Aaron Sala

President and CEO, Hawaii Visitors and Conventions Bureau - Honolulu, HI

Aaron J. Sala, Ph.D., is a visionary advocate for regenerative tourism deeply informed by Hawaiian ancestral wisdom and modern innovation. As President and CEO of the Hawaii Visitors and Convention Bureau (HVCB), Aaron leads efforts in regenerative tourism, cultural stewardship, and strategic community engagement, transforming Hawaii’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 Hawaii Tourism Authority, Director of Cultural Affairs at the Royal Hawaiian Center, and Faculty Specialist at the University of Hawaii-West Oahu. He founded Gravitas Pasifika 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 Hawaii’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 Hawaii at Manoa, 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.