“Placing” Space: Exploring the Sociospatial Impacts of Cosmopolitan Place-Marketing Approaches on British Migrants in Spain

Abstract

This article explores the sociospatial underpinnings of cosmopolitan place-marketing narratives and their impacts on British migrants living in Sitges, an affluent tourist town in Spain. Sitges’ place-marketing suggests that moving there automatically fosters a cosmopolitan identity. For British migrants in Sitges, this was understood to be exemplified through integration into the local community. Yet the vast majority found such integration impossible, not least because this conceptualization of cosmopolitanism overlooked the subjectivity of locals themselves, by whom they were most often rejected. It is argued that this mismatch between British migrants’ experiences and Sitges’ cosmopolitan place-marketing occurs because it relies on an understanding of subjective identity as generated locationally, enacted via movement to a specific “type” of place that incorporates particular understandings of space, place, and culture in relation to that identity. This overrides the necessity of relationality, undermining the ideal of reflexive identity-making on which cosmopolitan place-marketing narratives rely.