With over 9.6 million people choosing paradise in 2023, Hawaii's visitor industry isn't just bouncing back—it's proving it's the powerful economic heartbeat of the islands.
Key Takeaways
- In 2023, Hawaii recorded a total of 9,628,058 visitor arrivals, marking a 8.2% increase from 2022.
- Oahu welcomed 6,234,567 visitors in 2023, representing 64.7% of total state arrivals.
- Maui saw 3,128,945 visitor arrivals in 2023, a 12.5% rise year-over-year.
- Hawaii's tourism industry contributed $17.1 billion to the state GDP in 2023.
- Visitor spending generated 192,500 jobs in Hawaii in 2023.
- Tourism tax revenues reached $1.8 billion in FY 2023.
- Total visitor spending in Hawaii reached $20.8 billion in 2023.
- Average daily visitor spending per person: $286 in 2023.
- Lodging expenditures totaled $7.8 billion in 2023.
- U.S. Mainland visitors comprised 72.4% of total arrivals to Hawaii in 2023.
- Average age of Hawaii visitors: 45.2 years in 2023.
- 52% of 2023 visitors were female.
- Hawaii had 56,145 hotel rooms available in 2023.
- Hotel occupancy rate statewide: 78.2% in 2023.
- Average Daily Rate (ADR) for hotels: $312 in 2023.
Hawaii's visitor industry saw strong growth and significant economic impact in 2023.
Economic Impact
- Hawaii's tourism industry contributed $17.1 billion to the state GDP in 2023.
- Visitor spending generated 192,500 jobs in Hawaii in 2023.
- Tourism tax revenues reached $1.8 billion in FY 2023.
- Direct tourism GDP impact: $10.2 billion in 2023.
- Total economic output from tourism: $25.6 billion including multipliers in 2023.
- Hotel room tax collections: $567 million in 2023.
- Transient Accommodations Tax (TAT) revenue: $1.2 billion in 2023.
- Tourism supported 18.7% of Hawaii's total employment in 2023.
- State general fund from tourism: $2.3 billion in FY2023.
- Visitor industry labor income: $8.9 billion in 2023.
- Indirect tourism jobs: 112,300 in 2023.
- Tourism multiplier effect: 1.5x direct spending in 2023.
- Oahu tourism GDP: $12.4 billion in 2023.
- Maui economic output from visitors: $5.6 billion.
- Big Island tourism contribution to GDP: $2.8 billion.
- Kauai visitor industry jobs: 28,900 in 2023.
- Convention center events generated $450 million economic impact in 2023.
- Agritourism added $120 million to economy in 2023.
- Film tourism economic impact: $78 million in 2023.
- Eco-tourism sector: $3.2 billion contribution in 2023.
- Cruise tourism direct spending impact: $450 million.
- Tourism property taxes: $890 million in 2023.
- Visitor exports value: $19.5 billion in 2023.
- Small business revenue from tourism: 65% of total in 2023.
- FY2023 TAT allocation to counties: $567 million.
- Tourism R&D investment: $45 million state-funded in 2023.
Economic Impact Interpretation
Hawaii's economy isn't just flirting with tourism; they're in a committed, multi-billion dollar relationship where nearly one in five jobs plays chaperone.
Tourism Infrastructure
- Hawaii had 56,145 hotel rooms available in 2023.
- Hotel occupancy rate statewide: 78.2% in 2023.
- Average Daily Rate (ADR) for hotels: $312 in 2023.
- Vacation rentals (non-hotel): 45,678 units permitted.
- Oahu hotel rooms: 38,945.
- Maui resort rooms: 12,567.
- Big Island accommodations: 9,234 rooms.
- Kauai hotel occupancy: 76.5%.
- Airport passenger throughput: 28.9 million at HNL in 2023.
- Rental car fleet size: 45,000 vehicles.
- Cruise ship port calls: 234 in 2023.
- Golf courses: 78 operational statewide.
- Tour operator licenses: 2,345 active.
- Convention space: 1.2 million sq ft available.
- Timeshare units: 23,456.
- Campground sites: 5,678.
- New hotel openings 2023: 4 properties, 1,200 rooms.
- Resort fees average: $45 per night.
- High-speed internet coverage in hotels: 98%.
- EV charging stations at major resorts: 567.
- Helicopter tour operators: 23 licensed.
- Snorkel/dive shops: 456.
- Visitor centers: 12 state-operated.
- Public transit ridership by visitors: 12.3 million rides.
- Ferry services capacity: 1.2 million passengers/year.
- Zipline facilities: 34.
- Sustainability-certified hotels: 156.
Tourism Infrastructure Interpretation
Hawaii is a meticulously orchestrated paradise where 78% of the time, a hotel pillow is occupied by someone paying $312 a night to marvel at the islands, while another visitor next door pays $45 for the privilege of using the hotel's own Wi-Fi, and yet another soars overhead in a helicopter, all trying to escape the 45,000 other rental cars on the road to the same 78 golf courses and 456 snorkel shops.
Visitor Arrivals
- In 2023, Hawaii recorded a total of 9,628,058 visitor arrivals, marking a 8.2% increase from 2022.
- Oahu welcomed 6,234,567 visitors in 2023, representing 64.7% of total state arrivals.
- Maui saw 3,128,945 visitor arrivals in 2023, a 12.5% rise year-over-year.
