Visitor Spending Rose in October 2025 Despite Declining Visitor Arrivals

News Release from DBEDT, 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 census¹ 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 Hawaii 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.

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HNN: Visitor spending up in Hawaii despite decline in arrivals