Capital Ideas: Rethinking City Branding in a Digital World

How are Europe’s most iconic capitals reimagining their brand and tourism strategies in a hyper-digital, post-pandemic world? In this high-level session, representatives from Vienna, Paris, and London will share how they are adapting their destination branding to reflect new traveler values, resident expectations, and global visibility challenges.

From emotional storytelling and data-driven campaigns to inclusive narratives and sustainability positioning, we’ll explore how these cities are moving beyond traditional tourism marketing to build long-term engagement — both locally and globally.

A powerful conversation on identity, innovation, and the evolving role of urban destinations in the experience economy.