The Rebound of Tourists to the Islands
On October 15, 2020, Hawaiʻi launched the Safe Travels program, which allowed out-of-state visitors to bypass quarantine with a negative COVID-19 test. Consequently, tourists from the continental U.S., unable to travel abroad, gradually made their way to Hawaiʻi, leading to a significant spike in COVID-19 cases.
Moreover, some individuals took advantage of remote work opportunities to relocate to Hawaiʻi during the pandemic, which increased the cost of living, thereby pricing many Native Hawaiians and local residents out of their communities. According to real estate firm Locations Hawaii, the median sale price of a single-family home on Oʻahu was $1.1 million in June 2022, a sharp increase from $835,000 just three years prior.
Given that 90% of Hawaiʻi’s goods are imported, many locals expressed concern that the limited resources would not suffice to cater to both residents and the rising influx of tourists, particularly amid the pandemic. Local families often found themselves watching their children’s soccer matches from their cars due to COVID-19 restrictions, while tourists crowded the beaches to enjoy the sun.
Social media became inundated with photos and videos of vacations in Hawaiʻi, with tourists showcasing visits to “secret” locations, often disturbing native environments and necessitating rescue operations. Last year, officials from the Honolulu Fire Department reported an average of two land or ocean rescues daily, reflecting a 63% increase over the same timeframe in 2020 when most tourists remained at home.
Understanding the Rise of Hawaii as a Vacation Destination
For Native Hawaiians, the actions of tourists and the state’s approach to handling the pandemic struck a familiar chord.
Antonio notes the origins trace back to the United States’ overthrow of the Hawaiian Kingdom in 1893, leading to its annexation in 1898. Native Hawaiians fought to retain control over their lands; however, the strategic military significance and the fertile lands of Hawaiʻi could not be overlooked.
“From our perspective, we are still under occupation – having never relinquished our inherent sovereignty; we are a nation occupied by the United States,” Antonio explains.
Hawaiʻi eventually transitioned to a territory in 1900 and achieved statehood on August 21, 1959.
A Raising Awareness: Native Hawaiians Through Social Media
Native Hawaiians have utilized social media to address and highlight issues of social justice and historical awareness, emphasizing how the tourism industry exploits Indigenous culture and perceiving the influx of visitors as detrimental to Hawaiʻi.
One notable organization actively advocating the recognition of Hawaiʻi’s colonial history is ʻĀina Momona, a non-profit dedicated to land restoration and fostering a sustainable future for Hawaiʻi. Their impactful social media presence has raised awareness around native issues within the tourist-centric conversations.
Julie Au, Director of Education, Research, and Outreach at ʻĀina Momona, pointed out that during the vote for Hawaiian statehood in 1959, Native Hawaiians were excluded from the voting process.
Historical records indicate that in 1893, Indigenous Hawaiians constituted 97% of the population, which tragically fell to 16% by 1923.
“This narrative profoundly links back to tourism; once we were marketed as a paradise vacation destination, our identity transformed into a transient state,” Au notes.
Educating Visitors About Hawai’i
Native Hawaiians and locals recognize that tourism is an unavoidable reality, as people will always be drawn to the islands. However, they emphasize the critical importance of education and uplifting the lāhui (the Hawaiian nation).
Au asserts thatʻĀina Momona encourages visitors to arrive informed and respectful.
“Tourists should be aware they are entering a place steeped in history,” Antonio advises. “They must assume kuleana (responsibility) while visiting.”
Antonio stresses the importance of treating Hawaiʻi not merely as a destination but as a home that needs to be respected. Visitors should strive to contribute positively rather than merely consume.
“If, after educating themselves, they conclude that Hawaiʻi is not their desired destination, that’s acceptable. But if they choose to visit, they should be good stewards of the land—enjoy their stay and return home properly. Though we embrace visitors with aloha, appropriate conduct is expected,” she concludes.
The Native Hawaiian population is diminishing, representing only about 10% of Hawaiʻi’s population, rendering them a minority in their ancestral home.
Tourism development has also resulted in the desecration of sacred sites; for example, in 1987, approximately 1200 ʻiwi kūpuna (ancestral remains) were disturbed in Honokahua during the construction of a Ritz-Carlton resort. Following significant Native Hawaiian activism, the resort was relocated inland, where collaboration with local communities continues.
