Five keys to the future of city tourism branding

The post-pandemic high demand for global tourism looks poised to stay strong in the new year, which has kept us thinking: What’s next for the world of travel? Which city brands are indicators of what tourists will demand in the near future?

To evaluate the success of the most popular travel destinations around the world, every year we publish the City Brand Barometer (CBB), a living and evolving tool to assess the appeal of cities globally. CBB22 spans across 104 cities worldwide, analysing the assets and buzz that shape the global tourism landscape.

As part of their analysis following CBB22, Saffron Strategists Mao Kawakami and Carmen Rodriguez Lo share what they foresee as the top five trends shaping the future of place branding and city tourism.