European Cities Marketing outlined its theme for the European Cities Marketing Spring Meeting 2016, occurring Feb. 24­­­–27, as a change from city branding as a means of gaining touristic attention and a move toward city branding as a method of globalization and democratic prosperity.

The meeting will include panels of experts specializing in European and North American perspectives to help marketing teams understand the latest trends and both the up and downsides to this change in the industry. Cities highlighted as correctly meeting this challenging change head-on include Copenhagen, Munich, Istanbul, Hamburg and Paris. A point is also made to include even the smallest of cities, noting no destination is too small to achieve globalization through city marketing.

“City branding is more complex than ever. CTOs have lost share of voice in the age of digital and social media. The city belongs to the people. And it’s definitely no longer just about the tourists. Cities compete more than ever for private investments, business conferences, world sports events, talents in research and science, film productions, political summits, international students, cruise ships, international headquarters and new airline connections,” says Ignasi de Delàs, president, European Cities Marketing. “Ultimately, it’s all a battle for job growth, prosperity and quality of life. The winners get a global window and a place in the sun. The losers remain in the shadows among the non-places of globalization.”