Data

The dizzying transformations wrought by COVID-19 lock-downs are not simply economic and social shocks. They are also profound blows to the psyche of places – their sense of identity, purpose and sustainability. It’s a crisis of confidence. And confidence is one of the most critical resources any locale needs to move forward.

While there’s no certainty on when COVID-19 lockdown measures will be relaxed across the globe, one thing destination marketers can control is how we prepare to move forward post-crisis. How can you shore up your domestic tourism strategy to promote long-term recovery?

5G has been in the pipeline since as early as 2008. Today, 5G is nearly in our grasp and 2020 will see the first roll out of commercially viable 5G in consumer devices. But what does it really mean for cities? For businesses? Will 5G herald the next wave of digital transformation or will we just be living in a faster version of our current society?

Three years ago, City Nation Place conducted a survey to discover how the place branding teams for cities, regions, nations and places around the world viewed their opportunities and challenges, and what they were predicting for the future. These are some of the conclusions we drew from the survey in 2017 – but how have these changed as we head into the new decade?

Last week, two hundred place branding practitioners gathered in London for the fifth annual City Nation Place Global conference. It has been fascinating to see the conversations at City Nation Place evolve over the last five years, but these were the five ideas that really got us thinking.

Most Destination Marketing Organizations (DMOs) today rely to some degree – if not a great extent – on traditional survey research. Surveys enable DMOs to ask tailored questions to a targeted demographic, resulting in meaningful insights. Surveys are, and will continue to be, an important component of marketing and branding strategies.

A central facet of our ongoing age of uncertainty is the increasing overlap of political and commercial behaviours. Identities and spaces that were a generation ago seen as separate have increasingly overlapped, leading to new challenges in shepherding organizational reputations. Nowhere is this trend more apparent than when chaotic political environments impact how people view the health of nations. The United Kingdom's ongoing struggle with the implications of Brexit and the responses from the rest of the world provide a fascinating case study.

Eindhoven have taken the world stage by storm, winning the 2018 City Nation Place Award for Place Brand of the Year. Peter Kentie, Managing Director at Eindhoven 365, took the time to share the thinking behind their repositioning, and to explore their innovative approaches to funding and stakeholder engagement.

Promoting a destination can be a challenge when its overshadowed on the world stage by another city. But for Kim Heinen, International Press Officer at Rotterdam Partners, embracing your differences – and even your “quirky and ugly sides” can be the key to reaching an audience who truly appreciate your place. We caught up with Kim before the City Nation Place Global conference to get a quick sneak preview of the work that Rotterdam have been doing.

The industry of travel and tourism thrives on information and data – it’s what ensures the right plane is filled with the right passengers eating the right meals going to the right destination with the right baggage ending up in the right hotel room. Today, there are over 1.4 billion tourists travelling worldwide to more destinations and places. With accessibility and proliferation comes greater demand - travellers want more than ever before; we want speed, authenticity, security – we want it all and, crucially, we want it now.