Hawaii Visitors and Convention Bureau President and CEO Dr. Aaron J. Salā is reorienting the organization's mission away from traditional marketing and toward what he calls destination futures, a longer-term approach to shaping how Hawaii develops as a place to visit.
With overall visitor counts leveling off, Hawaii is shifting its tourism strategy toward high-end travelers who spend more and stay longer.
The move reflects a broader recalibration of how the state approaches growth, prioritizing revenue per visitor over raw volume. The bet is that quality can replace quantity without shrinking the industry's economic footprint.