Rising from the Ashes: Co-creation as a collaborative branding strategy for South African cities in the post-pandemic era

This chapter delves into the transformative role of co-creation in city branding as a strategic response to the challenges faced by South African cities in the post-pandemic recovery of their tourism sectors. Through exploration of the cities of Johannesburg and Cape Town, this chapter illustrates the potential of collaborative branding efforts to reimagine city identities, enhance tourism appeal, and stimulate economic recovery. Key themes include the theoretical underpinnings of city branding, the significance of stakeholder engagement in co-creation processes, and the practical challenges and opportunities in developing inclusive and sustainable city brands.