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      A city with charm and challenges, Dublin has evolved into a thriving European capital. Yet there is a palpable sense that the city isn’t yet capitalising on its undoubted greater potential.

      We take a look at the urban appeal of Dublin through the four indicators of identity and culture, public spaces, retail, and policing.

      Cities are in direct competition with each other for talent and investment. And a city’s reputation is often simply the mix of the emotions and reactions it generates.

      At a human level, a city’s urban appeal can be defined by its attractiveness and its brand is a function of its overall identity and reputation – based largely on its desirability as a place to live, visit or to do business in.

      Our research shows that just under half (48 percent) of businesses feel that urban appeal is a very important to Dublin, with half (50 percent) feeling that the city performs well on this aspect. 

      Urban appeal indicators

      What should be prioritised vs how well it is performing

      Strong city identity and culture

      What matters


      Dublin has undergone significant historical changes, evolving from its origins as a Viking settlement, to a modern, vibrant European capital. This transformation is seen in the integration of new developments alongside the preservation of the city's architectural heritage, such as in the revitalisation of the Dublin Docklands.

      As the city advances, it becomes increasingly important to connect its rich history with its modern, diverse community. 

      Our research shows that Dublin is perceived to be performing relatively well in terms of its city identity and culture, with just under half (48 percent) of respondents giving positive feedback, and in the context of urban appeal only a quarter (24 percent) consider it a main priority focus.  

      However, in the context of declining visitor numbers to Ireland, there is an opportunity to move beyond its traditional image with a concerted and singular city branding initiative for global consumption.

      A well-defined identity attracts investment, tourism, and talent, enhancing Dublin's position as a dynamic, forward-thinking capital in a rapidly changing world where cities must compete for attention and resources. 

      Reflecting on the research findings, KPMG’s Tania Kuklina, Director, People and Change, says that “the future of our capital city depends on our ability to embrace change, while preserving the unique character that makes Dublin truly special.”

      A shared identity brings people together, encourages collaboration, and strengthens the city’s reputation as a welcoming, innovative hub for creativity and business.

      By reinforcing Dublin’s cultural story, the city can build lasting connections with its residents and visitors, ensuring that it remains a dynamic place to live, work, and invest for years to come. 

      Street musicians
      The future of our capital city depends on our ability to embrace change, while preserving the unique character that makes Dublin truly special.

      Tania Kuklina

      Director

      KPMG in Ireland

      Making it happen


      While Dublin has made strides in promoting its identity through initiatives like The Dublin Place Brand launched by Dublin City Council, there is still room to further refine and strengthen the city narrative.  

      By learning from the experiences of other cities and engaging stakeholders in a collaborative branding process, Dublin can solidify its position as a leading international city with a clear, meaningful identity. 

      Key actions to consider include:

      • Develop a cohesive city narrative and long-term vision with updated branding to define Dublin’s unique identity and strengthen its global presence.
      • Position Dublin as a global cultural hub by fostering artist residencies and creating opportunities for international creative exchange, or further enhancing public spaces with cultural expression.
      • Amplify the unique character of Dublin - offering tailored activities for both the short winter days and the long, lively summer evenings.
      • Mandate architectural harmony, ensuring new buildings reflect and enhance Dublin’s distinctive architectural heritage through thoughtful design integration.

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      Attractive public spaces

      What matters


      Public and civic spaces are at the heart of any great city—they’re where we gather, relax, and connect with one another. Whether it’s a park, or a busy street, these spaces shape our daily lives and contribute to the overall liveability of a city.

      Dublin already has some iconic spaces like St. Stephen’s Green and Phoenix Park, but as the city grows, we need to make sure these areas evolve to meet the needs of all residents and visitors.   

      Well-designed public spaces and sporting facilities offer more than just a place to pass through—they contribute to our mental and physical wellbeing, support community interaction, and boost the local economy.

      These areas foster a sense of belonging and ownership, helping a city feel like home. When environments are accessible, inviting, and safe, they become vibrant centres for social activity and local businesses.

      As just one example, the Johan Cruijff Arena (JCA) in the Netherlands has become a smart innovation hub. Since 2015, it has used a flexible data platform to enhance fan experience and operations. Real-time smartphone navigation, crowd and turf sensors, and open data improve safety, efficiency, and sustainability.

      Crucially, integrating green areas and sustainable design into urban planning not only reduces environmental impact, but also enhances the spaces to ensure a positive experience for all. There’s also a huge opportunity to support Dublin’s struggling  nighttime economy.

      With longer opening hours, better late-night transport, and an enhanced  Garda presence, our public places can stay active and welcoming well into the evening -benefiting both residents and local businesses. 

      Child on slide

      Making it happen


      Creating more attractive, safer, and inclusive public areas across Dublin requires a vision for our city centre, forward planning, commitment to putting people at the centre of urban life, and consensus from communities to work towards this vision.

      This is about more than just preserving well-loved landmarks but about making sure all public areas work harder for the communities, businesses and visitors that use them every day.

