Lahaina is a fairly upscale coastal tourist town. It’s just a little south of the big resort area of Kapalua, IIRC (where the Ritz-Carlton is, among others).
But it’s on the dry windward side of the island, and dry season can be a big fire hazard time. This is not a new story, it’s just a little worse than normal, and a lot more hyped for all the obvious political gain angles.
2018: Wildfire threatens homes in Lahaina as Hurricane Lane strikes
https://youtu.be/CohK_OPp2BE
2016: Massive brush fire in West Maui causes evacuations, rescue of hikers
https://youtu.be/WAX9wRQQu9c
2007: Same poo
https://youtu.be/UaDyLGqbxHg
The death toll certainly makes it a news story, plus the vast destruction of property.
That is more than *a little worse than usual*.