Barcelona Identity and reputation Metropolitan Europeans in active network. Inducing novelties in Governance. The key role of Metropolitan Areas as International brands Porto - June 27th, 2017
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT 01 Where do we come from? 2
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT Catalonia and the Metropolitan Area BARCELONA CATALONIA METROPOLITAN AREA Barcelona 7.5 3.2 (42,6%) million people million people 32,108 636 (1,9%) km 2 km 2 236 5,093 Inhabitants per km 2 Inhabitants per km 2 36 municipalities
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT Barcelona and Metropolitan Area Barcelona is the capital of Catalonia, a city with 1.6 citizens and a Metropolitan Area of 3.2 million people. A fully European and Mediterranean city with its own language, culture and history. Historically we have been, and continue to be, a top level economic and industrial driver. The Industrial Revolution in the South of Europe fully developed in the XIX century in Catalonia. 4
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT A la ville de... Barcelona! This year we are celebrating, with enthusiasm and pride, the 25th anniversary of the Barcelona 1992 Olympic Games, a global event that allowed the city to build infrastructures, open the city to the sea and managed to project Barcelona at an international level. The Olympics meant a before and after in our city, a turning point that consolidated ourselves as a leading tourist destination and a city with a prestigious brand 5
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT 02 Where are we now? 6
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT Barcelona today Barcelona is, today, a modern, cosmopolitan, innovative, open, creative and inspiring city that offers a high quality of life both to its citizens and to visitors. Barcelona is, undoubtedly, a global recognized and loved brand. 7
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT International City Benchmarking Barcelona Data Sheet 2017 8
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT International City Benchmarking Barcelona Data Sheet 2017 9
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT 36 municipalities Barcelona and its Metropolitan area are of strategic importance for Catalonia, Spain and the European Union, with a very high potential for economic development but also with very high socioeconomic challenges. 10
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT 36 municipalities • 43% Catalan population (2015) • 52% Catalan GDP, with 111.452M € (2015) • 46% of Catalan companies, with 116.128 companies (2016) • 47% registered patents in Catalonia (2011) • 61% of tourists visiting Catalonia (2014) • 52% employees in Catalonia, with 1.593.995 people (2016) • 48% of the land is occupied (2011) • 30,000 Ha urbanised, 4.200 for industrial uses (2011) 11
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT Global cities Cities and metropolitan areas are becoming the main engines of the global economy, where growth, innovative and creative activities and talent concentrate. Cities that should provide local responses to these global challenges. The twenty-first century will be the century of cities and in this context, Barcelona wants to become a truly open and global city, and exercise a leadership role in the world. 12
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT Metropolitan dimension It is fundamental to present ourselves to the world with a metropolitan dimension , such as Amsterdam, London, Paris, Brussels, Lyon or Manchester. Jaume Collboni, 2 nd Deputy Mayor at Barcelona City Council is the Vice President of Social and Economic Development of the Metropolitan Area of Barcelona. Today, Barcelona and its metropolitan area have achieved a strong positioning as a competitive and innovative place . Barcelona aspires to become a reference in the transition towards a new economic, social and environmental model. 13
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT 03 Where do we want to go? 14
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT Image and reputation One of the key aspects for cities in a current context of increasing globalization and competition among cities, is the management of their image and reputation. It is a key component to ensuring their present and future competitiveness and their sustainable cultural, social and economic development . 15
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT The Barcelona City Branding Project Accordingly, in the same way that major global metropolises do, Barcelona City Council wishes to lend renewed impetus to managing the city’s image and reputation through the new Barcelona City Branding Project. 16
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT 2011 Barcelona International perception survey Barcelona has not a unique image in the world Barcelona is perceived as a tourist destination Barcelona is a good place to live Barcelona is a vibrant experience Barcelona is a city associated to creativity Barcelona seems to have a distinctive cultural & linguistic identity Barcelona is not spontaneusly seen as a business city Barcelona has potential to be a global higher education hub Barcelona has potential to be an innovation hub Results of the study Barcelona in the eyes of the world (Global perception 17
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT The formula The formula of the Olympics has 3 successful ingredients, combined since then in multiple actions for the promotion and transformation of Barcelona: 1. The definition of a city strategy 2. Public and private cooperation between city agents to carry out this strategy 3. Participation and citizen collaboration This is also the spirit of the Barcelona Brand Project. 18
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT Barcelona New Global City by Greg Clark EMERGING WORLD CITIES ESTABLISHED Mumbai Paris Jakarta WORLD CITIES Tokyo London Beijing Moscow New York Shanghai Seoul Nairobi Hong Kong Sao Paulo Mexico City Johannesburg Singapore Dubai Bogota Bangalore Sydne Santiago Toronto y Berlin Cape Town All successful new world cities have a Barcelona is a new world city Boston Miami thriving visitor economy that supports Vienna Barcelona other activities: Berlin, Boston, To succeed it must combine high Copenhagen Tel Aviv Vancouver Sydney, Miami, Vienna. talent and innovation sectors with Oslo high quality of life. Tourism can Auckland help or hinder. Manchester NEW WORLD CITIES 19
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT Barcelona New Global City • human dimension • good connections and infrastructures • high quality of life • tolerant and inclusive environment • attractive cultural and leisure offer • productive specialization • centers of knowledge, research and innovation 20
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT Useful International Position - Generate favorable perceptions in decision processes about the implementation of economic activities in our territory - Facilitate attraction at congresses, fairs, cultural or sports events - Promote the attraction of international talent - Encourage companies that settle in Barcelona, rely on the territory and promote local development - Support local businesses in their internationalization process 21
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT City Branding Project The City Council of Barcelona wants to promote and coordinate the activities related to the protection, management and promotion of the image and reputation of our city in the world. The objective is to manage and ensure the international reputation of Barcelona , as the great global cities of our surroundings have. New Barcelona City Branding Project 22
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT City Branding Strategy 1. A new 2017 Market study A local and international MARKET STUDY, which helps us make a diagnosis of the Image of Barcelona Identify the competitive advantages of Barcelona and the needs for improvement of the city New value proposition of Barcelona for future actions of international promotion Kick off meetings with sectors and citizens 23
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT City Branding Strategy 2. New storytelling of Barcelona brand 3. Strategic plan • Establish the ideas that differentiate and increase the pride of local ownership and its international consideration • Define a 2-year communication plan to convey the ideas that have to contribute to the sustainable economic development of the city. • Define the key indicators to evaluate the effectiveness of the actions carried out to make visible the competitive advantages of Barcelona. 24
CITY IDENTITY AND REPUTATION FOR ECONOMIC DEVELOPMENT City Branding Strategy 1. A new 2017 Market Study 2. New storytelling of Barcelona brand 3. Strategic plan 4. Building bridges: agents, institutions and citizens We are committed to a co-creation project for the new positioning of Barcelona with the agents of City, citizenship in Barcelona and its Metropolitan Area. 25
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