Blog

At Travel with Joffe, I’m all for making travel more sustainable. Our planet—and especially breathtaking destinations like Hawaii—deserve thoughtful, long-term protection. But as someone who helps people plan meaningful vacations every day, I can’t help but ask: is now really the best time to raise costs on visitors? Starting January 1, 2026, Hawaii will increase its Transient Accommodations Tax (TAT) from 10.25% to 11%. When combined with local taxes and fees, tourists could be paying nearly 19% on their lodging. This "green fee" is expected to generate up to $100 million a year, dedicated to funding environmental projects like restoring beaches, protecting against wildfires, and reinforcing homes against hurricanes. These are all incredibly worthwhile goals. No argument there. But here’s the concern: Hawaii is already experiencing a noticeable dip in tourism. Maui alone saw a 20% drop in visitors last July compared to the previous year. Across the islands, local businesses that rely on tourism are feeling the pinch. For travelers, Hawaii is already a high-cost destination—and this added fee might be just enough to push some families, couples, and adventurers to consider alternatives. I think we can—and should—talk about how to fund environmental protection in Hawaii. But we also need to talk about timing. Can the state find ways to support its sustainability goals without discouraging the very travelers who support the economy? Could a phased approach or exemptions for longer stays help balance both needs? I don’t have all the answers, but I do believe in asking the right questions. As someone who’s deeply connected to both travel and community, I want Hawaii to thrive—for its ecosystems and its people. So yes, let’s keep Hawaii beautiful. Let’s protect the ‘āina for generations to come. But let’s also make sure the path to sustainability doesn’t unintentionally cut off the lifeblood of local communities and businesses.