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

three-step approach will be taken. In ten years’ time, WTCF will assist all tourism cities in building their own distinctive brands, establish a full range of brand positioning elements, including brand identification, brand marketing and brand management systems, and showcase the unique role of brand building in boosting the tourism development of cities.

3.Implementing steps

Step 1: launch of participation. In three years’ time, we will encourage world tourism cities to voluntarily take part in the action plan for brand building in light of their development needs and jointly formulate and improve the evaluation standards for brand building of tourism cities, and put in place a multi-party working mechanism for the brand building of tourism cities.

Step 2: brand planning and cultivation. In four years’ time, we will encourage world tourism cities to leverage their resource endowment and cultural legacies to develop brand orientation and implementation plan consistent with their features and launch their unique slogans, visual designs and logos, and produce a group of branded cities with global influence.

Step 3: brand upgrade and promotion. Emphasis must be placed on the management, maintenance and update of tourism city brands. In three years’ time, we will put in place a cooperation and exchange mechanism for the brand building of tourism cities, further showcase the positive role of city brands in driving the development of tourism cities, and enhance the core values of tourism city brands in all aspects.

II.Main contents of the brand building of world tourism cities

The brand building of tourism cities contains a few essential elements, including shaping brand image, boosting brand foundation, promoting brand image, managing brand emergencies and promoting brand exchange and cooperation. The main task of brand building is to integrate the various factors of city brand, and build a brand image consistent with the each