What are the key trends shaping place branding in 2025?
To find out, we asked our global community of leading experts—both practitioners and academics—because effective place branding requires both real-world experience and research-driven insights. While professionals shape strategies on the ground, academics provide the critical distance needed to identify long-term shifts and structural trends.
In this article, we explore how political shifts, sustainability imperatives, and evolving success metrics are reshaping the field. As place branding professionals navigate these challenges, balancing short-term priorities with long-term reputation building has never been more important.
With perspectives from across the industry, this piece offers a comprehensive look at what’s ahead in 2025.
Political and Geopolitical Influence
How do political shifts shape the reputation of places? Experts highlight the impact of changing governments, the rise of populism, and increasing geopolitical tensions on place image. These dynamics influence perceptions of safety, opportunity, and inclusiveness, making it vital for places to adapt their strategies and maintain global relevance.
“Right-wing populism taking strong international root, resulting in an accelerated collapse of globalisation and a decline in the rules-based world order – leading to protectionism and tribalism, even more misinformation, and mistrust of expertise and anything that looks nonconformist. Partly as a result of all this, climate change continues if leaders don’t see the reputational benefits of climate action or recognise the self-interest it might serve.”
Robert Govers, Senior Partner at Anholt & Co. (Belgium)
“I think political stability, free speech, and democracy should be metrics worth giving extra attention to this year.”
Hjörtur Smárason, Founder and Lead Strategist at Saltworks ehf. (Denmark / Iceland)
“USA global trade policies; increased appeal of alternative countries to the USA for students and potential immigrants; scope of place brands relative to budget sources; overtourism responses/solutions.”
Bill Baker, TDM (USA)
“Managing perceptions amid geopolitical tensions; equity and inclusion.”
Hong Fan, Director / University Professor (China)
“The role of political regimes (especially changes in government and leaders) on place image, i.e., as many countries move further to the right, does this impact their appeal as places to invest, visit, study in, or buy from?”
Tom Buncle, Yellow Railroad Ltd (Scotland)
Sustainability and Climate Action
Sustainability continues to dominate discussions in place branding. Experts emphasise the need for places to integrate climate action into their strategies, positioning themselves as leaders in environmental stewardship. With growing concerns around extreme weather and environmental migration, places that embrace sustainability stand to strengthen their appeal.
“Exploring future challenges necessarily and urgently involves incorporating the discussion of climate change into the strategic positioning of places. If place branding is, at its core, humanistic, it is only natural to focus on observing, caring for, and protecting the planet we inhabit.”
Caio Esteves, Partner & Chief of Strategy and Futures Officer at N/LF (Brazil)
“Sustainability and climate action; cultural heritage and authenticity.”
Hong Fan, Director / University Professor (China)
“ROI of investing in arts and culture; ‘environmental refugees’—people moving to ‘safer’ communities with less extreme weather. This will be a factor in tourism as well.”
Jeannette Hanna, Trajectory Brands (Canada)
“Incorporation and use of technology; sustainability; inclusion.”
Stella Kladou, Assistant Professor at Hellenic Mediterranean University (Greece)
Measuring Success and Impact
What defines success in place branding? Traditional metrics like economic growth are no longer sufficient. Experts argue for a broader approach that incorporates social impact, community well-being, and tangible improvements in quality of life. Clear, measurable outcomes are essential for validating the effectiveness of place branding initiatives.
“Social impact measurement: the need to go beyond financials and traditional economic measures to judge success.”
Stu Speirs, Director at Silver Lining Strategy (Australia)
“Proving that whatever advice consulting agencies give or campaigns they devise can actually produce measurable improvement in the metrics that matter to their clients.”
Simon Anholt, Executive Chairman at Anholt & Co. (UK)
“How to measure success; regional integration.”
Jeremie Feinblatt, Principal at Resonance Consultancy (USA)
Identity and Branding Strategies
A strong and authentic identity is at the heart of successful place branding. Experts advocate for a collaborative approach where stakeholders align on a shared narrative that reflects the community’s unique character.
“This may be partially wishful thinking, but it feels like the ‘One Place, One Story’ approach is gaining strength. Various governmental agencies cooperate to present a common hymn sheet or shared base positioning/identity.”
Natasha Norman, Co-Founder at INSTID (UK)
“Continued focus on unique identities. More and more places are improving their visual design, but this doesn’t always translate into a true place brand that is unique to the community.”
Ryan Short, CivicBrand (USA)
Emerging Challenges and Opportunities
Place branding professionals face a rapidly changing landscape. From the challenges of macroeconomic instability and shifting supply chains to the opportunities of localized strategies and talent attraction, places must remain flexible and forward-thinking.
“Changes in macroeconomic conditions.”
Christopher Hire, Director International Cities at 2ThinkNow (Australia)
“Changing global order with regard to supply chains; overtourism; localized strategies (i.e., municipal or city level).”
Giannina Warren, Associate Professor at RMIT Vietnam; Co-Founder, The Place Brand Academy (Vietnam)
“Talent attraction.”
Jess Radford, Acting CEO at Brand Tasmania
Key Takeaways
Looking ahead, place branding professionals will need to balance short-term priorities with long-term reputation building. Political shifts, sustainability demands, and new expectations for measuring impact are reshaping the field.
- Political and economic factors will continue to influence how places are perceived—adaptability is key.
- Sustainability matters not just for reputation but for attracting investment, talent, and visitors.
- A strong identity goes beyond design—places need to ensure their brand reflects real values and local communities.
- Measuring success is a growing challenge—places must prove their strategies make a difference, not just look good on paper.
- Collaboration between practitioners and researchers brings the depth needed for strategic decisions.
With these insights in mind, place branding professionals can refine their strategies, make better decisions, and build stronger, more resilient place brands in 2025.
➡️ How can TPBO help? As the leading platform connecting research and practice, we provide expert insights, benchmarking, and custom reports to help places navigate these challenges.
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