Measuring the impact of place branding or place marketing requires a nuanced approach. We reached out to our Expert partners to discover what you should be considering in order to measure the true value that you add to your place.

Sonya Shorey, President & CEO of Invest Ottawa, Area X.O and Bayview Yards, joined us to outline why they launched Area X.O to support startups, scaleups, and multinationals to develop new technologies, and what they learned along the way.

SEO certainly isn’t dead— but it is evolving. And as business executive, talent, and traveller search habits shift across platforms, your place brand’s strategy needs to evolve too. Here's how.

Events can deliver transformational long-term benefits for places. Here are five places that are re-thinking the ways that they approach events to ensure that they’re prioritizing a long-term, sustainable future for their communities.

What does successful place marketing look like in 2025 and beyond? From generative AI to digital twins to location intelligence, here are the essential areas place brand and marketing leaders should be paying attention to.

The grande dame hotels weren't simply places to sleep - they were cultural institutions that defined the reputations of the cities they called home. But how are these iconic hotels evolving? And what does that mean for destination marketers?

Caio Esteves, N/LF, explores why today's research based on yesterday's data can no longer guide cities, regions, and countries through uncertainty.

Following the COVID-19 pandemic, Ottawa was ready for a cultural refuel. Enter the Unofficial Museums campaign, an initiative to celebrate the hidden gems within the city. In total, 76 ‘museums’ were opened in a single day as special status was granted to festivals, restaurants, concert venues, attractions, and more. A new dessert shop, First Bite, became the Unofficial Museum of Croffle (croissant + waffle)! Learn more here. Learn about Ottawa's Award entry for Best Placemaking Initiative 

You need a purposeful, place-led, and holistic vision for economic development and tourism to ensure a thriving future for your place. Place leaders from across North America share how you can connect the dots between tourism and economic development.

We need to transcend traditional demographics in order to meet the emotional needs of travellers. The Culturist Group's Danny Guerrero explores how place marketers can foster genuine belonging among increasingly diverse travellers.

Did you know that many global tourism corporations have already assessed how climate-risky your destination is? And they are actively taking steps to mitigate those risks? The Travel Foundation's Ben Lynam outlines how you can respond by assessing your own climate risk and preparing accordingly.

How are places actively working to engage their local communities in creating a vibrant and thriving future for their place? From Jamaica to New Zealand, here are nine insights to help you connect with your community.

The demand for happiness is higher than ever – and Visit Finland are ready to help people rediscover their joy. Discover how the team launched ‘The Masterclass of Happiness’ to help share the Finnish mindset with the world.

Art is foundational to us as a species – but the ways in which we interact with both art and place are changing dramatically. Alex Sarian, President & CEO of Arts Commons – the largest cultural infrastructure project in Canada’s history – and author of The Audacity of Relevance, shares his perspective on how art and culture can be a positive force within cities and what it takes to remain relevant.

We are facing a transformational and decidedly disruptive shift in the geopolitical landscape - but what does that mean for tourism? FINN Partners' Jessica Berk Ross dives into the biggest trends shaping the future of travel.