The perceptions and feelings held by people about a place have become an essential issue that needs to be considered in the marketing strategy of tourism destinations. The ability to make a place special and unique for both local inhabitants and travelers is a key precondition for succesfully positioning a destination within a globally competitive tourism market. Outstanding accommodation, attractions, services, facilities and accessibility are no longer differentiators in today's global marketplace, unless they are connected to the socio-cultural context of the place. Critical to the creation of a transnational destination such as the Barents Region is the identification of the place values and meanings, the translation of those into a suitably emotionally appealing personality and the targeted and efficient delivery of that message to people living in it and visiting it. That does not mean, however, that it is easy to build a robust common place identity for a region like Barents.