Discover the Maui North Shore Town of Pāʻia

This article was originally published on June 17, 2015, and was updated Jan. 5, 2026

The town of Pāʻia on Maui’s North Shore is home to about 2,500 residents and is the first town on the road to Hana. Most of the businesses are on Baldwin Avenue, which is where you'll find boutique shops, restaurants, bars, Mana Foods health food store and more. Strolling around Baldwin Avenue is a fun way to spend an afternoon and if you get as far as the beach you'll find out why Pāʻia is also known as "the windsurfing capitol of the world."

Pāʻia, or noisy (to describe the beach's waves crashing against the reef), is a seaside town located in the ahupuaʻa of Hamakuapoko.

In 1880, Alexander & Baldwin built a sugar mill here and Pāʻia became a bustling sugar cane hub. But as the plantation’s days ebbed into the latter part of the 1900s, so did the town’s financial viability.

Around the 1970’s, Pāʻia was rediscovered by the counterculture, which was attracted to the old plantation town’s reasonable rents coupled with its proximity to the ocean.

The next major influx of newcomers was swept in by the steady breezes in the area. The emergence and popularity of wind-surfing began luring fans of the sport from around the globe, resulting in an exceptional level of diversity to the small and once-insular community.

The end result of these dramatic changes is a rather cosmopolitan village filled with eateries and specialty shops providing a marked contrast to the high-priced touristy areas of Kaʻanapali and Wailea.

Culinary options in Pāʻai are varied, both in style and price. Mama’s Fish House Restaurant, located beachside on the outskirts of town, tops many “best of Maui” lists with a price tag to match. Other popular dining options include Paia Fish Market Restaurant for local seafood, Flatbread Company for pizza, Cafe de Amis for Indian and Mediterranean fare, Kuau Store Deli & Market for pastries and takeout lunch, and Lima Cocina + Cantina for Peruvian.

Ho'okipa Beach Park

Pāʻia earned its nickname “Windsurfing Capital of the World” due to the consistent winds at Ho'okipa Beach Park. Located a couple of miles past the center of Pāʻia, on the road to Hana, this is the best place to surf and watch windsurfers in town.

Local tip: Bring binoculars. From the bluffs overlooking the ocean, you may be able to see big-wave daredevils challenging the legendary monster surf break known as Jaws.

Baldwin Beach Park

If you are seeking a safer, more family-oriented ocean experience, visit Baldwin Beach Park, located on the road from Kahului as it approaches Pāʻia. It has a long, sandy beach to relax on.

Baby Beach

This is a gorgeous beach with calm water protected by a natural reef. Family-friendly and good for swimming and snorkeling. No lifeguards or facilities.

Kuʻau Cove

Tide pools with a sweet little beach by Mama’s Fish House. Good for families, sunbathing and wading in the water.

Pāʻia has lots of boutique shops to keep you busy all afternoon. For feminine apparel check out Biasa Rose, Keani Hawaiʻi and Mahina. For bikini shopping, hit up Maui Girl Swimwear, San Lorenzo and Lilikoi. If jewelry is what you are after, try To The Moon And Back, Sea Adora and Oceania Maui. There are also places to find locally-made gifts and art, get a tattoo, book a photography tour or rent a surfboard.