Maui customer business outpaces state development in 2025; Canadian journey down however reveals indicators of restoration : Maui Now

Maui County’s financial restoration gained momentum in 2025 with customer arrivals and spending outpacing statewide averages, in line with preliminary statistics launched by the state Department of Business, Economic Development and Tourism. 

Twenty-eight months following the August 2023 wildfires, Maui noticed a 6.3% improve in customer arrivals in December 2025 in comparison with the identical month the earlier 12 months. There had been 243,687 guests to the island in December, up from 229,290 in December 2024. 

Spending by guests on Maui reached $658.9 million in December 2025, a 13.4% improve from the $581 million spent in December 2024. The common day by day census on Maui was 65,128 guests in December 2025, 4.1% greater than 62,561 guests in December 2024.

For the total calendar 12 months of 2025, whole customer spending on Maui reached $5.97 billion, a 12.7% improve over 2024. Total arrivals for the 12 months rose 7% to greater than 2.5 million guests. 

These native positive factors contrasted with combined outcomes throughout the state. Statewide, whole customer arrivals for the calendar 12 months 2025 had been flat, dropping barely by 0.6% to 9.6 million guests. However, statewide customer spending elevated 5.7% to $21.75 billion for the 12 months. 

Department Director James Kunane Tokioka mentioned that whereas arrival numbers fluctuated in some markets, the quantity guests spent per day elevated. 

“In December 2025, despite fewer total visitors (-4.3%) compared to last December, visitors spent more on a daily basis, resulting in 3.7% growth in total visitor spending to $2.12 billion,” Tokioka mentioned. “Daily spending on lodging and food and beverage by US West and US East visitors has increased significantly compared to a year ago, contributing to the overall increase in spending.” 

Neighbor Island statistics

According to the division’s month-to-month report, O‘ahu noticed a lower in customer quantity, with arrivals dropping 7.7% in December 2025 in comparison with the earlier 12 months. Kaua‘i noticed a slight lower in arrivals of 0.7% for the month, whereas Hawai‘i Island arrivals dropped 1.2%. However, each Kaua‘i and Hawai‘i Island recorded will increase in customer spending for the month. 

Canadian journey market down, however reveals indicators of rising

While the US markets confirmed energy in spending, the Canadian market — historically necessary for Maui throughout the winter season — confirmed a decline. 

In December 2025, arrivals from Canada to the state dropped 14% in comparison with the earlier 12 months. For the total 12 months, Canadian arrivals had been down 11.6% and spending dropped 8.7%. Tokioka attributed this downturn to “economic and political uncertainty.” 

During a Jan. 16 House Finance Committee informational listening to, Tokioka advised state lawmakers that the Canadian tourism market is “way down” in Hawaiʻi and in Maui particularly. According to a transcript of the assembly, Tokioka mentioned: “I think most of us know why.”

When Maui Now requested why Canadian tourism was down, the response was that the rationale was “the current political climate and economic conditions.” Rhetoric from the administration of President Donald Trump has included threats of Canada changing into the United States’ 51st state.

Lacianne Goshi, who’s with the director’s workplace and responded through e-mail to the Maui Now question, added some nationwide insights into Canadian tourism from READ, the newest from Longwoods International:

While most Canadian vacationers (56%) nonetheless don’t intend to go to the US within the coming 12 months, this determine represents an enchancment from April, when 61% expressed little interest in visiting.

However, the report says:

• Political deterrence is waning: The impression of US politics and authorities insurance policies resembling tariffs is lessening. While 53% of Canadians nonetheless say these elements make them much less more likely to go to (down from a excessive of 63% in July), almost 1 / 4 (23%) now say US insurance policies haven’t any affect on their journey choices.
• Cancellations slowing: In the previous six months, 23% of surveyed vacationers canceled journeys to the US. However, the outlook is stabilizing, with solely 11% indicating they’ve canceled upcoming bookings for the subsequent 12 months.
• Alternative locations: When Canadians forgo U.S. journey, they most frequently select to journey domestically inside Canada (37%). However, 22% are choosing worldwide options, with Europe, Mexico, and the Caribbean rating as prime substitutes.

To see the total DBEDT report, click on here.