Resilience, Respect, and Rebuilding: How to Support Maui’s Small Businesses

It’s been over two years since the fires devastated Lāhainā. I’ve visited Maui for many years, and Lāhainā has always been a big part of those trips — a place rich in history, culture, and small businesses that gives the town its heartbeat. Today, as rebuilding continues, there are so many ways we can support Maui small businesses and the people behind them.

Today, much of Lāhainā remains unrebuilt. When I visit, I can see the profound loss. I would never pretend to fully understand how difficult this has been for the families and small business owners who lived through it. Their resilience is something I can only admire from the outside.

What I do know is this: the small businesses that are reopening — whether in Lāhainā or across Hawaii — need us. They need visitors to come, to shop, to dine, and to support them as they rebuild not just their storefronts, but their lives.

Every purchase at a local coffee shop, every meal at a family-run restaurant, every piece of art bought from a local maker — it all matters. It’s how communities recover. And where you choose to spend your money matters too. By choosing locally owned restaurants, shops, and tour operators, you ensure that the tourism economy directly benefits residents, many of whom are still recovering from profound loss.

At the same time, it’s important to be respectful. Many residents prefer not to discuss the fires, and being a “disaster tourist” only deepens their pain. If you visit, come with aloha: honor the community, enjoy the beauty of Maui, and remember that the island’s story is far bigger than its tragedy.

Practicing environmental consciousness is another way to show respect. Maui is home to fragile natural resources that need care. Use only reef-safe sunscreen (and buy it on the island — what’s sold on the mainland is often different than what’s allowed here). Conserve water, especially since Maui has stricter rules in place. Small actions add up, and they help preserve the island for future generations.

And don’t forget: there’s so much of Maui to experience beyond Lāhainā, from the beaches of Kaʻanapali, Kapalua, and Napili, to the vibrant communities of Kihei and Wailea, to breathtaking journeys like the Road to Hana and Haleakalā National Park. Towns like Paia and Makawao offer incredible opportunities to support small businesses, artists, and local culture.

If you love artisan work, craft fairs are another great way to give back. One example is the Maui Gift & Craft Fair, where you can shop directly from local makers and artists. Every purchase is a meaningful step toward rebuilding livelihoods.

If you’re local, there are even Kama‘āina discounts (for those born in Hawaii), making it easier to support businesses in your own backyard. And for visitors, the Maui Nui First directory is an excellent resource for finding and supporting local businesses, products, and services: MauiNuiFirst.com/support.

There are also special events that bring people together in this spirit. If you are visiting in December, on December 22 & 23, Kokua for Maui (“to give aid”) will feature live performances and the chance to shop from beloved Lāhainā businesses and artisans impacted by the fires. For more info, visit MauiNuiFirst.com/kokua.

And if you are a small business owner — whether in Maui or anywhere else — one of the simplest ways to let people know you’re back is through social media. Post photos of your shop reopening, share updates about your hours, or even a short video saying “We’re open again.” People want to support you, but they need to know you’re there.

So yes, I’ll keep going back to Maui. I’ll keep walking into the small shops that are open, saying thank you, and spending my dollars where they make the most impact. Because rebuilding takes time — but together we can support Maui small businesses and keep communities thriving.