Founded by Juan Carlos Belloso, Future Places was created to provide hands-on, expert advice to places and destinations worldwide.
Our mission is to help places and destinations improve their performance through the conceptualization and implementation of place-based strategies and initiatives that contribute to build and enhance their image, reputation and attractiveness, in a sustained manner over time.
Future Places functions as a networked and flexible structure bringing international experts and specialists to the different projects and assignments where needed.
We work with city, regional and national administrations as well as with other public and private agencies and organizations responsible for the development and promotion of territories, including government development and promotion agencies, international agencies and organizations, place public-private development partnerships, urban planners and developers, economic sectors and clusters, arts and cultural organizations and institutions, tourism promotion and destination management organizations, event organizers and other.
Evaluation of the European Travel Commission (ETC) Activities for the EU DG Growth
Brussels. Belgium.

Evaluation of the promotion activities carried out by the European Travel Commission (ETC) to promote Europe in long-haul markets and intra – EU tourism, to provide recommendations on the most effective promotion practices and potential avenues to enhance NTOs’ and DMOs’ commitment to, and engagement with (transnational / EU) promotion of Destination Europe.
2-day study tour and expert panel, organized by BOP Consulting, under the Belt and Road – World Cities Cultural Tourism Forum, with the objective of explore the Anren Cultural Town and Museum cluster, inviting a number of international experts in the field of culture, tourism and branding to experience the city and share their experience with Chinese city officials.
Revitalization of Prague Market in Holesovice
Prague. Czech Republic.
Quick diagnosis to provide recommendations on the revitalization of Prague Market area to support the feasibility study and the revitalization process itself.
Prague Market (Pražská tržnice), also known as Holešovice Market, is a historical area of buildings located in the southern part of Holešovice, the emerging arts and cultural district and trendy residential area in Prague, near the Vltava River. Originally built as the central slaughterhouse of Prague, it was closed in 1983 and converted into the Prague Market in 1985, the largest market in central Prague. The complex is in need for revitalization.
Research on ‘Identity and Branding Cultural Districts’ analysing different cultural districts and destinations around the world. in order to identify the key elements that make cultural districts attractive, alive and engaging. By identifying the key drivers that allow cultural districts to create a distinctive and powerful identity and brand image, the research provides practical recommendations for leaders, planners and managers of cultural districts.
Brand review of SCIArc, a centre of innovation and one of the nation’s few independent architecture schools, located in downtown Los Angeles, in order to help position SCI-Arc as the preeminent independent contemporary architectural institute in the world. SCI-Arc’s leadership, faculty, and staff come from diverse backgrounds and countries, reflecting the globalism of the institution and its student body. Within its quarter-mile-long campus, SCI-Arc offers students an integrated suite of resources that support academic progress and experimentation.
Branding Study commissioned by Charleston, East Sussex, with the objective of building upon the distinctive heritage of Charleston and developing a brand, which mobilizes new audiences, deepens relationships with existing audiences, and puts the overall organization on a more innovative and sustainable footing.
Argentina Fashion Branding and Promotion Strategy
Buenos Aires. Argentina.
Identification of the attributes and values that best represent and differentiate Argentinean Fashion from other competitive proposals at regional (Brazil, Colombia) and at international level (London, Paris, NYC, Milano, etc.) and definition of a strategy and tools for image building and positioning of the Argentinean Fashion for different target markets and segments.
Ufa: “Looking into the future”
Ufa, Bashkortostan Republic, Russian Federation.
City Vision and Development Strategy Design. The project, lead by the Architecture and Urban Planning department of Ufa, gathered a group of international experts from different disciplines (architecture and urban planning, transportation, economic geography, social and cultural strategies, identity and image management, etc.) to study and debate about the current situation, the identity of the city (physical, economic, social and cultural identity) and about what the future model and strategic development of Ufa could look like in order to guaranty the future sustainable economic and social development of the city and make Ufa one of the best places to live, visit and work within the Russian Federation.
Honduras. Country Identity and Regionalization Strategies
Tegucigalpa. Honduras.
Conference and workshop on Country identity and Regionalization Strategies for the Technical Secretariat of Planning and External Cooperation (SEPLAN) – Honduras Government. Keynote expert speaker as well as workshop leader in the First Symposium on Regional Identity and Country Image and related workshops.
Novosibirsk Region and City Identity and Branding
Novosibirsk. Siberia. Russian Federation.
Brand identity and positioning strategy for the Novosibirsk Region in the Russian Federation. Organization of special workshops and consultations with main Novosibirsk city and region stakeholders on the ‘identity and positioning’ of Novosibirsk region and city. Participate and support different activities and initiatives to position the city and region as a creative and innovative center within the Russian Federation.
Santa Cruz Branding and Promotional Strategy
Santa Cruz de la Sierra. Bolivia.
Identification of the distinctive brand attributes and competitive strengths of Santa Cruz Region and definition of a competitive positioning strategy for the region in order to become one of the most attractive regions in South America.
Georgia Country and Regional Destination Strategies
Georgia.
Branding, Marketing and Promotional Strategy and Action Plan for Georgia and for the Imereti and Kakheti regions. The objective of the project is to design an overall tourism branding, marketing and promotional strategy and action plan for Georgia as well as for the Imereti and Kakheti regions in Georgia, as well as to support the development of sustainable Destination Management Offices (DMO) in both regions.
City Tourism Performance Research. UNWTO-WTCF
Marrakech / Buenos Aires.
