Canadians and other visitors continue to rate Hawaii as a top destination.
The Hawaiʻi Department of Business, Economic Development and Tourism recently released the results of its Third Quarter Visitor Satisfaction and Activity Survey for 2023, which found that at least 95% of visitors from each geographic region surveyed rated the Hawaiian Islands as “excellent” or “above average” when it comes to offering a variety of experiences. Meanwhile, the majority of those surveyed ranked Hawai‘i as either “excellent” or “above average” in the number of different or unique experiences offered.
Overall satisfaction levels among visitors from all markets surveyed remained high. A full 88.3% of Canadian visitors rated their most recent trip to Hawaii as excellent, as did 88.3% of visitors from Korea. The sastisaction level was 90% for visitors from the US. East and 83.3% for visitors from Japan.
More than eight in 10 Canadians (86.5%) rated Hawai‘i as “excellent” in terms of being a safe and secure destination, as did 84% of U.S. East visitors and 83.4% of U.S. West visitors.
Hawai‘i exceeded expectations for many visitors, with 60.3% from Korea, 55.4% from the U.S. East, 54% from Canada, 47.9% from Japan and 47.3% from the U.S. West indicating their latest trip “exceeded expectations.” Younger respondents (18-34 years old) from the U.S. West, U.S. East, Japan, and Canada were more likely to say their trip exceeded expectations compared to visitors from these markets in other age groups.
With visitor satisfaction being one of the Hawaiʻi Tourism Authority’s (HTA) four major Key Performance Indicators (KPI), these results showcase positive sentiment on activities and experiences being offered statewide. HTA’s other KPIs are resident sentiment, average daily visitor spending and total visitor spending.
Most visitors to Hawai‘i see the Hawaiian Islands as a destination that offers a variety of different and unique experiences, according to the latest Visitor Satisfaction and Activity Survey, which surveyed visitors from the U.S. West, U.S. East, Canada, Japan, Oceania, and Korea who visited Hawai‘i during July through September 2023.
More than 55% of visitors from each market surveyed indicated they were “very likely” to return to the state of Hawai‘i in the next five years, with the U.S. West, Hawai‘i’s largest major market area, leading the way at 83.
Repeat visitors from the U.S West, U.S. East, Japan, Canada, and Oceania expressed a greater likelihood of returning to the state than first-time visitors, and visitors from the U.S. West, U.S. East, and Canada who visited a single island expressed a higher likelihood of returning to the state than those who visited multiple islands during their stay.
Every market that was surveyed attributed the high cost of vacationing in Hawai‘i as the biggest barrier to returning in the next five years.
Special Section of Survey Added on Impact of Maui Wildfires
The August wildfires on the island of Maui destroyed homes, cultural and historical sites, and commercial businesses – including many visitor-focused restaurants and shops in the town of Lahaina in West Maui.
A special analysis was conducted of data collected among visitors to the island from the U.S. West and U.S. East, the largest visitor markets for Maui. Visitors who travelled to the island after the fires took place were less satisfied than previous visitors. While more than eight in 10 visitors from these markets still rated their trip as “excellent,” nearly 1 in 10 visitors who travelled after the fires took place admit their trip did not meet their expectations.
“The study shows that depth and range of experiences that the Hawaiian Islands provide play a pivotal role in fostering visitors’ satisfaction with their trips and enthusiasm to return,” said Daniel Nāhoʻopiʻi, HTA’s interim president and CEO. “As we focus on tourism’s role in supporting Maui’s recovery, we will restore the demand for Maui by sharing the unique and attractive visitor activities across the island.
“Visitors will realize there is so much more to do on Maui.”
