Transformation as city brand attribute for Medellín, Colombia: bottom-up tourist destination brand strategy

Purpose Medellín, Colombia, experienced a remarkable social transformation in just two decades, leaving behind its troubled past of violence and insecurity. This study aims to identify the key actors and initiatives contributing to this transformation, considering cultural and social values shaping residents’ and visitors’ perceptions and determining the potential for the city’s brand. The research uses identity-based place branding theory and Delphi rounds to compare expert and promoter perspectives through surveys and tourist insights. The findings reveal recognising having a transformation in mind having offers guidelines for residents to propose tourism initiatives, aiding strategic city promotion and brand-building in collaboration with various organisations.