The Pono Pledge

While many destinations simply ask travelers to act responsibly, Hawai‘i is taking it further by pairing education with hands-on experiences through the Pono Pledge.

In Hawaii, the connection between people, culture, and nature shapes every visitor’s experience. More than a destination, the Islands invite travelers to become part of an ongoing story of care, one where giving back deepens both understanding and appreciation.

The Pono Pledge operates on two interconnected levels: institutional engagement and individual responsibility.

At the individual level, the Pono Pledge invites travelers themselves to commit to “travel responsibly” by adopting the values of pono, balance, righteousness, and respect, in every interaction with the land, ocean, and communities they visit. Through the pledge, visitors promise to act thoughtfully and sustainably, from reducing waste to supporting local businesses, and to honor Hawaiian cultural and environmental practices.

At the institutional level, by aligning DMOs, non-profits, businesses, and local authorities under a shared set of values, the Pono Pledge strengthens Hawaii’s long-term strategy to protect its cultural and natural assets while fostering meaningful engagement with travelers. This dual emphasis of structural guidance and visitor responsibility makes the Pono Pledge a model of shared stewardship in destination management.

The Pono Pledge is a true collaboration between destination stakeholders. The Pono Pledge was first conceived after the 2018 Global Tourism Summit in Honolulu and gained focus during the temporary closure of Hawaii Volcanoes National Park. The initiative launched through a partnership between the Island of Hawaii Visitors Bureau (IHVB) and the County of Hawaii, with support from the Hawaii Tourism Authority. This collaborative approach brought together DMOs, non-profits, local businesses, and community organizations to structure responsible tourism opportunities that align with Hawaiian cultural and environmental values.

By connecting visitor behavior to cultural values, the Pono Pledge transforms responsible tourism from a set of rules into a shared, values-driven experience. The initiative has gained traction across Hawaii Island, with promotion through visitor centers, hotels, and partnerships with airlines and tour operators. 

Hawaii’s Pono Pledge demonstrates how combining cultural education, community engagement, and visitor commitment creates a sustainable tourism model that benefits both residents and travelers. Other destinations can learn from this example by fostering partnerships across sectors, embedding local culture into visitor programs, and encouraging travelers to participate actively in responsible tourism.