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 near Zurich, Switzerland

Main speaking topics:

  • How sustainability impacts place brands and soft power
  • Place branding trends and challenges
  • How to become a place brand leader
  • Insights and lessons from place brand leaders
  • Destinations 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

Previous clients include:

  • Green Destinations (May 2022, online workshop)
  • Global Soft Power Summit (March 2022, conference presentation)
  • Tourism Conference Malaysis (2021, online presentation)
  • Incheon Urban Brand Forum (2020, online keynote presentation)
  • City Nation Place Forum (2020, roundtable moderation)


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 for your event? Get in touch! He is also available as a consultant. More about Florian on his website or LinkedIn.

Florian Kaefer is part of the TPBO partner network. Interested in joining? Contact us here.