What is the true cost and value of tourism in your destination? And how can you find the optimum tourism mix to ensure that communities and environments benefit equally?

How should you deal with negative perceptions about your place? Rob Bates, PR and Promotion Manager for UK & Ireland at Pure Grenada, and Kim Heinen, International Press Officer at Rotterdam Partners, share tips to help you master the art of getting the media to be your friend.

How do you collaborate with your competitors? Rose Wangen-Jones, London & Partners, and Alice Rampelberg, Paris CVB, outline how the two cities worked to join forces, rather than compete, to reach an audience of US millennials.

Thordur Oskarsson, Amabassador for Iceland, explores how you can put your values at the heart of your place brand strategy - and how Iceland have made the link between public diplomacy, place branding, and sustainable development goals.

How can innovation add value for citizens and your brand when it's used effectively? Jonas Schorr, Co-founder, Urban Impact, explores Berlin's journey as a smart city brand to understand what other destinations can learn from their experience.

What makes a successful nation & place branding campaign? David Haigh and Parul Soni, Brand Finance, share how a well-managed nation & place brand can help overcome reputational challenges.

Don't ask what citizens can do to support tourism - ask what your tourism strategy will do for your citizens. Geerte Udo, CEO at amsterdam&partners, shared how to ensure data and insight are central to your planning and implementation, as well as creating a future-proofed strategy.

As we prepare for recovery after COVID-19, building collaborative relationships could be key to stretching limited resources further. Edith Wong, CMO at Invest Hong Kong, shared how the nine cities of the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) are being promoted collaboratively, whilst retaining their unique positioning.

Geerte Udo, CEO at amsterdam&partners, joined us for a quick interview to share how Amsterdam have put their residents at the centre of their strategies, and why it's so key to ensure that everything adds value to their citizens - especially tourism.

Finland is currently ranked as the happiest nation in the world and number one on the Good Country Index - so where does it go from there? And what questions should those responsible for communicating place brands be asking themselves?

Joanna Landau, CEO at Vibe Israel, explains how they've taken a bottom-up approach to nation branding and created a private sector lead nation brand. 

How can you create a sustainable funding model for your DMO? Colin Ferguson, President & CEO at Travel Manitoba, explains how proposing Plan 96/4 to the government revolutionised their funding stream.

Rose Wangen-Jones and Alice Rampelberg explore how the collaboration of two cities drove unprecedented success, despite their competitive relationship.

Jason McGrath, SVP, Ipsos Global Reputation Centre

Jason McGrath, SVP, Ipsos Global Reputation Centre