Here is another sign of the current economic times. While Hawaii welcomed more visitors overall this summer, new tourism numbers show a surprisingly slow summer for Waikiki businesses.
Hawaii received 883,248 visitors in July 2026, which was up 1.1% from the previous year. However, Oahu moved in the opposite direction, dropping 3.7% to 499,197 visitors. Maui, meanwhile, saw its July visitor count rise 5.6%.
Travelers also seem to be spending less time in Hawaii. The average trip fell from 8.83 days in July 2025 to 7.59 days this year, leaving the state with just over 1 million fewer visitor days.
A Waikiki shop owner told Hawaii News Now that visitors are spending so much on airfare and hotels that they have less money left for shopping.
Visitors Are Spending More on Travel
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At first, the statewide spending numbers sound like good news. Visitors spent nearly $1.99 billion in July, up 1.7% from the previous year.
The average visitor spent $296 per day, up 17.1% from July 2025. However, the state reports those figures in current dollars, and higher prices are one reason the daily total increased.
Oahu visitor spending also rose 2.8% to $885.3 million despite the drop in arrivals.
Oahu Had Fewer Visitors Around Each Day
The shorter vacations made a noticeable difference. According to the Hawaii Department of Business, Economic Development and Tourism, Oahu averaged 104,091 visitors on any given day in July.
That was down 12% from the 118,332 visitors recorded one year earlier. Trevor Abarzua of the Waikiki Business Improvement District said the area also saw fewer tour groups and conferences. That meant less foot traffic for stores, restaurants and other businesses in the area.
Maui Saw the Biggest Increase
Maui welcomed 247,857 visitors in July, up 5.6% from the previous year. Visitor spending on the island also increased 5.7% to nearly $540 million.
Hawaii Island had a much smaller increase of 0.7%, while Kauai’s visitor count fell 1.1%. This means Maui was the only neighbor island with a large increase during the month.
Waikiki businesses are now looking ahead to the holiday season and hoping more visitors will return to the area and stay longer.