Cape Town grabs yet another global accolade to add to its ever-growing collection. The Mother City has been ranked as Africa’s best city brand and 60th globally, followed by Johannesburg in the 72nd spot, according to the inaugural Brand Finance City Index released today.
Also read: Cape Town finishes second out of 482 cities in the City Nature Challenge
Presented by brand evaluation consultancy Brand Finance, the rankings are based on a global survey of close to 15 000 members of the public conducted in April this year in 20 countries on all continents to measure perceptions of the world’s top 100 cities.
The Index has named London the best city brand in the world, followed by New York and Paris.
Take a look at the rankings:
According to the findings, Cape Town’s position as a continental leader can be attributed to its status as South Africa’s most visited city, with its stunning coastline, mountains, and diverse landscapes making it one of the world’s most attractive tourist destinations.
The city offers a rich cultural heritage, ranking 33rd for being ‘diverse and multicultural’, warm hospitality, and adventurous attractions. It also ranks 15th for ‘affordability’ and 18th for ‘nice weather’, further enhancing its popularity among tourists from around the world.
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To arrive at a comprehensive assessment of the city brands in the ranking, alongside measuring ‘familiarity’, the survey asked the respondents about the general ‘reputation’ and their personal ‘consideration’ of each city as a place to ‘live, work locally, work remotely, study, retire, visit or invest in’.
The evaluation of preferences across these seven dimensions was complemented by perceptions of 45 underlying city brand attributes, grouped under seven pillars, such as ‘Business and Investment’ or ‘Sustainability and Transport’.
While Cape Town continues to face socioeconomic challenges, it ranks positively for the attribute of ‘future growth potential’, in the 18th position globally. This is largely attributed to its growing tourism industry, which presents opportunities for economic growth and job creation.
Also read: CoCT retains the lowest unemployment rate in South Africa
Further, Cape Town’s strategic location as a major port and transportation hub in South Africa offers a gateway to trade and investment opportunities, especially with emerging markets in Africa.
Below Cape Town and Egypt’s Cairo (67th), Johannesburg is ranked as the 72nd best city brand in the world and 3rd in Africa in the Brand Finance City Index. Experiencing higher crime rates compared to other areas in South Africa, Johannesburg is held back by a relatively low ranking for perceptions of ‘crime levels’ (76th).
On the other hand, like Cape Town, Johannesburg also ranks highly for ‘future growth potential’, at 25th globally. Although not as popular as Cape Town among tourists, Johannesburg is widely recognised as the economic powerhouse of South Africa and a significant financial and business hub in Africa.
Jeremy Sampson, managing director of Brand Finance Africa, commented:
‘With its exceptional beauty and extraordinary diversity, South Africa is truly a remarkable nation that enjoys a lively reputation for tourism.
South African cities must continue to focus on promoting their vibrant cultural scenes, sustainable urban development and investment in infrastructure.
Further, by prioritising safety, inclusivity and social equality, South African cities can create welcoming environments that encourage tourism and promote more positive global perception in the coming years’.
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Picture: Sharaan Muruvan / Unsplash