Director’s welcome
The importance of place marketing
The information era has involved deep changes at social,
economic, political, business and communicational levels.
In a worldwide overview, the importance and function of
cities and regions are changing. The blurring of
national boundaries and the technological advances allow
the location of financial resources into a big range of
new places. Travelling has increased and become easier
and that makes that the tourist market has become even
more competitive. This is the reason why cities and
regions compete to attract investments, tourism, events,
infrastructures and any kind of resources.
On the other hand, the growth of worldwide urban
population has a deep impact in the citizens’ quality of
life and in the environment sustainability and appears
to be as a major challenge for governance and political
leadership. Modern societies must be ready to assume and
face those changes. Cities, regions and countries have a
key role in this process. Their adaptation to the new
and demanding situations will rely on their own
strategies. If they do not clearly assume those
challenges and do not act proactively, they may be
marginalised from the global transformation process.
(...)
