As Dionne Warwick once crooned, “a house is not a home when there's no one there to hold you tight.” While Warwick sang about the wish for a lost love to return, the sentiment holds true for destination marketing as well when we talk about spaces versus places.

Destination marketing promotes a location – a city, an amusement park, even an entire country – with the goal of enticing people to visit that location. Now you might think trying to convince someone to go to Hawaii would be pretty easy. I mean, it’s almost assuredly better than wherever you are reading this (and it’s definitely better than where I am writing this!) But as is often the case, even marketing something popular can be complex and nuanced.

That’s where people like Stefan Pettersson, co-founder of Stockholm-based destination marketing company Gameng, come in. Stefan knows that it takes much more than warm temperatures and sandy beaches to draw tourism.