Maui’s Small Towns Deliver Big Appeal

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Sprinkled throughout Maui, in pockets of history and charm, are small towns radiating authentic character. The next time you build an island itinerary, make sure to include some off-the-beaten-trail surprises for truly memorable and unique adventures in Maui’s small towns.

Wailuku, the Home of “Mom & Pops”
Quaint wooden storefronts house family businesses spanning multiple generations. A stroll along Market Street, once home to Mark Twain, reveals boutiques and cafes in equal measure. Your clients will enjoy deals on homegrown and handcrafted wares such as manju, coffee, sushi, pastries, jams and jellies. Beyond the shopping, Wailuku also offers a host of cultural and historical attractions.

Makawao, the Last Cowboy Town
Rich with ranches, horses, paniolos (cowboys), game birds and more, Makawao is the heart of the Upcountry’s historic ranching heritage. With that backdrop, current attractions include stunning art galleries, boutiques, eateries and small shops selling everything from world-famous cream puffs to paniolo gear. And it’s not unusual to see cowboys riding horseback down the town’s rustic main street.

Hana, a Touch of Old Hawaii
Widely regarded as the last unspoiled Hawaiian frontier, Hana is a lush rural outpost and welcome escape from the modern world. Residents still fish for their evening meal and ride horses to the Hasegawa General Store—the most commercial location in the town. Built in 1400, the Piilanihale Heiau is the largest ancient place of worship in the Hawaiian Islands and a true must-see in Hana.

Maalaea, a Genuine Fishing Village
Your clients will understand the soul of Maalaea when they visit the Shinto Japanese shrine dedicated to the fishing god Ebisu Sama, the last site of its kind in the Hawaiian Islands. Other popular attractions include the Maui Ocean Center and Maui Golf & Sports Park. Of course, vacationers aren’t the only visitors to favor this town. Each winter, humpback whales frequent the bay.

But there’s even more for your clients on Maui—and all the Hawaiian Islands—and only one place to learn about it all. The Official Hawaii Destination Specialist Program delivers the knowledge you need to plan and book the rich experiences that add up to the perfect vacation again and again. For more information, visit