by Eduardo Oliveira
The curtain has now closed on Guimarães 2012: European Capital of Culture, but what is the effect of the legacy left behind? Has the event strengthened the region position? What contributions have been made towards a potential place branding strategy for the north of Portugal?
Last May 2012 I discussed my thoughts on the European Capital of Culture – Guimarães 2012, where I tried to define the event’s role in a potential place branding strategy (link) for the north of Portugal. One year has now passed since the start of the event, and many of the same questions still remain unanswered.
Once again, I want to emphasise that the nomination of the Portuguese city of Guimarães as one of the two European Capitals of Culture for the year 2012 (ECC-2012) created an enormous excitement among the national authorities. This buzz was felt especially strongly among the public and private city entities. Now, after the title has been handed over to Marseille-Provence (France) and Košice (Slovakia), we can pose the following questions: What is the legacy for the city? Has the region strengthened its position at the national and European level? What were the contributions towards a potential regional brand? Continue reading
… or a very different type of Nation Branding.
The Guimaraes logo
by Eduardo Oliveira
The nomination of the Portuguese city of Guimarães as one of the two European Capital of Culture for the year 2012 (ECC-2012) raised great expectations in the local community, in the northwest region and in the country as well.
As usual, politicians, the media and local communities see the possible fame for country and region through an event of this size with enormous excitement. The hallmark events, such as the 2004 European Football Championship organized by Portugal, the European Youth Capital Braga 2012, bring the desire of achievements in the economic, social and cultural sense. Words, as ‘we can’, ‘we will continue working for the future’, ‘this is a signal that we are in the international realm’ are widely spread - with little impact in the long-term.
in:polis | urbanism in cooperation with the School of Tourism and Hotel Management (Akdeniz University Antalya) are happy to announce the first edition of the Conference “Destination Management and Branding in the Mediterranean Region” to be held in Antalya in April 2012. Departing from the ongoing economic and political crisis in the region, we will discuss the role of sustainable tourism. Accordingly bearing the title “Sustainable Tourism in Times of Crisis,” the first edition of this conference will aim at a broad understanding of the complexity of tourism, ranging from topics like marketing and management to ecologic and social challenges and conflicts. Also, the conference will enrich the dialogue between various actors from different disciplines and different parts of the Mediterranean region by discussing the role of governance and networks as well as the impacts of tourism on society and culture. The exchange between the participants about best practice examples can result in a common understanding of sustainable tourism that will function as the base for further thoughts about destination management and branding.
Visit our conference website for further information about themes and subthemes here.
Please find the first Call for Papers here. The exact venue and the fees will be announced shortly.