Promoting Cities: Measures to Improve Urban Marketing Strategy

This study aims to identify the perception of residents and tourists related to the current practices and the level of promotion of Bucharest, as well as to reveal ways and opportunities to improve the effectiveness of this activity. Data collection for this research is based on a survey, whose main findings reveal that Bucharest lacks an appropriate promoting strategy and a strong urban brand. Moreover, public authorities are the ones who should initiate activities for promoting the city, by developing a complex and long-term urban marketing strategy. Instead, private initiatives prove to be the most successful, thus public-private partnerships could be an effective instrument in this direction, together with the establishment of a specialised marketing department.