There are now more people living in cities than those who do not. By 2030, 60 per cent of the world’s population (five billion people) will be city dwellers.
That puts enormous pressure on civic leaders in Asia. It’s a big reason why many of them are looking so closely at how city reputation might attract, or deter, the creative talent they need to help them manage those issues; additionally, they need to think about the businesses and tourists that contribute so significantly to their economic growth.
Engaging Cities: the Growing Relevance of Soft Power to City Reputations in Asia Pacific focuses on the means through which eight cities in the region are leveraging their soft power attributes – those beyond politics, economics and military might – to their advantage. It also identifies the steps civic leaders and brands can take to enhance those reputations at home and abroad, and the reasons why it is increasingly important to do so.
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