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Thursday June 6

  • 08:30

    Delegate Registration

  • 09:00

    Welcome and Introduction

    Clare Dewhirst
    Clare Dewhirst
    Founder and Director, City Nation Place
    Mayor John D’Amico
    Mayor John D’Amico
    West Hollywood
  • 09:20

    Opening Keynote: Destination stewardship and resilience in place brand strategy: leadership lessons from California

  • 09:50

    Joining the dots in place brand strategy: Creating and implementing a cohesive place brand vision through collaboration

    How can you ensure effective collaboration between tourism attraction, economic development, development planning, commerce, and all key stakeholders to deliver more effective results?  Our speakers are developing and managing organisational structures that bring together key disciplines – hear what lessons they are learning about the opportunities and challenges of collaboration.  What ideas do they have which you can transfer to your place? 

  • 10:30

    Advocating for your place brand strategy and its impact on your community: and why that’s so important

    It might seem odd that your citizens and your politicians don’t always understand the value of what you do, but it’s essential to advocate for the positive benefits of tourism and incoming investment.  Our panel discuss pro-active advocacy, positive citizen engagement and the challenge of reacting to negative publicity and policy.

  • 11:00


  • 11:30


  • 12:15


    • Financing trends for TIDS, BIDS & Restaurant Districts

    • Tourism Means Business: How Economic Development is Generated by Destination Development

      • Understanding the impact of the gig economy: increased individual choice of where and how to live
      • How small communities and challenged economies are realizing a big boost by tipping the scales in their favour with a focus on quality of life development
      • If places that people want to visit are also places where people want to live and work: how can you create the connections that will work for your place?
    • Place branding trends around the world: learn from the case studies of place branding excellence entered in the City Nation Place Awards 2018

  • 12:45


  • 14:00


    • From place branding theory to place branding practice: Managing the ongoing implementational challenge

    • The China advantage: understanding the potential of the Chinese tourism market and how to develop your own strategy

      As Chinese tourists travel the world in ever-growing numbers, they seek more adventurous and unique destinations to absorb local culture, gain a fresh perspective and experience iconic natural environments. Along the way, they are redefining the concept of placemaking and its impact on economic development. China Luxury Advisors (CLA) will host a discussion ranging from recent trends and preferences of Chinese travelers to exploring the opportunities and challenges that destinations face in courting the largest and most dynamic new consumer group in the world.

      Renee Hartmann
      Renee Hartmann
      Co-Founder, China Luxury Advisors
    • Managing your media messaging & working with journalists to tell your place brand story

      Sara Garibaldi
      Sara Garibaldi
      Managing Director, Travel & Economic Development, Ketchum
  • 14:45


  • 15:15


  • 15:45

    Case study: Place branding strategy in the border states

    As arguments about the rights and wrongs of a wall on the US border with Mexico continue, how are the states who benefit from being good neighbours managing their place brand and marketing strategy? 

  • 16:15

    An international social media masterclass for place brand leaders

    Learn from two innovative and mulit-award winning organisation how social media strategies can go beyond using influencers and a hashtag.  Find out how the Faroe Islands has engaged with global travellers and Copenhagen has created its own database of tech talent through innovative social media strategies that have delivered reach and impact way beyond expectations and media spend.

  • 16:45

    Closing Keynote: Planning for 2028, LA’s future brand story

    Already a world city, LA is now planning for the Olympics 2028 and developing a strategic plan to enable the city to engage its citizens in the arising opportunities, and to develop its infrastructure to enable a sustainable development in tourism and its economy.  Hear how the city’s key stakeholders are coming together to build a unified vision for its future.

  • 17:15