London perceived as the world’s best city, PwC report shows

City rankings are all the rage these days. This year we have seen surveys from Mercer, the EIU and Monocle. Any day now, I’m expecting to see the World’s Best Cities to Celebrate the Festive Season (with the likes of Vienna emerging top again).

Most recently, PwC have joined the throng, revealing the world’s Best Cities as voted for by the public across a range of factors such as politics, food, happiness, culture and business. The report was conducted in collaboration with BAV Consulting, polling 5,200 decision makers, informed elites and other members of the public from 16 countries (I’m not sure why so few countries were targeted) in December 2015.

Unsurprisingly, it’s the so-called “world cities” that dominate international affairs and fill column inches that have won most recognition. They have a left an imprint on the public consciousness.

London (which enjoys by far most media attention in the UK) is seen as the world’s greatest city, with perennial superbrands Paris and New York completing the top three:

    1. London
    2. Paris
    3. New York
    4. Amsterdam
    5. Sydney
    6. Berlin
    7. Tokyo
    8. Toronto
    9. Stockholm
    10. Los Angeles

It’s hard to see London displaced any time soon. Brexit is unlikely to hurt London’s ranking, a question posed by PwC in their report. The UK capital has a history of battling through crises. More than anything, its capacity to remain resilient and reinvent itself throughput the years underlines its appeal, like all successful brands.

Yet while the traditional triumvirate are seen as the most influential, they might not necessarily be the most liveable cities. Young people are keen to move away from expensive cities, and from London in particular.

PwC’s findings are especially interesting as a report was released in parallel showing how cities were performing in “reality”, based on hard facts instead of perception. The report, Cities of Opportunity, showed that while London came top again, Singapore and Toronto emerged second and third best, respectively:

  1. London
  2. Singapore
  3. Toronto
  4. Paris
  5. Amsterdam
  6. New York
  7. Stockholm
  8. San Francisco
  9. Hong Kong
  10. Sydney

It appears that Hong Kong and Singapore have an image problem!

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