Visiting Maui Right Now Is an Act of Kōkua—And a Way to Support Its Comeback

When National Geographic recently revealed its list of “The Best Places in the World to Travel to in 2026,” it recognized that visiting Maui right now is an act of kōkua, but it’s not just a “feel-good choice.” The devastating wildfires in the summer of 2023 destroyed Lāhainā while taking over 100 lives, but many have rallied around it to help it rise from the ashes, coming together to help one another. 

Kōkua is a Hawaiian word that translates to help or support, but it has a deeper cultural significance. It implies giving help selflessly without expecting anything in return, embodying the spirit of kindness and community. 

The message from officials is that tourism can play a significant part in Maui’s long-term recovery. After the fires, tourism stopped entirely before slowly increasing again, but visitor numbers are still down, with many travelers shying away due to misinformation. 

Travelers heading to Maui right now will not only help to support its recovery as an act of kōkua, but also experience a more tranquil setting, seeing a different side of the island during a time when the beaches aren’t as crowded and the waits for coveted tables at popular restaurants aren’t nearly as long. 

As Nat Geo notes, while some of the fire-affected areas are still closed off, many of the historic town’s most beloved businesses have reopened, such as the Mala Ocean Tavern, Maui Ku‘ia Estate Chocolate, the Lāhainā Cannery Mall, and Old Lāhainā Lū‘au. Plus, popular events like the Maui Marathon and the Hawai‘i Food & Wine Festival have returned. 

You’ll also find that some of the island’s most popular resorts have enhanced guest experiences, such as the newly revitalized Wailea Beach Resort, which opened a new adults-only wellness sanctuary with an infinity pool, and The Grand Wailea, which recently debuted the largest spa in Hawai‘i. Some have undergone entire renovations, such as the Hyatt Regency Maui Resort and Spa, which completely overhauled its main beachfront pool, expanded its famous Japengo restaurant, and refreshed every room. 

Simply showing up is what matters the most but there are many ways you can go further in supporting Maui’s rebuilding, such as booking a snorkeling tour or a whale-watching excursion with one of the small, local businesses and ordering locally caught ahi from a family-run eatery to help sustain operations. If you book a stay at a resort, it can help keep thousands employed. 

Some hotels, including the Four Seasons Resort Maui, are fostering opportunities to give back even more by partnering with Mālama Hawai‘i. This voluntourism initiative leads guests on beach cleanups, native-plant restoration hikes, and more. You can join the Mālama Hawaiʻi Program and participate in volunteer activities during your visit to get a deeper understanding of the islands and even receive a discount from one of the participating hotels.