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Former Maui County Mayor Elmer Cravalho had a hopeful vision for this island's burgeoning visitor industry back in the 1960s and 70s.
Maui would market itself to well-heeled travelers. It would also entice investors to build first-rate hotels and resorts. With their restaurants, pools, golf courses and tennis courts, these properties would accommodate a visitor's every need. Guests would be comfortably corralled where they would have minimal impact on the island's infrastructure.
The selling points were jobs and economic growth. Maui needed an industry it could count on beyond sugar and pineapple. Tourism and construction were promoted as ways to halt the exodus of people leaving the island in search of opportunity.
There was no denying that many local college graduates chose to build their careers on Oahu or the Mainland. It was where they could find jobs in their fields, afford to buy homes and raise families. It was argued that as Maui's economy and housing inventory grew, the island would be better able to attract and retain doctors, dentists, educators and other needed professionals.
Cravalho was smart enough to know he had a tiger by the tail, but did he foresee 3 million visitors a year? How about the massive shift to free and independent travelers who eschew resorts and yearn to explore? What about guidebooks that give away every secret spot on the island?
Could Cravalho have envisioned how short-term vacation rentals and absentee real estate investment would bleed the housing market to the point that local folks are once again leaving in droves? Would it come as a surprise that workers are in short supply across the job spectrum because people cannot find affordable housing?
When the Hawaii Tourism Authority was formed in 1998, the state's promotional pedal was pressed to the floorboards. The result has been a steady growth in arrivals. There is no denying that the visitor industry has directly or indirectly paid for a lot of island mortgages, roads, parks, educations and much more through the years. Tourism stands while pineapple and sugar are gone. There can, however, be too much of a good thing.
Hawaii lawmakers ended the 2023 legislative session earlier this month without allocating money for the HTA. Hawaii Gov. Josh Green and legislators have pledged to keep the agency afloat, but on a short leash, as it transitions from promoting tourism to managing it. The agency could have been defunded entirely. HTA officials will hopefully be motivated to make the most of this transition.
In past years, we may have cautioned against killing the golden goose. The fact is, Maui faces the same challenges as many other over-loved destinations worldwide. From Iceland to Italy, local governments are searching for ways to tap the brakes on tourism to protect environments, unique cultures and qualities of life for residents.
It makes one wonder, what would Elmer do?