Maui is back and better than ever, reopening its doors after the fires and reaffirming its status as a beloved tropical escape. According to Virtuoso’s 2024 Trend Report, this island gem is now officially a “Destination to Watch.” Whether it’s the magnetic pull of its iconic beaches or a fresh reinvention of its offerings, Maui is capturing hearts once more. From sustainable luxury to a revitalized local scene, here’s why Maui is making waves in 2024.

The Rise of Sustainable Luxury

Luxury travel and eco-consciousness have found a harmonious balance on Maui. The island is at the forefront of sustainable tourism that doesn’t skimp on opulence. Think private, off-the-grid eco-resorts with solar-powered infinity pools and organic farm-to-table dining experiences, all designed to support the local community and protect the island’s stunning natural beauty.

At the Ho'olei Villas at Grand Wailea, Members can immerse themselves in the resort's farm-to-table philosophy firsthand through an exclusive garden tour led by the head of landscaping, showcasing how local plants and fruits are essential ingredients for the restaurants. This commitment to sustainability feels both fresh and meaningful, allowing guests to indulge in luxury while honoring the island’s natural resources.

A Foodie Scene Worth Flying For

While Maui has always been known for its poke bowls and shaved ice, the island’s culinary scene has officially leveled up. Farm-to-table is more than a buzzword here — it’s a lifestyle. With a climate perfect for growing almost anything, chefs are crafting menus that focus on hyper-local, sustainable ingredients.

Don’t miss Merriman’s Maui, where Chef Peter Merriman showcases the best of Hawaiian cuisine with a commitment to locally sourced ingredients. With dishes that highlight fresh produce and seafood, Merriman’s beautifully captures the essence of Maui’s culinary landscape. At Montage Kapalua Bay, Members can indulge in a variety of refined dining experiences that celebrate Hawaii’s diverse culture through creative, modern cuisine, all made with locally sourced ingredients and set against stunning ocean views.

Adventure, Reimagined

Maui’s adventure scene is getting a serious upgrade, offering exclusive, heart-racing experiences for the discerning traveler. Sure, the beaches are legendary, but what about scaling dormant volcanoes, flying over rainforest canopies by helicopter, or diving into underwater lava tubes?

For a truly unforgettable experience, consider booking a private sunrise hike up Haleakalā with Haleakalā EcoTours, where you'll witness the breathtaking beauty of the sunrise over the clouds, followed by a bespoke breakfast with a view. Or join the Hele Wai Eco Reserve Tour to explore Maui’s native forest and the conservation lands of the Puʻu Kukui Watershed Preserve, gaining insights into local flora, fauna, and water conservation efforts — all while enjoying stunning vistas.

The Arts & Culture Comeback

Maui may be known for its natural beauty, but its cultural scene is making waves too. The island is experiencing a cultural renaissance, as local artisans and performers reclaim the spotlight. Galleries showcasing Hawaiian contemporary art are popping up in unexpected places, while traditional Hawaiian music and dance take center stage in more intimate, exclusive venues.

Immerse yourself in the indigenous side of Maui by visiting Hui No'eau Visual Arts Center in Makawao, where you can take part in traditional Hawaiian art workshops and get an insider’s look into the island’s creative community. Or attend a private hula performance — far from the touristy luau experience — and learn about the deep spiritual connection this dance form has to the island’s history.

Wellness, the Maui Way

As the world becomes more wellness-obsessed, Maui has become the ultimate destination for health-conscious travelers seeking something beyond the ordinary. Here, wellness isn’t just about juice cleanses or yoga classes on the beach (although they’ve got those, too). It’s about tapping into the island’s natural energy.

For a truly transformative experience, try sound healing at the Maui Healing Sanctuary, where you can immerse yourself in soothing vibrations amid the serene surroundings of Upcountry Maui. Alternatively, indulge in a traditional Hawaiian Lomi Lomi massage at the Spa Montage, allowing you to unwind and connect deeply with the island's healing traditions. Maui’s wellness scene is about reconnecting — not just with yourself, but with the land and culture.

A New Kind of Luxury

Virtuoso’s callout of Maui as a “Destination to Watch” is spot on. What’s new here is not just about five-star resorts or infinity pools (though there’s no shortage of those). It’s about an island that’s blending tradition and innovation, old-world charm with forward-thinking luxury.

Maui 2.0 is here. It’s a place where the natural beauty remains unchanged, but the way to experience it is evolving—and travelers are taking notice. Whether you’re returning for the hundredth time or visiting for the first, one thing’s clear: this is Maui like you’ve never seen it before.

Pack your bags. The island is calling, and it’s better than ever.