Juan Carlos Belloso

I help places understand who they are, what they stand for, and what they can become.

For more than 30 years, I have worked with cities, regions, countries, districts and destinations around the world, helping them navigate challenges related to identity, reputation, competitiveness and transformation.

My work sits at the intersection of place strategy, economic development, tourism, culture, investment promotion and urban transformation. 

I advise public institutions, development agencies and destination organizations on how to build stronger identities, create more compelling narratives and develop strategies that generate long-term value for residents, visitors, businesses and investors.

Throughout my career, I have worked across Europe, the Americas, Asia, the Middle East and North Africa, supporting places at different stages of development and transformation. From global cities and tourism destinations to emerging regions and post-industrial districts, I have learned that every place has a unique story, a distinct identity and untapped potential.

My previous roles include Brand Strategy Services Director at FutureBrand, Director of Strategy Consulting Services at Coopers & Lybrand and KPMG, member of the Barcelona'92 Olympic Organizing Committee, and trade promotion specialist at the Commercial Office of the Embassy of Spain in New York.

I am a founding member of Barcelona Global and of the International Place Branding Association (IPBA), editorial reviewer of the journal Place Branding and Public Diplomacy, and advisor to various international organizations, forums and development initiatives.

As an author, speaker and place strategist, I continue to explore how places build their identities, shape their reputations and navigate transformation in an increasingly complex and interconnected world.


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