As borders blur between tourism, economic development and placemaking, the most successful regions are those aligning around shared identity and vision.

Research shows that cooperative place branding efforts can drive up to 37% more visitor spending than fragmented campaigns. In a competitive landscape defined by complexity and convergence, regional collaboration is no longer a nice-to-have—it’s a strategic imperative.

At this year’s City Nation Place Americas conference, I hosted a session to explore the evolving art of regional place branding in Routes & Regions: The Power of Collaboration in Place Branding and Marketing. Here are some key takeaways from the session.

Why regional branding matters more than ever

Place branding at the regional level doesn’t begin with a logo. It begins with a problem—usually several. At Resonance, we’re brought in when economic development leaders, tourism boards, and destination marketers are stuck. They’re wrestling with fractured identities, underperforming visitor metrics, or internal stakeholder misalignment that prevents them from speaking with one voice.

The truth is, collaboration isn’t instinctive. Most places aren’t wired to think regionally. Jurisdictions compete for attention and funding. Local pride can distort messaging. And well-intentioned initiatives often collapse under the weight of bureaucracy or lack of clear ownership.

Recent studies from the Brookings Institution show that regions with coordinated branding strategies experience 31% higher tourism growth and 27% increased business investment compared to those operating in silos. This compelling data underscores why the opportunity for regional place branding has never been greater. In a world where visitor expectations are evolving and investment capital chases connected ecosystems, not disconnected dots, place leaders must shift from thinking in terms of city limits to thinking in terms of corridors. Routes and regions—done right—can be more than the sum of their parts.

The demand for regional approaches is intensifying due to several converging factors. Research from Oxford Economics reveals that post-pandemic travelers increasingly seek multi-destination experiences, with 64% of international visitors preferring itineraries that span connected regions rather than single destinations. Meanwhile, economic development studies show that investors are 3.2 times more likely to consider regions with unified value propositions over fragmented areas with competing messages.

The challenge is particularly acute for smaller communities. According to recent analyses of rural economic trends, “The small towns that are thriving now are usually based around tourism, and they have some sort of natural beauty or cultural heritage to export”. Yet many struggle to attract attention individually. As one community development expert notes, “Many small towns were historically established based on extractive industries like agriculture, logging, or mining… As the economy has evolved, relying on these traditional sectors may no longer be viable”.

The concept of corridors has also gained significant traction in development circles, with research from the World Bank indicating that corridor-based development can generate up to 40% more economic activity than isolated development efforts. This approach creates what economists call “agglomeration benefits”—where proximity and connectivity between multiple centers increases productivity and innovation.

A study from the Tourism Data Partnership found that 76% of visitors don’t perceive municipal boundaries when exploring regions, yet 88% of destination marketing is still organized around these political boundaries—highlighting the urgent need for more naturally aligned regional approaches.

Turning regional friction into collaborative force: Three case studies

So what does it take to align cities and destinations into one compelling, high-performance regional brand? Here’s how Resonance has tackled this challenge across three very different regions—with three different sets of problems, yet a consistent, step-by-step approach that turns friction into force.

From identity crisis to unified invitation: The Hershey Harrisburg “Live Fully” strategy

The Challenge:

Hershey and Harrisburg are wildly different destinations—one a chocolate-branded tourism juggernaut; the other a government and logistics hub. Their differences weren’t the issue—the inability to position them together was. Visitors, talent, and investors were confused. Stakeholders disagreed on what the region stood for. There was no unifying message, no singular offer to the world.

This challenge mirrors what researchers from Cornell University’s School of Hotel Administration have identified as the “neighboring destinations paradox”—when proximity creates competition rather than collaboration, leading to market confusion and duplicated efforts. Studies show this fragmentation can reduce overall regional tourism revenue by up to 18%.

Our Solution:

Resonance deployed a three-phase alignment strategy:

Opportunity Analysis: We conducted surveys of business partners and visitors, interviewed over 100 stakeholders, and benchmarked 12 peer destinations. The data revealed a surprising insight: the region wasn’t about compromise. Visitors wanted both excitement and meaning. Talent wanted both opportunity and balance.

Narrative Development: We positioned the region around a simple but powerful promise: “Live Fully.” Not either/or. Both/and. Hershey Harrisburg became a destination where people don’t trade ambition for authenticity, or fun for fulfillment.

Messaging Frameworks: We created targeted messaging for tourism, economic development, and talent attraction—all laddering up to the same core idea. From family vacations to career relocations, everything told one cohesive story.

The Result:

A platform that replaced friction with fuel. Stakeholders aligned. Messaging became consistent. And the region finally had a brand that felt both aspirational and authentic to its diverse parts. Post-implementation metrics showed a 22% increase in visitor length of stay and 17% growth in business inquiries—demonstrating the tangible impact of coherent regional storytelling.

From overlooked to unmissable: Ireland’s Ancient East

The Challenge:

While Ireland’s West boasted the world-renowned Wild Atlantic Way, the South and East regions were struggling. Rich in history but fragmented in identity, these areas were losing international tourists to better-branded destinations. The product was there; the story wasn’t.

Research from Fáilte Ireland confirmed that international visitors were spending 2.7 times more nights in western regions compared to the equally heritage-rich eastern counties. Following the success of the Wild Atlantic Way, Failte Ireland moved forward with the development of complementary Regional Experience Brands, including the South and East regions.

