Brent Hill knows that true leadership lies in building something that endures beyond your tenure. After a transformative period at the helm of Tourism Fiji, a role that saw the nation’s tourism sector reach unprecedented heights, Hill resigned earlier this year. This is his reflections on the strategic foundations laid and the future trajectory for Fiji’s vital industry.
When Hill took on the CEO role at Tourism Fiji, his mission was clear and that was to align the agency’s formidable marketing power with the Fijian Government’s broader economic ambitions.
“We worked very closely with the Ministry of Tourism and Civil Aviation and our Board,” he tells Exepreneur Magazine. “I consistently engaged with the Deputy Prime Minister and Minister for Tourism to understand their strategic imperatives.” Hill’s advice often centered on the wider economic benefits of a robust tourism sector, from infrastructure to job creation.
“Our focus was clear. Sustainable tourism spending and boosting the visitor economy,” he explains. While the CEO role is vital, Hill emphasizes that a strong structure has been put in place, complete with an experienced executive team and robust government connections, ensuring the incoming CEO can seamlessly continue this coordination.
Building for Tomorrow
A key part of Hill’s leadership philosophy centers on long-term vision. Entering his second contract, discussions around succession were already in motion. “I have been conscious of working through a succession plan, which includes developing my Executive team, and also putting in place a Corporate Plan [2024–2027] that will outlive my time,” he notes.
This approach is rooted in the belief that leaders must be “brave and visionary enough to set in place key elements that will go beyond their term.” Hill sees a “once-in-a-generation opportunity” for Fiji to maximize tourism’s economic contribution sustainably.
It’s a delicate balancing act: avoiding overtaxing the industry while ensuring its benefits contribute to crucial nation-building initiatives. “We have set up Tourism Fiji to succeed long term, and to provide ongoing significant benefits to Fiji and Fijians for many years,” Hill affirms.
Cultivating Investment and Partnerships
Attracting foreign investment and fostering public-private partnerships have been significant aspects of Hill’s role. “The role demands someone with a very strong contact list and the knowledge and experience of global investment markets,” he states. This includes engagement with hotel brands, management companies, investors, and asset managers, coupled with a deep understanding of industry analytics.
“I realized very quickly we needed investment to progress further,” Hill says, highlighting that a lack of new development would cap demand. Currently, 16 projects are underway, set to bring 2,200 new rooms, yet Fiji still needs another 3,000. Hill focused on collaborating with Investment Fiji, establishing events like AHICE Fiji as annual fixtures. He’s also consciously bolstered his team with the talent and experience needed to ensure this investment momentum continues.
Navigating a Competitive Landscape
Tourism Fiji operates under a statutory mandate, accountable to government policies and KPIs within a highly competitive Pacific market. Hill believes the ongoing collaboration with the Ministry of Tourism will ensure strong connectivity as the agency navigates political expectations and regulatory frameworks.
“My time in Fiji has been wonderful: a fantastic industry, incredible culture, and strong growth,” Hill reflects. He looks back with pride, confident that the foundations laid will ensure continued success through the talents of the Tourism Fiji team and the Ministry of Tourism. “I wish the next CEO well. It is both an honour and a privilege to serve in this position, and it has been an incredible experience.”
