20 for the Next 20: Mālia Sanders, Native Hawaiian Hospitality Association
As the nonprofit’s executive director, she is a leading force in the regenerative tourism movement that centers Hawaiian culture.
Mālia Sanders
Executive Director, Native Hawaiian Hospitality Association
I’ve always had a longing to understand culture and the desire to be a better Hawaiian,” says Mālia Sanders, who was raised in Mā‘ili and Makakilo on O‘ahu.
Hawaiian customs became second nature. “No matter what party we went to or gathering we were at, I had to kiss everybody goodbye from the time that I was little. My mom will attest to this.”
Given her sociable personality and love of Hawaiian culture, Sanders gravitated toward a career in hospitality. Her first job was working for Hilton on Hawai‘i Island for nine years.
“That’s where I really honed the craft of hospitality and found ways to incorporate my values and heritage into the way that I host people,” she says.
She moved back to O‘ahu in 2011 and started working as a coordinator for the Native Hawaiian Hospitality Association.
“I’ve done every role that you can think of in the organization, and in 2021, the opportunity of becoming executive director presented itself,” Sanders says. She says she was scared but ready. “Sometimes the kuleana chooses you.”
John Aeto, who has served on NaHHA’s board for over 20 years, praises Sanders’ leadership. “She’s played several roles with us and has hit home runs in each one. She’s gone from working behind the scenes to now being at the forefront of the industry and taking a leadership role in regenerative tourism.”
NaHHA strives to ensure the tourism industry benefits Native Hawaiians, accurately represents Hawaiian culture, honors Hawaiian values and uplifts “Native Hawaiian leaders as the future of our tourism industry,” she says.
One initiative, the Pākōlea program, supports Native Hawaiian-owned small businesses. “We help businesses grow their capacity, distribute, and attract buyers so we can have more Native Hawaiian products in retail stores in the visitor industry,” she says. “The goal is to get rid of the products that don’t speak to Hawai‘i and replace them with products that are more authentic.”
Another mission is creating shared spaces for tourists and locals alike to enjoy.
“When tourism had its boom, local people felt pushed out of Waikīkī. So how do we bring locals back to reclaim that space?” One way, she says, is with her working with hotels to offer package deals for residents.
Aeto applauds her leadership. “She’s very resourceful in using what’s available to a small nonprofit by pinching pennies when we need to, finding great partners and using the leverage of other organizations.”
