“It’s less about being anti-tourism and more about managing tourism—two very different things.”
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oon after wildfires leveled much of the oceanfront property in Lahaina, Maui, in August of 2023, officials asked visitors to avoid nonessential travel to the island. They then quickly clarified that visitors should only avoid West Maui, the area immediately impacted by the fires. (Fodor’s had already placed Maui on its annual “No” List for 2023 before the fires because of the island’s shortage of fresh water).
Now, coming up on the second anniversary of the fires, the whiplash in messaging may be haunting the tourism community on the island. Visitor numbers to Maui are still down nearly 15% compared to 2019. Elsewhere in the state, visitor numbers have roughly returned to what they were in 2019.
Local residents are torn on how to move forward. Some 85% of jobs on the island are dependent on tourism, but many island residents said they simply couldn’t stomach watching vacationers continue to stream into the island while residents were mourning the losses of loved ones and longtime homes. Those voices joined an already growing chorus of voices to limit tourism growth on the island.
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Daryl Fujiwara, director of the non-profit Festivals of Aloha, and a Lahaina resident, says calling those voices “anti-tourism” ignores the nuance of how tourism impacts Hawai‘i.
“It’s less about being anti-tourism and more about managing tourism—two very different things,” he told Fodor’s. “For too long, unchecked tourism has strained local resources and limited access for residents. At the same time, it would be hypocritical to condemn tourism entirely when so many livelihoods depend on it, providing food on the table and keeping roofs over families’ heads.”
Tetsuji Yamazaki, general manager of the Sheraton Maui Resort & Spa in Kaanapali, which neighbors Lahaina, noted that Maui is indeed ready for tourists to return: “We want [visitors] to return to Hawaiʻi and rediscover the Aloha spirit, which is radiating brighter than ever. Our community is excited to share our rich Hawaiian culture and guide visitors to meaningful, unique experiences that you can only find on these islands.”
The Sheraton, the first resort property on West Maui, opened in the 1960s, was among the most heavily impacted resorts by the fires. The structures, along with others in Kaanapali—just a mile from Lahaina—were untouched, but the hotel was closed to the public from August to December 2023 to house displaced employees and emergency workers. Even today, FEMA workers are still in the hotel, working out of some of the property’s meeting and event spaces.
Tourism officials have had to walk a fine line—supporting communities by encouraging visits, but making sure that visitors don’t inflame tensions in the community, which is already frustrated by slow relief funding and land speculation.
“With many Lahaina businesses now reopened, travelers play a vital role in supporting our community’s continued recovery,” said Sherry Duong, Maui Visitors and Convention Bureau executive director.
“We welcome travelers to explore Maui with intention and aloha by visiting local shops, restaurants, festivals, events, and volunteer opportunities. By immersing themselves in what makes Maui special, visitors have an enriching experience while making a positive impact.”
Visitors are also encouraged to donate time or money to the Maui communities to help offset the impact of their travel.
Similar Concerns in Southern California
Tourism officials in Los Angeles find themselves in a similar spot following the January 2025 wildfires, even as reports came in about “disaster tourism” in the midst of the emergency.
Perhaps having seen the impact of the Lahaina fires on visitation to May, the statewide agency promoting California tourism, Visit California was quick to issue a statement following the January fires in Los Angeles County. “Los Angeles has always been a beacon to the world–a place where dreams are born and stories unfold from the silver screen to iconic landmarks. Now this resilient city needs your help in its recovery story. One of the best ways to support the comeback of Los Angeles is to plan a trip.”
The agency further noted that 98% of Los Angeles County was not in the burn area, and those communities could still benefit from visitor dollars. “Impacted communities and businesses need the tourism economy to keep doors open and to support the many residents whose lives and livelihoods have been affected.”
The City of West Hollywood quickly put together an information page, not only informing displaced residents which hotels were offering accommodations, but also speaking to the broader tourism community that they were open and welcoming to tourists.
“While West Hollywood is at the heart of Los Angeles County, the fires did not directly impact our City. Our West Hollywood hotel and business community is open and ready to welcome you,” says a notice on the page.
Local businesses are still impacted by the fires even if tourism does recover. Hoteliers have reported an almost perfect storm of reservation cancellations, rising labor costs, and higher insurance premiums already stretching an industry that lagged other cities in tourism recovery after the COVID-19 pandemic. While domestic visitation to Los Angeles County has almost recovered to 2019 levels, inbound international tourism has remained down and is likely to remain down if foreign visitors continue to avoid the United States if they fear being detained at border inspection points.
A Familiar Story Up North
Devastating wildfires hit Jasper, Alberta, long one of Canada’s most famous tourism destinations, in July 2024. Nearly a third of the town’s buildings were destroyed, and the town and national park were closed to visitors until September of that year.
There, like in Maui, officials were quick to wave off visitors, then reversed course when the park and surrounding community were open earlier than anticipated.
Now, Jasper is welcoming visitors, but with a few caveats. Visitors are encouraged not to photograph fire-damaged buildings out of respect for residents, respect closed areas, and bear in mind that residents are still coping with the recovery of their community.
Tourism companies operating in Jasper were impacted, but also took the lead in pledging financial support to the community’s recovery. Pursuit, an attractions and hospitality brand; Fairmont Jasper Park Lodge, one of Canada’s oldest hotel brands; and the luxury rail tour operator Rocky Mountaineer collectively pledged $5.5 million.
“Natural disasters can have long lasting effects beyond the initial efforts to rebuild,” Stuart Back, COO of Banff Jasper Collection by Pursuit, told Fodor’s. “The entire fabric of a community is placed in upheaval—homes, local businesses, public infrastructure and natural places that visitors have historically experienced are impacted.”
Back went on to say their first priority was their workers and the community, but that welcoming visitors is a strong second. “As part of community recovery, inviting visitors back to help restart the economy keeps local families in the community and provides visitors with an ability to contribute respectfully to rebuild lives.”
Facing the Future
Back on Maui, Fujiwara notes a strengthening of community in the aftermath of the fires—even with residents split on the role of tourism moving forward. He’s since coordinated memorial events, guided by community input, in ways that are truly organic to Maui and statewide culture. Events included a paddle out (when mourners paddle surfboards, canoes, or other vessels into the Pacific Ocean to form a circle and memorialize those who have passed on) followed by an official memorial for the fire victims and a Japanese O-bon festival.
In addition to supporting local livelihoods through tourism, he says, it’s the island’s sense of community that has contributed most to healing.
“Since the fires, our community events have turned into vibrant gatherings, where people come together to find solace, strength, and connection,” he said. “Rooted in culture and tradition, these spaces have become lifelines for healing—embracing not only those directly affected but also the many whose hearts and lives have been forever changed.”
