ABSTRACT
Globalisation can be defined as the global expansion of neo-liberal ideologies and practices, bringing with it a spread of the dynamics of commodification. Tourism is a global industry which provides an excellent example of the dynamics to such an extent that it has been identified as a “hallmark of globalisation”. In line with other global industries, the global tourist market is becoming increasingly diverse, with more and more places being marketed as tourist destinations. Increasing competition in the global tourism market has led to destinations putting more and more effort into branding and marketing in order to stand out in the crowded marketplace. Academic work on destination branding is heavily indebted to work from tourism studies and other studies on tourism in the social sciences. Marseille and Metz have been chosen as the focal points as they represent very different cities, and very different tourist destinations, that share the common aspiration of significantly boosting international tourism arrivals.
