Why Some Cities Win: Lessons from the 2025 City Brand Barometer

In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren sits down with Ben Knapp, Brand Strategist at Saffron Brand Consultants, to unpack this year’s City Brand Barometer—a deep dive into why some cities rise in global rankings while others fall behind. Ben shares powerful insights on: The evolution from place branding to placemaking How cities can close the perception–reality gap The role of AI and online sentiment in shaping travel decisions Why smaller, lesser-known destinations are poised to thrive in 2026 From Madrid’s brand alignment to the rise of Dubai and the rebirth of smaller communities, this episode explores how cities can turn authenticity into competitive advantage. 👉 Download the full report: https://bit.ly/3WNO4o5