A computer-implemented method and system may promote points of interest (POIs) for display on a digital map at a client computing device based on context information associated with a user. Location data from a client computing device may indicate a geographic location of the computing device. Using the location data, the system may determine a user classification indicating a degree of familiarity with the location indicated by the location data. Promotion data may be determined based on the location data and the user classification. The promotion data may indicate one or more sets of POIs to be promoted. The system may then send the determined promotion data to the client computing device, enabling display on the client computing device of the one or more indicated sets of POIs.