This chapter reviews a prominent and long-standing role of CDMOs. It describes systematic approaches to city tourism marketing and branding that are supported with successful examples from around the globe. A marketing planning process developed by the authors provides the major framework for the chapter. The process addresses five questions, and how each one is answered by city tourism marketers is explained – these are: Where are we now? Where would we like to be? How do we get there? How do we make sure we get there? How do we know if we got there?

Particular attention is paid to the development of marketing strategies and plans. Examples of these are given through a variety of city tourism best practices. A major point is made that city tourism branding is not an exercise in developing slogans or designing logos. Rather it is a step-by-step and systematic process that requires research and the participation of stakeholders.

The critical roles for marketing objectives and marketing plans are highlighted, as is the need for marketing performance evaluation. Marketing budgets and sources of funding are reviewed, and these vary greatly from place to place. Marketing performance criteria are suggested.