Forum Session III

Forum Session II: 14:00-15:30 (90 min)

Topic: City image and city brand: How can tourism cities improve their image through branding?

The image of a city is normally the total perception of any individual based on impressions, ideas and beliefs and obviously may change over time. The session will explore the ways and tools to improve the image, consumer confidence and positioning of a city destination by creating a strong brand identity and differentiating it from its competitors.

Moderator: Prof. Larry Yu, Member of WTCF Expert Committee, Professor of George Washington University

Keynote Speech 1 (10 min)

Speaker: Jean-François Martins, Deputy Mayor of Paris in charge of Tourism & Sports

Keynote Speech 2 (10 min)

Speaker: Prof. Wei Xiaoan, Chief Expert of World Tourism Cities Federation

Panel Discussion (70 min)

Panelists:

Ms. Miseer, Head of Tourism Marketing and Market Research at Dresden Marketing Board

Mr. Sergi MARI, Manager of Tourism, Commerce and Markets，Barcelona City Council

Mr. Roger Qiu, Destination Marketing General Manager of Europe，Middle East & Africa, Ctrip

Ms. Elena Tanou, Nicosia Tourism Board President, Cyprus

Mr. Efrain Tapage, General Manager of Panama City Tourism