Pā'ia is a census-designated place in Maui County, Hawaii, United States, on the northern coast of the island of Maui. The population was 2,470 at the 2020 census. Pā'ia is home to several restaurants, art galleries, surf shops and other tourist-oriented businesses. It was formerly home to a Hawaiian Commercial& Sugar mill from 1880 to 2000.Pā'ia is the first town on the Hana Highway when heading eastbound towards Hana.