Maui’s July arrivals at Kahului Airport tallied in at over 345,000, which is a 23% increase from the same month in 2019, according to the Hawaii Tourism Authority. Current projections show that August will reach 32% more than the pre-pandemic high and September will reach an astounding 36%.
Driving this massive influx of tourism is a growing number of flights to Hawaii as well as more competition by airlines to offer ever-cheaper fares, according to reporting by SFGATE.
Social media groups like "Enough Tourists Already," or ETA, report daily on tourists engaging in harmful interactions with marine life and bragging about ignoring "kapu-no trespassing" signs to reach off-limits locations. Often, they point to online sources, like so-called "influencers" and audio tour apps, blaming at least some of this bad behavior on irresponsible recommendations.
There’s no way to know to what degree technology drives this ill-considered behavior. But it is a growing problem, and that the government is prioritizing tourism over the needs of residents.
With tourism numbers hitting a record high in 2019, when 10.4 million people arrived by air or cruise ship, the Hawaii Tourism Authority believes tourism remains the state’s primary economic driver. The tourism industry accounted for 16.2 percent of Hawaii Gross Domestic Product, nearly $18 billion in revenue from visitor spending and 20 percent of the state’s total jobs, according to the HTA.
In a state with a population of fewer than 1.5 million people, that means visitors outnumbered residents almost 10 to 1 on an annual basis. That puts a strain on not only local communities but also wildlife and natural resources like freshwater. Locals compete with tourists for parking at beaches, fight increased traffic on roads, stand in long lines at grocery stores or have to shift their lives around to accommodate the tourist crowds just to get to work.
One example of larger concerns about overtourism in Hawaii is East Maui’s Hana Highway, a winding road with waterfalls, 59 bridges, 620 curves and countless breathtaking viewpoints. The route is now infamous for being the most congested in the state, with 1,500 to 2,000 rental cars and up to 100 multi-passenger tour vehicles bringing 5,000 to 7,000 people per day.
Hawaii native Kim Rivera lives in Kaupo, 65 miles west of Hana down the highway. "They have invaded and taken over our shores," said Rivera. "They come here entitled, rude and ruthless and will stop at nothing to get their way because they are on vacation. I have been shown the finger many times coming in and out of the mountain. This place is a zoo."
The traffic is also a longstanding but increasingly troubling issue for Hawaii residents. "I worry that if something was to happen to my family, we are not going to make it to the Hana Health Clinic in time," Rivera said.
In response to local frustration and anger about overtourism on the islands, Governor David Ige has suggested staggering arrivals at Maui’s Kahului Airport to help the overwhelmed airport. But he concedes he can’t force the airlines to change their schedules and that a schedule change wouldn’t address the overall number of tourists.
On Maui, county mayor Michael Victorino has asked airlines to voluntarily decrease their flights, but because the Federal Aviation Administration authorizes routes, local governments cannot compel airlines to cut back or alter service.
Napua Huehu is a community coordinator for the non-profit "Hana Highway Regulation" volunteer group, which represents the original families in the area and has a mission to "enhance the safety and efficiency of the Road to Hana." The group gathers data, monitors bad behavior and promotes cultural awareness. Huehu, a GenY Native Hawaiian activist, says the key issues for residents are a lack of visitor education, illegal parking and trespassing on private property.
But, Huehu said, social media is also to blame.
The group’s web surveillance team monitors the internet for people and publications that promote trespassing on private property. Among the most egregious offenders: influencers. In response to the issues they’ve seen along the road to Hana, the group has proposed that local volunteers be stationed at hot spots along the highway to reduce accidents, traffic hazards and emergency rescues.
Ultimately, the solution to overtourism is complex. Ed Case, the congressman representing Hawaii, has called for the state to take measures to reduce travel to the state.
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