TORONTO — Anyone who’s been to Maui would be hard pressed to pick just two experiences on the famously beautiful Valley Isle as their very top favourites.

For Maui Visitors Bureau’s Director of PR & Marketing, Leanne Pletcher – who’s so well-versed in the island’s primo spots that it’s her job to know and promote the must-sees – it’s a near-impossible task. But she did it.

“Itʻs hard to pick just two! Experiencing the Haleakalā sunset and connecting with the community at the Canoe Crop Corner at Wailuku First Friday are my top two picks,” she tells Travelweek.

The breathtaking sunset views at Haleakalā are legendary, while Canoe Crop Corner at Wailuku First Friday features local farmers and chefs educating the community and visitors about Maui’s rich culture of ‘canoe crops’. Plants including kalo (taro), ulu (breadfruit) and many more came by canoe with Hawai’i’s Polynesian settlers some 2,000 years ago, and have proved essential to Hawai’i’s culture – for food, shelter, clothing, medicine and more – ever since.

Could Pletcher’s picks become go-to favourites for your Maui-bound clients too? Or any number of the island’s other iconic beauty spots or experiences?

A group of 10 Canadian travel advisors got a chance to find out on a recent fam to Maui with Hawaiʻi Tourism Canada & Air Canada Vacations.

Among the many experiences on the ACV fam, and in a lucky stroke of good timing, agents got a chance to take part in Wailuku First Friday on the final night of the trip. The festive monthly street party brings locals and visitors together to enjoy live music, food, art and shopping, with local vendors, food trucks, crafters, artists and more lining the streets of Wailuku.

UPCOUNTRY MAUI, THE NORTH SHORE AND MORE

Most Canadian travel advisors know that Maui is world famous for its beaches, the sacred ʻIao Valley, views of migrating humpback whales during the winter months, farm-to-table cuisine, and yes, the sunsets (and sunrises) from Haleakalā.

Canadian travel retailers and suppliers selling Hawaiʻi are also no doubt aware that one of Maui’s biggest draws, the historic town of Lahaina, is still rebuilding after the August 2023 wildfire.

What they may not realize is that Maui – the second largest Hawaiʻian island – has a wealth of offerings for travellers that extend far beyond Lahaina. What makes this island special isn’t limited to one town.

The focus on Lahaina’s recovery is a crucial part of any discussion about travel to Maui, but at the same time it’s important to not lose sight of the timeless allure of this incredible destination, from Upcountry Maui, to the North Shore, South Maui and more.

We asked Pletcher what makes Maui so special, and such a perennial favourite with travellers.

“The extraordinary number of Canadian travellers visiting Maui – whether for the first time or on a return trip – speaks volumes about the island’s enduring beauty and, more recently, its remarkable resilience through diversity,” says Pletcher.

“What makes Maui truly special is its breathtaking natural landmarks, unique towns, and stunning landscapes, unmatched not only in Hawaiʻi but around the world,” she adds. “The island’s charming small towns offer a wealth of opportunities to shop local and dine at family-owned restaurants, each brimming with character.”

For clients who may have already experienced Lahaina in past years and now want to see a different part of Maui, Pletcher has plenty of suggestions.

“The amazing allure to Maui is that it offers an array of explorable regions, all which offer unique adventures and experiences,” she says.

In Upcountry Maui, her suggestions include Haleakalā National Park, Kipahulu District in Haleakalā National Park, MauiWine in Ulupalakua and Oʻo Farm’s tour and breakfast. In South Maui, sunset viewing at Mokapu Beach. In West Maui, Honolua Bay. In Central Maui, ʻIao Valley State Monument Park, Waihee Ridge Trail and Hale Hōʻikeʻike at the Bailey House Museum. And in East Maui, Keʻanae Arboretum – Road to Hāna, and Waiʻānapanapa State Park.

CANADIAN VISITOR STATS & PROFILES

Travellers are certainly finding their way to Maui. Pletcher’s latest Maui-specific stats for visitor arrivals (for October 2024) show significant improvement compared to the year prior, primarily driven by the recovery from the wildfires. Year-over-year total visitor numbers to Maui increased by 34%.

Canadian visitor spending was reported at US$68 million in October 2023, reflecting an increase compared to previous periods despite fewer visitors, showing resilience in spending per visitor, says Pletcher.

“Overall, tourism on Maui is on a steady path to recovery, with higher overall visitor spending across the island in 2024 compared to the previous year,” she adds.

Looking at Hawaii overall, and Canadian visitors in particular, the Hawaii Tourism Authority reports that in the first 10 months of 2024, there were 331,313 visitors from Canada.

The HTA’s stats drill down even deeper, showing that of the 26,284 Canadian visitors arriving in Hawaii in October 2024, some 17,000 arrived via direct air service from Canada and 9,284 came on domestic flights. More than half of the Canadian visitors in October 2024 had been to Hawai‘i before (56%), while 44% were first-time visitors. In terms of lodging, 66% of Canadian visitors in October 2024 stayed in hotels,17% stayed in condos, 8% stayed in rental homes, 6% stayed in timeshares and 5% stayed with friends and relatives.

Want to know more about why Canadian travellers are choosing Maui for their getaway? Travel advisors may recognize some of their own clients in these descriptors, and that can come in handy the next time clients are looking for destination suggestions. For some, Maui will be just the place.

According to the HTA, the profile of Canadian visitors to Maui in 2024 shows a “notable focus on high-value travellers” who are mindful and respectful of the island’s wildfire recovery efforts.

Canadians are drawn to Maui’s natural beauty and unique culture, says the HTA, prompting the tourism board to target the Canadian market with campaigns like ‘Mālama Maui’ to encourage responsible travel.

The average length of stay for the Canadian visitor is seven days.

The HTA also notes that Canadian visitors typically seek outdoor activities, cultural experiences, and opportunities to contribute to local communities through sustainable tourism initiatives, all plentiful in Hawaii.

Looking ahead to 2025, the HTA says it anticipates continued recovery and growth in tourism, with an emphasis on attracting conscientious visitors who align with Maui’s community-centred values.

This article appears in the Jan. 16, 2025 edition of Travelweek; click here. For more on Maui, including input from ACV, local resorts and more, check out our follow-up coverage tomorrow in Travelweek Daily. 

More information about ACV can be found at vacations.aircanada.com. Hawaii Tourism Canada is represented by VoX International. More destination details can be found at agents.gohawaii.com and gohawaii.com/maui.