Florian Kaefer Speaker Profile

As the founder and editor of The Place Brand Observer, Florian has spent the last 10 years learning about the fascinating world of place branding. First as a doctoral researcher in New Zealand, then by interviewing and connecting with over 250 leading professionals worldwide (and counting). It’s their insights, stories, achievements – and also failures – which interest Florian the most, and which he shares via The Place Brand Observer as the leading knowledge platform on the topic.

Benefit from Florian’s network and knowledge by having him contribute to your workshop, seminar or webinar – online or offline – as a speaker or panel moderator.

Florian obtained his PhD from the Waikato University Management School in New Zealand, for which he researched the country’s national image and its perceived brand credibility as a “clean, green” country-of-origin and tourist destination. He holds a masters degree in sustainable development (Exeter University, UK) and a bachelor in tourism management (Brighton University, UK).

Florian is the host of the Place Brand Leaders podcast and author of An Insider’s Guide to Place Branding: Shaping the Identity and Reputation of Cities, Regions and Countries (Springer, 2021).

Florian is also the founder of the Sustainability Leaders Project and is an alumni and accredited member of the German Journalist Association DFJV. He speaks German (native), English and Spanish, with a good understanding of Catalan and French.

Based in St Gallen (near Zurich), Switzerland.

Main speaking topics:

  • Place branding trends and challenges
  • Place branding post COVID-19
  • How to become a place brand leader
  • Insights and lessons from place brand leaders
  • Tourism and sustainability – trends, challenges, best practices

Other topics might also be possible, please contact Florian.

Speaker characteristics:

#passionate #bigpicture #reflective #matchmaker #downtoearth #connectingthedots #digitalnative #climateconscious


Incheon City invited Florian KAEFER as a keynote speaker for the Incheon World City Brand Forum because we felt he was the person who could give the most meaningful lecture on the topic of creating urban brands.

At a time when strategies and priorities for city branding after Corona change, Mr Kaefer’s experience and access to a global network of specialists have greatly inspired not only Incheon but cities around the world.

We would like to express our gratitude for his participation and hard work for INCBF2020 and we look forward to continuing our cooperation in the future.

Jinwoo KIM, organizer of Incheon International City Brand Forum 2020

Interested in booking Florian as a speaker or moderator for your event, webinar or for a private session? Please contact him here. Connect with him on LinkedIn.