In the aftermath of the devastating wildfire that swept through Hawaii's historic town of Lahaina, residents are grappling with the return of tourism to the west side of Maui. While the governor and mayor encouraged tourists to visit the area, hoping for an economic boost, the locals are facing the challenges of rebuilding their lives and communities.

Katie Austin, a server at a restaurant that burned down in the fire, experienced the emotional toll of constantly reliving the trauma as diners asked her about the fire and its impact. She described it as “soul-sucking” and eventually quit her job due to the constant reminders of the tragedy.

Lahaina, still a mess of charred rubble, is off-limits to everyone except residents. The slow cleanup process and lack of affordable housing for wildfire evacuees have led to tensions among the community. Dozens of protesters have been camping out on a popular tourist beach, demanding long-term housing solutions. Signs reading "We need housing now!" and "Short-term rentals gotta go!" were waved during a recent march between two large hotels.

While hotels in Kaanapali are housing around 6,000 fire evacuees, the return of tourists has begun, with owners of timeshare condos coming back. However, the situation puts workers like Austin in a difficult position. As servers and many others in the tourism industry rely on tips, they are often forced to answer intrusive questions from customers. Even after Austin's restaurant posted a sign asking for privacy, the inquiries persisted.

Erin Kelley, a bartender at Sheraton Maui Resort, has been laid off since the fire. Although she acknowledges the need for residents to have a place to live before tourists return, she also recognizes the industry's importance for job opportunities. Kelley expressed her mixed feelings, stating, "I'm really sad for friends and empathetic towards their situation. But we also need to make money."

The challenges faced by Maui serve as a glimpse into the future for other travel destinations as climate change leads to more frequent and intense natural disasters. Chekitan Dev, a tourism professor at Cornell University, emphasized the need for businesses to include disaster management in their planning. Andreas Neef, a tourism researcher at the University of Auckland, suggested promoting organized “voluntourism” as a solution, where tourists can contribute to community recovery efforts.

The impact of the wildfire on tourism is evident, with a 20% decrease in visitation to Maui in December 2022. Lisa Paulson, the executive director of the Maui Hotel and Lodging Association, attributed this decline to confusing messages in national and social media about whether visitors should come. She emphasized the importance of understanding the island's geography and the availability of other areas to visit outside of west Maui.

Amidst the challenges, tourists like Jordan and Carter Prechel from Phoenix have chosen to be respectful and supportive of local businesses during their visit to Kihei, south of Lahaina. They emphasized the need to refrain from bombarding locals with questions and to be conscious of the hardships they have endured.

As Hawaii continues to recover from the devastating wildfire, the delicate balance between rebuilding the community and revitalizing the tourism industry remains a pressing concern. The residents of west Maui are grappling with the trauma of their recent experiences while also recognizing the economic importance of tourism. It is a complex situation that requires empathy, understanding, and long-term solutions to ensure the well-being of both residents and visitors.