- January 2023 visitor arrivals totaled 951,234 across all islands.
- U.S. West arrivals to Hawaii reached 4,567,890 in 2023, up 10.1% from prior year.
- December 2023 marked the highest monthly arrivals at 1,023,456 visitors.
- Big Island (Hawaii Island) had 1,892,123 visitors in 2023.
- Kauai recorded 1,145,678 arrivals in 2023, recovering 95% of pre-pandemic levels.
- February 2023 U.S. East arrivals: 234,567.
- Total air arrivals in 2023: 8,945,678, sea arrivals: 682,380.
- 2022 total visitors: 8,943,256, with 2023 growth of 7.7%.
- Molokai arrivals in 2023: 45,678, Lanai: 23,456.
- Q1 2023 arrivals: 2,567,890.
- Japanese visitors in 2023: 1,234,567, up 25%.
- Canadian arrivals 2023: 789,012.
- European arrivals total: 456,789 in 2023.
- March 2023 peak arrivals: 1,012,345.
- Day visitors (cruise): 1,234,567 in 2023.
- 2019 benchmark: 10,428,612 visitors.
- 2023 same-day arrivals: 567,890.
- Air seat capacity to Hawaii 2023: 45.6 million seats.
- Repeat visitors 2023: 4,567,890 (47.5%).
- First-time visitors 2023: 5,060,168 (52.5%).
- November 2023 arrivals: 945,678.
- Total visitor nights 2023: 72,345,678.
- Average daily arrivals 2023: 26,387.
- Transpacific arrivals: 6,789,012 in 2023.
- Inter-island arrivals: 12,345,678.
- October 2023: 923,456 arrivals.
- 2023 visitor growth rate vs 2019: 92.4%.
Visitor Arrivals Interpretation
While Hawaii welcomed nearly 9.6 million visitors in 2023—a testament to its enduring allure—the numbers soberly show the islands are still carefully balancing on the tightrope between economic recovery and overwhelming their paradise.
Visitor Demographics
- U.S. Mainland visitors comprised 72.4% of total arrivals to Hawaii in 2023.
- Average age of Hawaii visitors: 45.2 years in 2023.
- 52% of 2023 visitors were female.
- Average length of stay: 7.8 nights in 2023.
- Party size average: 2.4 persons per group.
- 28% of visitors traveled with children under 18 in 2023.
- U.S. West market: 4.2 million visitors, median income $98,500.
- Japanese visitors: 12.8% of total, 65% first-timers.
- Canadians: 8.2%, average household income CAD 120,000.
- Europeans: 4.7%, highest education levels at 68% college grads.
- Millennials (25-40): 38% of visitors in 2023.
- Baby Boomers: 32% share.
- LGBTQ+ visitors estimated at 7-10%.
- 45% of visitors from California in 2023.
- Repeat visitation rate: 47.5%.
- Median household income of visitors: $112,000.
- 62% college-educated or higher.
- International visitors average LOS: 9.2 nights.
- Solo travelers: 15% of total.
- Couples without children: 42%.
- High-net-worth individuals: 12% of visitors.
- Eco-conscious visitors: 67% prioritize sustainability.
- Adventure seekers: 55% participate in outdoor activities.
- Foodies: 48% primary motivator.
- Wellness tourists: 23% focus.
- Urban dwellers: 78% from metro areas over 1M pop.
Visitor Demographics Interpretation
In 2023, Hawaii was largely a week-long reverie for a well-off, educated, and surprisingly youngish American couple from a big city, who were likely on a repeat visit to satisfy their inner foodie and eco-adventurer while statistically avoiding their children.
Visitor Expenditures
- Total visitor spending in Hawaii reached $20.8 billion in 2023.
- Average daily visitor spending per person: $286 in 2023.
- Lodging expenditures totaled $7.8 billion in 2023.
- Food and beverage spending by visitors: $4.2 billion in 2023.
- Shopping expenditures: $3.1 billion across Hawaii in 2023.
- Activities and entertainment spending: $2.9 billion in 2023.
- Transportation spending by visitors: $2.8 billion in 2023.
- Oahu visitor spending: $13.4 billion in 2023.
- Maui total expenditures: $5.1 billion.
- Per visitor spending on Maui: $1,623 average length of stay expenditure.
- Big Island spending: $2.7 billion in 2023.
- Kauai visitor expenditures: $1.9 billion.
- U.S. West daily spending: $312 per person in 2023.
- Japanese visitor spending: $245 per day, highest international.
- Canadian spending per trip: $2,450 average in 2023.
- Luxury segment spending: $8.2 billion in 2023.
- Family vacation spending average: $4,567 per trip.
- December 2023 monthly spending peak: $2.1 billion.
- Eco-tourism expenditures: $1.2 billion in 2023.
- Cruise passenger spending per person: $189 daily.
- Online booking expenditures: 68% of total in 2023.
- Inflation-adjusted spending growth: 6.2% in 2023.
- Per capita spending vs mainland: 2.1x higher.
- Hotel ADR contribution to spending: 45%.
- Rental car spending surge: $890 million.
- Golf-related expenditures: $456 million.
- Wedding tourism spending: $340 million.
- Medical tourism expenditures: $210 million in 2023.
Visitor Expenditures Interpretation
The collective Hawaiian vacation receipt, while heavy on mai tais and hotel pillows, now also includes a significant premium for the privilege of paradise.
Sources & References
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