How Josh Green $6.3M Plan Aims to Revive Hawaii Tourism
Josh Green $6.3M Tourism Recovery Plan: Can It Save Hawaii’s Travel Industry?
Hawaii Governor Josh Green tourism recovery plan has allocated $6.3 million to counter the economic downturn caused by the Maui wildfires and recent Los Angeles wildfires. The funding, directed to the Department of Business, Economic Development, and Tourism (DBEDT), is intended to bring back hesitant travelers.
But will it be enough to revive Hawaii’s struggling tourism industry?

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How the LA Wildfires Are Affecting Hawaii’s Tourism
Los Angeles is Hawaii’s largest source market, contributing 9.1% of total arrivals in 2024. The recent wildfires in Southern California have led many travelers to reconsider their vacation plans to Hawaii.
Past disasters have resulted in temporary declines, but this time, uncertainty is higher. Many affluent LA residents, who make up a significant portion of Hawaii’s long-stay visitors, may delay vacations due to property damage, poor air quality, and financial strain.
Even middle-income travelers from LA might hold back on discretionary spending, impacting hotel bookings, airline revenue, and local businesses in Hawaii.
Canadian Visitors Declining Due to Tariffs
Beyond Josh Green tourism recovery plan, Hawaii faces another challenge—economic tensions with Canada.
Canada is Hawaii’s second-largest international visitor market, but a proposed 25% tariff on Canadian imports has created frustration among Canadian travelers. Some have already announced they will avoid U.S. destinations, including Hawaii.
A former frequent visitor shared:
“We used to visit Maui often, but with recent economic changes, we’ve decided to cancel our trip this year—and we’re skipping U.S. destinations altogether.”
This sentiment-driven travel hesitation could result in a significant decline in Canadian arrivals, affecting Hawaii’s tourism economy.
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Maui’s Fragile Recovery: A Long Road Ahead
Maui, especially West Maui, is still struggling to attract tourists five months after reopening. Visitor arrivals remain 23.4% below 2019 levels.
While Josh Green tourism strategy aims to revive Maui’s economy, uncertainty lingers. The possible termination of 7,000 vacation rentals, starting June 1, 2025, adds to the confusion.
Without clear leadership from the Hawaii Tourism Authority (HTA)—which has lacked a permanent CEO for over two years—mixed messaging could further delay Maui’s recovery.
Is $6.3M Enough to Save Hawaii’s Tourism?
Josh Green tourism campaign is part of a larger marketing push to counteract economic disruptions. However, many industry experts question whether this funding is enough.
Hawaii already invests over $60 million annually in tourism marketing. Yet, with:
- LA visitors delaying trips
- Maui’s recovery still uncertain
- Canadian travelers avoiding U.S. destinations
- Rising U.S. inflation impacting travel budgets
The concern is whether Josh Green’s funding will effectively reverse the trend.
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The Future of Hawaii’s Tourism Industry
If consumer confidence weakens and visitor arrivals continue to drop, Hawaii may need to rethink its entire tourism strategy. Marketing alone might not be enough—economic stability, clear messaging, and local business support are equally critical.
Will Josh Green tourism recovery plan bring back travelers, or will Hawaii’s tourism economy face an even bigger challenge ahead? Time will tell.