WAILUKU — Maui officials have started rolling out a 10-year Maui tourism plan that aims to discourage visitors from booking illegal vacation rentals.
Maui tourism plan and visitor messaging
According to county officials, the Office of Economic Development and the Maui Visitors Bureau are crafting a visitor-focused messaging campaign to steer travelers away from unpermitted short-term rentals. The effort will encourage guests to confirm whether a short-term vacation rental is lawful before booking, and will direct them to the county’s website to locate legal accommodations.
The bureau also plans to place ads on major travel platforms to reach prospective visitors during trip planning. Similar planning has taken place across the islands as the Hawaii visitor industry preps for changing conditions.
Teena Rasmussen, the county’s economic development director, said the proliferation of short-term rental websites has drawn tourists into residential neighborhoods across the island, creating frustrations for residents because of noise and congestion.
The Maui tourism plan was unveiled in November and is slated to run through 2026. More information on legal accommodations and permitting is available through the County of Maui and the Maui Visitors Bureau.
