Garden Tomb
Jerusalem has a clear city brand as a holy city. The holy city includes numerous significant holy sites such as the Western Wall, Church of the Holy Sepulcher, the Garden Tomb, and the Temple Mount. A study commissioned by the Swedish Research Council suggests that Jerusalem may be one of the oldest city brands, having undergone organic branding campaigns for centuries. Pilgrimage, the religious equivalent of tourism, has been part of Jerusalem's history for millennia.