TRANSFORMATIVE CITY BRANDING IN THE FACE OF CLIMATE CHANGE IN THE GLOBAL SOUTH: A LITERATURE ANALYSIS.

Abstract

Climate change is a contemporary global phenomenon that is widely viewed negatively. This paper examines climate change from a positive, holistic business perspective, particularly in the tourism sector. Transformative city branding, in this context, takes an optimistic view of climate change as a novel opportunity to turn cities into centres of tourism. There have been limited studies on city branding in the face of climate change with a view of positively positioning cities. Drawing on relevant literature, the paper
presents narratives that positively transform cities in the global south in the face of climate change. Most cities in the global South face the threat of climate change, which is compounded by a range of factors. The paper identifies branding opportunities that are presented by climate change, as well as the best ways of branding global south cities in the face of climate change. Findings indicate that robust city branding through infrastructure optimisation and modernisation negates the impact of climate change and
expedites city transformation in the global south. The paper recommends that global South cities engage in city branding and continuous urban planning to build resilience against climate change and foster optimism in the face of it. The enactment of relevant climate change and city branding policies, alongside stakeholder engagement, becomes necessary.