STRUGGLING WITH THE DIGITAL NOMAD: Transnational teleworkers as the new ‘creative class’ in the urban marketplace?

In this article I examine the emergence of digital nomads as the ‘new creative class’ in urban marketing strategies that highlight these workers’ technological proficiency and hypermobility and blur the lines between work, leisure and travel in a globalized digital context. I explore the evolution of neoliberal urban marketing strategies and entrepreneurial urbanism—where cities compete to attract this mobile, knowledge and tech‐savvy workforce, challenging traditional workspaces and altering the socio‐economic landscape of cities. First, I review the widely criticized concepts of ‘creative class’ and ‘creative cities’. I then examine the literature on digital nomadism and the need for a spatial and urban studies perspective. Finally, I propose new critical research questions around the sociospatial impact of digital nomad politics in cities. In summary, this article posits that digital nomadism is an aspirational rhetorical concept based on technological skills and global mobility, representing a new strategy in urban marketing and competition and a new challenge for urban scholars.