Visitor spending in Hawaii has shown a promising upward trend for the third consecutive month, as reported by the Hawaii Department of Business, Economic Development and Tourism. October saw total visitor spending rise by 6.7%, reaching $1.7 billion, despite a decline in visitor arrivals from 771,673 last year to 749,095 this October. The average daily expenditure per visitor rose to $277, marking a significant 12% increase compared to the previous October.
According to DBEDT director James Tokioka, while there was a slight decrease in visitors from the U.S. West (down 0.7%), this was counterbalanced by a 2.5% rise in arrivals from the U.S. East. The mixed results for international visitors included a positive trend among Japanese tourists, who increased their spending by 15.5%, totaling $103.7 million, and recorded a 16% rise in arrivals.
Declines from Canada
On the other hand, the number of visitors from Canada saw a significant drop of 20.3% in October compared to the same month last year. Over the first 10 months of 2025, Canadian visitation declined nearly 10%, dropping from 342,036 to 308,991. To address these challenges, the Hawaii Tourism Authority has organized Aloha Canada events in several cities, including Montreal, Toronto, Vancouver, and Edmonton. These events attracted over 250 travel agents aimed at rejuvenating interest in Hawaii.
Looking to the future, the Hawaii Tourism Authority plans to host a major consumer event in Vancouver in 2026 and engage in media marketplaces to further promote Hawaii to Canadian audiences. Collaborative campaigns with Air Canada, Costco Travel, and WestJet aim to enhance Hawaii’s appeal, emphasizing its warm and welcoming identity compared to broader U.S. travel perceptions.
Positive News for Maui
Maui is experiencing a notable resurgence following the devastating wildfires in 2023. Visitor numbers to the island have increased by 7.6% over the first 10 months of the year, surpassing the 2 million mark. Visitor spending on Maui also witnessed a robust increase of 12.1%, totaling $4.79 billion through October.
Tokioka emphasizes the importance of continuous marketing efforts in the face of rising competition from other travel destinations. Striving to maintain momentum, Hawaii is focusing on its key market areas to ensure sustained growth in visitation and spending.
For essential updates and additional insights into tourism trends in Hawaii, visit the Hawaii Department of Business website.
