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Residents are pivotal in the competitiveness of tourism destinations. Yet, their role as place-brand ambassadors needs better understanding, particularly in relation to social media, which directly link visitors to residents through user-generated-content (UGC). This paper explores residents' roles as place-brand ambassadors on Twitter, using the case of Onomichi (Japan), where decreasing population meets economic dependence on tourism. From a content analysis of residents’ tweets, four distinct roles are identified, and corresponding types of content are mapped on a two-dimensional continuum based on direct vs. Indirect word-of-mouth and the level of sentiment. Authors discuss implications for Destination Management Organizations (DMOs). Findings highlight the increasingly shifting role of residents towards being primary sources of place-marketing, especially due to social media, and as active proponents …