Two years since the Lahaina wildfire, Maui's tourism is still recovering, with a continued message that the island is open and welcoming visitors. Sherry Duong, executive director of the Maui Visitors and Convention Bureau, offered the latest updates as the island continues to bounce back, including news of some recent openings and reopenings.
Sherry Duong
Travel Weekly: How is Maui doing now?
Sherry Duong: I think in terms of the state of tourism, how we've been after the wildfires, Maui [has proven to be] a very resilient island. The visitor arrivals are still trying to rebound. There is a lot of strong support within the community ... and we continue with the message to bring visitors back.
The narrative really has to be out there that Maui is welcoming visitors, especially outside of the Lahaina area. That's the other thing, too: Not everybody understands the full depth of what Lahaina is. They think it's the whole entire west side, or they think it's the entire island. So we have to share what Lahaina really is and what that encompasses.
It is a very slow rebound, but the good thing is that there are some of these restaurants and activities that are starting to reopen or they've relocated to different places around the island. There are also a lot of homes that are being rebuilt right now, so there's a lot of construction going on [in Lahaina], which is nice to see.
TW: Are visitors still questioning whether they should return?
Duong: I just had a Canadian call this morning to say he's coming in November, and he just wants to know if it is OK to come. Meaning there are Canadians that are supposed to be one of our top international markets [who still aren't sure], so somewhere we're missing the boat in trying to get that message out.
TW: What should travel advisors be telling clients who are apprehensive about visiting Maui?
Duong: The best way that you can support Maui is to encourage your clients to visit. Encourage them, when they come to visit, to visit with aloha, with respect and with just that whole spirit of malama. So definitely, that's how you can support us [to let them know] that we're ready.
We've been ready, and we're ready with open arms.
TW: Any other tips you have for travel advisors?
Duong: I think they could position Maui as both a healing and a thriving island right now. You know, the recovery continues [in Lahaina], but the rest of the island is very vibrant and safe. It's just so full of opportunities ... we don't want [them to be] missed opportunities.
Entertainer Eric Gilliom is joined by dancers and musicians during the Maui Ocean Center's "Mele: The Hawaiian Music Experience" performance. Photo Credit: Maui Ocean Center
TW: What are some new experiences on Maui?
Duong: At the Maui Ocean Center [in Wailuku, southeast of Lahaina], they created two new experiences. One is called "Mele: The Hawaiian Music Experience," and that is kind of like an immersive visual and musical journey that showcases Hawaiian dancers and musicians. It's an amazing show. [Tickets are $97.95 per person.]
The other one that the Maui Ocean Center has put together is called "Migrations: A Cultural Dinner & Dance Experience." It's a dinner show that celebrates the diverse groups that shaped the modern Hawaiian culture.
We're always talking about how Hawaii is made up of all of these different cultures that made us a melting pot. This actually shows that: You have dances that are from Spain, China, Japan, Korea and, of course, Hawaii. You've [also] got an international buffet along with this international show. [Tickets are $185 per person.]
The Maui Gold Pineapple Co. [in Makawao] launched what they're calling the Pineapple Planting Experience. It's a guided tour, but the visitor is able to be a pineapple farmer for the day; they dress up in farmers' garb, and they go out and plant their own pineapple and learn about the process of growing the pineapple. The best part, I think, is probably tasting all the fresh pineapple. [Tickets are $145 per person, $135 for children ages 3 to 12.]
TW: What about things to do in West Maui?
Duong: You've still got the Maui Chocolate Tour. You get to go out to the cacao farm and get to see that.
And there have been many restaurant openings. Mala Ocean Tavern reopened, Star Noodle reopened [both in Lahaina]. Sale Pepe, which was a very well-known Italian restaurant reopened, and they've relocated back in Lahaina in Emerald Plaza.
Captain Jack's, which was down on Lahaina Front Street, reopened at The Sands of Kahana Resort [in Lahaina]. The Old Lahaina Luau is back.
And we still have other tours, like snorkeling and whale-watching, and those are operating again from the Kaanapali area as opposed to Lahaina Harbor.
Entertainer Eric Gilliom is joined by dancers and musicians during the Maui Ocean Center's "Mele: The Hawaiian Music Experience" performance. Photo Credit: Maui Ocean Center
TW: In January, Maui's Kahului Airport expanded its passenger waiting areas as part of a $62 million renovation. Is there anything else new at the airport?
Duong: They're building another wing, a new TSA security screening checkpoint. It's a two-story security building that's being built at the other end of the airport, and that's supposed to increase the screening lanes and [decrease wait times]. That's supposed to be completed at the end of 2026.
TW: And are visitors continuing to island hop to Lanai on the ferry?
Duong: The ferry used to be over at the Lahaina Harbor; that relocated over to Maalaea Harbor [about half an hour farther south], and it's a little bit of a longer trek [from Lanai]. ... It usually takes maybe an hour and 15 minutes [as opposed to 45 minutes from Lanai to Lahaina].
But they do have departures daily and returns daily, as well. It's nice because the schedule is early enough and late enough on the return that you really can just do a daytrip. You don't have to spend a night over there if you didn't want to.