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Home » TOURISM NEWS » United States Sets Ambitious Six Million Dollars Marketing Initiative to Transform Maui’s Tourism and Achieve 21% Growth in Visitor Arrivals Friday, June 6, 2025Maui’s tourism industry is still struggling to recover from the impacts of the COVID-19 pandemic, with visitor arrivals remaining 21% below pre-pandemic levels. The decline in tourism has left a noticeable gap in the local economy, affecting various sectors that rely heavily on the steady flow of visitors. To address this, the Hawaii Tourism Authority (HTA) and the Hawaii Visitors and Convention Bureau (HVCB) have announced a major $6 million marketing campaign aimed at boosting tourism to Maui and driving the island’s recovery. This strategic effort seeks to revitalize the tourism industry while also promoting the unique attractions and experiences Maui has to offer.The new marketing initiative includes a national wholesaler program that prioritizes selling Maui vacation packages to a broader audience. By collaborating with some of the most influential names in the travel industry, the HTA and HVCB hope to reach a wide range of potential travelers who are looking for an unforgettable Hawaiian getaway. The wholesaler program involves partnerships with trusted travel agencies and online booking platforms, such as ALG/Apple Vacations, Classic Vacations, Costco Travel, Pleasant Holidays, Delta Vacations, and Expedia. These partnerships are designed to enhance Maui’s visibility in the competitive tourism market while providing travelers with exclusive vacation deals.One of the key aspects of the wholesaler program is the incentive-driven structure. In a bid to make Maui more appealing to tourists, the program requires wholesalers to offer exclusive consumer promotions with a minimum 20% value discount on vacation packages. This could include enticing deals such as a free fifth night stay at select resorts. The idea behind these attractive offers is to increase the appeal of Maui vacations by providing more value to customers, thus encouraging them to book their trips to the island.A unique feature of this campaign is the requirement for participating wholesalers to match the HTA’s investment dollar for dollar. In essence, this partnership doubles the marketing budget, allowing for a more significant advertising and promotional reach. By leveraging the combined resources of both the HTA and the wholesalers, this collaborative effort ensures that Maui’s message reaches an even larger audience and strengthens the island’s tourism recovery.The marketing campaign will utilize a variety of strategies, with targeted campaigns designed to showcase Maui’s most popular destinations to travelers across specific markets. Through a combination of media advertisements, social media engagement, and public relations outreach, Maui’s tourism industry aims to regain its former popularity. The message will focus on what makes Maui such a sought-after destination, including its stunning beaches, rich cultural experiences, and world-renowned hospitality. The goal is to rebuild Maui’s reputation as one of the top vacation destinations in the world, attracting visitors who want to experience the island’s unique charm and natural beauty.This marketing push is funded by the $6.3 million allocated by Hawaii Governor Josh Green in February 2025. The funds are part of a broader initiative designed to support the recovery efforts of Maui’s tourism sector while also boosting the overall number of visitors to the Hawaiian Islands. By reinvesting in tourism, the state hopes to foster long-term growth and sustainability within the industry, helping local businesses and communities thrive once again.The impact of this marketing campaign is expected to be far-reaching, as it aims to attract visitors not only to Maui but to the entire state of Hawaii. With the tourism industry being a major economic driver for the state, bringing in more visitors is crucial to ensuring the health and vitality of the local economy. By focusing on targeted campaigns that highlight Maui’s best features, the HTA and HVCB are hopeful that tourism numbers will increase, helping businesses recover and ensuring that Maui’s residents continue to benefit from the industry’s growth.In conclusion, Maui’s tourism sector is undergoing a focused recovery effort through a $6 million marketing initiative led by the Hawaii Tourism Authority and the Hawaii Visitors and Convention Bureau. By prioritizing national wholesaler partnerships and offering exclusive promotions, this campaign seeks to drive more visitors to Maui, restoring the island’s tourism industry to its pre-pandemic levels. With the support of Governor Josh Green’s recovery funding and a well-coordinated marketing push, Maui is poised for a successful recovery and a brighter future for its tourism-driven economy.
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