Assessment of city tourism performance. The UNWTO-WTCF City Tourism Performance Research Survey is an instrument for collecting information about systems measuring city tourism performance worldwide. By describing performance criteria rather than defining performance criteria, the survey enables market researchers and consultants to come up with the best possible assessment of city tourism performance at reasonable costs.
'Mi Barrio' Project
Buenos Aires. Argentina.
Buenos Aires neighbourhoods and districts identity and asset analysis in order to identify tourism and place development and promotion opportunities and strategies. Mi Barrio is a project lead by the Ente de Turismo de la Ciudad de Buenos Aires and developed together with the Austral University of Buenos Aires in order to understand and analyse the identity and main assets of the different districts and urban areas of the city of Buenos Aires, with the aim of designing strategies for positioning and promoting them as tourist destinations within Buenos Aires and develop urban strategies that increase their attractiveness to both visitors and residents. The project included both qualitative and quantitative analysis as well as observation of the different neighbourhoods and the analysis of their main urban, economic, cultural and social features.
Comune di Siena
Siena. Italy.
Design and development of different projects and initiatives for the economic, cultural and social transformation of the city including the bidding to become European Capital of Culture or the transformation of Santa Maria della Scalla, once an important civic hospital dedicated to caring for abandoned children, the poor, the sick, and pilgrims and one of Europe’s first hospitals and is one of the oldest hospitals still surviving in the world, from a purely museum centre into an Artistic, Creative and Cultural Production place.
Barcelona Festival Commission
Barcelona. Spain
Consolidation of the international positioning of Barcelona as a City of Festivals.
Provided advisory services in the definition of the city strategy regarding the development, promotion and organization of Festivals and the organizational model to manage and implement this strategy though the creation of a coordinating body including the main city festivals and cultural institutions.
Brand concept and positioning strategy for Vieques Island
Vieques. Puerto Rico
Definition of a brand strategy and concept that would eventually help position the Island of Vieques as an emerging and unique tourist destination in the Caribbean that would, eventually guarantee the sustainable economic and social development and competitiveness of the island.
Empresa de Energia de Bogotá (EEB)
Bogotá. Colombia
Brand review and repositioning strategy of Empresa de Energia de Bogotà (EEB) a public energy company owned by the city of Bogota with operations and presence all over Latin America to reinforce its image of a leading energy company in Colombia and Latin America and its contribution to the social and economic development of Bogota and of the territories where the company operates.
Barcelona Brand
Barcelona. Spain
Development of different projects and initatives for the Barcelona City Council and other city stakeholders in order to position Barcelona as one of the preferred cities to visit, study, work, invest and live and as a leading global city brand.
Barcelona Strategic Metropolitan Plan
Barcelona. Spain
Development of the Strategic Metropolitan Plan for Barcelona Vision 2020
Promoted by the Barcelona City Council, the Strategic Metropolitan Plan of Barcelona (PEMB) is a private non-profit association that brings together the 36 municipalities that make up the Metropolitan Area of Barcelona (MAB).
The Strategic Metropolitan Plan of Barcelona – Vision 2020, presented on 2 November 2010, was the result of the joint work of over 650 experts in different fields who collaborated for more than a year to compose and shape a projection for the future.
References
Abadia de Montserrat | Ente de Turismo de Buenos Aires | L'Hospitalet City Council. Barcelona | Santa Maria della Scala. Siena | UNWTO |
---|---|---|---|---|
Barcelona City Council | EU DG Growth / ETC | Moscow Urban Forum | Saudi Commission for Tourism and Antiquities (SCTA) | ESADE |
Barcelona Global Association | Eurocities | Municipalidad Metropolitana de Lima | Siena ECOC Bid 2019 | Anren. Sichuan Province. China |
ACCIÓ - Generalitat de Catalunya | EuroPCom, Committee for the Regions EU | Novosibirsk regional Government | The Sakha Republic Government. Yakutia | Invest in Greece. Athens |
Andorra Global Business | Georgia national Tourism Administration (GNTA) | Barcelona Strategic Metropolitan Plan (PEMB) | Travel Trade Athens | Toposophy |
Aspen Institute Prague | Global Cities | Petushki. Vladimir Oblast | UFA City Government | Postobón |
Interamerican Development Bank (IDB) | Global Cultural Districts Network (GCDN) | Poblenou Urban District | Universitat de Barcelona (UB) | Telefonica Group |
Best Place Institute | Gobierno de Honduras | Porto Business School | Universitat Autonoma de Barcelona (UAB) | Africa Place Marketing |
BOP Consulting | IBEI, Barcelona | Porto City Council | UIMP, Barcelona. Centre Ernest Lluch | Expo City Dubai |
CECOT | Institut de Cultura de Barcelona (ICUB) | Reig Capital Group | Universidad de Cantabria | |
Cámara Industrial Argentina de la Indumentaria | Institute for the Creative Economy . Kosice | Renewal SA (Government of South Australia) | Universidad Pompeu Fabra (UPF) | |
Charleston Trust | IPR Praha | Russian State Academy for State at the Russian President | Universitat de Vic (UVIC) | |
Comune di Siena | Kirovograd Regional Government | Sabino Arana Fundazioa | UNDP | |
Conseil Régional du Turisme de Marrakech | Manual Thinking | Saint Petersburg Economic Forum | Vietnam Tourism | |
Diputació de Barcelona | Mattera Hub | Saransk Hospitality Forum | Visit Kosice | |
ECORYS Polska | MLA + | SATIO. Minsk | World Communication Forum Davos |
Juan Carlos actively participates in different international events and forums as speaker or moderator.
Latest speaking engagements include:
International Partnerships Development
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