City marketing has always walked a unique line. You’re not just selling a product or a service; you’re promoting a living, breathing place. One that people live in, invest in, visit, move to and share stories about. And that makes the job both more rewarding and more complex.

So, what actually works in 2025? And what’s worth experimenting with if you’re looking to attract more attention, engagement and economic opportunity…whether that means more tourists, new residents, or future business owners?

Here’s a look at where smart city marketers are focusing their energy, along with real strategies you can borrow, adapt, or improve on.

1. Authentic, Resident-Led Storytelling Is Having a Moment

Forget the perfectly polished, overly scripted promo videos. The most effective city campaigns right now are grounded in real voices and unscripted moments, from business owners to everyday residents.

What to do:

• Launch a “Faces of [Your City]” social series highlighting real people and their connections to the community
• Partner with local creators or photographers to document what makes your city feel special, not just look good
• Use unpolished, vertical video content on Instagram Reels and TikTok to increase reach with both locals and prospective newcomers

Why it works: People trust people. Showing your city through the eyes of those who live, work and build a life there builds emotional connection and credibility for tourists and potential new residents alike.

2. AI Is Reshaping Local Search, So It’s Time to Optimize for It

Tools like ChatGPT, Google’s AI Overviews, and Perplexity are starting to influence how people search for travel, relocation and business opportunities. If your city content isn’t optimized for AI-driven discovery, you might be invisible in a few months.

What to do:

• Refresh your city’s owned content with clear, concise answers to common questions (think: “best neighborhoods for families,” “starting a business in [Your City],” or “local events this weekend”)
• Add schema markup to your website to help AI and search engines understand your pages
• Encourage media partners and influencers to link back to your site in their content, especially if they’re writing city guides or relocation content

Why it works: AI search surfaces content that’s well-structured, fact-based, and helpful. Make it easy for your city to be part of that ecosystem, especially for people looking to put down roots.

3. Hyperlocal Events Still Rule, but Hybrid Add-Ons Give Them Legs

In-person events are thriving again, but the smartest cities are building digital extensions like live Q and As, interactive maps, or social campaigns to expand reach beyond who shows up.

What to do:

• Add a digital storytelling element to local festivals or markets (for example, “Meet the Vendor” videos or interactive scavenger hunts)
• Livestream key moments or performances with a branded hashtag and social engagement plan
• Turn event content into evergreen assets like blog recaps, short clips, reels, or community roundups

Why it works: You extend your event’s impact, attract attention beyond your zip code, and build digital content that supports your city’s brand long after the tents come down. This kind of visibility can help tourists plan a visit and also gives potential residents a glimpse of the community vibe.

4. Small-Town Charm Is In, but It Needs Modern Packaging

There’s growing interest in slower travel, walkable downtowns and under-the-radar destinations. And that same trend is influencing where people choose to live, especially with the rise of remote work and lifestyle-based relocation.

What to do:

• Highlight what makes your city different, not just nice (Is it the parks? The music? The community garden next to city hall?)
• Create itineraries or “perfect day” guides that help both visitors and locals explore on their own terms
• Use language that balances cozy and cool. “Hidden gem” is good, “forgotten” is not

Why it works: Whether someone’s planning a weekend trip or considering a move, they want to picture what life looks and feels like in your city. Don’t just tell them, show them.

5. Your Website Might Be Holding You Back

If your city’s website is clunky, outdated, or hard to navigate on mobile, you’re likely losing both attention and trust. The best city marketing strategies in the world won’t convert if the digital front door feels stuck in 2015.

What to do:

• Audit your site like a visitor or a family considering relocation. Can you find things quickly? Does it load fast? Does it feel like your city?
• Add compelling calls to action and clean, modern design that reflects your brand through fonts, color palette and tone
• If a full rebuild isn’t in the cards, start with small wins. Update your homepage, fix mobile responsiveness and simplify your navigation

Why it works: Visitors, AI search engines and potential residents all judge your city’s relevance based on your digital presence. A modern website builds confidence and drives action, whether that’s booking a visit, applying for a job, or choosing to move.

Start Small and Scale… and Be Authentic

City marketing in 2025 isn’t about being flashy or loud. It’s about being discoverable, authentic, and human. Whether you’re promoting a tiny town or a growing metro, the cities getting attention right now are the ones telling real stories, optimizing for how people actually search and making it easy for someone to say, “I want to go there” or “I could see myself living there.”

If you’re feeling behind or overwhelmed, start small. Pick one of these ideas, test it for a month, and measure the response. Smart marketing is never one-size-fits-all. It is about taking consistent, strategic steps forward.

Let’s make your city unforgettable.