When I was a child, at my twelve or thirteen, living in Buenos Aires, I loved to send letters by mail to foreign tourism offices, and waiting for weeks to receive colourful brochures and maps –something that internet nowadays provides instantly. I particularly remember those from Canada Tourism, Italy and Switzerland.

As I knew I wanted to study graphic design, I was fascinated by well-designed communications, and in the specific case of Canada, the visual system created around the logo with the tiny flag on it was probably my first contact with a well-developed country brand.

Years later, working in the professional branding field at FutureBrand, I started to get in contact with different country branding examples. My first impressions were very visual, and very linked to tourism.

And I must admit that after FutureBrand New York first released our Country Brand Index (CBI) in 2005, I started to see place branding as a comprehensive answer to the problem of building a place´s image in a coordinated way.

Several trends are emerging in the field of place branding, with notable focus on the consolidation of artificial intelligence, an inherent commitment to sustainability, and the pursuit of authenticity and well-being.

The technology disruption driven by artificial intelligence is expected to reach high standards this year, resulting in enhanced data processing capabilities and deeper insights into our audiences and target segments. However, this advancement also poses the challenge of achieving greater personalization in proposals and experiences.

Regarding sustainability, we know that pro-environmental policies, which have both local and global impacts, has become a shared point of interest that can positively or negatively influence a place's reputation, affecting its attractiveness for visitation, residence, investment, and trade. Nowadays, this concept has evolved from being a differentiating factor for a place to becoming an intrinsic value embedded in the branding strategies of all locations. Consumers now expect it as a basic requirement; therefore, it is unlikely to remain a distinctive element or unique value proposition for a place in the long run.

While concerns about climate change persist, public expectations push us to go beyond existing sustainability best practices and take inspiring actions that address broader aspects of human well-being.

At FutureBrand, we call this becoming “Super-Sustainable,” reframing sustainability beyond climate concerns to encompass overall human well-being. We believe that those who succeed in this endeavour will benefit disproportionately in terms of public, employee, and investor goodwill and commitment.

With respect to authenticity, it remains a crucial attribute that adds value to place brands, and its significance continues to grow. A place brand must not only deliver authentic experiences but also project and be perceived as such. This is particularly evident in the tourism sector, where there is a trend towards seeking out experiences that reflect the true essence of a place, akin to how a local resident would experience it, in contrast to typical tourist experiences that often feel crowded. This point intersects with another prevalent trend often mentioned in the sector: overtourism.

Lastly, all these mentioned trends are connected to a broader shift in global audiences. The decisions and choices we observe in our audiences regarding permalancing (permanent freelancing), urban gardening, and the decline of single-use plastics suggest a tendency to seek a richer lifestyle rather than a wealthier one. They aim to live a better life now, not later. These personal choices are favouring cities and countries that align with their lifestyles and values.

The gig economy, conscious consumerism, and mindfulness are examples of modern global practices at the core of these trends, significantly impacting place branding.

Developing a new brand identity for any country typically involves a set of consistent challenges.

At the outset of a project, we emphasize the critical need to involve all stakeholders. This essential step is crucial for creating a durable brand that can withstand the test of time. This requires aligning a diverse range of interests, which entails a considerable number of meetings and a synergy of wills.

Simultaneously, we initiate research to uncover the essence of a place—its culture and identity. This task is equally challenging. And once we grasp these core elements, we strategically start to develop and design communications that authentically represent these aspects to various audiences, aiming to make a lasting impact.

We overcame all these challenges in our recent project with Ecuador, and we discovered its unique personality: creative, resilient, friendly, energetic, and genuine. The outcome was a new identity that radiates joy, and we believe will authentically shine across the globe for many years to come.