A strong city brand requires a solid “product” and an effective effort to build a positive reputation
Our Top 10 cities show strength in both. Not only do they have a vast amount of assets to leverage when it comes to attracting tourists, but they also have a significant and positive reputation, or what we call buzz. This is the perfect definition of a successful city brand: one that can brand itself authentically, and make its innate qualities and assets globally recognisable.
First place: Tokyo
The epicentre of anime, street fashion, and all things technology.
The Top 10
We asked over 1500 people from 10 countries about which cities they would like to visit next year. Paris (3), New York City (4), and London (2) were the most voted among our Top 10 list, followed closely by Dubai (6) and Tokyo (1).
Spain stars in the Top 10
How did Madrid and Barcelona win their titles?
*The number in brackets represents the city’s ranking within the CBB ’22.
London, a case study
In 2010 and 2012, Saffron worked with Visit London to put the world’s greatest city back on top.Read more