Bill Baker Speaker Profile

Bill Baker is a veteran place brander with a world of experience. He is recognized internationally for his success in destination marketing, tourism development and place branding for hundreds of cities, regions, and nations in North America and Australia.

Bill has produced tourism strategies for the Sydney 2000 Olympic Games and has been asked to provide strategic counsel to destinations around the world. He has worked with Hong Kong, Guam, India, Macau, and Saudi Arabia, as well as a decade engaged in Australia’s global branding and integrated marketing campaigns.

Bill has been interviewed by CNN, NPR, The Travel Channel, New York Times, Los Angeles Times, New Yorker, Forbes, Inc, USA Today, as well as many leading international outlets. He is widely published and is the author of the best-seller, “Destination Branding for Small Cities”. He is always in demand as a speaker, energizing seminars and educational forums around the world.

Speaking topics:

  • Simplifying place branding for small cities and regions in the USA, Canada and Australia
  • Addressing tourism challenges for small cities and regions

Bill is available for brand retreats, workshops, seminars, and keynote addresses. Rates vary according to the scope of the event.


1. The immutable laws for successful small city branding

The branding of cities and destinations is one of today’s hottest, yet most misunderstood subjects. This session demystifies actions that community leaders must get right to ensure that their place branding efforts don’t fall short of the mark. Loaded with rules of thumb and ideas you can use immediately, this is a great place branding primer for community and tourism leaders. Focusing on his internationally acclaimed book, Destination Branding for Small Cities, Bill shares real world examples and demonstrates affordable, proven approaches to define, launch and manage a winning small city brand.

2. Branding – the essential power tool for small cities

Without intervention, the cost of an outdated or inaccurate city image can be lost jobs, income and new investment – and this can lead to less tax revenues, less government services, and diminished credibility and respect with key audiences. For ambitious and forward-thinking cities, establishing a positive brand reputation is not an option, it’s essential.

During this session, Bill takes participants on an illuminating journey and draws on real world situations to reveal the actions small cities can employ to design and manage a winning brand that can boost the city’s reputation, respect and economic development performance.

Speaker characteristics:

#practical #placebranding #inspiring #demystified #experienced


You lifted the curtain on so many aspects of branding that tourism marketers find confusing – and simplified it in a fun and entertaining way.

State of Delaware Governor’s Conference on Tourism

Thanks for a terrific presentation that not only touched on the essentials for successful destination branding but included suggestions for avoiding some of the obstacles. Your enthusiasm, humor and practical knowledge really connected with our delegates from across Europe.

Balearic Islands Government Authority – Majorca, Spain

Everyone in attendance was blown away and highly motivated after your presentation and workshop. Your superb presentation sparked renewed cooperation and understanding of the critical issues to focus on.

Chemainus BC, Canada

It is to your credit that you managed to have our attendees from seven countries totally engaged and involved through your excellent content and handouts. You recorded some of the highest ratings of the conference

MPI European Education Forum – Monaco

Interested in booking Bill as speaker? Please get in touch here. Read our 2015 interview with him here.