There are few places in the world as directly (and iconically) associated with tourism as Hawaii. The Pacific archipelago, famous for its idyllic beaches before the pandemic, poke and the resorts welcomed 10.4 million visitors annually, mostly from other parts of the United States, Japan and Canada. This is a huge number, considering that 1.4 million people live there. Despite this data and the huge weight of tourism in the island’s economy, Hawaii is showing signs of taking a more “respectful” approach to the industry, with campaigns advocating “responsible travel” and even considering new taxes.

He is not alone in seeing a new debate gaining ground in an industry that is starting to recover to pre-pandemic levels: the “bad tourists” debate.

What do the numbers say? 1.4 million people live in the state of Hawaii, but many more pass through hotels, beaches and mountains every year. A lot. Before the pandemic, 10.4 million tourists, primarily Americans, visited the islands, but people from all over the world come to the destination, especially Japan and Canada. Together they contributed millions of dollars to the island’s economy: approximately $17.72 billion, according to calculations by the Department of Business and Economic Development.

The destination has yet to fully recover the tourist flows it managed before the pandemic – it closed 2023 with 9.6 million visitors – but spending volumes are now higher than five years ago. Thanks to these figures, the sector plays an important role in the economic fabric of the region, where it represents approximately a quarter of GDP.

Big numbers… and some friction. This enormous flow of tourists, which far exceeds the local population, is not without controversy, as in other important destinations, including the Canary Islands, Mallorca or Barcelona. In fact, as Payton Paaluhi recalls, when Hawaii hit record visitor numbers in 2019, the debate about “overtourism” and its most undesirable effects gained momentum: crowds, crowded beaches, traffic problems, trash.

In 2021, the Hawaii Tourism Authority (HTA) wanted to measure residents’ opinions on this issue and obtained interesting information. Amid the pandemic hangover, the report found that 53% of respondents thought tourism brought “more benefits than problems.” The percentage, of course, lends itself to a variety of readings. The first is what the remaining 47% think. The latter represents the lowest approval rating since the public agency began tracking local residents’ opinions in the late 1980s.

“The dilemma of tourism in Hawaii”. The phrase used by the Borgen Project, which refers to other consequences of tourism on the islands, such as high housing prices, environmental impact, or “cultural erosion,” captures well the situation Hawaii has faced in recent years. Tourism is key to the economy. But it also comes with a less positive toll that is not always easy to manage. For example, there are those who point out its impact on ecosystems and local culture, and even on natural resources such as water.

Maui case. Maui officials recently provided a good example of this by launching a call for tourists to revisit the island in the wake of a tragic fire months ago that killed nearly a hundred people and destroyed thousands of buildings. “You will help our people heal,” said Governor Josh Green. He hypothesized that without tourism it would be much more difficult to cover the cost of reconstruction and repair work.

The reopening for tourists was not without controversy, but complaints about the “disrespectful” attitude of some visitors and residents went so far as to prompt a petition to delay the opening of West Maui. A similar event occurred two years ago in a scenario still marked by COVID, as the archipelago began receiving visitors, especially from the rest of the United States.

“Malama Hawaii”. Aware of the tourism dilemma and still fresh memory of the avalanche of visitors, regional officials in 2021 launched the “Malama Hawaii” initiative — or “Care Hawaii,” which can be translated as “taking care of Hawaii” or “protecting” Hawaii — in 2021. Promoting “sustainable” and “responsible” tourism The program explains on its website that it even offers the opportunity to participate in volunteer work to plant native trees or clean beaches. He also outlined a strategic plan.

Among its pillars, the HTA points out tourism that respects the archipelago’s natural resources and culture, “improves the quality of life of all residents” and supports indigenous communities. “Our aim is to manage tourism in a way that contributes to improving the quality of life of residents and communities throughout the State. Our marketing includes teaching visitors to be responsible, with the goal of sustainable tourism.”

More “responsible travel”. This is the purpose of the tourism campaigns announced by HTA in April; This campaign aims to “stimulate demand for responsible travel” to islands from around the world. “‘People. Place. Hawaiian Islands’ appeals to the target Hawaii traveler, defined as someone who is ecologically conscious, aware of safety precautions, interested in learning the culture of the places they visit, and interested in preserving the natural resources of the islands,” the government agency explains.

“Developing our top-spending international markets, including Japan, is key to balancing the state’s visitor mix,” says HTA Director Daniel Nāho’opi’i. “The campaigns strengthen the Hawaiian Islands brand and travelers’ perception of Hawaii while promoting regenerative tourism by encouraging visitors to support our local businesses and enjoy a variety of accessible experiences.”

Is it a new rate? In this environment, and in line with other major destinations such as Venice or Bali, Hawaii officials in February floated the possibility of imposing a tourist fee that would contribute to the protection of beaches or prevent fires like the one affecting Maui. A $25 fee will be collected at hotel check-in or when renting accommodation. “This is a very small price to pay to preserve paradise,” Green said.

Another option lawmakers considered was increasing the hotel tax. But Honolulu Civil Beat explains that the proposals failed to advance in the Senate, which doesn’t necessarily mean the idea has been rejected. After all, this is not the first time the Pacific archipelago has discussed the possibility of implementing a green rate that would allow tourists to directly contribute to the preservation of their ecosystems.

Image | Luke McKeown (Unsplash) and Lamblukas (Flickr)

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