Maui is one of Hawaii’s most iconic islands, famous for its beaches, volcanic landscapes, whale-watching, scenic drives, and luxury resorts in Wailea and Kā‘anapali.
The island welcomed 2.31 million visitors in 2023, down from pre-pandemic levels due to the August 2023 Lahaina wildfire.
In 2024, tourism began rebounding, with monthly arrivals steadily increasing and projections for 2.6–2.8 million visitors in 2025 as recovery efforts continue.
Key stats: Maui Tourism
- On any given day in December 2024, Maui hosted about 61,800 visitors, marking a 10 % increase year-on-year.
- Tourists spent approximately $563.6 million in December 2024 alone — over 20 % more than the previous year.
- In 2024, Maui welcomed roughly 2.34 million visitors, which is still about 23 % below the 2019 pre-pandemic level.
- Maui accounted for over 26.7 % of all visitor arrivals in Hawaiʻi and nearly 28.5 % of the state’s visitor spending in 2024.
- Average visitor expenditure per day on Maui was about $634, up more than 6 % versus 2023.
- In April 2025, arrivals (207,522) and spending (about $442 million) surged ~14 % and ~12 % respectively compared to April 2024.
- July 2024 saw 237,495 arrivals, down roughly 20 % compared to July 2023, with spending around $510.6 million.
- In November 2024, spending climbed to $435.7 million, and the average daily number of visitors rose to ~51,900 — showing recovery momentum.
How Many Tourists Visit Maui Each Year?
Maui hosted 2.31 million visitors in 2023, according to the Hawaii Tourism Authority.
| Year | Visitors | Notes |
|---|---|---|
| 2019 | 3.06M | Pre-pandemic peak |
| 2020 | 0.79M | Pandemic impact |
| 2021 | 2.29M | Rapid rebound |
| 2022 | 2.86M | Near full recovery |
| 2023 | 2.31M | Impact of fires |
| 2024 (projected) | 2.45–2.55M | Gradual recovery |
| 2025 (projected) | 2.6–2.8M | Full tourism momentum expected |
How Many Tourists Visit Maui Each Day?
Maui receives 60,000–70,000 visitors on the island at any given time, including hotel guests, condo rentals, and cruise arrivals.
Daily arrivals fluctuate between:
- 6,000–9,000 arrivals per day during mid-season
- 10,000–12,000 per day during peak periods (Christmas, July, Spring Break)
How Much Do Visitors Spend in Maui?
Visitors to Maui spent $5.21 billion in 2023, down from $5.7B in 2022 but still one of the highest per-visitor spend averages in the U.S.
- Daily spending per visitor: ~$265
- Average length of stay: 8.5 days
- Hotel ADR (Average Daily Rate): ~$590–$650 in Wailea (highest in Hawaii)
- Vacation rentals: ~$350–$450 per night
Tourism accounts for ~80% of Maui County’s economy, directly or indirectly.
Which Countries Visit Maui the Most?
Most Maui visitors are from the United States, but international travel has steadily recovered.
| Country / Region | Share of Visitors (2023) |
|---|---|
| 🇺🇸 United States (West) | ~61% |
| 🇺🇸 United States (East) | ~27% |
| 🇨🇦 Canada | ~6% |
| 🇯🇵 Japan | ~2% |
| 🇦🇺 Australia | ~1% |
| 🇰🇷 South Korea | <1% |
| 🇪🇺 Europe | <1% |
| 🌎 Latin America | <1% |
| 🇳🇿 New Zealand | <1% |
| 🇨🇳 China | <1% |
International tourism is projected to increase significantly in 2025, driven by restored flights and Japan’s recovering outbound market.
What Are the Most Visited Attractions in Maui?
Maui’s natural attractions dominate visitor activity. These estimates combine state park counts, tour operator data, and HTA insights.
| Attraction | Annual Visitors (est.) | Notes |
|---|---|---|
| Haleakalā National Park | 1.3M | Sunrise summit, hiking |
| Road to Hāna | 900K+ | Scenic coastal drive |
| Kā‘anapali Beach | 1.5M | West Maui resorts |
| Wailea Beach | 600K | Luxury area |
| ʻĪao Valley State Park | 400K | Cultural + natural site |
| Molokini Crater (snorkel tours) | 450K | Marine sanctuary |
| Makena Beach (Big Beach) | 500K | Popular day-use beach |
| Lahaina Front Street (pre-fire 2023) | ~2M | Major historic town |
| Whale-Watching Tours | 350K | Dec–Apr peak |
When Is the Best Time to Visit Maui?
