Sydney puts the Australian cities in the spotlight. Melbourne shines as a Study destination.
Sydney takes 4th place in the ranking and Melbourne follows in 6th place in proximity. Undoubtedly, Sydney attracts both travellers and investors to Oceania with its strong appeal in Tourism and Investment. However, it is Melbourne that takes the spotlight as the Talent magnet.
In Asia, Sydney dominates in performing arts and the takes top spot. In 2017, many staged famous productions saw a huge growth (142%) in searches for musicals. These figures may not seem surprising thanks to Sydney Opera House, but demonstrate Sydney’s continuous rise in popularity even with its already globally renowned success.
Melbourne holds a privileged 4th position in Talent, thanks to its University as Australia’s best. Both Melbourne and Sydney attract students globally with study-related searches accounting for 68% and 74%, respectively. Melbourne has increasing searches for universities (8%), while Sydney experiences a growing interest in ‘Master’s Degrees’. Yet the cities still face challenges from a decrease in searches for jobs, while the cost of living in Australia is rising substantially.
Despite a static progression in Talent, Sydney’s high quality of life offsets it being perceived as the most expensive city to live in. In the meantime, Melbourne maintains its title as the world’s most livable city for the 6th year in a row.
The Digital City is a City that has triggered proactive interest from Global Citizens (tourists, investors and general citizens) towards that City in the Digital World. This definition was presented by Bloom Consulting in 2015 after determining through its own research and multiple other sources — including Google Intelligence — that when someone searches for information about a City in the context of Tourism, Investment and Talent, one of the primary sources used today is a “search engine”.
This act of “searching” can be triggered by something one may have read in a newspaper, heard in a conversation or simply out of curiosity. “Searches” represent the true level of interest in a City or a Place and therefore demonstrate a City’s genuine appeal. If measured, “searches” can also highlight the interests one may have with regard to any specific Country Region or City.
With this data, Cities can measure if their Actions Activities and Policies are causing any effect on their Brand appeal and on their overall perception. The Digital City Index measures the performance of the #DigitalCity
Would you like to know more?
Check it out here: www.digitalcityindex.com
