Creating the Brand of Mediterranean Port Cities

Mediterranean port cities, including Valletta, face significant challenges in balancing mass tourism with the preservation of local identity and sustainable urban development. A study on place branding reveals that these cities employ strategic tactics to enhance their international appeal while integrating smart city concepts for efficient urban management. The research highlights the importance of differentiation through unique cultural and historical assets, while also leveraging a broader Mediterranean identity as a unifying narrative. By adopting a holistic approach, these strategies aim to create a compelling and credible brand image that resonates globally.

Skoko, B., Mulović Trgovac, A., & John, R. (2025). Creating the Brand of Mediterranean Port Cities. The Art of Being Smart, 74–103. https://doi.org/10.4324/9781003600466-5