The Brand of Lviv
Young, emotional, modern: These are just some of the words you hear, when you tell people you are going to visit Lviv. The largest city in western Ukraine is growing into a popular tourist destination and each year more and more people from all over the world want to spend a couple of days here.
With tourism becoming an important factor for the city's economy, more money goes into promoting the image of Lviv. Young creatives are working on videos, designs and logos to paint an accurate and appealing picture of the multicultural, open-minded western city of Ukraine. However, it is not always easy to capture all sides of Lviv. Nationalists, trying to hold on to traditional Ukrainian values are just as much a part of the city as the hipster scene, welcoming the shift towards globalization.
With the city focusing on promoting Lviv for tourists, citizens are struggling with different problems. For 30 years, Lviv has been part of an independent country, yet there is still a lot to do. Public transport is slow at developing and little is done to make Lviv a better place for its own people. Lvivians feel like their home is turning into an entertainment place with the sole purpose of accommodating tourists. Branding Lviv as a city worth visiting, is it turning Lviv into a city not worth staying in?