I'VE BEEN TO MAUI countless times, since the island is just a quick hop from Oahu, where I'm from. On these trips, I've hiked in Haleakala National Park, done a drive-by waterfall tour along the scenic Hana Highway, and learned to surf on the gentle waves at Ukumehame Beach Park. I'm hardly alone: more than 3 million people touch down on the island every year, eager to have experiences like mine.
Since the wildfire that killed 100 people and leveled the historic town of Lahaina last August, many would-be visitors-including me-have grappled with the question of whether-or, maybe, how soon-they should return. After all, tourism is big business in Maui, where nearly 40 percent of the economy is driven by visitor spending.
I decided to go back in December, and on that trip met locals keen to reboot-and reimagine the island's travel industry.
One such community leader I spoke with was Daryl Fujiwara, the executive director of Festivals of Aloha, Maui's annual celebration of Hawaiian heritage. He's hopeful that visitors will seek out culturally immersive activities that support long-standing businesses. "That's how you'll bond with Maui," Fujiwara explained, "and take away a genuine feeling of aloha."
This story is from the April 2024 edition of Travel+Leisure US.
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This story is from the April 2024 edition of Travel+Leisure US.
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