Which cities are thriving, and which are falling behind in the race for global recognition? The Brand Finance Global City Index 2024 ranks 100 cities based on their ability to attract investment, talent, and visitors, offering a unique window into the forces shaping global perceptions.
London continues to lead, but emerging players like Dubai and Tokyo are rewriting the playbook with bold strategies and renewed reputations. This year’s rankings reveal not just the winners and losers but the underlying trends—governance, innovation, sustainability—that determine a city’s relevance on the world stage.
Brand Finance’s Top 10 Global City Brands in 2024
The Brand Finance Global City Index 2024 ranks London as the world’s top city brand for the second year, followed closely by New York and Paris in second and third.
Tokyo and Dubai benefit from improved brand and reputation perceptions. Tokyo ascended three positions to fourth place, showcasing its appeal, particularly among younger travelers who view it as an exciting and innovative destination. Meanwhile, Dubai’s remarkable improvement of nine positions to fifth place stems from its strong reputation for business and investment, and its strategic position as a hub for global trade.
| Rank | City |
| 1 | London |
| 2 | New York |
| 3 | Paris |
| 4 | Tokyo |
| 5 | Dubai |
| 6 | Singapore |
| 7 | Los Angeles |
| 8 | Sydney |
| 9 | San Francisco |
| 10 | Amsterdam |
City Brand Leaders by Region
Europe maintains its dominance and London (1st), Paris (3rd), Amsterdam (10th), Rome (12th), Berlin (13th), Madrid (17th) and Vienna (18th) lead the way. Meanwhile, Zurich (11th) tops global rankings for governance and sustainability.
North America is led by New York (2nd), with Los Angeles (7th) and San Francisco (9th) in the top 10, though all struggle with affordability and governance issues. Toronto (14th) represents Canada, experiencing a slight ranking decline.
Latin American cities like Santiago de Chile (56th), Mexico City (58th), São Paulo (62nd), as well as Rio de Janeiro (64th) show potential in terms of familiarity and culture, though struggling with governance and economic metrics.
In Asia, Tokyo rises to 4th spot globally, while Singapore (6th) remains a key business hub. Tokyo’s reputation improvements and Singapore’s business strengths are particularly notable.
Cities such as Bangkok (50th), Kuala Lumpur (70th) and Jakarta (74th) benefit from familiarity and tourism appeal, but low scores for governance and education damage their overall appeal – and rank.
Chinese cities show a mixed performance, with Hong Kong (33rd) leading the region as a financial hub. Beijing (48th) and Shanghai (49th) are recognized for cultural and economic significance, while cities like Guangzhou (88th) and Shenzhen (89th) still struggle for global recognition.
In the Oceania region, Australian cities such as Sydney (8th) and Melbourne (22nd) excel in urban quality of life and cultural appeal. Meanwhile, New Zealand’s Auckland (65th) has similar strengths but fails to stand out.
Dubai emerges as a standout in the Middle East, ranking 5th globally and first in the category of reputation, driven by strategic business and infrastructure development. Abu Dhabi (30th) also performs well, emphasising governance and sustainability.
Africa is led by Cape Town, 66th globally. Praised for its natural beauty and cultural diversity it stands out against Johannesburg (72nd), Nairobi (85th) and Lagos, mostly due to its lifestyle and tourism appeal.
Biggest Changes
| City | Change | Rank |
| Munich | +9 | 20 |
| Lisbon | +9 | 34 |
| São Paulo | +8 | 62 |
| Marseille | +8 | 53 |
| Geneva | +8 | 15 |
| Osaka | -8 | 39 |
| Bengaluru | -8 | 97 |
| Rio de Janeiro | -9 | 64 |
| Hamburg | -10 | 42 |
The Brand Finance Global City Index 2024 highlights several notable shifts in city rankings, with both significant gains and declines. Among the top risers, Munich and Lisbon stand out, each climbing an impressive nine places to 20th and 34th respectively, bolstered by improvements in economic stability, business friendly environments and tourism experiences.
São Paulo and Marseille also rose by eight positions, reaching 62nd and 53rd, while Geneva advanced eight spots to secure 15th place, reaffirming its reputation for governance and sustainability.
Conversely, some cities experienced declines in their standings. Osaka dropped by eight ranks to 39th, facing challenges in familiarity compared to Japan’s capital. Rio de Janeiro saw a nine-place drop to 64th, lagging behind in business & investment appeal.
Hamburg experienced the steepest decline among top-tier cities, bucking the trend among German cities (though in general still strong) and falling ten spots to 42nd, due to hampered perceptions regarding its business & investment appeal.
Trends
What impacts these ranks? Which trends should city brand managers keep a close eye on? Brand Finance highlights the following topics in its 2024 City Ranking.
Urban sustainability gaining momentum
Sustainability has emerged as a powerful driver of city trust and reputation in 2024. Cities with visible environmental commitments are now viewed as forward-thinking destinations that offer secure, long-term living and investment opportunities. And here, European cities really stand out. Zurich, Amsterdam, and Copenhagen are setting international benchmarks through their innovative approaches to clean energy, public transit, and responsible tourism policies.
Even global powerhouses like New York and Paris, despite their strong international reputations, are being challenged by growing concerns about affordability and livability – both key ingredients for urban sustainability. This means that their traditional strengths are being re-evaluated through the lens of sustainability and quality of urban life, signaling a profound shift in how cities are perceived and valued on the world stage.
Holistic city branding en vogue
In this competitive global context, urban success demands a multifaceted approach to city branding, one that attracts talent, investment, and global recognition. According to the Brand Finance study, cities like Osaka, Bengaluru and Hamburg have experienced significant ranking drops due to reduced global relevance and livability constraints. Conversely, the most promising urban centers are those that craft compelling stories (place marketing) while at the same time creating an ecosystem that integrates economic opportunity, cultural richness, and quality of life (=placemaking), to attract global talent and investment.
For Brand Finance it is clear that the most successful cities will be those that can transform challenges into opportunities, using good governance to develop varied and inclusive urban strategies. In other words, those that manage to combine smart city marketing with placemaking.
Methodology
The Brand Finance Global City Index evaluates 100 cities based on familiarity, reputation, and seven “consideration” metrics: investment, living, working locally, working remotely, studying, retiring, and visiting. Over 15,000 respondents across 20 countries participate in this annual survey, providing a globally representative dataset.
The survey analyses perceptions through 45 attributes grouped into seven pillars, including Business & Investment, Liveability, Culture & Heritage, Sustainability, Governance, Education, and People & Values. These attributes capture critical aspects of city branding, from economic opportunities and livability to cultural appeal and governance.
Scoring is weighted to ensure balance, with 50% based on “one country, one vote” and 50% adjusted by population size, allowing larger countries like China to proportionally influence the rankings. The Index also categorizes cities into four archetypes—Global Metropolises, Thriving Centres, Heritage Capitals, and Growth Hubs—to highlight unique strengths and challenges.
For a detailed look at the full ranking and methodology, visit BrandDirectory.com.
Brand Finance is a TPBO Impact Partner. Explore more about the company, its approach and leadership team here.
Key Takeaways
The Brand Finance Global City Index 2024 highlights the pivotal role of city branding in achieving global competitiveness. The most successful cities are those that combine cultural heritage, economic opportunity, governance, and livability into a compelling narrative. While storytelling is vital, it must be backed by tangible initiatives and projects that drive sustainable urban development. Sustainability, closely tied to innovation and inclusivity, has become a cornerstone of effective city branding, ensuring long-term relevance and success on the global stage.
Want to dive deeper into the performance and potential of cities worldwide? Visit our City Observatory for expert insights and detailed analysis.
