Since the first edition of this book appeared in 2002, work on destination branding has gathered momentum. It was stated in the introduction to the first edition that the topic was no mere academic bandwagon but a significant development in the marketing of destinations, and beyond this, in the marketing of places. So it has proved. Today, destination branding is one of the hottest topics amongst place marketing professionals and politicians, from Switzerland and Slovenia to New Zealand and New York and a multitude of places in between. Indeed, so rapidly has the area developed that this collection of essays has been revisited after only two years, bringing together a new group of destination branding experts from the worlds of industry and academe. In expanding this second edition to seventeen chapters, the editors asked their original collaborators to re-examine their contributions in the light of developments in the intervening period and invited nine further writers to add six new chapters. As a result, the collection has been extended in both scope and scale, enabling the reader to explore more issues in greater depth, to compare place branding activities across a wider range of international case studies and to benchmark the progress of destination branding. Thus, this book goes further than simply providing more case studies than the first edition. Then, the editors felt that part of the purpose of the book was to state the case for destination branding: to raise its profile amongst a range of audiences, including practitioners, politicians, destination stakeholders, academics and students. Now, they feel that the challenge is to assemble a collection that enables the reader to place destination branding in a wider context, to recognize more clearly the complex challenges facing marketers and to explore how variety of places has met those challenges.

 

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