When citizens are involved in place branding and place marketing, the end result is infinitely more powerful. True citizen engagement provides a foundation for an authentic, sustainable, and values-led strategy – but it’s challenging to get it right.

We reached to our Experts to uncover how places are 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.

Giving residents ownership of your place identity

Cities like Glasgow, Dundee, Cambridge, and Dublin are increasingly recognising the power of local voices in shaping their place's attractiveness and reputation. Beyond addressing sustainability in the visitor economy, communities need to actively contribute to uncovering hidden gems, sharing unique local storytelling, and shaping authentic experiences that make each place stand out. From Glasgow’s approach to inclusive participation in culture to Dublin’s plans to introduce neighbourhood-driven tourism, these cities prove that engaging residents isn’t just beneficial—it’s essential. Their success teaches us that place branding thrives when locals feel ownership, weaving their identity into the city’s narrative and making visitors feel like insiders, not just guests exploring a destination.

Pantazis Pastras, Senior Researcher and Analyst, TOPOSOPHY

Giving residents a seat at the table

Places such as Glossop, Altrincham and Hebden Bridge have brands driven by highly engaged local citizens, who have claimed a seat in place management organisations. This has been transformative, with residents actively shaping places and their identities. Culture and creativity are excellent tools for citizen engagement. Programmes such as Made With Many in Corby and Stockport’s Creative Corridor demonstrate the value and impact of culture, with a reduction in crime and anti-social behaviour. Place brand managers must support citizens to take an active role, and cultural engagement is the perfect tool.

Alex Saint, Managing Director, CTConsults 

Identifying your core values

In a time when we are often divided, engaging citizens can build consensus and connections within communities. It’s easy to focus on what divides us. The harder but more important work is discovering what brings us together. In the business world, companies use core values to attract and retain talent that aligns with their culture. Places are discovering they can do the same—with great results. Chicago, Detroit, Cleveland, Asheville, and Newmarket, Ontario, have taken the time to meaningfully engage their citizens to create values-driven brands—ones that clearly define identity and position them for sustainable growth.

Stewart Colovin, EVP, Global Brand Strategy, MMGY Global

Encouraging residents to amplify your story

New Zealand has excelled at engaging its people in building a strong national brand. New Zealand Story empowers government departments, businesses, and citizens to share authentic narratives rooted in national values, sustainability, and innovation. Brand Finance helped assess New Zealand’s global perceptions through the Global Soft Power Index and provided drivers analysis insight to refine its marketing communications strategy. By aligning storytelling with economic strategy and citizen engagement, New Zealand has strengthened its global reputation and demonstrated the impact of a well-executed, data-driven nation branding approach.

Konrad Jagodzinski, Place Branding Director, Brand Finance

Reimagining outside spaces as prized civic assets

In California's picturesque Gold Country, Grass Valley (population 14,000) has redefined community-driven placemaking with Mill Street Plaza. What began as a temporary street closure during the COVID-19 pandemic to help local businesses survive quickly evolved. Initially, a few dimly lit parklets approved for outdoor dining gave way to a larger vision, shaped by town hall conversations with 250 businesses and surveys of several thousand residents about the future of their primary business district and hometown. By transforming temporary outdoor spaces into a permanent gathering place, Grass Valley created a year-round hub for live music, festivals, and art fairs. Since its completion in 2023, Mill Street Plaza has become a prized civic asset, strengthening the town’s reputation as an inviting mountain destination. The response has been remarkable—since opening in 2022, the plaza had 2.7 million visits, clearly demonstrating its value to both residents and tourists.

Grass Valley’s success offers valuable key lessons: stay flexible, engage stakeholders early and often, and invest in spaces that benefit both locals and visitors. The result is a destination where local pride and connection go hand in hand—proof that meaningful citizen engagement can transform public spaces into powerful community assets.

Trever Cartwright, SVP, Miles Partnership

Transforming reputation with community-led placemaking

Tulsa, Oklahoma, is a great example of a city that has harnessed citizen engagement in placemaking to grow its reputation and attractiveness. From innovative initiatives like Tulsa Remote to its community-designed Gathering Place riverfront park and collaborative Arts District development, Tulsa is investing intentionally in initiatives that have successfully attracted talent, created distinctive public spaces and transformed the city's reputation. Key to the region's success is the leadership and collaboration of organisations like Tulsa Regional Chamber, PartnerTulsa, and the George Kaiser Family Foundation, which share a commitment to ensuring that all Tulsans can benefit from the region's success.

Rachel Deloffre, VP, Brand Management, Development Counsellors International (DCI)

Empowering your entrepreneurs

Jamaica stands out for its commitment to building community-based tourism (CBT) from the inside out. The Jamaica Social Investment Fund, the Tourism Product Development Company, and the Jamaica Tourist Board have collaborated with Trove to engage 100+ CBT enterprises and foster economic development. Efforts include creating tailored marketing content for 40+ enterprises, offering capacity-building workshops, and launching a domestic campaign encouraging locals to support CBT. An international campaign will follow to attract global visitors. The key lesson: engage locals first. Jamaica’s approach—empowering entrepreneurs, engaging the community, and then expanding internationally—has created a strong foundation of leaders driving both local tourism and the island’s global brand reputation.

Danny Cohanpour, CEO, Trove Tourism Development Advisors

Backing engagement with a strong data strategy

Seville has done a great job getting local businesses, public organisations, and residents involved in shaping the city’s appeal and reputation. Through strong public-private partnerships, the city fosters spaces for innovation, like a collaborative forum and an urban tourism lab, to tackle challenges and develop long-term solutions. All of this, especially when backed by data—as is the case for Seville—helps, for instance, to identify lesser-known areas with potential, spreading out visitors and reducing overcrowding at traditional hotspots. These efforts not only extend the tourism season but also boost the city’s global reputation. At the same time, Seville’s focus on sustainable tourism ensures that growth supports local businesses, preserves cultural and environmental assets, and meets the needs of both residents and visitors. The city's approach shows how collaboration, data-driven insights, and sustainability can drive both local growth and international recognition.

Mirko Lalli, CEO, The Data Appeal Company

Enhancing livability with public-private partnerships

San Francisco’s commitment to public-private partnerships has transformed the city’s urban landscape for travellers and residents, creating an expanded network of vibrant, accessible parks that connect people with nature. Transformative projects like Presidio Tunnel Tops, the Blue Greenway along the city’s southeast waterfront, and the plan to redevelop and merge Embarcadero Plaza and Sue Bierman Park highlight the power of collaboration among public agencies, private developers, and community organisations. By championing biophilic design, sustainability, and equitable access, San Francisco is setting a global benchmark for how cities can enhance livability, strengthen community bonds, and inspire civic pride through innovative public spaces for all to enjoy.

Helen Ames, Partner, Travel/Lifestyle, FINN Partners, New York