Dubai among world’s strongest destination brands

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Dubai has once again been ranked among the world’s strongest destination brands.

In the latest ‘City Brand Barometer’, Dubai ranks first regionally and sixth globally ahead of the likes of Singapore, Amsterdam and Madrid.

The biannual study, published by the independent global brand consultancy agency, Saffron, measures which cities have the strongest brands to attract international tourism. 

Tokyo heads the list, while London, Paris, New York City and Barcelona round out the top five spots.

The 2022 City Brand Barometer (CBB) analyses the highly competitive post-pandemic landscape and measures 104 of the most relevant cities to the global tourism industry.

To define the strength of each city’s ‘tourism brand’ Saffron assessed their ‘buzz,’ or the perception of each city, and combined it with their ‘assets’ such as weather, cost, number of attractions, overall infrastructure and development.

First released in 2008, CBB has analysed city tourism and business brands throughout the years, and this is the first report in which Tokyo has reached number one.

Meanwhile, Abu Dhabi has leapt into the top 20 at number 13 on the list.

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