OUR WORK Hawai‘i Visitors and Convention Bureau (HVCB)
From Crisis to Comeback: Rebuilding Maui Tourism After Deadly Wildfires
The devastating 2023 wildfires in Lahaina wrecked Maui’s tourism-dependent economy, with visitor arrivals plummeting 70% and businesses closing, while grieving residents expressed anger toward tourists. FINN worked with HVCB to help revive Maui’s economy by encouraging mindful tourism that respected the community’s grief and cultural values.
GOAL
Bring back the right visitors for the sake of the devastated Maui community and its residents.
SECTOR EXPERTISE
Travel & Tourism
75%
rebound in visitor arrivals
633M
media impressions
23
TV media interviews reaching over 8 million viewers
The Work
In August 2023, Lahaina on Maui was devastated by wildfires overnight, claiming 102 lives and causing $5.5 billion in damages. Tourism, crucial to Maui’s economy, collapsed after visitors were urged to leave, with arrivals dropping 70% and businesses closing. With funding from the Hawai‘i Tourism Authority, the Hawai‘i Visitors and Convention Bureau (HVCB) worked with FINN to launch the “Mālama Maui” campaign to revive the economy while remaining sensitive to residents’ grief.
The campaign promoted mindful tourism rooted in mālama, a Native Hawaiian concept meaning “to care for.” Visitors were encouraged to support local businesses, avoid fire-impacted areas, and engage respectfully. Media outreach and local voices reinforced the message that responsible tourism could aid recovery.
By mid-2024, visitor arrivals rebounded 75%, mindful travel behavior grew, and positive views of tourism increased among residents. Hospitality jobs recovered to 88% of pre-fire levels, marking economic revival and a successful balance between tourism and community healing.
