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The Mahalo Rewards program has been introduced in Maui to alleviate the local cost of living by redirecting tourism revenue into the community. Developed by Sterling Ross, the platform operates on a visitor-funded model, eliminating marketing fees for local businesses.

By charging a nominal fee to visitors, the initiative supports the economic recovery of Maui post Lahaina fire while providing a free service to residents. The program aims to create a circular economy that benefits visitors and locals alike, fostering a healthier relationship between the two groups.