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Visitor arrivals, spending down in April: Summer cooldown looms for tourism

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JAMM AQUINO / [email protected]

Hawaii is expected to see a slow summer tourism season, a travel report says. Above, passengers from Chicago wait for their luggage at Daniel K. Inouye International Airport.

Visitors to Hawaii and their daily spending fell more sharply in April than they had in any month since the Aug. 8 Maui wildfires — an indication that even the peak summer season could prove soft.

Jeffrey Eslinger, senior director, market insights, for the Hawai‘i Visitors &Convention Bureau, said that overall, “summer is softer than it is typically.”

Eslinger said Oahu and Kauai will perform better this summer than the rest of the state, where dampening is apparent in the TravelClick report for the week ended May 19. The report compares total hotel room nights sold for the year ahead with what was on the books for the same time in 2023.

Eslinger said summer arrivals to Oahu will be bolstered by the 13th annual Festival of Pacific Arts and Culture, Thursday through June 16, and the 29th annual Rim of the Pacific military exercise, June 26-Aug. 2.

He said Oahu also will see some gains from the Hawai‘i Convention Center summer business, including the National Conference on Race &Ethnicity in Higher Education, Tuesday to Saturday, which has brought roughly 5,000 delegates to Hawaii, as well as several other citywide conferences that will bring another 5,000 delegates later in the summer.

However, Eslinger said West Maui is leading the summer doldrums with a 23.3% drop in bookings for June, a 21.3% drop for July and a 26.9% drop for August with losses widening until January. TravelClick statewide data shows a 1.8% decline in June, a 0.4% decrease in July and a 1.5% decrease in August.

Keith Vieira, principal of KV &Associates, Hospitality Consulting, said the summer malaise is carrying over into fall, which has even steeper drops.

TravelClick data shows statewide hotel bookings sliding 12.2% in September, 9.7% in October, 8.7% in November and 1.5% in December, which generally gets a boost from the festive season.

The softness that has been present in Hawaii’s visitor industry since the Maui wildfires deepened in the spring. On any given day in April, the state Department of Business, Economic Development and Tourism reported, there were 207,827 visitors in the Hawaiian islands, down 12.2% from April 2023.

In April, DBEDT reported, arrivals to the state dropped 8.9% year over year to 753,551 visitors. Visitor arrivals in April were 88.7% of the pre-pandemic April 2019 level.

Visitor arrivals in April fell for Hawaii’s core U.S. West and U.S. East markets, as well as for Canada and the category called “all others,” which includes international markets outside of Japan and Canada. Arrivals rose from cruise ships and from Japan, which was Hawaii’s top international market before the pandemic.

Total visitor spending measured in nominal dollars in April was $1.5 billion, a drop of 12.6% compared with April 2023. However, total visitor spending was 14.3% higher than in April 2019, when nominal spending was about $1.3 billion.

Spending fell for the U.S. West, U.S. East and Canada and for the “all others” category.

Results were mixed across the islands and markets.

DBEDT Director James Kunane Tokioka said in a statement, “This is the first month that arrivals to Oahu decreased since March 2021.”

“The decrease was partially due to Easter falling on March 31, which pushed spring break travel into March instead of April,” Tokioka said. “Easter 2023 was on April 9, which affected the year-over-year performance.”

He added that the cruise market performed well in April, and visitors who came via out-of-state cruise ships registered the second-highest monthly arrivals on record. However, he added that “this market typically has less impact on the destination than visitors who travel by air as cruise travelers often participate in group tour activities versus exploring the islands individually and renting cars.”

Vieira said while the Easter shift contributed to the April slowdown in tourism, other factors also have contributed to sluggish summer and fall bookings. He said the strength of the U.S. dollar is causing international visitors to view Hawaii as too expensive, and Americans to eye foreign destinations where they have more buying power. Vieira said some travelers also continue to feel unwelcome following the Maui wildfires, which put more strain on the community and intensified pushback against tourism.

“There have been a fair amount of negative stories about Hawaii not wanting more visitors. That clearly isn’t the majority but it’s a vocal minority,” he said. “The only way we can counter that is with positive stories.”

