Multiculturalism as a factor in economic development and city branding: the case of Komotini, Greece

This study investigates the role of multiculturalism in shaping the identity and development of Komotini, Greece, a city with a rich history of coexistence among Greeks, Ottomans, Jews, and Armenians. Conducted between October 2021 and January 2022, the research explored how multiculturalism, perceived both as a policy and a daily reality, contributes to the city’s socio-economic fabric and growth potential. Interviews with elected local officials unveiled a shared belief that multiculturalism is integral to the city’s identity. However, participants advocated for a more comprehensive and nuanced branding strategy that would emphasize the city’s everyday multicultural coexistence rather than offering superficial depictions of diversity. Some respondents proposed alternative terms, such as «cultural diversity” or “inclusive city,” underscoring the need for a branding narrative that is both authentic and cohesive. Addressing these issues offers a more complete understanding of how multiculturalism can drive urban development. By emphasizing local perceptions and stakeholder involvement, the study presents practical insights into how cities like Komotini can harness their multicultural heritage for sustainable growth. These findings are not only valuable to Komotini but also provide a model for other multicultural regions seeking to leverage their diversity in ways that promote economic and social progress. Highlighting the role of community engagement and strategic place branding, the study suggests that multiculturalism, when managed inclusively, can be a powerful tool for sustainable urban transformation. Future research on the perceptions of residents and visitors will help refine these branding strategies, contributing to more effective urban planning and development in similar culturally diverse cities.