Latest news


New publication

Small Cities with Big Dreams

Creative Placemaking and Branding Strategies

by Greg Richards and Lian Duif

How can small cities make an impact in a globalizing world dominated by world cities' and urban development strategies aimed at increasing agglomeration? This book addresses the challenges of smaller cities trying to put themselves on the map, attract resources and initiate development. Placemaking has become an important tool for driving urban development that is sensitive to the needs of communities. This volume examines the development of creative placemaking practices that can help to link small cities to external networks, stimulate collaboration and help them make the most of the opportunities presented by the knowledge economy. The authors argue that the adoption of more strategic, holistic placemaking strategies that engage all stakeholders can be a successful alternative to copying bigger places. Drawing on a range of examples from around the world, they analyse small city development strategies and identify key success factors. This book focuses on the case of s-Hertogenbosch, a small Dutch city that used cultural programming to link itself to global networks and stimulate economic, cultural, social and creative development. It advocates the use of cultural programming strategies as a more flexible alternative to traditional top-down planning approaches and as a means of avoiding copying the big city.


Tourism Research & Marketing is an independent consultancy with a reputation for excellence and a consistent professional approach to solving our clients' problems. We produce studies and strategies which are sensitive to individual client needs and which offer practical assistance to realising their goals. Established in London in 1980, additional offices have been opened in the Netherlands, Spain and Austria to benefit from the growing opportunities in European tourism.


TRAM operates in many sectors of the tourism industry, with an emphasis on research, feasibility studies and strategies in the following core areas:

  • Tourism marketing
  • International Conference and Exhibition Research, Facility Development and Marketing
  • Tourism Attraction Feasibility, Development and Marketing
  • Cultural and creative tourism
  • Events and eventful cities
  • Youth tourism
  • Medical tourism
  • Sustainable and alternative tourism development strategies


As an independent consultancy we are fortunate to be free from conflicts of interest and other obstacles that might distract us from our goal of giving the best possible advice exclusively tailored to the product and market of the client. As a relatively small organisation we offer flexibility - our staff fully appreciate the tourism dynamic and are consequently responsive to the shifts in client requirements which inevitably occur during the life of a project.

TRAM is a member of the ATLAS global network of over 200 universities and research institutes which offers an immediate entry into current conditions in a wide range of tourism and leisure markets and "on the spot" research resources.

Our most highly prized asset is the vast wealth of knowledge and experience of the tourism industry, which has been accrued by our senior partners. All our staff shares a genuine interest in the exciting development of the business tourism industry and this ethic is underlined and inspired by Bill Richards, the senior partner.