The 2024 World Cities Branding Conference, themed “City is Eternal Creation”, concluded on November 1 at MGM COTAI. This global event gathered representatives from international organizations, senior government officials, industry experts, and thought leaders to discuss city branding, cultural exchange, tourism, and sustainable urban development.
A Platform for Global City Branding Insights
Launched in 2023 in Macao, the conference aims to establish a platform for cities to share best practices in branding, economic growth, and cultural heritage promotion. The 2024 event saw participation from over 600 attendees, including officials from Gansu, Xinjiang, Shenyang, and Guangzhou, alongside global figures like Kim Won-soo, Former UN Under-Secretary-General, and Ms. Pansy Ho, Chairperson of the Global Tourism Economy Research Centre.
The event’s organizing entities, including the Global Tourism Economy Research Centre and Phoenix New Media Limited, worked with key stakeholders such as the Macau Government Tourism Office and Guangdong-Macao In-Depth Cooperation Zone in Hengqin to highlight city branding as a vital tool for sustainable development.
Macao’s Role as a Cultural and Tourism Hub
Marking the 25th anniversary of Macao’s return to China and the 3rd anniversary of the Guangdong-Macao Cooperation Zone, the conference showcased Macao’s role in fostering global cultural exchange. Vincent U, President of the Commerce and Investment Promotion Institute of Macao, highlighted Macao’s strategic efforts in cross-border collaboration and tourism innovation, stating: “Macao aims to strengthen its global reputation as a golden brand among international metropolises.”
UNESCO’s Shahbaz Khan commended Macao for integrating cultural preservation and creative industries, emphasizing the city’s efforts in building dynamic, sustainable urban spaces.
Thought-Provoking Sessions and Reports
Key sessions included “Dialogue Between Chinese and Foreign Cities”, exploring innovative city branding strategies, and the “MGM Special Macao Dialogue: Her City, Her Economy”, which spotlighted women’s roles in urban development. Speakers discussed topics such as cultural assets, cross-cultural partnerships, and sustainable tourism.
Zhang Hui, member of the 14th Five-Year Plan Expert Committee, unveiled the “Regional Brand of the Guangdong-Hong Kong-Macao Greater Bay Area” report, positioning the region as a global economic powerhouse. Scott Chen, Brand Finance China MD, shared the 2024 Global City Brand Index, where cities like Hong Kong, Beijing, and Shanghai ranked in the global top 15, demonstrating China’s growing urban influence.
Celebrating Excellence: The Great Wall Awards
The “Great Wall Award – Culture & Tourism Branding” recognized 70 outstanding projects for innovation in cultural and tourism branding. Notable winners included:
- Gansu Province’s Integrated Marketing Campaign, which won the Gold-Level Case Study Award.
- Harbin City’s Cultural and Tourism Branding Campaign, honored for its influence.
These projects showcased how cities effectively balance viral campaigns with long-term brand value.
Macao and Hengqin: A Vision for the Future
The conference underlined the importance of Macao and Hengqin’s collaboration in achieving sustainable growth. Kim Won-soo remarked: “Cities like Macao lead by example in addressing global challenges, offering invaluable insights for urban innovation.”
As the conference wrapped up, Zhang Tingting, Executive Chairwoman, emphasized that lasting city brands stem from their unique characteristics, stating: “Irreplaceability is the essence of vibrant city culture and tourism.”
