The Hawaiian island of Maui surpassed the three million milestone in tourist arrivals for the first time in 2019.
It marks a 5.4% increase on 2018 and is the highest since the Hawaii Tourism Authority started collecting the data.
Maui visitors brought in a record $5.12 billion last year.
Overall, the Aloha state received 10.4 million, another record.
Despite the growth, not everyone is happy.
Albert Perez, executive director of Maui Tomorrow Foundation, said Maui is becoming ‘overtouristed.’
"We need to ask ourselves, ‘At what point is it going to be too much — is it 4 million? What about 30 million? There’s got to be some recognition that we are on an island and it has a carrying capacity," Perez said.
"There are only so many miles of beaches. In fact, our beaches are shrinking from sea-level rise."
However, efforts are being made to ensure responsible tourism practises.
"The industry, government and members of the community are all working together to help manage tourism and educate our visitors," said Rod Antone, Maui Hotel and Lodging Association executive director
"There are a lot of efforts going on, from trying to get rules for visitors in every hotel room to placing educational videos in the airport."
