In the specific context of places, demarketing has been defined as ‘activities aimed at deflecting interest, visitors and/or investment from a particular place’ (Medway and Warnaby, 2008, p. 644). In many ways, it can be regarded as the mirror image of more conventional place marketing, where, in an increasingly competitive spatial environment, the prime focus is on the attraction of interest/ visitors/investment, and on communicating the benefits of the attributes/facilities/ attractions of a particular place to identified target audiences.