Unlocking Urban Tourism Through City Branding

Abstract

This article discusses the concept of city branding and how it can unlock urban tourism in urban areas of the developing world. City branding has emerged as a sophisticated tool for cities to (re)assert themselves in a global economic market. Cities are concerned with establishing their own images in order to attract tourists, investors, business people, students, and skilled personnel. This study focuses on Harare in Zimbabwe which is currently in the middle of preparing a city master plan to guide development for the next 15-20 years. Harare is strategically positioned as far as the country's open for business mantra is perceived. However, Harare's brand, the ‘Sunshine City', has lost its sparkle due to a plethora of urban planning challenges. The study was based on a wide desk study and content analysis. The research highlighted gaps in city branding practices in which history, modernity, and planning are lacking. Hence, urban planning practices such as master planning may help cities (re)assert themselves in the global cities economic and tourist networks.