Kaua'i Tourism Push Aims to Recoup $84 Million Loss

Kaua'i's tourism industry is facing a sharp recovery challenge after Hurricane Lowell devastated the island's visitor economy. The Hawai'i Tourism Authority (HTA) is preparing to launch a marketing campaign next month to stimulate demand and restore travel volume.

The financial impact of the recent storms has been severe. According to the HTA, visitor spending on the island decreased by 44% in September compared to the same month in 2025. That drop represents a loss of approximately $84 million. The number of visitors also fell, with a decrease of 11,500 travelers, bringing the monthly total down by nearly 10,000.

To address the shortfall, the HTA will collaborate with several major companies, including Costco and Expedia. These partners will help advertise local Kaua'i businesses across television, social media platforms, and podcasts. The goal is to showcase specific hotels, activities, and restaurants to rebuild interest among potential travelers.

Mitzi Yonezawa, the HTA's chief brand officer, explained the strategy. "We know that we have to create demand. We have to build awareness and inspire travel by showcasing local Kauaʻi businesses, whether that's from the hotels to our experiences and activities, to our restaurants," Yonezawa said. She added that the authority must convert that travel intent into actual bookings.

The campaign will also include an awareness component for visitors. This part of the initiative is designed to inform travelers about the storm-related damage that is still visible on the island and the community.