However, the initial disruption of the sacred site remains a source of distress for Native Hawaiians.
“It all circles back to our loss of political control. Now, decisions impacting our community are made without our consent,” Antonio explains. “We have little to no authority over our ʻāina (land).”
Au implores visitors to thoughtfully consider the implications of their travels.
“Individuals hop on flights, visit local attractions, consume our limited water resources, and fuel a capitalist economy that prioritizes luxury condos over affordable housing and resorts over agricultural needs,” she notes.
Considerations for Your Visit
If visitors choose to experience Hawaiʻi, Au emphasizes the importance of adhering to established protocols. She refers to a slogan seen in Molokaʻi: “visit, spend, go home.” Additionally, tourists should self-regulate and engage respectfully with the local environment.
“There are numerous enjoyable activities available; however, if we request visitors to refrain from certain behaviors, we hope they respect those guidelines,” she adds.
Alongside following local rules and addressing community concerns, practicing the principles of Leave No Trace is crucial. Visitors should avoid removing natural elements like rocks or sand from the islands.
Proper planning and preparation for activities such as hiking is essential to minimize accidents requiring rescue efforts. Moreover, steering clear of high foot traffic areas can help prevent erosion and preserve trail integrity.
Being a responsible caretaker of the land involves preserving the natural environment. Always wear reef-safe sunscreen, respect cultural sites, and maintain a safe distance from marine life.
Numerous picturesque routes frequented by tourists are also essential for local commuters. The Road to Hana, a narrow and winding 64.4-mile stretch on Maui, has raised concerns among residents regarding visitors obstructing pathways or halting for sightseeing. Opting for a guided tour can help mitigate vehicle congestion. Should you choose to drive the scenic routes, ensure proper pull-over practices and be considerate if a local vehicle is behind you.
Moreover, consider supporting local initiatives. Alexa Bader, Communications Director at ʻĀina Momona, encourages visitors who appreciate Hawaiʻi to contribute through donations to Native Hawaiian non-profits.
“Investigate local organizations focused on supporting our island’s survival,” she recommends. “Support grassroots movements aiming to create positive change.”
Antonio acknowledges the justified frustrations of Native Hawaiians regarding tourism’s impacts, as they carry significant historical and cultural traumas.
“There exists a prevalent feeling among locals that the haole (foreigner) poses a threat, as they come to take from our homeland once more,” she conveys. “Thus, it is crucial for tourists to demonstrate their desire to learn and appreciate our culture, affirming they are allies to Native Hawaiians and Hawaiʻi.
Land holds profound importance in Native Hawaiian culture; thus, seeing their homeland impacted by development and tourism causes considerable pain. Antonio explains, “As we regard the ʻāina as family, we fight to protect it as fiercely as we would protect our kūpuna (ancestors). This is our homeland, and we feel like strangers in a place we once called home. We reject this reality.
Partnering for a Sustainable Future for Hawaiʻi
Small yet significant advancements have emerged from Native Hawaiian activism, with efforts underway to bridge the divide between Native Hawaiians and the tourism sector.
On June 2, the Hawaii Tourism Authority announced the selection of the Council for Native Hawaiian Advancement for a contract aimed at overseeing brand management and support services in the U.S. market.
The council is a Native Hawaiian non-profit organization dedicated to enriching the cultural, economic, and political development of Native Hawaiians.
According to Oralani Koa, Manager of Hawaiian Programming at The Westin Maui, there is a growing presence of Native Hawaiian cultural advisors within the tourism and hospitality landscape compared to a decade ago.
“We serve as the intermediaries between our community’s interests and the resort’s operations,” she affirms. “This indicates progress, albeit slower than desired, but even minimal advancements matter.”
Koa’s role involves facilitating authentic Native Hawaiian cultural experiences for guests, encompassing practices such as weaving, plant education, and oral storytelling through moʻolelo (narratives) and mele (songs). She exchanges essential information to ensure that the resort accurately represents the Hawaiian culture.
“This is an exhilarating time as hospitality sectors begin to appreciate the value of culture,” Koa expresses.
Although resorts currently cannot quantify the outcomes associated with cultural advisers, their growing presence highlights an elevation in the necessity for these roles.
“This development facilitates more opportunities for our people, bringing us closer to spaces we should always inhabit,” she concludes.