Tom Mullen, HVCB interim president and CEO, told the Honolulu Star-Advertiser that its newest campaign aimed at U.S. travelers, “The People, the Place, the Hawaiian Islands,” began four weeks ago and will run through June.

“We are targeting the mindful traveler through national banner ads, emails, social and digital media,” he said. “We are seeing a response rate to the ads that we are running that is higher than the industry benchmark, so we know that we are targeting the right customer and getting a response.”

Mullen said he thinks rising Hawaii hotel rates, when combined with other fees and taxes, are dissuading some customers. For instance, Pleasant Holidays’ wholesale package pricing for the Hilton Hawaiian Village Waikiki Beach Resort shows daily room rates of $495, which rise to $715 per night once resort fees, parking fees and taxes are added.

“That’s about a 40% increase,” Mullen said, adding that all-in nightly costs for hotel rooms in Jamaica are $436 and $411 in Mexico.

HVCB, which handles branding for Hawaii’s top U.S. visitor source market, was slated to provide an update on its campaign and other initiatives Thursday at the HTA board’s monthly meeting. However, the HTA board deferred the presentation, along with three other items on its public agenda, after spending about four hours in executive session with state Attorney General Anne Lopez and Deputy Attorney General John Cole.

After the HTA board emerged from its closed-door session, Cole reported publicly that there was a full discussion and the board consulted with its attorney on agenda item No. 8, regarding questions and issues related to the board’s powers and duties.

“No action was taken or required to be taken,” Cole said. “But it probably will lead to some things in the future.”

He said the HTA board had a long discussion on agenda item No. 9, a personnel matter, “with no action taken, including a vote by the board to take no action on the personnel matter that was discussed.”

For agenda item No. 10(b), Cole said the HTA board discussed the status of some issues pending with the state auditor for the HTA audit.

“There will be some action taken under the (Administrative &Audit Standing Committee) later. No action by the board was necessary,” he said.

The board approved a request from HTA board member Mike White, who chairs the Administrative &Audit Standing Committee, to have HTA staff draft a request for proposals to solicit a search firm to assist in its efforts to hire a new president and CEO.

Former HTA President and CEO John De Fries resigned in September. HTA Chief Administrative Officer Daniel Naho‘opi‘i serves as HTA’s interim president and CEO.

• 1 Visitor arrivals, spending down in April: Summer cooldown looms for tourism
• 2 Obituaries for June 1
• 3 Plant of the Month for June: Bacopa
• 4 FDA’s review of MDMA cites health risks and study flaws
• 5 Volcano Watch: Beyond the lava: Mauna Loa’s deformation story

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Hawaii visitor count, spending down as summer tourism lull looms

By Allison Schaefers

May 31, 2024

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Hawaii is expected to see a slow summer tourism season, a travel report says. Above, passengers from Chicago wait for their luggage at Daniel K. Inouye International Airport.

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Visitors to Hawaii and their daily spending fell more sharply in April than they had in any month since the Aug. 8 Maui wildfires — an indication that even the peak summer season could prove soft.

Jeffrey Eslinger, senior director, market insights, for the Hawai‘i Visitors & Convention Bureau, said that overall, “summer is softer than it is typically.”

Eslinger said Oahu and Kauai will perform better this summer than the rest of the state, where dampening is apparent in the TravelClick report for the week ended May 19. The report compares total hotel room nights sold for the year ahead with what was on the books for the same time in 2023.

Eslinger said summer arrivals to Oahu will be bolstered by the 13th annual Festival of Pacific Arts and Culture, Thursday through June 16, and the 29th annual Rim of the Pacific military exercise, June 26-Aug. 2.

He said Oahu also will see some gains from the Hawai‘i Convention Center summer business, including the National Conference on Race & Ethnicity in Higher Education, Tuesday to Saturday, which has brought roughly 5,000 delegates to Hawaii, as well as several other citywide conferences that will bring another 5,000 delegates later in the summer.

