The latest data from the Hawaii Tourism Authority (HTA) shows a slight dip in visitor arrivals for July 2024 compared to the previous year. However, despite fewer tourists, overall visitor spending continues to grow, highlighting Hawaii’s continued recovery and the evolving dynamics of the tourism industry.
Overview of Visitor Arrivals and Spending
- Total visitors in July 2024: 845,120
- Change from July 2023: -2.5%
- Comparison to July 2019: -7.2%
- Total visitor spending in July 2024: $1.92 billion
- Change from July 2023: +5.3%
- Comparison to July 2019: +18.4% (up from $1.62 billion)
Visitor Stay
- Average length of stay in July 2024: 8.35 days
- Change from July 2023: +1.1%
- Comparison to July 2019: +3.4%
Visitor Statistics by Region
U.S. West:
- Visitor arrivals in July 2024: 421,980
- Change from July 2023: -3.0%
- Comparison to July 2019: +5.1%
- Visitor spending in July 2024: $832.6 million
- Change from July 2023: +6.2%
- Comparison to July 2019: +37.5% (up from $605.4 million)
- Daily spending per person in July 2024: $245
- Change from July 2023: +2.0% (up from $240)
- Comparison to July 2019: +35.8% (up from $180)
U.S. East:
- Visitor arrivals in July 2024: 218,470
- Change from July 2023: -2.7%
- Comparison to July 2019: +6.3%
- Visitor spending in July 2024: $576.3 million
- Change from July 2023: +4.5%
- Comparison to July 2019: +40.8% (up from $409.3 million)
- Daily spending per person in July 2024: $285
- Change from July 2023: +1.5% (up from $281)
- Comparison to July 2019: +30.4% (up from $218)
Japan:
- Visitor arrivals in July 2024: 54,920
- Change from July 2023: +28.7%
- Comparison to July 2019: -52.8%
- Visitor spending in July 2024: $76.5 million
- Change from July 2023: +18.4%
- Comparison to July 2019: -55.3% (down from $171.0 million)
- Daily spending per person in July 2024: $250
- Change from July 2023: -0.9% (down from $252)
- Comparison to July 2019: -3.2% (down from $258)
Canada:
- Visitor arrivals in July 2024: 18,340
- Change from July 2023: -10.7%
- Comparison to July 2019: -24.5%
- Visitor spending in July 2024: $39.8 million
- Change from July 2023: -12.3%
- Comparison to July 2019: -9.8% (down from $44.1 million)
- Daily spending per person in July 2024: $235
- Change from July 2023: +4.1% (up from $226)
- Comparison to July 2019: +33.6% (up from $176)
Other International Markets:
- Visitor arrivals in July 2024: 73,410
- Change from July 2023: -7.1%
- Comparison to July 2019: -29.5%
Insights and Trends
- Increased Visitor Spending: Even though visitor numbers have declined, spending per visitor has risen, indicating that tourists are spending more during their stays.
- Longer Stays: The average length of stay continues to trend upward compared to pre-pandemic levels, a signal that visitors are choosing to enjoy extended vacations in Hawaii.
- Strong Regional Growth: The U.S. West and U.S. East markets remain robust, while Japan shows steady recovery from previous lows. However, Canada and other international markets still face challenges in returning to pre-pandemic levels.
Opportunities for Tour Operators
With tourists spending more and staying longer, Hawaii’s tour operators can capitalize on these trends by offering premium packages and experiences that enhance the visitor journey. Targeting the growing Japanese market while maintaining a strong presence in the U.S. West and East will help operators position themselves for continued success.
Why Partner with Nutmeg?
At Nutmeg, we specialize in building bilingual English-Japanese websites that resonate with diverse international audiences. Our Honolulu-based team, including native Japanese speakers, ensures linguistic and cultural accuracy in every project. With deep experience in Hawaii’s tourism industry, we’re ready to help you attract the right customers and grow your business.
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