Book excerpt: Taste of City is an international conference on food and place marketing held at the University of Belgrade, Serbia. The conference focus on food and place marketing, place branding through food and encourage multidisciplinary approaches to place and food marketing and the role and impact of food in marketing and branding of places. Food and tastes are transferred and transported along the routes of mobility, tourism and connectedness in the era of fast communications and travel. Taste of City Conference 2016 is the first academic research conference with a focus on understanding the dynamics and role of food play in place branding and marketing. Understanding the role of food and taste in forming and reformulating the identity of places, influence of food on the image of cities and countries, changing geographies of food and taste are new avenues for research. Conference Chair is Prof Ibrahim Sirkeci and Conference Co-chair is Prof Goran Petkovic. Conference Manager is Dr Evinc Dogan