How and why does tourism in historical cities change its image? What should the organisation of the city space and its transformation look like, so that the quality of life of the residents and the comfort of visitors are improved? Should a tourist be treated as a temporary resident? What marketing communication tools are currently building the city brand? Around what phenomena in culture, science and art and around what processes and personalities should the story be developed – the narrative of the city?

In summary: how should tourism services be properly developed?

There is no doubt that the era of the client has begun, who does not expect only comfort and professional service, but wants to jointly decide on the product being bought, and even jointly create it. On a global scale, this trend has resulted in the emergence of a participatory model of city governance. This phenomenon will exert an increasingly stronger impact on the area of tourist purchases. The customer will look for open products, and thus allowing them to be shaped freely, according to individual needs and benefits. This awareness of your own needs and the willingness to jointly create the product transforms today’s marketing into a new formula based on experience, emotions and, especially, recommendations.

This new model poses challenges in the design of development and communication strategies with the help of big data based knowledge and innovative marketing practices. These aspects create new challenges, and it is possible that there are some that we do not know about yet…

What is the history of historical cities in this area and what solutions are used by them to achieve a long-term goal? To what extent can cities learn from each other and undertake joint activities – despite their competitiveness?

In order to answer these questions, wanting to enable the exchange of knowledge and good practices – cities sign a letter of intent on their closer, permanent partnership. Its formula is open to all interested historical cities.