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About Me

As the founder of Sustainability Leaders United and The Place Brand Observer, I have spent the last 12 years learning about the fascinating world of tourism and sustainability, and place brand development, mostly by interviewing and connecting with over 500 leading professionals worldwide (and counting). It’s their insights, stories, achievements – and also failures – which interest me the most, and which I share via my two knowledge platforms and as a speaker, coach and advisor.

My Profile


Florian Kaefer is the publisher of The Place Brand Observer and the Sustainability Leaders Project. As author, coach, speaker and consultant, he supports organizations, destinations and locations in linking their brand (identity + image) with sustainability.


Founder of the two knowledge portals  and With over 250 expert interviews, how-to guides and good practice examples respectively, both TPBO and SLP are established as the go-to place for insights into strategic place branding and sustainable, regenerative tourism.

Coach & Consultant

As a speaker, coach and consultant, Florian supports organisations, destinations and business locations in understanding contemporary, strategic place branding and sustainable tourism leadership.

Speaker focus

Core speaking topics are strategic place branding and sustainability, as well as sustainable tourism leadership – insights, examples, stories.

My Message

Strong brands and sustainability. How does that fit together? That’s the question I deal with as author, speaker, coach and advisor for tourism companies, destinations and locations.

As the founder of The Place Brand Observer and Sustainability Leaders United, I have access to current trends, best practice examples and innovative ideas in both topic areas – strategic place branding and sustainable tourism leadership.

“Strong brands need identity, and attractive destinations and  locations need sustainability.”

– Florian Kaefer

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