Maui Nui is celebrated worldwide as a premier destination, cherished for its breathtaking landscapes, deep cultural heritage, and warm hospitality. For decades, the visitor industry has played a central role in shaping Maui County’s economy—supporting thousands of jobs, fueling small businesses, and serving as the primary source of County tax revenue. From the post-plantation era in the mid-20th century through the rise of modern resorts, tourism has transformed the islands' economic landscape and become deeply woven into daily life.

At the same time, its rapid growth has brought challenges—placing increased pressure on natural resources, infrastructure, and cultural sites. In recent years, there has been a growing recognition of the need to rebalance tourism in a way that respects community priorities and the environment. Today, Maui County is shifting toward a model of responsible tourism that supports regenerative practices, enhances cultural education, and centers resident well-being in long-term planning.