Maui is a year-round destination, but tourism volume varies by weather, whale-watching, and holidays.
| Season | Trend | Notes |
|---|---|---|
| Winter (Dec–Feb) | High | Whales, holidays, great weather |
| Spring (Mar–May) | Moderate | Fewer crowds, mild climate |
| Summer (Jun–Aug) | High | Family travel peak |
| Fall (Sep–Nov) | Low–Moderate | Quietest prices, warm weather |
Peak travel periods include Christmas–New Year, Spring Break, and mid-July–early August.
What Events Draw the Most Tourists to Maui?
| Event | Time of Year | Notes |
|---|---|---|
| Maui Whale Festival | February | Popular nature event |
| Maui Film Festival | June | Wailea beachfront screenings |
| Maui Marathon | April | Oldest marathon west of the Rockies |
| Made in Maui County Festival | November | Major craft & food event |
| Aloha Festivals | September | Cultural celebrations |
| Kapalua Wine & Food Festival | June | Luxury culinary festival |
Events resumed gradually after the Lahaina wildfire, with many relocated or scaled until West Maui fully recovers.
How Much Does Maui Rely on Tourism?
Tourism represents ~80% of Maui’s economy, supporting:
- hotels and resorts
- restaurants and farms
- tour operators and boat charters
- rental car companies
- retail shops
- cultural and activity services
Maui has the highest visitor-spending per person among Hawaii’s islands.
How Busy Are Maui Hotels?
Maui’s hotel market is one of the strongest in the U.S.
2023–2024 averages:
- Occupancy: ~65–72% (lower due to Lahaina impact)
- ADR (Average Daily Rate): ~$500–$620 islandwide
- Wailea ADR: ~$590–$650 (luxury)
- Kā‘anapali ADR: ~$420–$520
- Vacation rental occupancy: ~50–60%
Wailea remains one of the most expensive resort markets in America.
Which Areas of Maui Are Most Popular With Tourists?
Tourists typically choose between West Maui, South Maui, and the North Shore.
| Area | Type | Best For |
|---|---|---|
| Wailea | Luxury resorts | Honeymoons, upscale stays |
| Kā‘anapali | Full-service resorts | Families, beachgoers |
| Kapalua | Quiet luxury | Golf, relaxation |
| Kihei | Budget-mid-range | Younger travelers |
| Hāna | Nature escape | Off-grid travel |
| Paia / North Shore | Surf culture | Adventurous travelers |
Lahaina, historically one of Hawaii’s most visited towns (2M+ annual visitors), remains in recovery and redevelopment following the 2023 wildfire.
FAQ – Maui Tourism Insights
How many tourists visit Maui each year?
About 2.31 million visitors traveled to Maui in 2023. Projections for 2025 suggest 2.6–2.8 million as tourism recovers.
What is Maui known for?
Beaches, whale-watching, Haleakalā volcano, luxury resorts, snorkeling, and the Road to Hāna.
Is Maui expensive?
Yes, Maui is one of the most expensive vacation destinations in the U.S. Hotels in Wailea can exceed $600/night.
When is the best time to visit Maui?
December–April for weather and whales, and April–June for fewer crowds and good prices.
Is Maui safe for tourists?
Yes, though visitors should respect ocean conditions, stay aware of currents, and follow local guidelines in areas affected by the 2023 wildfire.
Which area of Maui is best to stay in?
Wailea for luxury, Kā‘anapali for families, Kihei for affordability, and Kapalua for tranquility.
How much do visitors spend in Maui?
Visitors spent $5.21 billion on Maui in 2023, the highest per-visitor spend in Hawaii.
Sources
- Hawaii Tourism Authority (HTA) — Monthly Visitor Statistics
- DBEDT Hawaii — Visitor Data & Economic Impact Reports
- Maui County Recovery Reports — Tourism Recovery Updates Post-Lahaina Fire
- U.S. National Park Service — Haleakalā National Park Visitor Statistics
- State of Hawaii Tourism Dashboard — Interactive Tourism Analytics for Maui County
0 Comment