The big tourist spots in Maui include the Hāna Highway, Haleakalā National Park, and Lāhainā.

The Hāna Highway runs along the east coast of Maui, curving around many mountains and passing by black sand beaches and waterfalls. Haleakalā National Park is home to Haleakalā, a dormant volcano. Lāhainā is one of the main attractions on the island with an entire street of shops and restaurants which lead to a wharf where many set out for a sunset cruise or whale watching journey. Snorkeling can be done at almost any beach along the Maui coast.

The main tourist areas are West Maui (Kāʻanapali, Lahaina, Nāpili-Honokōwai, Kahana, Napili, Kapalua), and South Maui (Kīhei, Wailea-Mākena). The main port of call for cruise ships is located in Kahului. A smaller port can be found in Maalaea Harbor located between Lahaina and Kihei.

Maui County welcomed 2,207,826 tourists in 2004 rising to 2,639,929 in 2007 with total tourist expenditures north of US$3.5 billion for the Island of Maui alone. While the island of Oʻahu is most popular with Japanese tourists, the Island of Maui appeals to visitors mostly from the U.S. mainland and Canada: in 2005, there were 2,003,492 domestic arrivals on the island, compared to 260,184 international arrivals.

Throughout 2008 Maui suffered a major loss in tourism compounded by the spring bankruptcies of Aloha Airlines and ATA Airlines. The pullout in May of the second of three Norwegian Cruise Line ships also hurt. Pacific Business News reported a $166 million loss in revenue for Maui tourism businesses.