The role of youth in shaping place marketing – Târgu Secuiesc, a Youth-Friendly City

In recent years, one of the significant challenges for Szeklerland has been the migration of young people and the need for the renewal of local communities. Development is essential to ensure that the region remains attractive and competitive in tourism, economy, and culture alike. The involvement and active participation of young people in municipal life and decision-making not only contribute to strengthening the local brand but also increase the likelihood of young people staying in the area. The Municipality of Târgu Secuiesc supports youth initiatives to create a youth-friendly brand. Place branding is not just a communication strategy but a series of concrete actions reflecting the city's true identity and strengths. The active involvement and satisfaction of the local community and residents are crucial for the success of urban marketing. This study examines the role of young people in shaping place marketing.