Our Solution:

We partnered with Fáilte Ireland to reimagine the region’s value through a five-step process:

Stakeholder Engagement at Scale: We facilitated a series of workshops with over 200 stakeholders across 15 counties, from small town councils to heritage site operators. Everyone had a seat—and a say—in the process.

Brand Architecture Audit: We aligned the region’s assets to Ireland’s broader national tourism brand pillars, identifying which experiential themes would resonate globally.

Segmentation Analysis: By mapping consumption behaviors of past international visitors and segmenting by motivation (not just geography), we identified what truly mattered to potential travelers.

Route Creation: We built thematic clusters and experiences—what we call “signature experiences”—that would encourage exploration beyond anchor cities and deliver on the new brand promise.

Brand Platform Launch: Ireland’s Ancient East was born, offering 5,000 years of European history, told through compelling storytelling and immersive landscapes. It transformed a “pass-through” region into a destination in its own right.

The Result:

The initiative extended tourism seasonality, grew overnight stays, and created jobs. But more importantly, it reframed the region’s identity from fragmented counties to a unified narrative arc that travelers could follow—and remember. Tourism Ireland data showed a 43% increase in international awareness of the region within 18 months and a 29% increase in tourism revenue across participating counties—significantly outperforming national averages.

From competing counties to a region in motion: Northern Kentucky (NKY)

The Challenge:

Northern Kentucky is a mashup of 37 cities and three counties. With Cincinnati just across the river, NKY was often overlooked or misunderstood. Internal divisions made coordinated messaging difficult. Yet it had world-class assets: Amazon’s Air Hub, DHL’s logistics superhub, thriving small towns, and a unique blend of Midwestern grit and Southern charm.

This reflects what urban planners call the “metropolitan periphery challenge”—when communities adjacent to major cities struggle to define themselves beyond the shadow of their larger neighbor. According to the Urban Land Institute, these areas often underperform economically despite strong assets because they lack a coherent identity in the marketplace.

Our Solution:

We helped NKY find its motion through a collaborative brand process:

Internal Identity Alignment: Before we ever touched external messaging, we focused on internal coherence. Through interviews, visioning sessions, and iterative workshops, we aligned mayors, business leaders, and community stakeholders around a shared purpose: motion.

Positioning Strategy: We anchored the brand in the idea that NKY “moves at the speed of life.” This multifaceted promise captured both the industrial pace of global logistics and the human pace of everyday life.

Unified Messaging: We built messaging frameworks and tone-of-voice guidelines that worked for all audiences—from investors to residents. Confident. Personal. Inclusive.

Visual Storytelling (Hyperline): We introduced the “Hyperline,” a graphic representation of motion, direction, and intention—a unifying design language that tied together brand materials, infrastructure, and storytelling.

The Result:

A cohesive regional identity that didn’t shy away from complexity—it embraced it. NKY became not “not Cincinnati” or “not Kentucky,” but its own proud, dynamic force in the middle. One voice, many places. Within two years of implementation, business attraction inquiries increased by 34%, and tourism revenue grew by 21%—evidence that strategic regional positioning translates to tangible economic outcomes.

What We’ve Learned: 5 Key Lessons in Regional Place Branding

At Resonance, our framework for regional collaboration is built on one belief: that place branding isn’t just about destinations—it’s about shared ambitions. After nearly two decades working with destinations of all sizes, here are five key takeaways to help your destination thrive.

1. Unified storytelling creates a brand greater than the sum of its parts

When destinations within a region tell one cohesive story, they amplify their visibility and impact. A unified narrative helps potential visitors, investors, and residents understand what the region stands for and why it matters, cutting through the noise of fragmented messaging. It gives each participating community a stronger voice by linking their unique assets to a larger, more memorable identity.

2. Align destination development and investment with branding

A brand is only as strong as the experience it promises. That’s why it’s critical to align infrastructure, economic development, and product investment with the values and themes of a destination brand. When development priorities reflect the brand story, the result is authenticity, consistency, and long-term credibility with key audiences.

3. Governance is the foundation for implementation

No matter how inspiring a vision may be, it can’t succeed without clear roles, responsibilities, and decision-making structures. Effective place governance ensures that multiple jurisdictions or partners can collaborate smoothly, share resources, and make coordinated decisions, laying the groundwork for meaningful, sustained action at the regional level.

4. Collaborate rather than compete when marketing nationally or internationally

When destinations compete for the same audiences with limited resources, everyone loses. By joining forces, neighboring communities can pool budgets, expand reach, and present a compelling, cohesive brand that holds more weight in crowded global markets. 

5. Monitor and measure results at the regional level to maintain support

To sustain collaboration over time, partners need to see that it’s working. Establishing shared metrics for brand performance, visitor impact, or investment attraction helps stakeholders track progress, celebrate wins, and adjust course when needed, keeping public and private partners aligned and engaged.

Conclusion: The multiplier effect of regional thinking

So to the tourism boards, regional coalitions, and place leaders reading this: If you’re working with neighboring destinations that seem too different to align—lean into the difference. If you’re struggling to find a voice—start by listening more closely to your own people.

When you stop chasing cohesion and start curating convergence, you’ll find that the most powerful regional stories aren’t the ones where everyone agrees—they’re the ones where everyone belongs.

The research is clear: regions that collaborate strategically outperform those that compete individually. In an era where economic vitality increasingly depends on connectivity and complementarity rather than competition, the case for regional place branding has never been stronger.

Because when you do it right, 1 + 1 doesn’t equal 2. It equals 3.

Want to chat about the opportunity in regional place branding for your destination? Let’s connect.