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Visitors to Hawaii topped seven million for the first time last year, and the tourism industry is talking about making the islands a little more exclusive.

An affordable hotel room on Maui, an empty patch of warm sand on Waikiki Beach, a prime tee time on the Big Island — all are becoming more scarce as tourists flock here in record numbers.

In 2005, the islands welcomed 7,457,297 visitors who spent a record $13.1-billion, according to the latest state figures.

Tourism industry officials, however, warn that Hawaii is at or very close to capacity and are being more selective in attracting those they consider the most desirable tourists.

They're not telling anyone to stay away, but they clearly want more spending without too many more tourists. The visitor count was up 6.7 per cent over 2004 when the state just barely missed reaching the seven million milestone with 6,991,927 visitors.

But Hawaii's target market is shifting toward “activity-seeking travellers” — rich people who golf, spend hours in a spa, island-hop and can afford the overpriced snacks inside a hotel room's mini-bar.

Hawaii's hotel occupancy rate last year was 81.2 per cent, second in the United States only to New York City at 82.9 per cent. Los Angeles was third at 74.6 per cent, according to Smith Travel Research.

Hotels on Oahu, most of which are located in Waikiki, were 85.6 per cent occupied last year. The rate was lower on other islands, where the most lavish rooms fetch several thousand dollars a night. Luxury hotels on Maui, for example, were 76 per cent booked at an average room rate of $366 a night.

“If you try to stuff too many visitors into this space we have, you begin to be a detriment to your product,” said Rex Johnson, president and chief executive officer of the Hawaii Tourism Authority.

Service begins to suffer and there will be overcrowding at beaches, parks, airports and already congested roadways. Long lines are already the norm at some popular tourist attractions like the USS Arizona Memorial.

More resources such as law enforcement, electricity and water will also be required on islands that are often already stretched thin.

“If we lose this thing called ‘aloha,' we're just like any sand-and-surf destination. I don't believe we can afford to go there,” Johnson said.

A look at where the state's advertising dollars are being spent shows exactly who Hawaii wants — affluent, active and educated travellers.

On average, one of every 10 people in Hawaii is a tourist. About 1.3 million people live in the state, three-quarters on Oahu alone.

Every major Hawaiian island experienced an increase in visitor arrivals last year, with the Big Island leading the way with 16.1 per cent, followed by Kauai (6.8 per cent), Oahu (6.4 per cent), Maui (5 per cent), Molokai (3.6 per cent) and Lanai (3.3 per cent).

Hawaii has successfully marketed itself to the world as a safe yet exotic tropical destination. The state has also benefited from the reluctance of some Americans to travel abroad because of worries about disease, terrorism, natural disasters and the weak U.S. dollar.Associated Press