Hawaii, for decades synonymous with affordable vacations for middle-class Americans, is leaving that image behind. The archipelago is undergoing a silent but forceful transformation: and the destination that was previously sold as “for everyone” now seems reserved for those who can afford a comfortable budget.
The figures speak for themselves. Daily spending per visitor has grown 40% since the pandemic and hotel rates are breaking records. On some islands, such as Hawaii and Kauai, one night’s accommodation . Even Oahu, traditionally the budget alternative, is now over $280 per night.
The consequence is obvious: many travelers have begun to give up. Some reduce stays, others change course towards Mexico or the Caribbean. Even the residents themselves – accustomed to moving between islands to visit relatives or enjoy a weekend – recognize that these trips are no longer within their reach.
Meanwhile, local authorities do not hide the strategic shift. They are committed to attracting tourists with greater purchasing power, arguing that this will control overcrowding. In practice, selection is made via prohibitive prices and targeted promotional campaigns to wealthy markets such as San Francisco or Los Angeles.
The visitor profile confirms the change: tourists with high incomes already represent almost half of the total. Those with low incomes, who previously filled most of the planes, have fallen drastically. Hawaii is no longer the dream trip of average families to become an increasingly exclusive destination.
This shift raises uncomfortable questions: Can the environment be protected without driving out those who have loved it for generations? Who decides that only the wealthiest visitors are “responsible”? What happens to the identity of the place when it is adapted only to a privileged audience?
For the Hawaiian diaspora and many locals, the wound is even greater. The prices not only drive away tourists, they also make it difficult to return home, maintain connection with island culture and visit family. Paradise is still there, but its doors, increasingly, open only to a few.
