City branding: public policies to promote tourism

Abstract

This paper analyses how public policies help to build a tourism-oriented city brand, essential in the global market. City brands seek to attract visitors and strengthen local identity. The cases of Barcelona, Pátzcuaro, Hamburg and Edmonton are studied, showing how they integrate culture, heritage and economy in their branding strategies. The results indicate that success depends on an authentic identity, collaboration between government, private sector and community, and policies that balance tourism and quality of life. This approach improves tourism competitiveness and promotes sustainable and livable cities