by Lacey Pfalz
Last updated: 10:00 AM ET, Fri September 1, 2023
The Hawai’i Tourism Authority’s (HTA) Board of Directors approved $2.6 million in funding to launch the Maui Marketing Recovery Plan, focusing upon a new Mālama Maui campaign and rebuilding travel from the continental United States to the island as a way to help rebuild those parts that were destroyed by the recent wildfires.
The Mālama Maui campaign begins immediately and will continue until October 31, 2023. The campaign will focus on attracting mindful travelers to the rest of the Hawaiian islands and the currently accessible areas of Maui, which include Kahului, Wailuku, Kīhei, Wailea, Mākena, Pāʻia, Makawao and Hāna.
West Maui accounts for 15 percent of the state’s tourism economy. The Hawai’i Department of Business, Economic Development and Tourism estimates the state is losing $9 million each day following the fire.
“HTA board members and staff had the opportunity to visit Maui over the past weeks to meet with residents and business owners and listen to them about the challenges they now face with visitor arrivals decreasing significantly since August 8,” said Blaine Miyasato, HTA board chair.
“It was clear that HTA needed to immediately bolster its existing efforts to ensure Hawai‘i remains a top vacation destination for travelers in the months and years ahead,” Miyasato continued. “The board voted unanimously to approve funds for this critical plan to deliver a clear message: respectful, compassionate, responsible travel to the accessible areas of Maui and the other Hawaiian Islands is welcomed and encouraged, now more than ever.”
The HTA has been busy sharing the messages of strength and resilience to the rest of the country and abroad. It also assisted in coordinating with emergency response teams to help evacuate visitors, set up an assistance center with the American Red Cross on O’ahu and coordinated temporary housing for over 5,000 disaster victims and emergency works in hotels across Maui.
The HTA and the local governments have been coordinating with travel companies to restart travel to Maui; on September 3, Norwegian Cruise Line will be continuing Hawaiian cruises to Kahului. The cruise line has also committed to donating $200,000 in total donations and physical goods to local organizations.
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