However, Eslinger said West Maui is leading the summer doldrums with a 23.3% drop in bookings for June, a 21.3% drop for July and a 26.9% drop for August with losses widening until January. TravelClick statewide data shows a 1.8% decline in June, a 0.4% decrease in July and a 1.5% decrease in August.

Keith Vieira, principal of KV & Associates, Hospitality Consulting, said the summer malaise is carrying over into fall, which has even steeper drops.

TravelClick data shows statewide hotel bookings sliding 12.2% in September, 9.7% in October, 8.7% in November and 1.5% in December, which generally gets a boost from the festive season.

The softness that has been present in Hawaii’s visitor industry since the Maui wildfires deepened in the spring. On any given day in April, the state Department of Business, Economic Development and Tourism reported, there were 207,827 visitors in the Hawaiian islands, down 12.2% from April 2023.

In April, DBEDT reported, arrivals to the state dropped 8.9% year over year to 753,551 visitors. Visitor arrivals in April were 88.7% of the pre-pandemic April 2019 level.

Visitor arrivals in April fell for Hawaii’s core U.S. West and U.S. East markets, as well as for Canada and the category called “all others,” which includes international markets outside of Japan and Canada. Arrivals rose from cruise ships and from Japan, which was Hawaii’s top international market before the pandemic.

Total visitor spending measured in nominal dollars in April was $1.5 billion, a drop of 12.6% compared with April 2023. However, total visitor spending was 14.3% higher than in April 2019, when nominal spending was about $1.3 billion.

Spending fell for the U.S. West, U.S. East and Canada and for the “all others” category.

Results were mixed across the islands and markets.

DBEDT Director James Kunane Tokioka said in a statement, “This is the first month that arrivals to Oahu decreased since March 2021.”

“The decrease was partially due to Easter falling on March 31, which pushed spring break travel into March instead of April,” Tokioka said. “Easter 2023 was on April 9, which affected the year-over-year performance.”

He added that the cruise market performed well in April, and visitors who came via out-of-state cruise ships registered the second-highest monthly arrivals on record. However, he added that “this market typically has less impact on the destination than visitors who travel by air as cruise travelers often participate in group tour activities versus exploring the islands individually and renting cars.”

Vieira said while the Easter shift contributed to the April slowdown in tourism, other factors also have contributed to sluggish summer and fall bookings. He said the strength of the U.S. dollar is causing international visitors to view Hawaii as too expensive, and Americans to eye foreign destinations where they have more buying power. Vieira said some travelers also continue to feel unwelcome following the Maui wildfires, which put more strain on the community and intensified pushback against tourism.

“There have been a fair amount of negative stories about Hawaii not wanting more visitors. That clearly isn’t the majority but it’s a vocal minority,” he said. “The only way we can counter that is with positive stories.”

Tom Mullen, HVCB interim president and CEO, told the Honolulu Star-Advertiser that its newest campaign aimed at U.S. travelers, “The People, the Place, the Hawaiian Islands,” began four weeks ago and will run through June.

“We are targeting the mindful traveler through national banner ads, emails, social and digital media,” he said. “We are seeing a response rate to the ads that we are running that is higher than the industry benchmark, so we know that we are targeting the right customer and getting a response.”

Mullen said he thinks rising Hawaii hotel rates, when combined with other fees and taxes, are dissuading some customers. For instance, Pleasant Holidays’ wholesale package pricing for the Hilton Hawaiian Village Waikiki Beach Resort shows daily room rates of $495, which rise to $715 per night once resort fees, parking fees and taxes are added.

“That’s about a 40% increase,” Mullen said, adding that all-in nightly costs for hotel rooms in Jamaica are $436 and $411 in Mexico.

HVCB, which handles branding for Hawaii’s top U.S. visitor source market, was slated to provide an update on its campaign and other initiatives Thursday at the HTA board’s monthly meeting. However, the HTA board deferred the presentation, along with three other items on its public agenda, after spending about four hours in executive session with state Attorney General Anne Lopez and Deputy Attorney General John Cole.

After the HTA board emerged from its closed-door session, Cole reported publicly that there was a full discussion and the board consulted with its attorney on agenda item No. 8, regarding questions and issues related to the board’s powers and duties.

