The announcement of Johannesburg as the host city for an upcoming G20 Summit could mark a seminal moment in the redefinition of its global brand identity. This is not merely about hosting a high-profile diplomatic gathering; it is about leveraging the weight of global attention to reassert Johannesburg’s strategic relevance in a rapidly shifting world order. For a city that already contributes 16.5% to South Africa’s GDP – more than any other province – this presents a golden opportunity to translate economic might into global soft power.
The G20 is a powerful geopolitical platform. It brings together the world’s largest economies, accounting for over 80% of global GDP. For Johannesburg, hosting the Summit can catalyse a long-overdue recalibration of how the city is perceived – moving beyond the prevailing imagery of crime, grime, and inequality, toward a compelling narrative of urban resilience, continental leadership, and global engagement. This can fundamentally shift the city’s brand from a transactional African business hub to a transformational global city.
But branding isn’t built on momentary visibility alone. The work ahead lies in aligning Johannesburg’s institutional culture and city systems with the promise of the Summit. The world’s attention will not only fall on the conference halls but on the state of public infrastructure, security, transport systems, urban aesthetics, and the lived realities of residents. Thus, the challenge is not merely one of hosting but one of holistic readiness—of showcasing a Johannesburg that works.
To build on this momentum, Johannesburg must move beyond seeing the G20 merely as a three-day summit. It must treat it as a springboard for long-term city branding, economic positioning, and urban regeneration. This is a rare chance to put into practice a city diplomacy strategy that connects global visibility with local impact. The Summit provides the perfect platform to showcase Johannesburg’s vision – both to its citizens and to the international community – of becoming a smart, green, and inclusive African metropolis of the future.
As a former diplomat who has lived in Milan – a city that masterfully blends global relevance with deep local identity – I can say with confidence that Johannesburg has all the ingredients to similarly ascend. Its diverse economy, rich cultural tapestry, and entrepreneurial spirit can be curated into a compelling narrative that aligns with the G20’s evolving agenda, particularly around inclusive development, innovation, green transitions, and South-South cooperation.
We must recall that cities are not static backdrops to global events—they are actors in their own right. Johannesburg’s mayor, as the custodian of the city brand, must lead this process decisively. A clear, inspiring brand identity must be curated – one that celebrates Johannesburg’s entrepreneurial vibrancy, its innovation ecosystems, its Pan-African financial services hub status, its dynamic arts and culture scene, and its role in Africa’s freedom struggles. Johannesburg is where revolutions were dreamed, where empires fell, and where Africa’s renaissance continues to be imagined.
But equally, hosting the G20 must galvanise serious introspection. Can the city clean up its act – literally and figuratively? Can service delivery be improved, crime curtailed, and infrastructure upgraded? Can the gap between Sandton and Alexandra be narrowed in ways that are not only symbolic but structural? The world will not only remember the conference centre, but also what surrounds it. Johannesburg must prove that it can be world-class – not by copying other global cities, but by being the best version of itself.
Importantly, the city’s G20 hosting must be integrated with South Africa’s broader brand diplomacy. Africa’s leading economy, hosting the world’s economic giants in its financial capital, should be a moment of continental pride. Johannesburg can use this platform to elevate African priorities within the G20 agenda – whether it’s vaccine equity, climate finance, debt reform, or digital inclusion. As the most industrialised city on the continent, it must position itself as the natural convenor of African economic ambition.
The impact will not just be felt in diplomacy. Tourism, investment, and international partnerships could receive a significant boost. Johannesburg’s creative industries – fashion, music, cuisine, literature – can be profiled globally as soft power assets. Business districts and township economies alike can benefit if public and private sectors co-create opportunities through the Summit’s value chain – from infrastructure projects to event hospitality and media platforms.
Ultimately, this is Johannesburg’s chance to reimagine itself – not just as a city that hosts global events, but as a city that shapes global conversations. The G20 should not be treated as an end in itself, but the beginning of a new chapter – where Johannesburg claims its rightful place on the global stage not only as an economic powerhouse but as a city of purpose, ideas, and influence.
The story of Johannesburg is not one of decline; it is one of potential waiting to be fully unleashed. The G20 Summit may very well be the catalytic moment that the city has been waiting for. The question is: will we seize it?
If managed strategically, the G20 Summit can serve as a brand reset button – inviting investors, tourists, policymakers, and creatives to reimagine Johannesburg not just as the heart of South Africa’s economy, but as Africa’s meeting point with the world. This is our moment to redefine what Johannesburg means – globally. The time to start shaping the story is now.
Tujenge Afrika Pamoja! Let’s Build Africa Together!
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
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