Brent Hill
Chief Executive Officer – Tourism Fiji
Session title
From destination brand to place brand – the evolution of Fiji’s tourism brand
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Abstract
As cultural tourism continues to gather steam, Tourism Fiji embarked on a journey
to rediscover one of its core brand truths – Happiness. Uncovering anew the essence of Fijian culture and lifestyle, Tourism Fiji revitalised its brand and communication approach yielding remarkable results with Fiji emerging from the COVID-19 pandemic stronger than ever.
In this session, Brent will take us through how local culture and sense of place drove the evolution of Fiji’s brand, showcasing the power of authentic communication grounded in cultural truth.
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Bio
Originally from Adelaide, Australia and now living in Fiji, Brent is a multi-award winning marketer and leader, and joined Tourism Fiji as CEO in mid 2021. Brent led the incredible effort to reopen Fiji to the world in December 2021, achieving double the visitor arrivals target in 2022 and 4% higher than pre COVID levels in 2023. Brent leads a team based in Nadi, Fiji as well as offices across the world.