The places, people and projects shaping the future of place branding.

The Place Brand Leaders Yearbook brings together cities, regions, countries and destinations whose work in place branding, positioning and reputation offers useful lessons for others. It covers areas such as talent attraction, investment promotion and tourism.

Places can be nominated by members of TPBO's Who's Who community or put forward by their own teams. Every selected place is named in the online Place Brand Leaders 2027 list and the printed Yearbook.

Places can also share their work in more detail through an interview, case study or showcase, published online and in the Yearbook. These features are optional and paid for separately.

The Yearbook is deposited in the Swiss National Library, preserving each edition as part of Switzerland's published record.

1. Nominated by an expert

Members of TPBO's Who's Who community can nominate cities, regions, countries and destinations whose work deserves wider attention. They can also highlight the people and teams behind that work.

2. Put forward by the place itself

Cities, regions, countries and destinations can submit their own work, even if they are not part of TPBO's Who's Who community. TPBO reviews each submission and shortlists the strongest. An expert panel drawn from the Who's Who community then decides which shortlisted places are included in the 2027 list.

There is no fee to nominate a place or submit your own work.

Nominations and submissions are free. Places cannot pay to be included in the Place Brand Leaders 2027 list. Selection is based on the work, not on whether a place commissions a feature.

Selected places may choose to commission an interview, case study or showcase. This is optional and has no influence on the selection decision.

Places included in the Place Brand Leaders 2027 list can share their work in more detail through one of three formats. Features are commissioned and paid for by the participating place.

Interview: A conversation with the person leading the work. The full interview is published online and a one-page feature appears in the printed Yearbook.

Case study: A closer look at a specific initiative, including its purpose, approach, progress and lessons learned. Published online and across two pages in the printed Yearbook.

Showcase: A broader presentation of a place, its positioning, strategy and work. Published online and across four pages in the printed Yearbook.

These features help cover the costs of research, writing, editing and production. They are optional. Places remain in the Place Brand Leaders 2027 list whether or not they commission a feature.

Explore the 2026 edition to see the places, people and ideas featured in the Yearbook.

Would you like to learn more about the interview, case study and showcase options? Email us and we will send you the details, including timing and fees.

Put forward your city, region, country or destination for inclusion in Place Brand Leaders 2027. You can submit your own work even if nobody has nominated your place.

Who can submit? Place branding teams, local and regional governments, economic development agencies, destination management organisations (DMOs), national tourism organisations (NTOs), and agencies acting on behalf of a client.

Tell us four things:

1. Which place are you putting forward, and who is behind the work?
2. What initiative or approach are you proud of, and why?
3. What impact has this had on your place brand, and what have you learned?
4. A link to a website, report, campaign or other relevant material.

A few paragraphs are enough. No lengthy application or extensive impact data is needed.

Deadline: 31 January 2027

Shortlisted submissions are reviewed by an expert panel drawn from TPBO's Who's Who community. The panel decides which of them are included in the Place Brand Leaders 2027 list. Panel members will be announced as they confirm their participation.

Place Brand Leaders Yearbooks · Place Brand Impact Awards 2025

Questions? Email florian@placebrandobserver.com.