The polarisation paradox: Thirteen trends re-shaping place branding and marketing

We’re living in paradoxical times. As the world becomes more interconnected than ever, our societies feel increasingly fractured. Societal divisions, political polarisation, disruptive technologies, and increasingly frequent climate catastrophes are setting the stage for a turbulent 2025.As centres of human interaction, our places are at the forefront of these seismic shifts – but how should place brand and marketing teams be preparing to respond? We reached out to our Expert partners to discover what geopolitical, social, or economic trends they predicted would have the greatest impact on nation, region, and city brand strategies to help you prepare for the year ahead. Respond to instability by embracing joyThe answer, in a word, is instability, both geopolitical and environmental. These have always been factors outside the control of place branders, but the shock waves of climate-accelerated disasters (LA’s fires are just the latest crop); economic wars (US vs. Everybody); armed conflicts (have your pick); over-tourism backlash and more will challenge places in profound ways. Focus on resilience and renewal strategies that emphasize creativity and celebration. Amplify arts, culture. Reinforce a positive contrarian vantage point. Empathy, caring for nature, traditional knowledge, and inspiring qualities – especially joie de vie – will be more valued than ever!Jeannette Hanna, Chief Brand Strategist, Trajectory Optimism vs pessimismOne of the most significant trends shaping nation and city brand strategies is the tension between optimism and doom in how places position themselves. In an increasingly polarised world, leaders and place strategists must decide whether to emphasise the very real challenges of climate change, inequality, and political division — or to project resilience, opportunity, and hope. Evidence shows that optimistic narratives inspire greater investment, tourism, and talent attraction. For instance, research indicates that positive storytelling in tourism can enhance a destination's brand value and strengthen relationships with visitors. While Donald Trump remains a deeply divisive and repellent figure to many, he has nevertheless galvanised perceptions of American strength and ambition among his supporters, reinforcing the idea that confidence sells. Conversely, the UK's recent challenges, including political instability and economic uncertainties, have contributed to a decline in its soft power and attractiveness to foreign investors. Cities and nations that choose optimism—focusing on their potential, innovation, and ability to adapt—are better positioned to engage diverse audiences and drive long-term success.Joy Nazzari, Founder and Executive Chair, DNCOStaying true to your values in the face of a divided worldIn 2024, politics and geopolitics at the global, national, and local levels profoundly impacted destination brands. For instance, significant initiatives by destinations in sustainability (economic, social, and environmental) and EDI are already facing pushback. These efforts are often integral to existing brand strategies. Another example is the impact of war—enough said, as its implications are clear.In 2025, destinations must navigate polarised audiences, foster partnerships, and maintain competitive appeal while striking a delicate balance. They must also be ready to defend their values and strategies against mounting pressure from political tensions, conflicts, and ideological divides.David Peacock, Senior Advisor, Future Tourism Group, Granicus/Simpleview Actively leveraging soft power to navigate a more transactional realityTransactionalism as the new normal in foreign policy, rising nationalisms in domestic politics worldwide, and AI advancements in technology are set to shake up the world this year.Geopolitically, challenges to multilateralism and international law will require nations to invest in and leverage soft power to steady the ship and navigate through uncharted waters of a much more transactional reality.Socially, polarising rhetoric in domestic politics and digital media demands that forward-thinking cities brand themselves as inclusive hubs for talent and as welcoming hosts to visitors in order to counter arising negative perceptions around their own countries.Economically, rapid technological shifts and AI-driven innovation are capturing hearts and minds. Taking part in this race will be essential to strengthen place brand perceptions and stay competitive in an increasingly dynamic world.’Konrad Jagodzinski, Place Branding Director, Brand Finance The rise of the intimacy economyIn a world where AI can write poems, design logos, and probably name your baby, we've been talking a lot here at Daughter about the importance of the intimacy economy. AI is wonderful for analysing data but it just can’t tell the stories that make a place unforgettable (and people are getting very wise to spotting the sort of copy that's obviously bot-authored). So don't forget to tell the smaller stories, and tap into the quirky side of your city.Jill Dewes, Partner & Chief Growth Officer, Daughter Creative Finding a balance between AI efficiencies and the all essential human touchYou may have heard of it—AI. Artificial intelligence will creep into the world of place branding in a major way. On the positive side, AI can reach prodigious levels of efficiency, allowing us to analyse data, forecast trends, and generate content rapidly. However, there needs to be a governor between the AI model and our audience. Without a human overseer, we risk streamlining content, leading to homogeneity among nation and city brands around the world. For an industry that relies on its audience to seek the next new thing, maintaining the authenticity of our place brands is crucial.John Armstrong, Chief Creative Officer, Joy Riot The technological race will lead to regionalisation of place brand communicationsThe intersection of digital transformation and geopolitical tensions will significantly impact nation and city brand strategies. As technology reshapes economies and societies, cities and nations must position themselves as