Abstract
Many European cities have an industrial heritage rooted in their very origins, having been founded around one or more key industries. Manchester grew around cotton, the Ruhr region around coal and steel, and Turin around the automotive sector — all emblematic examples. When these industries enter a prolonged decline, the cities often lose part of their appeal and are forced to seek new paths for development. This chapter aims to explore the strategies needed to complement the original industrial identity of the place brand with associations linked to the tourist experience.