“No action was taken or required to be taken,” Cole said. “But it probably will lead to some things in the future.”

He said the HTA board had a long discussion on agenda item No. 9, a personnel matter, “with no action taken, including a vote by the board to take no action on the personnel matter that was discussed.”

For agenda item No. 10(b), Cole said the HTA board discussed the status of some issues pending with the state auditor for the HTA audit.

“There will be some action taken under the (Administrative & Audit Standing Committee) later. No action by the board was necessary,” he said.

The board approved a request from HTA board member Mike White, who chairs the Administrative & Audit Standing Committee, to have HTA staff draft a request for proposals to solicit a search firm to assist in its efforts to hire a new president and CEO.

Former HTA President and CEO John De Fries resigned in September. HTA Chief Administrative Officer Daniel Naho‘opi‘i serves as HTA’s interim president and CEO.

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• Arts & Entertainment

Fear you’ll never hear your favorite band live? These Maine tribute shows might do the trick

See homages to David Bowie, Prince, The Cure and The Rolling Stones in Portland this week, and other shows coming this summer.

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If you’ve never seen a tribute act perform the songs of artists that are either too big to play in Maine or who have passed away, there’s a way to do a whole bunch of that this week in Portland.

There are also tribute shows happening in venues around the state all summer long.

A Strange Day is the Portland-based tribute to The Cure. Photo by Seth D. Warner

Let’s start with Portland-based A Strange Day, a tribute to British alternative act The Cure, fronted by singer and guitarist Seth Warner.

The band will perform The Cure’s second album, “Seventeen Seconds,” in its entirety, along with some hits and other cuts at Portland House of Music on Thursday.

The album was released on April 18, 1980. Lead singer and guitarist Robert Smith turned 21 three days later. The single  “A Forest” marked the band’s debut on the U.K. Singles Chart, where it reached the No. 31 spot. The song remains a setlist staple at The Cure’s live performances.

Warner said he put himself in the shoes of Cure fans when deciding what album to cover. “What I would like to hear from a Cure band is a dive into the specific eras that surrounded each record, and ‘Seventeen Seconds’ set the tone for the more introspective and gloomy textures and themes.” Advertisement

As for Warner’s favorite “Seventeen Seconds” tracks, he said, “I really like ‘At Night’ for its dynamic potential, and the edgy and angsty ‘M.'”

The band took its name from the track “A Strange Day” from The Cure’s 1982 album “Pornography.”

Along with Warner, the band is Pete Dugas (keys), Andrew Hodgkins (drums), Matt Kennedy (synth/sax), Kevin O’Reilly (bass), Casey Urich (trumpet) and Corey Urich.

Angel Butts, a copy editor living in Westbrook, has seen The Cure more than 100 times on three continents and at least 10 countries, including Latvia and Colombia. “They’re like breathing to me. They have this massive catalog and it spans every possible mood, I don’t know of another band with a palette like that. “Seventeen Seconds” is among her favorite of the band’s 13 studio albums.

Butts has seen The Cure play the “Seventeen Seconds” album all the way through three times. “One of those shows stands as the best show I’ve ever seen in my life. The Cure: Reflections, Nov. 27, 2011 at the  Beacon Theatre in New York City.”

Butts said she and her 13-year-old daughter will be attending the A Strange Day show. “I think she’s more excited than I am.” Advertisement

A Strange Day  8:30 p.m. Thursday. Portland House of Music, 25 Temple St., Portland, $12 in advance, $15 day of show, 21-plus. portlandhouseofmusic.com

Another British act that will likely never perform in Maine is The Rolling Stones. With more than 30 albums, the band achieved legendary status decades ago. Singer Mick Jagger and guitarist Keith Richards are both 80, and the band is currently on tour and will be at Gillette Stadium in Foxboro, Massachusetts, on Thursday.

There are still tickets left for that show, but you can save yourself hours of traffic jams and a lot of more by instead heading to Aura on Saturday to see Satisfaction: The International Rolling Stones tribute show. Or maybe you’ll see the real deal and then keep the party going here in Maine.

