More people consider retirement in Nordic cities

 Brand Finance reveals Sweden is the 3^rd best city to retire in, and more people are considering Stockholm, Oslo, and Helsinki in a new ranking of the world’s 100 best cities

• Copenhagen, Stockholm, Oslo, and Helsinki rank among world’s top 100 city brands, but battle low familiarity in newly release Brand Finance City Index 2024
• Nordic cities shine in sustainability perceptions, with Copenhagen ranked 2^nd globally, also drawing interest as a retirement destination
• London, New York, and Paris remain world’s top 3-ranked cities across all metrics, as Tokyo and Dubai rise to 4^th and 5^th ranks
• The research is based on a survey of 15,000 respondents across 20 countries, providing global insight on the world’s top city brands

LONDON, 7 November 2024 – People around the world rank Copenhagen as the best city brand in the Nordic region, ranked 28^th globally, according to the latest Brand Finance Global City Index, the most comprehensive global survey of city perceptions. The Danish capital leads among Nordic cities, ahead of Stockholm (31^st), Oslo (46^th), and Helsinki (55^th).

The 2024 results are based on a survey of over 15,000 respondents across 20 countries, offering a detailed look at how the world’s leading city brands are viewed. Respondents were asked to rate 100 cities on Key Performance Indicators: Familiarity, Reputation, and Consideration, indicating how strongly these cities are perceived as places people would want to live, work, study, visit, retire, and invest in. In addition, respondents chose from 45 attributes grouped under seven pillars, including Culture & Heritage or Business & Investment, that they associated with city brands.

Brand Finance data reveals that all four Nordic cities featured in the Index have made gains in how the rest of the world considers them as retirement destinations. Stockholm is now the 3^rd best city to retire in globally, followed by Copenhagen (10^th), Oslo (23^rd), and Helsinki (43^rd). Each city is recognised for attributes particularly attractive to those considering retirement: Oslo has climbed 25 positions to rank 2^nd out of 100 cities for its accessible and good quality healthcare, while Stockholm and Helsinki rank 1^st and 2^nd, respectively, for being accessible to the elderly and people with disabilities. These same cities each also showcase impressive gains in the People & Values pillar, with Copenhagen climbing 13 positions from 2023 to rank 5^th among the world’s top 100 cities. Copenhagen is also recognised by the world for being trustworthy (3^rd), followed closely by Oslo (4^th), Stockholm (10^th), and Helsinki (11^th), highlighting the community spirit and stability often portrayed by the Nordics, and further underscoring cities’ global attractiveness for retirees.

Unsurprisingly, Nordic cities continue to shine for their commitment to sustainability and transport infrastructure, with Copenhagen ranked 2^nd, Stockholm 7^th, and Oslo 10^th. Helsinki, though ranked 21^st, has improved by 19 ranks from 2023, highlighting the Finnish capital’s rising status in sustainability and wider Nordic region’s agency towards global sustainability. All four cities are recognised for being a clean city that cares for the environment, led by Copenhagen (3^rd), followed by Helsinki (6^th), Stockholm (8^th), and Oslo (9^th), underscoring urban planning across the Nordics that emphasises conservation of green space and sustainable development.  

Cristobal Pohle Vazquez, Regional Manager, Scandinavia, commented:

“Nordic cities excel in many areas, but Brand Finance data reveals that they lag in global familiarity, which limits their overall performance in the Global City Index. None rank in the top 50 for familiarity, with Stockholm at 53^rd, followed by Copenhagen (54th), Oslo (75th), and Helsinki (78th). While these cities’ performance in other areas is improving peoples’ consideration to visit, like Copenhagen up 10 positions to 20^th, Nordic cities need to boost their global presence by emphasising their strengths to attract more visitors, more talent, and build on global perceptions.”

Global Results  

London retains its position as the world’s top city brand. The city excels in Familiarity (3^rd) and Reputation (3^rd), exemplifying its strong global profile and appeal. However, London faces challenges in Consideration (19^th), particularly in areas like living, investing, and retiring, with affordability (97^th) emerging as a major concern. New York and Paris hold the 2^nd and 3^rd ranks, respectively. Paris leads in Culture & Heritage, while New York is top for Education & Science. Tokyo has risen to 4^th and is perceived as the world's leader in science and technology. Dubai, now 5^th globally, is perceived as the world’s most reputable city, and leads for future growth potential and investment appeal.   

David Haigh, Chairman and CEO, Brand Finance, commented:

“The 2024 study reveals that familiarity can be a double-edged sword. For example, while London remains the world’s best city brand overall, its perceptions across certain metrics have weakened this year. It is no longer considered the world’s top city to visit – overtaken by Rome, or to study in – where Boston is now top of class. These findings provide valuable insights into the changing perceptions and priorities of residents and visitors, which can help guide decision makers in cities across the world in implementing effective strategies to drive growth.”

With the introduction of regional expansions, including the US City Index launched earlier this year, the report helps city leaders across the world to understand the top 100 global city brands.

For a detailed breakdown of the rankings and insights into the global city brands, visit the full report at www.brandfinance.com/globalcityindex.