DBEDT NEWS RELEASE: Visitor Spending Rose in October 2025 Despite Declining Visitor Arrivals

STATE OF HAWAIʻI

KA MOKU ʻĀINA O HAWAIʻI

JOSH GREEN, M.D.
GOVERNOR

KE KIAʻĀINA

DEPARTMENT OF BUSINESS, ECONOMIC DEVELOPMENT AND TOURISM

KA ʻOIHANA HOʻOMOHALA PĀʻOIHANA, ʻIMI WAIWAI A HOʻOMĀKAʻIKAʻI

JAMES KUNANE TOKIOKA

DIRECTOR

KA LUNA HOʻOKELE

RESEARCH AND ECONOMIC ANALYSIS DIVISION

SETH S. COLBY

CHIEF STATE ECONOMIST

VISITOR SPENDING ROSE IN OCTOBER 2025 DESPITE DECLINING VISITOR ARRIVALS

FOR IMMEDIATE RELEASE

November 28, 2025

HONOLULU – According to preliminary statistics from the Department of Business, Economic Development and Tourism (DBEDT), total spending by visitors in October 2025 was $1.70 billion (measured in nominal dollars), a 6.7 percent increase compared to October 2024. Visitors in October 2025 spent more on an average daily basis ($277 per person, +12.0%) which offset a 2.9 percent decrease in total arrivals to 749,095 visitors.

In October 2025, 727,212 visitors arrived by air service to the Hawaiian Islands, mainly from the U.S. West and U.S. East. Additionally, 21,883 visitors arrived via out-of-state cruise ships. In comparison, 736,058 visitors (-1.2%) arrived by air and 35,616 visitors
(-38.6%) came by out-of-state cruise ships in October 2024.

The average length of stay by total visitors in October 2025 was 8.21 days, which was slightly shorter compared to October 2024 (8.36 days, -1.8%). The statewide average daily census was 198,322 visitors in October 2025 compared to 208,123 visitors
(-4.7%) in October 2024. 

In October 2025, 384,159 visitors arrived from the U.S. West, a slight decrease from October 2024 (386,939 visitors, -0.7%). Although there were fewer U.S. West visitors in October 2025, they spent more on an average daily basis, resulting in higher total spending ($856.1 million) compared to October 2024 ($741.0 million, +15.5%). Daily spending by U.S. West visitors in October 2025 rose to $268 per person compared $229 per person (+17.3%) in October 2024.

There were 172,461 visitors from the U.S. East in October 2025, up 2.5 percent compared to October 2024 (168,334 visitors). U.S. East visitors in October 2025 also spent more per day, contributing to higher total spending ($478.3 million) than in October 2024 ($417.5 million, +14.6%). Daily spending by U.S. East visitors increased to $315 per person in October 2025 compared to $265 per person (+18.9%) in October 2024.

In October 2025, 70,991 visitors arrived from Japan, growth of 16.0 percent from October 2024 (61,181 visitors). Visitors from Japan spent $103.7 million in October 2025 compared to $89.8 million (+15.5%) in October 2024. Daily spending by Japanese visitors in October 2025 ($248 per person) was more than October 2024 ($240 per person, +3.3%).

In October 2025, 21,206 visitors arrived from Canada, down 20.3 percent from October 2024 (26,620 visitors). Visitors from Canada spent $50.7 million in October 2025 compared to $62.1 million (-18.4%) in October 2024. Daily spending by Canadian visitors in October 2025 ($237 per person) was slightly more than October 2024 ($235 per person, +1.1%).

There were 78,395 visitors from all other international markets in October 2025, which included visitors from Oceania, Other Asia, Europe, Latin America, Guam, the Philippines, the Pacific Islands and other countries. In comparison, there were 92,984 visitors (-15.7%) from all other international markets in October 2024.

Air capacity to Hawai‘i in October 2025 (4,679 transpacific flights with 1,043,747 seats) increased slightly compared to October 2024 (4,680 flights, 0.0% with 1,033,867 seats, +1.0%).

Year-to-Date 2025

A total of 8,037,265 visitors arrived in the first 10 months of 2025, up slightly (+0.1%) from 8,029,831 visitors in the first 10 months of 2024.

In the first 10 months of 2025, total visitor spending was $17.87 billion, which was an increase from $17.01 billion (+5.0%) in the first 10 months of 2024.

VIEW FULL NEWS RELEASE AND TABLES 

Statement by DBEDT Director James Kunane Tokioka 

In October 2025, total visitor spending rose 6.7 percent to $1.70 billion, despite decreased total visitor arrivals (-2.9%) compared to a year ago. There was a slight drop in U.S. West visitors (-0.7%) which was offset by growth from the U.S. East (+2.5%).

We are encouraged to see improvement from the Japan market, which recorded $103.7 million in visitor spending (+15.5%) and a 16.0 percent increase in visitor arrivals.

However, there were declines in visitor traffic from other international markets. Visitor arrivals from Canada were down 20.3 percent in October 2025. Impacted by economic and political uncertainty, there have been fewer visitors from Canada in every month of 2025 so far compared to 2024. 

As we continue to face tough competition from other travel destinations, it is important that we continue to market to our key major market areas during this challenging time.

In October 2025, there were more than 3,000 out-of-state visitors to Moloka‘i. Many of these visitors came for the Moloka‘i Hoe World Championship men’s canoe races, which took place on October 12. This year saw a record 106 participatingteams, including 83 from Hawai‘i and 23 from California, Washington, Australia, French Polynesia, Hong Kong and New Zealand. 

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Media Contacts: 

Laci Goshi 

Communications Officer

Department of Business, Economic Development and Tourism

Cell: 808-518-5480

Email: [email protected]

Jennifer Chun

Director of Tourism Research

Department of Business, Economic Development and Tourism

Phone: 808-973-9446

Email: [email protected]