai‘i remains a major player in the Pacific tourism market, and the state’s tourism authorities are actively seeking ways to reverse the trend and adjust to evolving travel patterns.

Visitor Numbers Decline: Insights from Recent Data

Hawai‘i’s Department of Business, Economic Development and Tourism (DBEDT) released preliminary statistics showing that visitor arrivals dropped by 4.4 percent in July 2025, compared to the same month in 2024. This decline was most noticeable in key markets such as the U.S. West, Japan, and Canada, which traditionally account for the bulk of international visitors. While total visitor spending was still significant, the overall figure decreased by 4.3 percent. The drop is considered part of a longer‑term trend, with the state falling short of its 2024‑2025 tourism forecasts.

Hawai‘i has consistently seen impressive year‑on‑year growth since recovering from the pandemic, but these latest numbers highlight the fragility of the recovery. Visitor spending per person did rise in some months, pointing to higher spending patterns for those who did travel, but overall visitor volumes remain lower than expected.

Factors Contributing to the Decline in Visitor Arrivals

The reduction in visitor numbers can be attributed to several factors. First, increased competition from other global destinations has diverted attention from Hawai‘i. More affordable options in Mexico, Central America, and Eastern Europe are gaining popularity among budget-conscious travellers, which is especially significant as Hawai‘i’s prices remain high in comparison.

Additionally, airline seat capacity has fluctuated, with some airlines reducing or eliminating routes to Hawai‘i as part of broader post-pandemic network adjustments. Despite Hawai‘i’s reputation for tourism, its air connectivity has faced setbacks, limiting the overall volume of international visitors.

Furthermore, rising travel costs have impacted discretionary spending, causing travellers to reconsider long-haul destinations. While some visitors are still flocking to Hawai‘i for its natural beauty, rich cultural offerings, and luxury accommodations, others are choosing destinations that offer similar experiences at lower price points.

Shifting Visitor Behaviour: Longer Stays, Fewer Arrivals

One trend that has emerged despite the downturn is that travellers who do visit Hawai‘i are spending longer stays. Many visitors are opting for extended holidays rather than short trips, driven by a desire to get more value out of their travel experience. This shift aligns with broader travel trends where affluent travellers seek more immersive, longer‑term experiences. However, fewer visitors overall contribute to the reduction in overall visitor numbers.

Interestingly, international visitor numbers have been much slower to recover than domestic travel. This is due in part to uncertainties in international travel logistics and evolving travel restrictions in many countries. While domestic visitors from the U.S. West continue to drive the bulk of arrivals, international markets, especially Asia, remain sluggish in their recovery.

Challenges and Opportunities Ahead

Hawai‘i’s tourism sector is facing significant challenges, but there are also numerous opportunities. The recent downturn in arrivals presents the state with a unique chance to rethink its marketing strategies, shifting from mass tourism to targeted, high-quality visitors. Hawai‘i’s authorities are already adjusting their tourism plans to focus on attracting more affluent, longer-term travellers while promoting sustainable tourism practices.

The Hawai‘i Tourism Authority (HTA) has emphasised the importance of increasing collaboration with airlines to boost air connectivity, especially from international markets like Japan and Australia. Additionally, a focus on eco-tourism, cultural tourism, and more personalised, off-the-beaten-path experiences can help Hawai‘i regain momentum by offering visitors something distinct from traditional beach vacations.

Hawai‘i’s Tourism Future in the Balance

As Hawai‘i’s tourism market faces a decline in visitor arrivals in 2025, the focus must shift toward adapting to changing global trends. The increase in spending per visitor offers hope for future recovery, but Hawai‘i must work to address the competition, air connectivity issues, and shifting visitor behaviours that are impacting the state’s tourism industry. By leveraging its unique natural offerings and focusing on sustainable travel, Hawai‘i can once again position itself as a leading destination for those seeking luxury, culture, and nature.

The coming years will be pivotal for Hawai‘i as it navigates the challenges of post-pandemic tourism and seeks to maintain its status as a top-tier destination. However, by adjusting strategies to meet evolving traveller expectations and enhancing its visitor experience, the state can bounce back and continue to thrive in the competitive global tourism market.