Emma Campbell

Sector Marketing Director  

Strategic Marketing & Communications  

Department of Culture and Tourism – Abu Dhabi

With over 20 years of experience across various sectors, Emma specialises in destination marketing and tourism. She currently leads sector marketing for Tourism and Culture at the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), where she develops and executes strategic marketing initiatives to promote the emirate’s diverse tourism and cultural offerings to global audiences. Before joining DCT Abu Dhabi, Emma served as Chief Marketing Officer at Tourism Fiji, where she successfully guided the organisation through the pandemic, launched the award-winning Open For Happiness campaign, and achieved significant global visibility and visitor growth. A graduate of the University of the West of Scotland with a BA in Marketing, Emma was recognised as one of Campaign Asia Pacific’s “40 Women to Watch in APAC.” She is deeply passionate about nurturing talent, building high-performance teams, and fostering inclusive, safe work environments. Known for her creative, analytical, and empathetic leadership style, Emma drives impactful brand awareness and sustainable consumer growth for destinations.