Published on
September 6, 2025
Hawai‘i’s tourism industry, a crucial driver of the state’s economy, continues to experience growth despite facing challenges in 2025. According to preliminary statistics from the Department of Business, Economic Development, and Tourism (DBEDT), the total number of visitors in July 2025 was 873,430, which marks a 4.4% decrease compared to the same month last year. Visitor spending, which amounted to $1.95 billion, saw a similar decline of 4.3%. Despite these decreases, visitor spending was still 15% higher than in July 2019, illustrating Hawai‘i’s resilience and the ongoing recovery of its tourism sector.
The key markets driving Hawai‘i’s tourism growth in 2025 are the U.S. West and Japan, which together account for a large proportion of the island state’s visitors. While there have been fluctuations in the number of visitors from other international markets, the U.S. West remains Hawai‘i’s largest source of visitors, with increasing spending trends that highlight the region’s continued importance to the state’s tourism economy.
U.S. West: Hawai‘i’s Largest Source Market
The U.S. West market, which includes visitors from the Pacific and Mountain regions, represented the largest share of visitors to Hawai‘i in July 2025, with 477,933 visitors arriving from this region. While this marks a decrease from the previous year (503,585 visitors in July 2024), it still signifies growth when compared to pre-pandemic numbers, with 462,676 visitors from the U.S. West in July 2019.
Visitor spending from the U.S. West totaled $942.0 million in July 2025, though this was down from the $1.01 billion spent in July 2024. However, spending per visitor increased to $233 per person, a significant rise from $165 per person in 2019, reflecting a shift towards more high-value tourism. The trend is also evident in the first seven months of 2025, with total visitor spending from the U.S. West reaching $6.17 billion, a 6.1% increase from the same period in 2024. This figure also represents a substantial growth of 50.3% from the first seven months of 2019.
Airlines have been quick to respond to the demand from U.S. West travelers, offering more direct flights from cities like Anchorage, Phoenix, and Portland. These added flights, alongside improved services, continue to meet the needs of Hawai‘i-bound tourists, ensuring a smooth and accessible travel experience.
Japan: Despite Challenges, Japan Continues to Contribute to Hawai‘i’s Growth
The Japanese market, while still recovering from the pandemic’s effects, remains a significant contributor to Hawai‘i’s tourism sector. In July 2025, 55,399 visitors from Japan arrived in Hawai‘i, representing a slight decline from the previous year (56,194 visitors in July 2024). However, this figure is a far cry from the 134,587 visitors seen in July 2019, before the pandemic severely impacted international travel.
Despite the decrease in arrivals, Japanese visitors spent a total of $81.3 million in July 2025, marking a drop from the $186.5 million spent in July 2019. Nonetheless, daily spending per Japanese visitor remained steady at $244, compared to $234 in July 2019. This indicates a positive trend in visitor spending despite the overall decrease in numbers.
The Japanese market is expected to continue its recovery, with many of these visitors being repeat travelers. Airlines are adjusting their services accordingly, increasing flight options from major Japanese cities such as Tokyo, Osaka, and Nagoya, while reducing service from others. Direct flights from Japan to Hawai‘i’s other islands, such as Kona, have been reduced, but the overall air capacity has seen slight increases, making the islands more accessible for Japanese travelers.
U.S. Visa and Entry Policy Updates: Impacts on Tourism
As of August 2025, notable changes in U.S. visa policies are impacting Hawai‘i’s tourism. The Visa Waiver Program (VWP), which allows citizens from specific countries to travel to the U.S. for tourism or business for up to 90 days without a visa, is a key factor for many international visitors, including those from Japan and Canada. Travelers must obtain approval through the Electronic System for Travel Authorization (ESTA) before departure. Not all countries are eligible for the VWP, as eligibility is determined by the U.S. Department of Homeland Security. This affects visitors planning to travel to Hawai‘i and other U.S. states.
Additionally, the U.S. Department of Homeland Security has proposed changes for visa holders under categories such as F, J, and I (academic, exchange visitors, and foreign media representatives). The proposed changes would require these visa holders to apply for a fixed time period of admission instead of the current “duration of status” policy. The change aims to ensure better monitoring of visitors and would affect tourists who wish to extend their stay. These developments could have implications for international tourists, including those visiting Hawai‘i.
Visitor Trends and Air Travel Capacity
Hawai‘i’s tourism sector has seen notable changes in terms of visitor arrivals and air travel capacity. While total visitor arrivals in July 2025 were lower than the previous year, the average length of stay by visitors was 8.84 days, slightly up from 8.83 days in July 2024. The average daily visitor census stood at 249,160, reflecting a slight decrease from the previous year (260,056) but still a significant recovery when compared to 2019 levels (286,419).
Air capacity to Hawai‘i also saw a decline in July 2025, with 5,185 transpacific flights offering 1,153,876 seats, down from 5,445 flights and 1,202,693 seats in July 2024. While overall air capacity has decreased, international air capacity has seen an uptick, with 797 nonstop flights and 215,950 seats arriving from international markets, including Japan, Canada, Korea, and Oceania. This reflects the gradual recovery of international travel to Hawai‘i, particularly as global travel restrictions ease.
Hawai‘i’s Commitment to Sustainable Tourism
As part of its ongoing efforts to support both its local economy and environment, Hawai‘i is focusing on promoting sustainable tourism. The state’s government is rolling out several initiatives aimed at enhancing the visitor experience while ensuring that tourism benefits the local community. One of the key efforts in this area is the development of a regenerative tourism program, which focuses on preserving Hawai‘i’s cultural heritage and minimizing environmental impact.
The Hawai‘i Department of Transportation has also launched new programs to make travel more efficient and enjoyable for visitors. This includes the introduction of Enhanced Passenger Processing (EPP) at Daniel K. Inouye International Airport to streamline arrivals and the launch of two new airport wayfinding apps designed to help visitors navigate Hawai‘i’s airports with ease. These initiatives reflect Hawai‘i’s commitment to improving the travel experience while maintaining sustainability.
Moving Forward: Hawai‘i’s Resilient Tourism Outlook
Hawai‘i’s tourism industry remains resilient and adaptive, responding to changing travel patterns and shifting visitor demographics. While July 2025 saw a slight decrease in visitor numbers and spending, the overall recovery compared to pre-pandemic levels is still impressive. With a focus on sustainable tourism, improved air travel services, and the continued appeal of Hawai‘i’s natural beauty and cultural richness, the state’s tourism sector is poised to grow in the coming years.
Airlines are likely to continue increasing flight options, particularly to and from high-demand regions like the U.S. West and Japan, as these markets continue to lead the charge in Hawai‘i’s tourism recovery. The integration of more destination-focused travel packages, along with the launch of new tourism initiatives, will likely contribute to Hawai‘i’s long-term tourism growth.
