HONOLULU, HI —The Hawai‘i Visitors and Convention Bureau (HVCB) has appointed Lori Joy Watanabe as director of strategy implementation, effective 1 October 2025. In this newly established role, Watanabe will lead the execution of strategic initiatives that advance HVCB’s mission as a futures-based destination management organization, balancing visitor industry growth with community well-being, cultural integrity, and environmental stewardship.
Working closely with president and CEO Dr. Aaron J. Salā and chief operating officer Tom Mullen, Watanabe will transform long-term organizational goals into actionable programs, identify new business opportunities, and drive cross-departmental alignment around HVCB’s strategic framework.
“Lori Joy joins the team with a rare combination of strategic rigor, creative foresight, and deep Hawai‘i-visitor-industry acumen,” said Dr. Salā. “With her leadership in commercial partnerships and program execution, we are positioned to evolve into a truly regenerative tourism model—one that honors our cultural foundations, supports our communities, and defines Hawai‘i’s future on the global stage.”
Watanabe joins HVCB with more than 20 years of experience in strategic planning, partnership development, and product management. Most recently, she served as senior director of card and travel products at Hawaiian Airlines, overseeing a portfolio of ancillary revenue products that accounted for a significant portion of the airline’s annual commercial revenue. She also led product launches and IT-driven enhancements that achieved record-breaking revenue performance post-pandemic. Prior to her tenure at Hawaiian Airlines, Watanabe held roles in marketing and operations at Island Partners Hawai‘i and PacRim Marketing Group, and served as a flight attendant for Aloha Airlines early in her career.
Born and raised in Honolulu, Watanabe is deeply committed to the values of aloha and stewardship that define HVCB’s work. “I am excited to join HVCB at this pivotal juncture. As Hawai‘i’s tourism landscape continues to evolve, I look forward to working with our team to deliver initiatives that anchor visitor experiences in community resilience, cultural authenticity, and environmental stewardship,” Watanabe said. “Together, we will drive the tactical roadmap and mobilize our partners to ensure that Hawai‘i’s tourism ecosystem thrives—sustainably and with purpose.”
ABOUT HVCB
The Hawai’i Visitors & Convention Bureau (HVCB) is a 501(c)(6) private non-profit membership organization founded in 1945. HVCB works in partnership with its members to promote Hawaiʻi as a premier visitor destination, serving the people of Hawaiʻi by showcasing the state’s unique culture, natural beauty, and aloha spirit to the world. Supporting our largest client, The Hawai‘i Tourism Authority, HVCB fosters a regenerative tourism model that balances community desires, economic goals, cultural values, the preservation of natural resources, and the needs of the visitor industry, ensuring social, environmental, and economic balance for our island home. For visitor information, visit gohawaii.com. For more about HVCB, visit hvcb.org or follow updates on Instagram, Facebook, and LinkedIn.
