Monday, June 2, 2025
Tourism Fiji has officially announced that CEO Brent Hill will step down from his leadership role in late August 2025. Hill, who has been at the helm of the organization since mid-2021, will be returning to his native Australia with his family. His departure follows an impressive four-year tenure during which he guided the Fijian tourism industry through one of the most challenging periods in its history — the COVID-19 pandemic — and led it into a remarkable phase of growth and recovery.
Hill, originally from Adelaide, South Australia, joined Tourism Fiji at a time when international tourism had nearly come to a halt. Fiji, a nation heavily dependent on tourism, faced an unprecedented collapse in visitor numbers, with its borders closed for extended periods. Hill took charge with a mandate to revive the sector, and under his leadership, Fiji has not only bounced back but also reached record-breaking heights.
According to data released by Tourism Fiji and supported by the Fiji Bureau of Statistics, the country welcomed over 1 million international visitors in 2024 for the first time in its history. This includes 982,938 arrivals by air and 81,854 via cruise ships. This milestone broke the previous record and marked a full recovery and then some — a strong signal of the renewed global interest in Fiji as a travel destination.
Tourism Fiji Chair Andre Viljoen, who also recently announced his own resignation as CEO and Managing Director of Fiji Airways, praised Hill’s accomplishments in a public statement. “Brent has been an outstanding CEO and an inspirational leader for Tourism Fiji,” Viljoen said. “Over the past four years, he has guided the organization through a period of significant transformation and growth, particularly in the wake of the global pandemic.”
Viljoen highlighted Hill’s involvement in two key corporate strategic plans that directly contributed to Fiji’s record visitor numbers, as well as the development of international marketing campaigns — most notably the “Where Happiness Comes Naturally” brand, which gained widespread global recognition. Under Hill’s leadership, Tourism Fiji also led or supported several high-profile international and regional events, including the Fijian Tourism Expo (FTE), AHICE Fiji, the World Surf League’s Fiji Pro, the NRL Pacific Championships, and the upcoming GSTC Global Sustainable Tourism Summit scheduled for later in 2025.
In addition to driving visitation, Hill has been a vocal advocate for sustainable tourism development in Fiji. He spearheaded initiatives such as the “Bin It or Bag It” waste reduction campaign, promoted the adoption of electric vehicles across the tourism sector, and oversaw the construction of a green, EarthCheck-accredited Tourism Fiji headquarters in Nadi. Another notable initiative introduced under his tenure was the “Loloma Hour,” a dedicated time block that promotes mindfulness and cultural connection — a key part of Tourism Fiji’s regenerative tourism efforts.
Hill’s role also extended beyond branding and sustainability. He was a consistent advocate for increased investment in the tourism sector and worked closely with government agencies, private stakeholders, and international investors to promote long-term, sustainable growth. As Viljoen noted, “The pipeline of projects, brands, and operators coming to Fiji and sustainably developing the future of the industry is due in large part to Brent’s commitment to the sector and its growth.”
Hill’s resignation comes at a time of wider leadership transition in Fiji’s tourism and aviation sectors. Just days earlier, Andre Viljoen announced he would step down as CEO and MD of Fiji Airways in October 2025, ending a highly successful decade-long tenure during which the airline expanded significantly. Viljoen will be taking over as CEO of Air Mauritius later this year. Under his leadership, Fiji Airways more than doubled its fleet, improved profitability, gained a 4-star SKYTRAX rating, and played a critical role in pandemic-era repatriation efforts.
Both Tourism Fiji and Fiji Airways have launched international executive searches to fill the soon-to-be-vacant leadership roles. These changes mark the end of an era defined by resilience, innovation, and growth — and the beginning of a new chapter for the island nation’s most vital industries.
As for Hill, his legacy remains firmly intact. He has been widely respected for combining a strategic, data-driven approach with a deep cultural appreciation for Fiji’s people and environment. His ability to restore and grow tourism in such a short time — while laying the groundwork for sustainable and inclusive development — sets a high standard for whoever will next assume the role.
In his closing remarks, Tourism Fiji Chair Viljoen stated: “We would like to thank and acknowledge Brent for his exemplary leadership, tireless dedication and the passion he brought to his role every day. He has played a pivotal role in rebuilding and growing Fiji’s tourism sector, always advocating for innovation, sustainability, and inclusive development.”
The Tourism Fiji Board confirmed that the recruitment process for Hill’s replacement has already begun and that continuity in strategy, sustainability, and destination brand positioning will remain core priorities going forward.
Both Tourism Fiji and Fiji Airways have initiated global searches for successors to Hill and Viljoen, aiming to continue the trajectory of growth and innovation in Fiji’s tourism and aviation sectors.
Hill’s departure marks the end of a transformative era for Tourism Fiji, characterized by resilience, strategic growth, and a commitment to sustainable practices. As the organization prepares for new leadership, the foundations laid during Hill’s tenure are expected to support continued success in promoting Fiji as a premier travel destination.
