Jessica Lani Rich is the President and Executive Director of the Visitor Aloha Society of Hawaii (VASH). She served as Chair of the Board of Directors before becoming President. She is also the Public Service Director for KUMU and KPOI Radio Stations.

She is author of the book "Gift of Hawaii, Island Inspirations." Ms. Rich has also served as the Public Relations Director and Manager for the Honolulu Academy of Arts and BIshop Museum.