The University of Hawaiʻi Economic Research Organization (UHERO) has released new findings that highlight both alignment and tension among Hawaiʻi residents, visitors and industry leaders over the future of tourism. While all groups recognize the need for reinvestment in infrastructure, stronger protections for cultural authenticity and solutions to housing and workforce shortages, they diverge sharply on how to achieve those goals.
Industry executives, interviewed earlier this year, described Hawaiʻi’s visitor sector as under strain, pointing to declining competitiveness, labor shortages linked to housing costs, outdated infrastructure and uncertainty over the concept of “regenerative tourism.” Many expressed concerns about losing ground to rival destinations and the challenges of planning without stable marketing support.
One lodging executive noted, “We were always patting ourselves on the back about how great everything was, when it really wasn’t. We needed to be looking 10 years out and saying ‘this is what’s working’ and ‘this is what’s not working.’”
Residents surveyed by the state continue to view tourism as an important economic driver, with nearly 80% agreeing it creates jobs and supports local businesses. Yet fewer than 60% now say benefits outweigh problems, with high housing costs, cultural disrespect and environmental pressures topping the list of concerns.
Visitors remain highly satisfied with Hawaiʻi’s natural beauty, safety and culture, but costs are increasingly cited as a deterrent. Among U.S. west visitors who said they would not return, 57% described Hawaiʻi as too expensive, while international travelers cited unfavorable exchange rates. Awareness of stewardship programs remains low, though broad messages about caring for Hawaiʻi resonate.
“A more coherent system would link marketing and stewardship within a unified strategy, expand successful site-management pilots into a statewide framework, and ensure transparency in the use of tourism revenues,” UHERO wrote. “Moving from broad agreement to meaningful reform will require negotiation, experimentation and leadership across government, industry and communities. Recognizing both the common ground and the tradeoffs is an essential first step toward a more durable system of tourism governance. With aligned roles, resources and accountability, Hawaiʻi can move past zero-sum debates toward a robust tourism governance model that sustains communities, culture and the visitor experience.”
Read the full UHERO report and a summary blog post.
UHERO is housed in UH Mānoa’s College of Social Sciences.
