Aaron Salā

President & CEO, Hawaiʻi Visitors & Convention Bureau

Aaron J. Salā, Ph.D., is a visionary advocate for regenerative tourism deeply informed by Pacific ancestral wisdom and modern innovation. As President and CEO of the Hawai‘i Visitors and Convention Bureau (HVCB), Aaron leads efforts in regenerative tourism, cultural stewardship, and strategic community engagement, transforming Hawai‘i’s visitor industry into a global example of sustainable economic growth and cultural integrity.

With over 20 years of experience, Aaron previously served as Chair of the Hawaiʻi Tourism Authority, Director of Cultural Affairs at the Royal Hawaiian Center, and Faculty Specialist at the University of Hawai‘i-West O‘ahu. He founded Gravitas Pasifika, LLC and its nonprofit partner, The Foundation for an Engaged Pacific (501c3), to empower Pacific Islander communities through cultural narrative sovereignty, economic resilience, and collaborative partnerships.

Aaron served as Festival Director for Hawaiʻi’s hosting of the 13th Festival of Pacific Arts & Culture, the largest global event celebrating Pacific Islander heritage. His work consistently integrates ancestral values with contemporary approaches, and he is recognized for his innovative strategies in cultural leadership and immersive media.

Holding a PhD in Ethnomusicology from the University of Hawai‘i at Mānoa, Aaron’s research focuses on the role of Hawaiian music in shaping cultural identity. He remains committed to fostering a regenerative and culturally empowered future, ensuring meaningful community resilience and sustainable impact.