5 Takeaways from City Nation Place Americas 2025
June 02, 2025
City Nation Place Americas 2025 brought together destination leaders in Ottawa, Ontario for two days of energizing discussions, shared wins and honest reflections on the evolving challenges of marketing and placemaking.
From big cities to smaller regions, one thing was clear: collaboration, creativity and community-driven strategies are shaping the future of place branding in North America. Here’s our top takeaways:
1. Collaboration is king
As one speaker said, “Prioritize unity and let go of egos.” We know that communities see the greatest impact when economic development organizations (EDOs) and destination marketing organizations (DMOs) work together – but it doesn’t stop there. City governments, downtown districts, trade promotion associations, arts organizations and others are coming together in cities across North America – from Ottawa to Pittsburgh to Topeka. They are aligning on a vision, pooling resources to make a greater impact and formalizing relationships so that the collaboration lives on for future generations.
2. You’re not buying a logo
When you develop a new place brand, the logo is just a small piece of the puzzle. You are investing in a strategy, not just a shiny mark. It’s your chance to tell your community’s story—and that starts with robust research to build the narrative and brand foundation. Along the way, securing community buy-in is critical to ensure the brand is embraced and successfully activated.
3. ROI is not just about revenue
One speaker put it well: “When you invest in your place, you invest in your people.” As place marketers, it can be challenging to measure the direct impact of our efforts. While meeting certain KPIs is important for tourism and economic development organizations, many are looking beyond the traditional metrics to better understand the multiplier effect of their efforts. Ultimately, it’s about the real impact on the community.
4. Leverage big events in new ways.
Private entities – like sports teams – doing big things in your city can often be bolder than the DMO or EDO. Lean into that! These moments are opportunities to bring more attention to your destination. Think beyond a major event itself and partner with others to build an even bigger experience. For example, Destination Toronto shared how they worked with the arts community to bring in an exhibition that tied thematically with a major sporting event, expanding the reach and relevance of both.
5. Borders shouldn’t box you in.
Businesses, visitors and talent don’t think in terms of jurisdictional boundaries. Border lines and funding structures often hold destinations back from thinking bigger to package the destination in a more appealing way. Rather than compete with your neighboring communities, can you collaborate to bundle your assets and region in terms of experiences, themes or geography? For example, Destination Canada is creating new tourism corridors for visitors that span beyond provincial – and even national – borders. The same thinking can apply to business and talent attraction marketing, too.
Do you have questions about brand strategy or place perceptions? Reach out to Vice President of Brand Strategy Rachel Deloffre at Rachel.Deloffre@aboutdci.com to chat.
