The Rivalry Reloaded

Some of the most compelling dynamics in tourism don’t play out across continents but across train lines.

Across the continents, neighbouring cities compete for their share of global consciousness and tourism. In 2025, the most revealing brand battles are playing out between cities that share culture, but not character.

These rivalries reveal how contrast can help strengthen identity. Each pair reflects a choice in offer, and how to define and deliver a city’s unique spirit through brand.

There’s growing appreciation for Madrid’s cultural depth and lifestyle; Barcelona is a global draw and outperforms in international search interest.

Los Angeles dazzles with media and myth; San Francisco connects through intimacy and innovation.

Tokyo leads with scale and precision; Osaka delights with flavour and friendliness.

Experience and Delivery are where these cities go head-to-head. Madrid wins on infrastructure; Barcelona still captivates with visual magnetism. Los Angeles feels vast but fragmented; San Francisco is compact yet layered. Tokyo sets the standard for efficiency; Osaka turns approachability into an art form.

Competing cities should not aim to be better versions of their neighbours but stronger versions of themselves.

Neighbouring cities should resist comparison and instead double down on what makes them distinct. The strongest brands don’t compete on scale, they endure through clarity, conviction and character.