Brand Finance Global City Index 2024: London Retains Top Spot, Tokyo and Dubai Surge into Top 5; European Cities Dominate Culture & Heritage Rankings

London is world’s top city brand for second consecutive year

• London, Paris, and New York City retain top 3 spots in second annual Brand Finance Global City Index
• Tokyo and Dubai ascend to 4th and 5th positions among top 100 city brands, respectively, driven by improved Reputation perceptions
• European cities dominate Culture & Heritage pillar, claiming 17 out of 20 top spots

This second iteration of the Brand Finance Global City Index marks its transition to an annual publication. The study is the world’s most comprehensive global survey of city perceptions, collecting opinions from over 15,000 respondents across 20 countries.

In addition to its global focus, the study has also expanded into regional analysis, with the inaugural Brand Finance US City Index launched in May 2024.

The result is a clear picture of perceptions of the world’s best city brands which provides a baseline for strategies to attract residents, workers, remote workers, students, pensioners, visitors, and investors.

To arrive at a comprehensive assessment of the top 100 city brands in the ranking, the survey asked the respondents about their perceptions of Familiarity, Reputation, and their personal Consideration of each city as a place to work locally, work remotely, invest, retire, study, live and visit.

This distinctive methodology can help each city ranked in the Index understand its key strengths and weaknesses against peers while offering robust insights to guide the brand positioning of any city with an international outlook – big or small.

TOP 5 CITIES

No. 1: London Calling

London has again topped the Brand Finance Global City Index, boasting an impressive score of 90.9 out of 100. The British capital secures 3rd place in two Key Performance Indicators: Familiarity and Reputation, exemplifying its strong international profile and appeal.

That said, its overall Consideration ranking is less robust, sitting in 19th place, despite strong performances in the consideration to visit (2nd) and consideration to study (6th) categories.

Reflecting its strong appeal for studying, London shines in 2nd place globally in the Education & Science pillar. Ranked 1st for its great universities, London is home to prestigious and world-renowned institutions such as Imperial College London, University College London, King’s College London, and the London School of Economics, all of which consistently feature among the global top 50 universities.

David Haigh, Chairman & CEO, Brand Finance commented,

“London continues to shine as the world’s best city brand thanks to its strong international presence, rich cultural identity, and renowned educational institutions. However, challenges like affordability and perceived bureaucracy, including post-Brexit visa complexities, impact its image. While London ranks high for global significance and strong economy, its scores in liveability suggest room for improvement in how the city is perceived by international audiences. Strengthening these perceptions will be key for London to maintain its global appeal.”

No 2: New York, New York

New York City retains its 2nd place ranking in the Brand Finance Global City Index, achieving an impressive 89.8 out of 100 score. Renowned worldwide, it stands as the second most Familiar city globally.

Its frequent visibility on the global stage fosters positive perceptions, significantly enhancing its international standing, particularly in areas of culture, economic strength, and influence.

On the other hand, domestically, perceptions of New York reveal a striking contrast. In Brand Finance’s US City Index – which captures only US residents’ views – New York ranks 11th overall, with Governance issues significantly impacting its standing.

While international respondents may overlook or forgive these challenges due to New York’s cultural and economic influence, domestic respondents are less forgiving. US audiences rated New York 47th for law enforcement, ethical standards, and corruption, 49th for low crime and violence, and last for trustworthiness, viewing these Governance concerns as genuine obstacles to the city’s appeal and Reputation.

No 3: Paris – Cultural Capital, Practical Challenges

Paris retains 3rd spot with a score of 87.8 out of 100 and excels in Familiarity (1st) and Reputation (14th) but struggles in overall Consideration, ranking 38th. Despite this, it performs strongly in consideration to visit, placing 3rd, largely due to its unparalleled cultural and heritage offerings and the global attention brought by hosting the 2024 Olympics.

Paris is unrivalled in Culture & Heritage, ranking 1st for great museums and art galleries, such as the Louvre, the Musée d’Orsay, and the Pompidou Centre. It also ranks 2nd for beautiful architecture, including iconic landmarks like Notre Dame, the Arc de Triomphe, and the Eiffel Tower, as well as theatres and music venues. The city’s rich history, exceptional shopping, vibrant dining, and lively nightlife have likely reinforced its global reputation as a cultural hub.

However, Paris’s poor scores in other Consideration categories affect its overall performance. Apart from consideration to visit, it ranks between 30th and 50th, particularly struggling among respondents from Germany, the UK, Australia, and South Korea. The city’s strong standing for business and living is marred by slow economic growth, ranking 48th in the Business & Investment pillar.

No 4: Tokyo Rising

Tokyo ranks 4th overall in the Index, climbing three spots from 7th in 2023. The city’s Reputation has jumped significantly year-on-year, to 13th in 2024. Additionally, its Familiarity remains strong in 6th. This year, Tokyo sees improvements across the majority of attributes and in consideration to visit.

This shift in perception could be attributed to arising trend of travellers, particularly among Gen Z and Millennials, choosing Tokyo as their destination this year.

The city also particularly excels in economic metrics. The Japanese capital ranks 7th for Business & Investment supported by its access to skilled workforce (1st) and strong and stable economy (3rd).

No 5: Dubai – The Gateway to Global Business

Dubai has climbed four spots in the Index this year, now ranking as the world’s 5th best city brand. Notably, the brand ranks 1st globally for Reputation (up from 7th in 2023), ahead of Sydney and London in 2nd and 3rd. The city has also achieved impressive gains for consideration for working locally (up from 16th to 8th) and consideration to work remotely (up from 24th to 4th).

Dubai has been recognised as the 2nd best city of global significance, surpassing traditional heavyweight London (3rd). Its strong and stable economy, ranked 2nd globally, is underpinned by its strategic role as a hub for international trade, supported by world class logistics infrastructure and its advantageous position bridging the East and West.

This combination of factors positions Dubai as a compelling choice for residents, businesses, and global investors alike.

Regional Breakdown – Europe leads for Culture & Heritage

Overall, European cities dominate the Culture & Heritage pillar in the Index, claiming an impressive 17 spots in the top 20. This dominance reflects the rich history and vibrant cultural scenes that these cities offer, which continue to attract visitors and residents alike. Paris, Rome, London, Vienna, and Milan nab the top 5 spots in the Culture & Heritage pillar.