innovation hubs to attract talent and investment. Simultaneously, rising geopolitical rivalries, particularly in tech (e.g., AI, semiconductors), will force regions to align with global blocs, influencing their branding. Cities and nations will need to balance showcasing technological advancements with ensuring data security and sovereignty, while navigating alliances and trade dependencies. This dual trend will redefine competitiveness, requiring strategic branding emphasising innovation, security, and global connectivity.Pantazis Pastras, Senior Researcher & Analyst, TOPOSOPHY Increased competition for skilled workersThe intensifying global workforce shortage is fundamentally reshaping place branding strategies. We're seeing an unprecedented shift where nearly every developed region is competing for the same scarce resource: skilled workers. As a result, forward-thinking cities, regions and nations are increasingly investing in proactive strategies to attract and retain talented workers and bringing together economic development and tourism stakeholders to address this challenge. Success now demands sophisticated, data-driven approaches that speak directly to workforce needs and lifestyle aspirations. Places must now develop talent-first brand narratives and stronger coordination between stakeholders or risk falling behind in the global competition for talent.Patience Fairbrother, Senior Vice President, Talent Attraction, Development Counsellors International (DCI) Redefining place in line with our communitiesPlace brands are best when they are authentically ‘of’ local communities. Residents in cities such as Barcelona and Venice are protesting overtourism, which shows how positive place perceptions can negatively impact residents - and leaving visitors feeling unwelcome, unwanted and put-off. Ensuring local communities are in control of their place and its brand is key - and that they feel the benefit of visitors. Now that people have more choice about where they live, place brands rooted in community authenticity are increasingly important. In the UK, place brands are usually commissioned by local authorities. In the current context of political reorganisation / devolution, there is a shift towards understanding places as economic zones, travel to work areas, or psychogeography - and away from historic county lines. The concept of ‘place’ and ‘place identity’ needs to be redefined, and communities are the key.Andrew Palmer, Client Director, CTConsults Shifting to a more responsible model for tourismTravellers are becoming more responsible—not just in terms of sustainability, but also with their finances and safety. With tighter budgets, they’ll seek destinations that offer value and align with their values, prioritising safety while looking for personalised experiences and unique local activities.To market themselves as responsible, destinations must genuinely embody this ethos by addressing sustainability challenges and proving they’re worth the investment. Equally important is balancing tourism with residents' well-being, as this shapes both tourist and local perceptions. If locals feel overwhelmed, it can damage a city’s image, and dissatisfied tourists will speak out. Cities that fail to strike this balance risk alienating both locals and visitors—and losing relevance in an increasingly competitive market.Mirko Lalli, CEO, The Data Appeal CompanyOvercrowding and resident pushbackHaving spent my entire career in travel and tourism, I’ve seen how a destination’s success can sometimes become its biggest challenge. Overcrowding has become one of the most pressing issues facing cities. It leads to rising rents, congestion and environmental concerns. All of these factors fuel resident pushback, which risks reputational damage and strained community relationships.However, the solution is not to restrict tourism but to manage it more intelligently. Cities affected need to disperse visitor demand, invest in under-visited areas, and shift the focus from volume to value. There needs to be a careful balance between prioritising visitor experience and resident wellbeing. The cities that get this right will be the ones that set a new standard for sustainable tourism growth.Caroline Moultrie, President, EMEA, MMGY GlobalAccessibility is a must, not a nice to haveA key trend influencing destination brand strategies in 2025 is the focus on accessibility. Destinations must prioritise accessible features across accommodations, transportation, activities, and information to accommodate individuals with disabilities. This trend not only drives infrastructure development but also shapes marketing strategies—showcasing accessible updates in marketing, as well as applying their principles to accessible website design. Additionally, partnering with accessibility organisations can demonstrate a destination’s commitment to inclusion. For instance, our work with the Malaysian government for Visit Malaysia Year 2026 highlights accessible infrastructure upgrades and includes accessible adventure initiatives, like Diveheart Malaysia’s therapeutic scuba programs for individuals with disabilities.Danny Cohanpour, CEO, Trove Tourism Development AdvisorsEmbracing unique and personalised travel experiencesThe trend of experience-based travel will have a significant impact on nation and city brand strategies. Amadeus' 2025 travel trends, including new heydays driven by nostalgia, personalised flying experiences, for example with AI-driven inflight entertainment, trailblazer hotels as destination properties, a tourism resurgence in Asia, and travel fostering real-world relationships, all emphasise unique and memorable experiences. Destination Marketing Organisations (DMOs) should focus on understanding their target audience to highlight these experiences. By leveraging travel intelligence data, DMOs can identify emerging preferences and use travel insights to effectively target travellers, ensuring the right timing and channels for brand promotion.Tom Starr, Vice President of Global Destinations, Hospitality, Amadeus

The polarisation paradox: Thirteen trends re-shaping place branding and marketing

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