S2E4, John De Fries, Hawaiʻi Tourism Authority

John De Fries, president and CEO of the Hawai‘i Tourism Authority, discusses the Islands’ potential as a model for regenerative living and the results the agency is already seeing from its destination management plans. Born and raised in Waikīkī, John De Fries has spent 40 years in various parts of Hawai‘i’s hospitality industry. His charge now is leading the state’s tourism agency amid economic recovery and cries of overtourism. “The biggest lesson is that none of us live in a destination; we live in a community,” he says. “And so when you’re experiencing the benefits, as well as the adverse impacts of tourism, more than likely you are incentivized to find the solution.”