Satisfaction has been slinging Stones hits for over two decades and has played more than 4,000 shows. Chris LeGrand’s take on Mick Jagger is pretty convincing, and he and the band will surely be pleased to meet you.

Satisfaction: The International Rolling Stones Tribute Show 9 p.m. Saturday. Aura, 121 Center St., Portland, $15, $25.50, 18-plus. auramaine.com

The Prince/Bowie tribute act performing live. Photo by Tammie Birdwell

David Bowie and Prince died within five months of each other in 2016, at the ages of 69 and 57, respectively, and their losses were felt by millions of fans around the world. Advertisement

With contributions that are impossible to quantify, both artists left behind a legacy of music that lives on through radio play, home listening and tribute shows.

Boston-based musician Eric Gould loves both artists and is the bandleader of a Prince/Bowie tribute coming to Portland on Saturday. The band is a revolving lineup of players from all over the country.

Gould plays bass and designs the setlists. For this show, the musicians are Cal Kehoe (guitar, vocals), Adrian Tramontano (drums), Sammi Garrett (percussion, vocals), Josh Schwartz (baritone sax, vocals), Rob Somerville (tenor saxophone), Rob Volo (trombone) and Kiran Edwards (keys).

Gould said that, to him, Prince embodies soul, creative arrangement and precision. “His music has the best energy and makes you feel on top of the universe.”

He described Bowie as having a voice and character that is completely unique.

“It is powerful and epic and decadent,” said Gould, who has made a career out of finding unique connections through the songbooks of artists. “It is such a treat to present music people know and love in a way that is fresh to the ears. This combination brings so much joy to everyone on and off stage.” Advertisement

Prince/Bowie 8 p.m. Saturday. Portland House of Music, 25 Temple St., Portland, $25, 21-plus. portlandhouseofmusic.com

Other upcoming tribute shows

The Peacheaters: An Allman Brothers Band Experience, Friday. Jonathan’s, Ogunquit, $31 to $72.50. jonathansogunquit.com

Sweet Baby James: James Taylor Tribute, Saturday. Vinegar Hill Music Theatre, Arundel, $30 to $45. vinhillmusic.com

Studio Two: The Early Beatles Tribute, June 9. Vinegar Hill Music Theatre, Arundel, $30, $35. vinhillmusic.com

Magic Bus: A Tribute to The Who, June 14. Vinegar Hill Music Theatre, Arundel, $30. vinhillmusic.com Advertisement

The The Band Band, June 21. Vinegar Hill Music Theatre, Arundel, $45, $55. vinhillmusic.com

Bruce In The USA, June 21. Aura, Portland, $20 to $39.50. auramaine.com

Elvis Tribute Show, June 22, July 20. Jonathan’s, Ogunquit, $29 to $70. jonathansogunquit.com

Higher Ground: A Tribute to Stevie Wonder, July 20. Vinegar Hill Music Theatre, Arundel, $40. vinhillmusic.com

Studio Two: The Early Beatles Tribute, July 6. Jonathan’s, Ogunquit, $41.50 to $82.50. jonathansogunquit.com

Johnny Cash Tribute Show, July 7, Aug. 10.  Jonathan’s, Ogunquit, $29 to $70. jonathansogunquit.com Advertisement

Rose Alley: A Tribute to Jerry Garcia, June 28. Vinegar Hill Music Theatre, Arundel, $23. vinhillmusic.com

Runnin’ Down A Dream: The Tom Petty Tribute Band, July 13, Nov. 14. Jonathan’s, Ogunquit, $35 to $76. jonathansogunquit.com

The Elton John Experience, July 21. Jonathan’s, Ogunquit, $29 to $79. jonathansogunquit.com

Zach Nugent’s Dead Set, Aug. 1. Vinegar Hill Music Theatre, Arundel, $25. vinhillmusic.com

The Stray Horses, Aug. 8. Vinegar Hill Music Theatre, Arundel, $25. vinhillmusic.com

Wake Up Mama: The Allman Brothers Tribute Band, Aug. 24. Vinegar Hill Music Theatre, Arundel, $25. vinhillmusic.com

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