There’s a saying in marketing: “The riches are in the niches.” It suggests there’s more worth in marketing a specific product or service to a specific audience. Not one size fits all—fit just for them. It’s about resonance. Alphabet's Cathy Kirkpatrick looks into how this applies to place marketing.

Nurturing reputation and coming across as an influential player are both essential objectives for building soft power. But how should nation brands go about growing reputation and influence? Drivers analysis conducted by Brand Finance experts on the Global Soft Power Index data provides the answers.

Finland is recognised worldwide as a leader in education, equality, and democratic freedoms. But what factors contribute to the international renown of Finland's nation brand? And what can other nation brands learn from Finland's success?

Many sustainability issues transcend national borders, and a country's commitment to sustainability therefore has a clear impact on other actors in the international arena. Brand Finance's Robert Haigh unpacks the data linking sustainability and soft power and what impact that has on tourism, trade, and beyond.

In today’s digital world, sentiment analysis and online listening have become powerful tools for tourism boards to gain deeper insights into travellers’ opinions and experiences. Trove's Charlotte Slater outlines why tourism boards should move away from surveys and gives you all the information you need to start integrating social listening and sentiment analysis into your strategic planning.

Today’s traveller is focused on planning more personalised and meaningful travel experiences than ever before. For Destination Management Organisations, this presents an opportunity to grow their demand in this area by utilising comprehensive, timely and regular insights to better understand the needs and dynamics of their visitors and to get a sense of how their destination is doing in relation to their competitive set.

Skyscrapers have been a long part of urban cityscapes. Symbols of expensive land, commercial and business areas, the human aspiration to reach the sky since antiquity is a reality in the world's megacities. Whether it's a technological feat, or a response to overpopulation issues, the construction of tall buildings is a trend that is accelerating.

Here are the key trends and best practices for any investment promotion agency, tourism authority or firm looking to attract tourism investment.

There’s a quiet revolution growing in food production that will have a profound impact on our collective futures. Rural economic development may not seem sexy, but we all have a lot riding on how successfully communities support and sustain their natural environments, green spaces and food producers. So, what does it take to nurture the places that feed us all?

All buildings are part of the physical environment, stirring the city image, living conditions, social wellbeing, and economic profile. So, how does one become an iconic site for locals and tourists? Find out how to amplify the relationship between master plan developments and iconic components within cities and turn an icon into the lynchpin of a destination.

Destinations want MICE events to be well attended and for the economy to benefit from the event. Here are common challenges destinations face, as well as top tips to successfully promote MICE travel in 2022.

There has been a monumental shift in the way that consumers engage with places. However, despite early commentators highlighting that this could be the end of the high street and the physical store, in fact the recovery has begun. What do places need to do to bring visitors back to their high streets?

In this new state of a displaced workforce, how can leaders of place brand teams foster innovationand creative thinking?

The downward trend of nearly all the world’s most valuable nation brands is not entirely surprising. With COVID-19 contributing to the rise of protectionism, we may see a reversal of the economic growth brought about by globalisation. Nevertheless, with analysts’ forecasts looking less dire than initially predicted, and with a working vaccine in place, the future is certainly looking brighter.

As the discussions began on how to ‘build back better,’ a key question remains on how a regenerative future can be funded. Could well-designed tourism taxes be part of the answer?