The island of Maui, Hawaii pictured from the International Space Station as it orbited 259 miles above the Pacific Ocean.

Lucy Thomas

Millions of tourists flock to Lahaina, Hawaii every year; a cultural centre steeped in Native Hawaiian history. But wildfires have destroyed over 2,200 buildings in Lahaina alone, leaving thousands of residents homeless.

These wildfires have been the worst to take place in America in the last 100 years, resulting in the death of 97 people.

Residents are unsure whether they should encourage tourists to return to Maui. On one hand, the economy is completely dependent on tourism. On the other, more time may be necessary to mourn the devastating losses caused by the wildfires.

In the wake of disaster, is it responsible to be a tourist in Hawaii?

Maui’s economic engine

Residents of Hawaii expressed their discomfort as many tourists ignored pleas to postpone their vacations, following the devastation caused by the wildfires.

Indeed, TikTok creators continue to showcase their holiday exploits on their platforms. For those who have lost friends, family, and their homes, the presence of tourists have made it impossible for them to grieve privately.

However, the majority of people in Hawaii make their money from tourism, with four out of five dollars in the regional economy being provided by visitor spending. Hawaii Governor Josh Green encouraged tourists to go ahead with their plans, as long as they travel to unaffected areas. Likewise, local dive tour operator Javier Cantellops has urged “visitors and their smiling faces” to return to Maui.

According to the Tourism Development Board, holidaymakers are the “economic engine” for the County of Maui. Yet, the wildfires have expedited a debate about whether Hawaii should re-evaluate its dependency on tourism.

History of Tourism in Hawaii

Professor of Hawaiian Studies Jonathan Osorio has argued that Lahaina should be rebuilt not as a tourist retreat, but to reclaim it as a home for the native Hawaiian community.

In 1885, a trade reciprocity treaty resulted in the Kingdom of Hawaii being overrun by white landowners, missionaries, and businessmen. This began the suppression and exploitation of Hawaiian heritage and culture, which still continues today.

“Almost half of Maui residents believe their island is being run for tourists at the expense of residents.”

The Newlands Resolution later allowed for the formal annexation of the Hawaiian islands to the US. The official inclusion as a US state in 1959 paved the way for Hawaii’s status as a tourist hotspot. Following World War Two, it was embraced as a paradise vacation in the American imagination.

Today, Hawaii attracts over 10 million visitors per year.

Various stakeholders have increasingly tried to ensure that tourism resembles an ‘ethical’ industry. To discourage irresponsible tourists, some news and lifestyle outlets have compiled a list of dos and don’ts when it comes to travelling to Hawaii.

Cosmopolitan urges its readers to be ethical tourists and educate themselves about Hawaiian culture and customs. They also encourage readers to practice “Mālama” towards the land (which means take care of and protect) by participating in beach clean-ups and working in taro patches.

Hawaiian Overtourism

Yet, the question remains: are these ‘ethical’ endeavours sufficient to cure Hawaii’s overtourism epidemic?

Overtourism is when too many people visit one location, which has become a major problem in Hawaii. This can result in damage to the economy, environment, and local community. Almost half of Maui residents believe their island is being run for tourists at the expense of residents.

Indeed, during the first three days of the summer season last year, around 35,000 tourists arrived in Maui each day. This caused a major water shortage. Although hotel waterslides remained open, Maui residents were fined $500 for engaging in “non-essential” water-related activities, such as washing their cars.

Non-local corporations are responsible for building infrastructure in Hawaii. As a result, overcrowding forces the native population out of their land and generates an unaffordable housing market. Under the Hawaiian Homes Commission Act, native Hawaiians are sometimes placed on a waitlist for over 30 years if they attempt to reclaim their homes.

According to Debbie Lisle, Professor of International Relations at Queen’s University Belfast, it is difficult for ethical relations to exist outside of relations of power: “Entire landscapes, economies and populations are now oriented to serving tourists, they have been for decades, and they will be for decades to come.”

The commodification of Hawaiian culture epitomises the island’s transformation into a tourist hotspot. In particular, businesses continue to convert the hula and the spirit of aloha into profit. Hotels inaccurately employ the hula to act as a form of mass tourist entertainment.

The future of ecotourism

Tourism exacerbates environmental damage and contributes around 25% of energy sector emissions in Hawaii. To counter this, local environmental groups are promoting ecotourism.

Comprised of volunteers, The Sustainable Tourism Association of Hawaiʻi works to certify tour operators, sustain local communities, and protect natural resources. The “ultimate goal” is to promote the “Travel Pono” (to explore with care) mantra through outreach programs. These “educate the visitor population” and “support local community awareness.”

Native Hawaiian Kaimanamālie Brummel recognises how Hawaii has grown dependent on tourists’ money, but says residents “never wanted it to be that way.”

In the aftermath of the wildfires, prioritising local opinions over holidaymakers is essential. It’s necessary to ensure tourism stops promoting unfettered capitalism at the expense of Maui residents.

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Featured image courtesy of NASA Johnson via Flickr. No changes were made to this image. Image license found here.

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