Faced with promoting a destination that relies heavily on tourism but is not currently welcoming visitors is a fine line to walk, but the Hawaii Tourism Authority is attempting just that with a new "Share the Aloha" campaign that reflects the current conditions under the coronavirus pandemic restrictions.
The new HTA video encourages travelers to share the aloha from home until the state officially reopens for tourism.
"While we may be separated by oceans and you can't visit Hawaii right now, connection is at the heart of who we are as a people," titles on the video read. "Aloha can keep us close, especially in times when we must be apart. While we can't share our home right now, we will always share aloha."
All arrivals in Hawaii are subject to a mandatory 14-day quarantine under possible penalty of jail time or a fine.
"Aloha is more than hello or goodbye," the HTA said in a statement with the release of the new campaign. "It's love. It's connection. It's what we need right now. Mahalo for your understanding that this isn't the time to visit the Hawaiian Islands. Until we can share our home with you again, we'll be sharing aloha -- and welcome you to do the same."