Recently, the 2023 World City Branding Conference was officially opened in Macao, China. Guests at home and abroad exchanged views on city brands, cultural exchanges, urban sustainable development and other topics, and released the "China Brand Value Report" and "2023 World City Brand Index Report" at the same time.

Representative of the Chief Executive of the Macao Special Administrative Region, Secretary for Economic and Financial Affairs Li Weinong / Data picture

Li Weinong, representative of the Chief Executive of the Macao Special Administrative Region and Secretary for Economy and Finance, said that with the profound changes in the world political and economic pattern, leading international exchanges and promoting people-to-people exchanges with the world city brand has become a new global topic and new opportunity. The traditional strong city brand needs to speed up urban renewal, complement each other's strengths with emerging cities, and share development opportunities. We sincerely hope that the Conference will play an important role in the process of exchanges and mutual learning among global civilizations and communication and cooperation between cities at home and abroad.

Pansy Ho, Chairman of the World Tourism Economy Research Centre, Executive Chairman and Managing Director of Shun Tak Holdings Limited and Vice Chairman of the International Mountain Tourism Alliance / Data picture

Pansy Ho, Chairman of the World Tourism Economy Research Center, Executive Chairman and Managing Director of Shun Tak Holdings Limited, and Vice Chairman of the International Mountain Tourism Federation, shared her original intention and journey in initiating and organizing the World Tourism Economy Forum in Macau. She said that in the past 10 years, the "World Tourism Economic Forum" has become a platform to publicize the "Belt and Road", the concept of Guangdong-Hong Kong-Macao Greater Bay Area and other important policies to the world, so that the world culture and tourism industry understand the real China, in order to show the image of civilization and harmony, goodwill and friendship of China, to spread the Chinese brand, has made unremitting efforts, and has produced good results. I believe that there will be more Chinese cultural tourism brands, through Macao, through the World City Brand Conference, wonderful display of Chinese cultural charm, become a world-class brand.

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During the roundtable dialogue on the theme of "Promoting Mutual Cultural Learning through City Branding", the participants agreed that cultural and economic exchanges between countries are essential, and exchanges with China are especially necessary. In international exchanges, tourism is a very important form of support, the core of travel is to go to different places, different countries to experience the local customs, culture and history, the beauty of food, and the experience process has driven related economic development, promote trade. For other countries and destinations, culture needs to be more integrated with tourism, and tourism also needs more hosting scenarios to enrich the visitor experience. From the perspective of the city brand, highly refined cultural characteristics are the soul of the city brand, in-depth excavation of urban culture and national culture, with innovative thinking and ways to spread, show the charm of the city, but also stimulate the city brand, cultural tourism brand development of new momentum.

On the topic of how to use brands to provide a steady stream of power for urban development, it can be seen from the common points that building urban brands is important and worthy of continuous layout for different cities, which is the key to avoid homogenization of urban development and the continuation of urban vitality. Specifically, it is important to identify what your city really is, continuously emphasize the unique culture and history of the city, invest in urban planning and design, so as to form the core competitiveness of the city, and continuously strengthen the competitiveness of the city, adhere to the fine operation, and achieve inclusive and people-oriented development.

In addition, the conference released the "China Brand Value Report" and "2023 World City Brand Index Report" at the same time. The "2023 World City Brand Index Report" pointed out that the current city big activities, big channels are changing, the county is finding a breakthrough point with a small incision, the city brand logic is growing from the inside to the outside connection, a single communication has never been the core competitiveness of a city, as long as the people, based on and mining traditional culture, the city has the possibility of circle.

On the evening of July 3, after the end of the main forum activities, the "Great Wall Award - Cultural Tourism Good Brand" launch ceremony was held together. "Into the Zibo rush to bake" - Zibo city brand building and communication case, with the barbecue "soul three sets (small cake, oven and dip)" won the 2023 "Great Wall Award Cultural and Tourism Branding Awards" gold medal.