      Active frontage, filtered permeability (no dead-ends) and a significantly increased city centre population with 24/7 occupancy are essential to generate the necessary footfall that will make our streets and places attractive, safe and inclusive.

      To bring this to life, Dublin could:

      • Support the nighttime economy by extending opening hours, increasing late-night transport, and boosting Garda presence.
      • Dublin City Development Plan (2022–2028) includes a prioritisation of sustainable transport and a pedestrian-first city. Policy makers should continue to redesign key city zones to prioritise pedestrians, cyclists, greenery, and public spaces over car traffic.
      • Enhance public areas by improving accessibility and optimising spaces like College Green and the Phoenix Park.

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      Vibrant retail core

      What matters


      A vibrant retail core is essential for any thriving city, and Dublin is no exception. Retail areas are more than just places to shop—they’re central to a city’s economy, culture, and social life.

      A strong retail core attracts both locals and tourists, creating a dynamic environment where people come to shop, dine, and experience the city. In Dublin, areas like Grafton Street, Henry Street, and Temple Bar serve as key hubs, offering everything from high-end fashion to local products. 

      Whilst policing, attractive public spaces, city identity and culture rank ahead of a vibrant retail core in the view of our research sample, a thriving retail core supports a wide range of businesses, providing thousands of jobs.

      However, derelict buildings and vacant properties in key areas can detract from the city’s appeal, discouraging consumers and investors, and they have a social and economic cost. These derelict buildings could also help address the housing challenges, outlined throughout this report.

      “Reintroducing targeted Section 23 relief could promote residential living in Dublin’s core,” suggests KPMG Tax Partner Olive O’ Donoghue. “It has the potential to make the city centre more liveable, and enhance its overall vibrancy”, she continued. 

      “Reintroducing targeted Section 23 relief could promote residential living in Dublin’s core,” suggests KPMG Tax Partner Olive O’ Donoghue. “It has the potential to make the city centre more liveable, and enhance its overall vibrancy”, she continued.

      Dublin City Council initiatives such as the Dublin City Retail Strategy have sought to explore ways to enhance the shopping experience, mitigate against online shopping, and support businesses, however, continued investment will be key to ensuring Dublin’s retail core remains a vital driver of the city’s economy and identity.

      Flowers Grafton Street Dublin
      Reintroducing targeted Section 23 relief could promote residential living in Dublin’s core.

      Olive O’Donoghue

      Partner

      KPMG in Ireland

      Making it happen


      To sustain a vibrant retail core in Dublin requires a combination of strategic investment and supportive policies. 

      • Reintroducing targeted Section 23 relief to promote residential living in Dublin's city centre. 
      • Accelerated development of the Bus Connects scheme to ensure faster and more efficient public transport in and out of the city.
      • Continued focus on visible policing to build confidence in safety and security.
      • In line with Dublin City Council’s Development Plan (2022–2028) more street based activities should be encouraged such as outdoor dining spaces, pop-up shops and public events.

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      Effective consensual policing

      What matters


      Effective consensual policing is fundamental to many aspects of Dublin’s future, shaping how the city ensures a reputation for safety and liveability as it develops towards 2040.

      Whilst Dublin’s crime statistics generally compare reasonably well in comparison to other similarly sized European cities, our results show policing as a significant consideration.

      Effective consensual policing emerged as the top priority when considering urban appeal indicators, with over a third (34 percent) of respondents highlighting it as their top priority and with only 19 percent of respondents reporting it is currently performing well.

      In an evolving, diverse city like Dublin, effective policing can help bridge cultural and social gaps, foster a sense of community and civic belonging and shared responsibility.

      This approach can help encourage citizens to participate in decision-making and policy formulation. By continuing to involve communities in maintaining safety, consensual policing empowers residents and can help reduce crime.

      Effective policing in Dublin requires continued emphasis on the greater use of technology to promote organisational effectiveness and ensure more effective use of resources.

      Data analytics and digital tools can help spot crime trends, improve communication, and guide smarter policing decisions. Technology can also support clear accountability mechanisms, help ensure transparency and maintain public trust.

      Ultimately, Dublin has an opportunity to be a leader in leveraging innovation and technology to address urban challenges, as explained by Head of Cyber Security at KPMG Dani Michaux, “With its thriving tech ecosystem and skilled workforce, Dublin is uniquely positioned to lead the way in harnessing technologies to tackle urban issues, from enhancing public safety and sustainability to improving city infrastructure.”

      Gardai
      Dublin is uniquely positioned to lead the way in harnessing technologies to tackle urban issues.

      Dani Michaux

      Partner, EMA Cyber Leader

      KPMG in Ireland

      Making it happen


      A multifaceted approach, that continues to include community engagement will be critical to ensure continued progress .Here are some suggestions:

      • Continued investment and support in An Garda Síochána resourcing, using data and taking an increased information-led approach to policing.
      • Integrate advanced technology in policing through the use of data analytics and digital platforms to identify crime patterns and improve communication with the public.
      • Enhance collaborative partnerships between the Gardaí, social welfare bodies, local charitable bodies, and schools to address root causes of crime, such as poverty, mental health issues, and lack of opportunity.  

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