With an increase of over 6% in 2017, the number of visitors traveling to Maui could hit the 3 million mark for 2019. Visitor spending also increased by over 8% to $5.07 billion.

Hawaii overall is expected to surpass 10 million visitors for 2018. This is an increase of 1.8% according to the Department of Business, Economic Development and Tourism. Expected visitor spending is over $19 billion. There was on average 242,629 visitors in the Hawaiian Islands on any given day during 2018.

In an effort to balance the impact of so many visitors, changes in promotional tactics have been started. New videos focusing on the cultural appreciation, ocean health and safety, have started playing on social media, resort websites, and in hotel rooms.