December 2024 marked another step forward for the Hawaiian visitor industry, as reported by the Department of Business, Economic Development and Tourism (DBEDT). Visitor arrivals hit 910,055, a 5.5 percent increase from the previous year, while spending rose to $2.04 billion, indicating a 4.7 percent upswing. The fifth consecutive month of growth mirrors a recovery to 95.5 percent from pre-pandemic levels of December 2019. This is noteworthy considering the impact of the August 2023 Maui wildfires on the tourism sector. According to the Department of Business, Economic Development and Tourism news release, the U.S. West and East were key contributors, with more than 892,000 visitors arriving by air service from these regions.
While the overall increase is a positive sign, various sources such as the U.S. West experienced a significant jump in spending, with a notable 7.7 percent increase from December 2023, ballooning from $856.3 million to $922.4 million. The U.S. East wasn't far behind, showcasing an 8.9 percent rise in arrivals and a 9.3 percent increase in spending. Nonetheless, areas like Canada and Japan showed mixed results; Canadian arrivals decreased by 8.1 percent while Japanese visitor expenditures dropped by 8.7 percent compared to the same period last year. The statewide average daily census for visitors also saw a modest 2.7 percent rise in December year over year, as reported by the Department of Business, Economic Development and Tourism.
As the year-long data sets in, 2024 hosted a total of 9,689,113 visitors, representative of a slight 0.3 percent increase from 2023 but still down 6.7 percent from 2019's figures. Fiscal records reflect a slight dip in total visitor spending, with $20.68 billion recorded in 2024, which is a 0.2 percent decrease from 2023, yet an overall increase of 16.7 percent from the 2019 benchmark. Indicative of a resilient sector, the cruise industry fared particularly well, boasting its second-highest annual visitor arrivals since 1999, as stated by the Department of Business, Economic Development and Tourism.
Looking ahead, 2025 is anticipated to feel the ripples from the Los Angeles wildfires, primarily given the city's significance as Hawai'i's largest source market. Los Angeles accounted for 9.1 percent of all visitor arrivals and 30.2 percent of all visitors from California in 2024. "Governor Green has reached out in support and aloha to California Governor Newsom to offer relief for Los Angeles wildfire survivors and first responders," states Department of Business, Economic Development and Tourism Director James Kunane Tokioka. Healing and aid are themes set to intertwine with the islands' tourism narratives in the following months.
