This chapter discusses the role of social media and citizen initiatives in tourism marketing to promote the city of Lund as a cultural-historical destination. ‘Destination Lund Sweden’ is a bottom-up response by residents to the politically controlled local tourism office’s attempts to involve residents in top-down activities and their dismantling of the city’s tourism brand. By actively using social media to promote the cultural history of Lund, tourists are encouraged to visit the city. The use of active storytelling across various social media channels and the availability of numerous downloadable, free of charge, materials for smart phones and tablets (i.e. maps, guides, films and useful links) available in several languages has been a success and is much appreciated by locals and tourists alike. The local municipal DMO opposes these efforts. The added value of this contribution is the observation that social media has transformed tourism marketing and that local residents themselves are the best ambassadors for a city.