Maui Destination Management Action Plan 2026-2028
The Maui Destination Management Action Plan (DMAP) 2026-2028 outlines a community-driven approach to stewarding the island’s natural and cultural resources while enhancing residents’ quality of life and fostering a more meaningful visitor experience. Developed with input from community members, industry partners, County leadership, and the Maui Advisory Group, the plan identifies practical actions for the next three years to address priority hotspots, strengthen Maui’s capacity to offer aloha to visitors aligned with residents’ needs, honor ongoing recovery, and protect resources that sustain both community and economy.
These actions reflect priorities voiced by residents from across Maui: focusing on reducing impacts to strained sites and infrastructure, enhancing the visitor experience while addressing resident concerns, and realizing an island where residents and visitors can thrive together.
Maui Visitor Industry Snapshot
- $5.97 billion in total visitor expenditures in 2025*, a 12.7% increase from 2024 ($5.30 billion).
- $304.98 average daily visitor spending in 2025*, an 7.6% increase over 2024 ($293.39).
- The Spring 2025 Resident Sentiment Survey measures several indicators and provides a baseline for analyzing the effectiveness of the DMAPs on resident quality of life: In 2025, 45% of Maui residents agreed that “Tourism has brought more benefits than problems.”
- In 2025, 42% of Maui residents agreed that “Tourism is being better managed on my island,” unchanged from 2024.
- The DMAP implementation and engagement process provides room for further inclusion of diverse voices: In 2025, 37% of Maui residents agreed that “I have a voice in my island’s tourism development decisions,” an increase of 2% over 2024.
- Above average visitor satisfaction in 2025* across major market areas: 70.8% of visitors rating their experience on Maui as “excellent.”
- While not one of HTA’s key performance indicators, total visitor arrivals to Maui in 2025* was 2.52 million, an increase of 7.0% from 2024.
*2025 data is preliminary and is expected to be finalized in Fall 2026.
Click or tap on the cover to read the DMAP.
