Maui Launches $6M Campaign to Revive Tourism

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Maui is launching a $6 million emergency marketing campaign to rebuild tourism and visitor confidence after recent crises. Spearheaded by the Hawaiʻi Tourism Authority and backed by movie-level partnerships, the strategy aims to restore the island’s global appeal.

Funded through state allocation by Gov. Josh Green, the Hawai’i Visitors & Convention Bureau is leading the campaign, which will target key U.S. markets through TV, digital, and sports sponsorships.

A centerpiece partnership involves the LA Rams, integrating Maui messaging into broadcast spots, Rams-branded promotional events, and co-branded merchandise. HTA interim CEO Caroline Anderson emphasized alignment: “This campaign … represents a unified effort across government leadership, tourism partners, and national brands to support Maui’s recovery.”

Data from HTA indicates tourism fell 40% year-over-year post-crisis. Early pilot ads in California generated a 15% increase in website interest and 10% uptick in bookings.

The campaign also includes influencer-led island visits and curated content showcasing natural beauty and safety improvements. Tourism stakeholders note that restoring consumer perception is the biggest hurdle — so far offset only through strategic media placement and trusted voices.

Analysts say reclaiming market share will require sustained messaging and ongoing partnerships.

If initial metrics hold, Maui’s mix of sports marketing and strategic media could serve as a model for crisis‑recovery in destination marketing.