Each year, the Place Brand Leaders Yearbook presents a curated selection of standout places, strategies, and leadership voices from around the world. The inaugural 2024 edition highlights how places navigate reputation, investment, talent, sustainability, and public trust — supported by insights from our expert community and grounded in international comparison.

The Yearbook brings together leading place brand and economic development organisations, cities and regions shaping their global position, agencies advancing new thinking in the field, and expert commentary that sheds light on emerging trends and practical pathways to impact.

The 2024 Place Brand Leaders Yearbook is framed by three forewords that reflect both strategic depth and international perspective. Dr Robert Govers, Chair of the International Place Branding Association and Senior Partner at Anholt & Co., reflects on the evolving role of place branding in a time of disruption. Dr Jens Thraenhart, former CEO of Destination Mekong and Barbados Tourism and Founder & CEO of Chameleon Strategies, offers a practitioner’s view on collaboration, resilience, and destination leadership. And David Haigh, Chairman of Brand Finance, provides a global perspective on brand value, performance, and measurement.

The main features of the 2024 edition highlight places navigating transformation with clarity and ambition. They include the rebranding of Christchurch following the devastating earthquakes, illustrating how identity can be rebuilt through purpose and participation; the Brabant region, with its ‘high tech, high touch’ proposition linking innovation and quality of life; Tasmania, showcasing a portfolio of initiatives that position the island as one of the strongest place brands in the Asia-Pacific region; New Zealand, presented as a nation of bold innovators on the global stage; Lublin, the history-rich, emerging innovation powerhouse of Poland, and Destination Mekong, a cross-border collaboration built around the idea of one river, six countries, and shared opportunity.

Together, these stories demonstrate different pathways to place brand leadership — from post-crisis renewal and regional innovation to national positioning and international cooperation — offering practical insights for teams working across cities, regions, and nations.