Dundee Culture founder Andrew Batchelor speaks at the Dundee Economic Summit

Andrew joined Kimberly Guthrie (Scotland’s Towns Partnerships), Cullen Warnock (Abertay University) and David Tuck (Waracle) on stage at the event. (Picture: Dundee & Angus Chamber of Commerce)

Dundee Culture founder Andrew Batchelor delivered a message about resilience, reinvention, and the future of place-branding during his appearance at this year’s Dundee Economic Summit.

Speaking as part of a panel discussion focused on storytelling and city growth, Andrew explored how Dundee’s identity has shifted over the decades and why that matters in a competitive, global landscape. From the city’s legacy as a centre of jute, journalism, and jam to its emergence in games, design, and green innovation, Andrew highlighted how Dundee has consistently adapted to change.

“Dundee has been through its fair share of challenges — but time and time again, we’ve proven that we’re a city that doesn’t give up. Our story is one of resilience, reinvention, and discovery. That’s the narrative we should be telling the world.”

He traced the city’s branding evolution from the 1960s slogan “Place of New Hope” through to “City of Discovery” in the 1980s, and today’s “One City, Many Discoveries”, showing how Dundee has long aligned its message with its ambition.

Andrew also responded to a question on what single action could accelerate Dundee’s growth over the next 12 months. His answer focused on the power of collaboration.

“Dundee should invest more in local and international partnerships and grant opportunities. We’re already seeing this through projects like the Mills Observatory and Mackenzie House, which are shining examples of what we can achieve through shared vision.”

The inaugural Dundee Economic Summit was hosted by the Dundee & Angus Chamber of Commerce at the Apex City Quay Hotel and Spa today, bringing together leaders across business, culture, education, and the public sector to explore how the city can build a fairer, stronger future.