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A (Re)construção da Imagem da Cidade: a Lisboa da segunda década do século XXI
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A inserção das cidades no mercado mundial, no cenário da globalização, passou a integrar a agenda dos governos locais, com a emergência do empreendedorismo urbano e o aumento da competitividade entre cidades. Desde os anos 1990, em Lisboa, é adotado o planeamento estratégico como resposta às exigências do mercado mundial de cidades. Mas foi a partir do ano de 2006, com a criação do Comissariado e Projeto de Revitalização da Baixa-Chiado, que as estratégias para o renascimento urbano e transformação da imagem de Lisboa foram firmadas, além da criação de consensos sobre a necessidade desta transformação devido à profunda crise associada à uma imagem defasada de cidade. Neste sentido, o objetivo deste trabalho é entender as transformações físicas, sociais e simbólicas da cidade de Lisboa, em termos de imagem e conteúdo, através da análise dos principais documentos estratégicos disponibilizados no período de 2006 a 2018, dos instrumentos de marketing e turismo urbano e de reabilitação do edificado. A partir de uma abordagem teórico-histórica para definir as principais estratégias utilizadas em estudos de outras cidades, foram enfatizadas as de maior impacto para Lisboa. Assim, os documentos e planos estratégicos, além de notícias e publicações para fundamentar e contextualizar as análises, foram selecionados e analisados, nomeadamente: Plano de Revitalização da Baixa-Chiado; Plano Frente Ribeirinha; Plano Diretor Municipal de Lisboa; Carta Estratégica de Lisboa; Estratégia de Reabilitação de Lisboa e Planos Estratégicos de Turismo. O renascimento urbano de Lisboa passou por uma preparação do terreno com a redescoberta de seu centro histórico, juntamente com a religação da cidade com o rio Tejo, e suas potencialidades para reabilitação do edificado, turismo e marketing. Neste novo momento, a identidade de Lisboa é questionada por não corresponder a imagem almejada de cidade e o consenso de necessidade de mudança e superação da crise é reafirmado pela presença da Troika, abrindo caminho para utilização de ferramentas de liberalização do mercado de arrendamento e reabilitação do edificado, logo, intensificando o turismo. Além disso, a incessante busca por investimento estrangeiro, favoreceu a criação da marca Lisboa, para facilitar a sua promoção internacional, destacando-se o papel da Invest Lisboa e do Turismo de Lisboa. Por fim, o alinhamento e convergência de parcerias, estratégias e planos possibilitou a reconstrução da imagem de Lisboa e sua afirmação no mercado mundial de cidades.
The insertion of cities in the world market, in the globalization scenario, became part of the agenda of local governments, with the emergence of urban entrepreneurship and increased competitiveness between cities. Since the 1990s, Lisbon’s strategic planning has been adopted in response to the demands of the world city market. But it was from the year 2006, with the creation of the Commissioner and Revitalization Project of Baixa-Chiado, that the strategies for the urban renaissance and transformation of the Lisbon image were signed, in addition to the creation of consensus on the need for this transformation due to the profound crisis associated with an outdated image of the city. In this sense, the objective of this work is to understand the physical, social and symbolic transformations of the city of Lisbon, in terms of image and content, through the analysis of the main strategic documents made available in the period from 2006 to 2018, of the instruments of marketing and urban tourism and building rehabilitation. Based on a theoretical-historical approach to define the main strategies used in studies in other cities, those with the greatest impact on Lisbon were emphasized. Thus, the documents and strategic plans, as well as news and publications to support and contextualize the analyzes, were selected and evaluated, namely: Baixa-Chiado Revitalization Plan; Riverfront Plan; Municipal Master Plan of Lisbon; Lisbon Strategic Charter; Lisbon Rehabilitation Strategy and Strategic Tourism Plans. The urban renaissance of Lisbon went through a preparation of the land with the rediscovery of its historic center, together with the reconnection of the city with the Tagus River, and its potential for building rehabilitation, tourism and marketing. In this new moment, Lisbon's identity is questioned because it does not correspond to the desired image of the city and the consensus on the need to change and overcome the crisis is reaffirmed by the presence of the Troika, paving the way for the use of tools for the liberalization of the rental and rehabilitation market, thus intensifying tourism. In addition, the relentless pursuit of foreign investment has favored the creation of the Lisbon brand, to facilitate its international promotion, highlighting the role of Invest Lisboa and Turismo de Lisboa. Finally, the alignment and convergence of partnerships, strategies and plans enabled the reconstruction of Lisbon's image and its affirmation in the cities’ world market.
The insertion of cities in the world market, in the globalization scenario, became part of the agenda of local governments, with the emergence of urban entrepreneurship and increased competitiveness between cities. Since the 1990s, Lisbon’s strategic planning has been adopted in response to the demands of the world city market. But it was from the year 2006, with the creation of the Commissioner and Revitalization Project of Baixa-Chiado, that the strategies for the urban renaissance and transformation of the Lisbon image were signed, in addition to the creation of consensus on the need for this transformation due to the profound crisis associated with an outdated image of the city. In this sense, the objective of this work is to understand the physical, social and symbolic transformations of the city of Lisbon, in terms of image and content, through the analysis of the main strategic documents made available in the period from 2006 to 2018, of the instruments of marketing and urban tourism and building rehabilitation. Based on a theoretical-historical approach to define the main strategies used in studies in other cities, those with the greatest impact on Lisbon were emphasized. Thus, the documents and strategic plans, as well as news and publications to support and contextualize the analyzes, were selected and evaluated, namely: Baixa-Chiado Revitalization Plan; Riverfront Plan; Municipal Master Plan of Lisbon; Lisbon Strategic Charter; Lisbon Rehabilitation Strategy and Strategic Tourism Plans. The urban renaissance of Lisbon went through a preparation of the land with the rediscovery of its historic center, together with the reconnection of the city with the Tagus River, and its potential for building rehabilitation, tourism and marketing. In this new moment, Lisbon's identity is questioned because it does not correspond to the desired image of the city and the consensus on the need to change and overcome the crisis is reaffirmed by the presence of the Troika, paving the way for the use of tools for the liberalization of the rental and rehabilitation market, thus intensifying tourism. In addition, the relentless pursuit of foreign investment has favored the creation of the Lisbon brand, to facilitate its international promotion, highlighting the role of Invest Lisboa and Turismo de Lisboa. Finally, the alignment and convergence of partnerships, strategies and plans enabled the reconstruction of Lisbon's image and its affirmation in the cities’ world market.
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Palavras-chave
Lisboa Séc. XXI Urbanismo Mercado Mundial de Cidades Planeamento Estratégico Imagem da Cidade Cities' World Market Strategic Planning Image of the City