Developing a Sustainable Cultural Brand for Tourist Cities: Insights from Cultural Managers and the Gen Z Community in Brașov, Romania

This article explores the challenge of developing a sustainable cultural brand for cities that are primarily perceived as tourist destinations. While major urban hubs like Berlin (DE), Edinburgh (UK), and Lisbon (PT) have successfully transitioned from being known mainly for tourism to becoming recognized cultural destinations, the process behind this transformation remains underexplored, especially when it comes to mid-sized cities. How does a town move beyond its touristic image to build a lasting cultural identity? What strategies enable this shift, and what role do different stakeholders play? Focusing on the Romanian city of Brașov, a scenic destination in Transylvania mostly known for its natural environment and medieval architecture, the paper addresses this gap by investigating how a cultural brand can be developed through strategic marketing efforts. Using an integrated approach that combines two qualitative studies and one quantitative analysis, the research provides new insights into (i) cultural marketing strategies that can enhance Brașov’s city brand; (ii) stakeholder perspectives on developing Brașov’s cultural identity; and (iii) the role of Generation Z, whose influence on urban cultural branding has, so far, been minimally researched, in shaping the cultural future of cities, particularly Brașov. Some of the findings highlight key areas for developing Brașov’s cultural brand, including expanding nightlife activities, introducing more contemporary and year-round themed festivals, and tailoring promotional efforts to the short attention spans of the “TikTok generation”. Participants emphasized the need for a more diverse range of cultural events, including experimental and niche performances, alongside stronger educational initiatives to encourage long-term engagement by involving schools and universities. The results offer actionable insights for policymakers, urban planners, and cultural leaders seeking to develop a city brand centered around culture, focusing on long-term identity and community engagement rather than solely on tourism.