05/04/2026
On April 27, 2026, the NYU Jonathan M. Tisch Center of Hospitality partnered with Bloom Consulting to host "Nation and Place Branding," a book launch and expert panel discussion for Dr. Richie Karaburun's new book that was co-authored by Jose Filipe Torres, CEO of Bloom Consulting. Bringing together leaders from organizations like New York City Tourism + Conventions, This is Cleveland, Visit Philly, and Visit Tulsa, the discussion offered a real-world look into how cities define themselves and shape global perception.
A major theme throughout the conversation was the difference between branding and marketing. Branding was described as the “heart” of a place, the emotional essence that defines how a destination feels and what it represents. The panelists emphasized that without a strong brand foundation, marketing efforts lack meaning, but without marketing, a brand cannot effectively reach its audience. The two must work together, but branding should always lead. Another key takeaway was the idea that destinations are often “friends and not competitors.” While cities may compete for visitors, talent, and investment, they also rely heavily on collaboration, especially internally.
To close, the panelists offered advice for students interested in entering the industry, emphasizing the importance of gaining experience early, building relationships, and staying open-minded. They highlighted that careers in this space are rarely linear and that success often comes from making connections and being willing to explore different paths. Above all, they encouraged students to stay authentic and not feel pressured to emulate others, reinforcing the same principle that defines strong place branding.
Thank you to our panelists and guest speakers for participating in this event, offering their insights, and for contributing to a successful and engaging Book Launch!
David Gilbert (President & CEO of Destination Cleveland)
Nancy Mammana (Chief Marketing Officer of New York City Tourism + Conventions)
Neil Frauenglass (Chief Marketing Officer of Visit Philadelphia)
Renee McKenney (President of Tulsa Regional Tourism)
Jose Filipe Torres (CEO of Bloom Consulting)
Dr. Richie Karaburun (Clinical Associate Professor; Director, HI Hub Entrepreneurship Lab)
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NYU School of Professional Studies