World's First International Standard for Tourism City Brand Evaluation Released
On 9 September, the 2026 World Tourism Cooperation and Development Conference was held at the Shougang International Convention and Exhibition Center in Beijing. At the opening ceremony, the scoring rules for the ISO 11778 international standard 'Brand Evaluation—Tourism Cities' were released. Initiated by the World Tourism Cities Federation, it is the world's first international standard dedicated to tourism city brand evaluation, with 8 first-level and 53 second-level indicators, further refined into 121 third-level indicators with a total score of 1,000, covering tourism resources, infrastructure, service convenience, environmental sustainability, safety, stakeholder evaluation, visitor…
Impact and considerations
The standard provides a quantifiable, comparable benchmark for tourism city brand evaluation, potentially influencing destination marketing, city brand building and tourism investment assessment frameworks.
Key points
- On 9 September, the 2026 World Tourism Cooperation and Development Conference was held at the Shougang International Convention and Exhibition Center in Beijing.
- The scoring rules for the ISO 11778 international standard 'Brand Evaluation—Tourism Cities' were released at the event.
- Initiated by the World Tourism Cities Federation, it is the world's first international standard dedicated to tourism city brand evaluation.
- The standard includes 8 first-level and 53 second-level indicators, refined into 121 third-level indicators with a total score of 1,000.
- Evaluation uses benchmark comparison, tiered scoring and expert assessment.
Sources and time
- Primary source
- 品橙旅游
- Other sources
- 0
- First source publication
- 10 Sept 2026, 08:00
- Page published
- 11 Sept 2026, 00:05
- Last updated
- 10 Sept 2026, 08:00
- Original links
- Pinchain Tourism：世界首个面向旅游城市品牌评价的国际标准发布 – 品橙旅游 (opens in a new tab)Primary source · zh · Published 10 Sept 2026, 08:00