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The present chapter aims to assess how digital transformation impacts current trends in city branding, to analyze the role of digital communication in the branding of selected cities, and to compare the level of exploitation of digital communication for city branding between European and Slovak cities. We conducted empirical research in several phases, and the overall sample consists of 155 cities in Europe and Slovakia. The results of our research showed that European and Slovak cities use to some extent all the investigated tools of digital marketing communication in city branding with a dominant position of social media, both in terms of exploitation and importance for city branding in European and Slovak cities. European cities score significantly better than Slovak cities in all elements of the City Brand Hexagon, as well as in the overall city brand index. Therefore, city branding strategies in the best European cities can serve as a good practice example or inspiration for Slovak cities. Cities with lower rankings and scores on city branding should focus on strengthening their city branding or strengthening their digital communication. The possible trajectory is also the concerted strategy for the branding of the city and its digital communication.

Purpose: The main goal of this discussion is to explain how competitiveness could be an important source of knowledge and economic power in a society, especially in the period of higher demands on knowledge, innovation and organisational base growth. Our focus of the discussion will be tourism as an important service sector economic activity in countries all over the world.

Methodology: The chapter will be conceptually based on its goal to develop the theories of competitiveness and to discuss how competitiveness influences knowledge, organisational processes and forms with a focus on tourism services.

Findings: Competitiveness in tourism depends on many factors. As an intangible source of knowledge, organisational culture processes and organisational forms generally influences tourism activity. For this reason, not only is comparative advantage important in the competitiveness concept, but also competitive advantage and the way of deploying resources play an important role.

Significance: Resources are not only based on labour, capital and land (neoclassical theory approach), but resource-advantage theory underlines the importance of financial, physical, legal, human, organisational, informational and relational capital. In this process, new processes and organisational forms must be created, as well as innovative approaches to processes and the importance of knowledge capital.

Practical Implications: New ideas about this process could be helpful for researchers and practitioners to recognise the importance of competitiveness for their work and research.