Hawaiian hospitality nonprofit names Malia Sanders as new director

The Native Hawaiian Hospitality Association has tapped one of its veteran staff members to replace former Executive Director John De Fries, who joined the Hawaii Tourism Authority in September.

Malia Sanders will lead the nonprofit as it prepares to take on a larger role in regenerative tourism and its intersection with culture, the board of directors announced Thursday. During her 10 years at NaHHA, which advocates for the development and advancement of Native Hawaiians in tourism through training, workshops and networking events, Sanders served as fiscal manager, office manager, assistant to the executive director and most recently as director of operations. A graduate of Kamehameha Schools and the University of Hawaii at West Oahu, she said the pandemic forced the organization to pivot, leading to development of new partnerships and programs as the state welcomes back visitors.

“There are so many things that I want to continue doing and so many things that are ahead. Culture plays a huge part in our visitor industry,” Sanders told the Honolulu Star-Advertiser. “I’m a total nerd when it comes to history. It’s really about the love and appreciation for culture and things that are Hawaiian. It’s really an honor to join the ranks of Native Hawaiian women in leadership.”

During a pivotal time when officials and community members debate what the future of tourism will look like in Hawaii, board president John Aeto said the nonprofit needed someone who had the experience, connections and institutional knowledge to work internally and externally. After many discussions the board decided not to open the position to the public, he said. After De Fries left in September, Sanders and Aeto split the responsibilities of the executive director role as the nonprofit figured out its next steps.

“Because of the pandemic, we went into a holding process. We weren’t sure what the state of tourism was going to be,” Aeto said. “Luckily, it came back quicker than everyone thought. We knew (Malia) was a proven asset for us. She’d been a strong partner when John De Fries was executive director and continues to be one.”

Prior to joining NaHHA, Sanders, a pa‘u rider and vice president of the Hawaiian Civic Club of Honolulu, worked as a cultural resource specialist and training manager at the Hilton Hawaiian Village and the Hilton Waikoloa Village.

In the coming year, San­ders, who grew up in Makakilo and lives in Kapolei, said NaHHA plans to expand its role in shaping the future of tourism. That includes working with HTA and the state Department of Business, Economic Development and Tourism’s Creative Industries Division to promote local artists, musicians and hula halau nationally and internationally. Another project with the Native Hawaiian Chamber of Commerce will create a directory of kama­aina businesses. It’s set to launch to the public soon.

Additionally, the nonprofit plans to work with more hotels and the hospitality industry to provide strategies, tools and resources for how to better incorporate culture into the visitor experience, she said. Expanding the nonprofit’s entrepreneurial programs and offering more of its in-person and online serv­ices are also in the works.

Aeto added that as the debate over Hawaii’s tourism focuses more on the community taking a larger role, he sees “NaHHA as more important than ever.”

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Jayna Omaye covers ethnic and cultural affairs and is a corps member with Report for America, a national serv­ice organization that places journalists in local newsrooms to report on under­covered issues and communities.