"The beaches, the surf," said one visitor..

But Hawaii as a vacation spot has become a more challenging sell during this slowing economy, which is why the state is spending $3 million more to convince mainland families Hawaii is still affordable

An online spot is now airing in select cities along the west coast as part of the emergency campaign. It highlights the island's culture and offers discounts. Other online ads tout more summer deals on airfare, hotels and activities.

Much of the marketing money is being spent in California mainly because that's where the now defunct ATA and Aloha Airlines used to fly. Unfortunately, it's also where the unemployment rate in April was 6.2%

"Our other alternative was to do nothing, and we didn't think that was the alternative we wanted to pursue from a business philosophy standpoint so we started this campaign," said Rex Johnson of the Hawaii Tourism Authority.

Hawaii has been forced to do emergency campaigns before. Right after the September 11 attacks, visitor arrivals plummeted because people were scared to fly. So Hawaii lawmakers okayed $10 million to boost tourism. Rex Johnson says, it worked.

"Compared to sand, sun and surf type of destinations, we showed a very quick recovery," Johnson said.

And he expects this campaign to work too, but for some there's no need for more convincing.

"Would you come back?" asked KGMB9.

"Definitely," said one visitor, "most definitely."

Click here to view the commercial spot on gohawaii.com

---