Tokyo
The Mirror Cities
Two paths to the top
At first glance, New York and Tokyo couldn’t be more different. One thrives on improvisation and cultural myth; the other by precision and quiet mastery. This year’s top two city tourism brands prove that different paths can still lead to the same destination.
They reveal a simple yet powerful truth: world-class city brands aren’t built from a single model. They endure through reinvention, with the times and reflecting the changing desires of travellers worldwide.
NYCFirst in global awareness and consideration
TYOLeads in safety, gastronomy and cleanliness
Complementary Promise and Experience
New York famously promises endless possibilities for those ambitious enough. Its skyline, stages and stories speak a language recognised the world over.
Tokyo captivates through rhythm and refinement. Visitors return for its sense of ordered chaos and graceful hospitality. Its brand speaks softly yet delivers flawlessly, turning first-time tourists into lifelong advocates.
Big city balance
What separates these cities is also what connects them: vast scale, cultural depth and the ability to keep pace with the world without losing themselves.
Together, these cities show that there are many paths to global leadership.
What's next?
New York must bring its everyday reality closer to its promise. Tokyo’s opportunity lies in amplifying the emotional side of its story by preserving the intimacy and neighbourhood character that make it truly memorable.
Want to discover more?
With even more information and insights, it’s a whole lot more than pretty graphs (but plenty of those, too.)
Download the full reportRelated work from Saffron
Apart from investigating city brands, we make brands memorable across strategy, design and product.
