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Within the contemporary debate about what could be broadly called the “challenge of inclusion,” three major interre‐ lated trends can be identified: First, a growing dissatisfaction with the traditional approach known as multiculturalism, which in Europe led to the emergence of interculturalism as a new approach to managing cultural diversity; second, the shared acknowledgment that the concept of diversity must be reconsidered in terms of super‐diversity and properly under‐ stood through an intersectional lens; third, the emergence of cities as pivotal new players in a multi‐level framework. Notwithstanding the growing interest in the topic of inclusion, the theoretical level is still limited by strong barriers among different disciplines, and the practices of promotion of social inclusion often result in a few specific projects characterized by an episodic nature and, consequently, by very limited impact in the middle‐ to long‐term. This article critically ana‐ lyzes how Barcelona is re‐conceptualizing and developing its understanding of interculturalism as the basis for building its self‐image as a European model of an inclusive city. After a brief overview of the formulation of interculturalism as a contemporary approach to managing diversity at the city level, I analyze the development and implementation of intercul‐ turalism in Barcelona. Finally, by focusing on some initiatives selected in the project Bones Pràctiques Socials, I critically discuss some of the main opportunities and challenges for the promotion of social inclusion stemming from the coopera‐ tion between municipal institutions and social actors in Barcelona. [ABSTRACT FROM AUTHOR]

Purpose: The article aims to examine how cities incorporate diversity and inclusion into their policies and marketing practices. Design/methodology/approach: The research was carried out using a case study with an exploratory qualitative approach. The case study was conducted involving two European cities, Barcelona and Wroclaw. The content analysis of official documents and publicised materials was the basis for describing each city's inclusive strategic policies and marketing initiatives. Considerations based on the literature review and case study led to the conclusions about the strategic role of diversity and inclusion context in city marketing and the use of inclusive marketing in cities' practices. Findings: By supporting diversity and inclusion, inclusive marketing contributes to developing inclusive cities by creating a climate of equal opportunity and stimulating stakeholder engagement. Marketing cities through diversity and inclusion also strengthens internal and external city image. Practical implications: The article's considerations highlight the essential role of diversity and inclusivity in marketing cities. Demonstrating the value, possibilities, and ways to implement inclusive marketing can contribute to its broader and more strategic use in the practice of cities. Originality/value: Despite growing challenges, inclusive marketing in a territorial context has so far been an understudied area. The article launches the scientific discussion on diversity and inclusion in city marketing, forming the basis for further exploration and developing model solutions. [ABSTRACT FROM AUTHOR]