Action Plan for the Brand Building of World Tourism Cities (2018-2027)

The brand of a city is the social manifestation of its cultural core, and the result of long-standing integration of factors such as natural resources, history and culture, human capital, science and technology, capital investment and operation management.

Release time : 2018-09-07 19:31:04

source : WTCF

The brand of a city is the social manifestation of its cultural core, and the result of long-standing integration of factors such as natural resources, history and culture, human capital, science and technology, capital investment and operation management. It is the embodiment of the city’s popularity, reputation and competitiveness. To strengthen brand building is a strategic measure that helps raise the key competitiveness of cities, and plays an important role in promoting the sustainable development of tourism cities in the world. On the basis of extensive consensus, WTCF has drafted the Action Plan for the Brand Building of World Tourism Cities, which will serve as a guide to action for all members upon its adoption by the entire WTCF membership.

I.Vision for the brand building of world tourism cities

The brand building of tourism cities is a multi-stakeholder practice. By formulating and implementing the action plan for brand building, WTCF hopes to leverage the role of city brands in driving the development of tourism cities, and promote the construction of a multi-sector, multi-tier and multi-stakeholder mechanism for the building and maintenance of tourism city brands.

1.Overall approach

By leveraging the latest trend of world tourism development, and following the key vision of Better City Life through Tourism, this plan will work to raise the overall quality of city tourism by helping to shape the city’s brand. This will be done by:

● Adhering to the orientation of tourism city development.

● Highlighting the characteristics of tourism city development.

● Formulating systematic construction plans.

● Establishing and maintaining a diversified participation mechanism.

● Connecting brand building and maintenance with the overall process of city development, and

● Constantly enhancing the city’s brand value, and raising the overall quality of city tourism by shaping the city’s brand.

2.Overall objectives

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