Hawaii’s annual visitor numbers ended 2025 slightly down on a year ago, and still well short of pre-pandemic numbers.
Arrivals were flat at 9.64 million visitors down on 2024 and still significantly short of the 10.4 million in 2019.
The state’s Department of Business, Economic Development and Tourism released the preliminary data.
However, visitor spending grew by 5.7% to $21.75 billion with average daily spending of $273 per person.
The agency said this is ‘steady demand despite shifting market conditions.’
Despite big events like the Honolulu Marathon and Pacifichem, December arrivals were down more than 4%.
Tourism officials believe further gains will be dependent on how the key Japan source market recovers during this year.
As well as Japan, the Canada market is down, in line with US vacation destinations as a whole.
Just under 400,000 Canadians visited in 2025, down 11.6%, and overall cruise arrivals declined.
The cruise market remains uncertain in the short term with a proposed cruise tax set to be litigated
