Fourth International Conference on Tourism and Leisure Studies

Abstract

The aim of this paper is to discuss 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. The competition between cities becomes aggressive in establishing its own image in order to attract stakeholders such as 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 easy and open for business mantra is perceived. However, Harare’s brand, the ‘Sunshine city’ is said to be losing its sparkle due to a plethora of urban planning challenges such as urban decay, transport related problems and urban informalities. The study was based on a wide desk study and thematic, discourse and content analysis to ascertain where Harare stands in light of city branding, urban tourism and urban planning. The research found out that urban tourism in Harare is in a static state and there is a lacuna in city branding practices in which history, modernity and planning are lacking. Hence, city branding may tap into urban planning practices such as master plan preparations which may help (re) assert cities such as Harare in the global cities economic and tourist networks.