Aaron J. Sala, Ph.D.

President & CEO, Hawaii Visitors & Convention Bureau - Honolulu, HI

Dr. Aaron J. Sala is President and CEO of the Hawaii Visitors and Convention Bureau (HVCB), where he leads the marketing and positioning of one of the world’s most iconic destination brands. An ethnomusicologist, strategist, and cultural leader, he brings a distinctive perspective to destination leadership, drawing on the intersections of culture, systems thinking, and human engagement. With leadership experience spanning tourism, government, higher education, arts and culture, and community development, Dr. Sala has built a career at the intersection of cultural intelligence, systems thinking, and transformational leadership. His work advances destination models that strengthen community well-being, foster meaningful human connection, and address complex social and global challenges. A frequent speaker on destination leadership, regenerative tourism, and cultural stewardship, Dr. Sala is advancing a new paradigm for the visitor industry—one that positions tourism as a platform for cultural vitality, community resilience, and meaning engagement through human connection. His work challenges destinations to think beyond visitation and to embrace their capacity to create enduring value for the places and people they serve.