🎬 Opening Scene
In the heart of Venice, a gondolier navigates through flashes and raised phones. Shop windows sell magnets, t-shirts, and little bags of “typical” rice, while a resident tries to weave through the crowd to reach the market. Here, the city presents itself as a life-sized souvenir.
🏛️ Origin
From Neighborhood Identity to Global Image
Near the end of the 20th century, did you notice how many cities started acting like brands? It wasn't enough to just be livable anymore; they wanted to be desirable and competitive in a global market. Have you ever wondered what pushed them to become so attractive to tourists, investors, and talent?
Some cities were incredibly clever about seizing unique opportunities. Barcelona, for example, used the 1992 Olympic Games to completely rebrand itself. Can you imagine the transformation they pulled off? Or think about Bilbao and how the Guggenheim museum became a symbol of its cultural reinvention.
With the rise of globalization and cheap flights, competition really heated up. Suddenly, cities found themselves on rankings like "the most Instagrammable cities" or "the best places to live." This is how cities learned not only to showcase what they had but also to carefully design how they wanted to be perceived, turning their identity into a strategic asset for creating new opportunities.
🔬The Phenomenon
Did you ever think of cities as products to be sold? Today, some cities aren't just places to live, they are marketed. Films, series, influencers, and major events have become tools to project a global image and attract tourists. How is this done?
Paris now evokes style and romance thanks to Emily in Paris, while New Zealand transformed into a fantasy world for fans of The Lord of the Rings. Every story projected anticipates the tourist's experience. Tourism boosts local economies and pushes cities to create memorable, coherent identities. Every festival, movie, or social media post reinforces a specific narrative: what it feels like to be there, what life is like, and what makes that city unique.
The urban brand is no longer just a logo; it's a promise of an experience, a strategic asset that attracts investment, visitors, and global recognition.
🏙️Just look at these cities that have reinvented themselves through their branding:
New York: Energy and a cosmopolitan vibe that leaps from the screen onto the streets.
Venice: A romantic and mysterious feel that tourists want to experience firsthand.
Dubrovnik: A cinematic fantasy that transforms history into a popular destination.
Los Angeles: A mix of movies, glamour, and dreams that attracts visitors from all over the world.
Dubai: Extreme luxury, iconic architecture, and a futuristic vision that projects global aspiration.
🌍 What This Says About the World
Have you ever arrived in a city feeling like you already know it? Today, many tourists land with the experience already in mind. Photos, movies, series, and social media build a global image that defines what to expect and how to live it. They want to capture the perfect photo, visit iconic spots, and repeat what they've already seen on a screen or a feed, anticipating the experience before even getting there.
Have you noticed how a city’s fame can shape everyone’s shared opinions? The most well-known destinations are seen as modern, desirable, and exciting, while others simply stay off the radar. The narrative each city projects determines what gets prioritized, how people talk about it, and what experiences are sought out. The urban brand begins to dictate the visit long before you even set foot on its streets.
Ultimately, travelers consume the city like a cultural product. Global fame and media stories turn cities into symbols that are known, dreamed of, and chosen before you arrive. Could the world’s perception define the experience even more than reality itself?
⚠️ The Dark Side
A city's fame comes with an invisible cost. When a city becomes a global brand, tourists arrive in massive numbers, and residents are the ones who pay the price. Neighborhoods that were once quiet homes transform into tourist showcases. Rents skyrocket, local businesses disappear, and daily life is simply displaced.
With overcrowded streets, saturated public transit, and services designed for visitors, who is the city really for? It is molded to fit the image it projects to the world, and not always for those who live in it. The brand narrative, which looks perfect on social media and screens, doesn't always match the real experience of its residents.
Unrealistic expectations and idealized experiences create constant tension. Tourists are looking for that postcard city, but what happens to the residents who have to deal with the overcrowding and a loss of identity? How can a famous city attract visitors without losing the authentic life that makes it so special? It seems that being famous is a delicate balancing act.
📌 Curiosities
I ❤️ NY, the logo designed by Milton Glaser became more famous than many neighborhoods in New York.
The “Visit California” campaign cost millions, and in its early versions it didn’t boost tourism as much as expected.
Venice receives more tourists per year than residents: around 25 million compared to just 50,000 inhabitants.
New York has more yellow taxis than streets: over 13,000 in operation.
Dubai has built a shopping mall with an indoor ski slope in the desert to strengthen its brand of luxury and extravagance.
After all the fame, the flashes, and the global projection, what remains when the visitors leave and the city returns to its everyday rhythm?
Beyond the slogans and perfect images, what mark does its fame really leave on those who live there and on its identity?
Which is your favorite city brand?