We advocate for the development and advancement of Native Hawaiians in tourism as our best investment in future leaders and in the perpetuation of authentic culture in the industry.

We promote Hawaiian culture in the tourism industry through consulting and educating, developing and implementing effective communication tools, conducting research, and providing project support and coordination.

The Native Hawaiian Hospitality Association (NaHHA) perpetuates an authentic spirit of aloha and Hawaiian culture in hospitality industry planning, promotion and product development. NaHHA services corporate and community initiatives through project management, consulting, training and facilitation.

NaHHA was founded in 1997 by Dr. George Kanahele, Sen. Kenneth Brown and other Native Hawaiian professionals to address concerns about how Native Hawaiians and Hawaiian culture were perceived and represented in tourism. They determined that, in order to have greater success in improving tourism and honoring Hawaiian culture and its people, they would need support. In 1997, they called a small group of Native Hawaiians together to form NaHHA, a 501(c)3 private nonprofit. 

Working to better connect the Hawaiian community and the tourism industry, NaHHA has formed alliances with various Hawaiian organizations and nonprofits, artists and cultural practitioners, and with tourism associations, hotels, and private businesses. These connections and alliances have earned NaHHA the trust of the tourism industry.