DBEDT NEWS RELEASE: VISITOR SPENDING INCREASED IN SEPTEMBER 2025 DESPITE DECLINING VISITOR ARRIVALS

STATE OF HAWAIʻI

KA MOKU ʻĀINA O HAWAIʻI

JOSH GREEN, M.D.
GOVERNOR

KE KIAʻĀINA

DEPARTMENT OF BUSINESS, ECONOMIC DEVELOPMENT AND TOURISM

KA ʻOIHANA HOʻOMOHALA PĀʻOIHANA, ʻIMI WAIWAI A HOʻOMĀKAʻIKAʻI

JAMES KUNANE TOKIOKA

DIRECTOR

KA LUNA HOʻOKELE

RESEARCH AND ECONOMIC ANALYSIS DIVISION

SETH S. COLBY

CHIEF STATE ECONOMIST

VISITOR SPENDING INCREASED IN SEPTEMBER 2025 DESPITE DECLINING VISITOR ARRIVALS

FOR IMMEDIATE RELEASE

October 30, 2025

HONOLULU – According to preliminary statistics from the Department of Business, Economic Development and Tourism (DBEDT), there were 690,858 total visitors to the Hawaiian Islands in September 2025, a 2.5 percent decline compared to September 2024. However, these visitors spent more on an average daily basis ($270 per person, +11.3%) contributing to an 8.1 percent increase in total visitor spending to $1.54 billion (measured in nominal dollars).

In September 2025, 674,860 visitors arrived by air service, mainly from the U.S. West and U.S. East. Additionally, 15,998 visitors arrived via out-of-state cruise ships. In comparison, 690,191 visitors (-2.2%) arrived by air and 18,700 visitors (-14.5%) came by out-of-state cruise ships in September 2024.

The average length of stay by total visitors in September 2025 was 8.25 days, which was similar to September 2024 (8.27 days, -0.3%). The statewide average daily census was 189,876 visitors in September 2025 compared to 195,505 visitors (-2.9%) in September 2024.

In September 2025, 342,608 visitors arrived from the U.S. West, a decrease from September 2024 (359,583 visitors, -4.7%). Although there were fewer U.S. West visitors in September 2025, they spent more on an average daily basis, resulting in higher total spending ($737.5 million) compared to September 2024 ($642.9 million, +14.7%). Daily spending by U.S. West visitors in September 2025 rose to $265 per person compared $221 per person (+19.8%) in September 2024.

There were 163,579 visitors from the U.S. East in September 2025, up 2.0 percent compared to September 2024 (160,392 visitors). U.S. East visitors in September 2025 also spent more per day, contributing to higher total spending ($434.9 million) than in September 2024 ($399.8 million, +8.8%). Daily spending by U.S. East visitors increased to $302 per person in September 2025 compared to $268 per person (+12.7%) in September 2024.

In September 2025, 72,214 visitors arrived from Japan, an 8.6 percent growth from September 2024 (66,502 visitors). Visitors from Japan spent $107.7 million in September 2025 compared to $96.5 million (+11.6%) in September 2024. Daily spending by Japanese visitors in September 2025 ($241 per person) was more than September 2024 ($235 per person, +2.7%).

In September 2025, 19,243 visitors arrived from Canada, down from September 2024 (19,702 visitors, -2.3%). Visitors from Canada spent $44.0 million in September 2025 compared to $44.7 million (-1.5%) in September 2024. Daily spending by Canadian visitors in September 2025 ($236 per person) was similar to September 2024 ($236 per person, -0.4%).

There were 77,216 visitors from all other international markets in September 2025, which included visitors from Oceania, Other Asia, Europe, Latin America, Guam, the Philippines, the Pacific Islands and other countries. In comparison, there were 84,012 visitors (-8.1%) from all other international markets in September 2024.

Air capacity to Hawai‘i in September 2025 (4,432 transpacific flights with 982,375 seats) declined slightly compared to September 2024 (4,476 flights, -1.0% with 990,746 seats, -0.8%).

Year-to-Date 2025

A total of 7,288,170 visitors arrived in the first nine months of 2025, up slightly (+0.4%) from 7,258,157 visitors in the first nine months of 2024.

In the first nine months of 2025, total visitor spending was $16.17 billion, which was an increase from $15.42 billion (+4.9%) in the first nine months of 2024.

VIEW FULL NEWS RELEASE AND TABLES

Statement by DBEDT Director James Kunane Tokioka

Like many travel destinations, Hawai‘i experienced a slowdown in visitors during September 2025. Total visitor arrivals declined 2.6 percent compared to September 2024. We are concerned to see weakness from U.S. West (-4.7%), our top visitor market, and continuing declines from Canada (-2.3%), our second largest international market. Hawai‘i faces stiff competition from other destinations and it is important for Hawai‘i to continue marketing to the world. 

Total visitor spending rose 8.1 percent to $1.54 billion in September 2025, driven by increased lodging, food and beverage, shopping and transportation expenses compared to a year ago. The average visitor spending per person for a trip to Hawai‘i has been higher for every month this year compared to 2024.

Visitor arrivals from the Japan market improved in September 2025 (+8.6%). I recently accompanied Governor Green on a trip to Japan to strengthen partnerships in clean energy, business development, education and culture — and to explore opportunities in technology and tourism.

In September 2025, there were more than 3,000 out-of-state visitors to Moloka‘i. Many of these visitors came for the Na Wahine O Ke Kai World Championship canoe race, which took place on September 28, utilizing Mokulele Airlines, charter flights, ferry and other sea craft. A record 73 teams from Hawai‘i, California, Washington D.C., Australia, French Polynesia, Japan and New Zealand participated in this event. 

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Media Contacts:

Laci Goshi 

Communications Officer

Department of Business, Economic Development and Tourism

Cell: 808-518-5480

Email: [email protected]

Jennifer Chun

Director of Tourism Research

Department of Business, Economic Development and Tourism

Phone: 808-973-9446

Email: [email protected]