A Vision Before the Industry
Whales have long stirred the human imagination. From their presence in Hawaiian legends to their portrayal in classics like Moby-Dick, these giants of the sea embody both mystery and inspiration. Yet by the late 1970s, reality overshadowed myth: humpback whales were on the brink of extinction.
At that time, Maui was known for its tropical beaches and rural communities, not whale watching. Few could have imagined it would become one of the world’s premier destinations to see humpback whales. Each winter, the North Pacific population migrated from Alaska’s feeding grounds to the warm, sheltered waters of Hawaiʻi to breed, give birth, and raise their calves. The migration was consistent and visible, but its significance had not yet been fully recognized.
Researcher Greg Kaufman was among the first to see what others overlooked. At a moment when humpbacks were only beginning to recover from commercial whaling, he realized that Maui offered a rare opportunity—not only to study these whales but also to share their story with the public. Where many saw only passing whales, Kaufman recognized the beginnings of what would become Maui’s identity as a world-class whale-watching destination, shaped by his vision of blending science with storytelling.
In the 1970s and 1980s, the global Save the Whales movement surged with protests, petitions, and international campaigns to end commercial whaling. Greg Kaufman was part of that movement, joining demonstrations before forging his own unique path. In 1980, he founded Pacific Whale Foundation (PWF), a nonprofit dedicated to protecting whales and the ocean through science, education, and advocacy. Kaufman pioneered a new approach: inviting the public to experience whales face-to-fin in their natural habitat. His conviction was simple yet powerful—if people encountered whales firsthand, they would be inspired to protect them.
A respected leader in whale protection, Greg Kaufman advised governments, agencies, and communities on best practices for responsible dolphin- and whale-watching. He also served on the International Whaling Commission’s Scientific Committee, helping establish international standards for whale watching and conservation. His mission endures through ongoing research, and advocacy dedicated to safeguarding whales and ocean ecosystems.
Discover A Voice for Whales — An award-winning short documentary by filmmaker Selket Kaufman, celebrating the legacy of Greg Kaufman,a pioneer of the global Save the Whales movement. His vision to protect humpback whales in Hawai‘i and across the world continues to shape marine conservation today.
“Whales move through the depths with their songs woven with mysteries older than our time… It’s all part of our mission to protect our oceans through science and advocacy.” – Greg Kaufman
Birth of a Social Enterprise
To fund research efforts, Kaufman pioneered a new model on Maui: ecotourism. Whale-watching trips, operated under what is now PacWhale Eco-Adventures, became more than sightseeing—they were floating classrooms. Guided by marine naturalists trained in the latest science, guests learned about whale behavior, ocean ecology, and ongoing threats such as ship strikes, entanglement, and climate change.
As a social enterprise, PacWhale Eco-Adventures reinvests its proceeds directly into Pacific Whale Foundation’s nonprofit programs. A social enterprise is a mission-driven business that applies commercial strategies to maximize social, cultural, or environmental impact alongside financial sustainability. Every ticket sold supports vital marine research, education, and conservation initiatives in Hawai‘i and beyond. When Greg Kaufman established this model, it was both innovative and visionary—designed not only to fund important research but also to share knowledge with the public in meaningful ways. Building on this legacy, Pacific Whale Foundation also leads the Go Slow – Whales Below” advocacy program, a best-practices initiative that sets standards for responsible whale watching and vessel operation to protect whales from collisions and disturbance. Today, this combined model continues to create unforgettable experiences for visitors while delivering lasting benefits to the ocean and local communities.
Maui: A Global Whale-Watching Destination
Forty-five years later, the legacy continues. Today, Maui is home to the largest seasonal gathering of humpback whales in the Northern Hemisphere, attracting visitors from around the world. Pacific Whale Foundation’s pioneering model—integrating research, education, and responsible tourism—has become a global blueprint for sustainable ecotourism with Pacwhale Eco-Adventures.
What makes Maui exceptional is not only the sheer number of humpback whales (koholā) that return each winter, but also the rare conditions that make their behaviors easy to witness. The calm, protected waters of the Maui Nui Basin—especially the sheltered ʻAuʻau Channel between Maui, Lānaʻi, and Kahoʻolawe—offer an ideal environment for whales to breed, calve, and nurse from December through April, with peak viewing January to March.
Our guests often witness breathtaking surface activity: full-body breaches, powerful tail slaps, pec waves from resting whales, and the competitive displays of males vying for attention. Mothers and calves are frequently seen in these shallow, warm waters, where young whales build strength and practice essential survival skills. PacWhale’s team of marine naturalists interpret these behaviors with authority, offering travelers not just sightings, but a deeper understanding of whale biology and behavior.
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A whale watch with PacWhale Eco-Adventures is more than a checkmark on a bucket list. It is an unforgettable opportunity to experience one of nature’s greatest migrations in a serene setting framed by Haleakalā and the West Maui Mountains. Respect for Hawaiian culture is woven into every tour. Through moʻolelo (stories) and cultural context, guests learn how koholā are honored in Hawaiʻi, sometimes regarded as ʻaumākua, or family guardians. This cultural lens, combined with decades of scientific research, creates an authentic, place-based experience that connects people to whales, the ocean, and the heritage of these islands.
Whale watching isn’t just about seeing whales—it’s about helping to ensure they’ll always be here to see.
Behind every PacWhale Eco-Adventures tour is Pacific Whale Foundation’s decades of research and conservation. Founded in 1980, the organization has become one of the most prominent whale- and dolphin-focused nonprofits in the Pacific, pioneering non-lethal research methods and shaping international whale-watching guidelines through the International Whaling Commission. Its reach now extends beyond Hawaiʻi to research projects in Australia and Ecuador (Learn more on ongoing International Research efforts). This innovative approach has allowed Pacific Whale Foundation to become a leading presence in the Pacific for whale conservation—ensuring that every encounter with whales contributes to their protection and long-term survival.
Book Your Whale Watch Adventure with the Experts!
Join our Certified Marine Naturalists for Maui’s most educational and engaging whale watch experience. PacWhale Eco-Adventures offers the island’s top-rated whale watch with the most daily departures on Maui.
