Sustainable Tourism Branding: Strategies, Trends, and Challenges in Communicating Destination Sustainability

Abstract

Abstract

Sustainable tourism branding has emerged as an essential strategy for destinations seeking to balance competitiveness with environmental, socio-cultural, and economic sustainability. This review synthesises recent developments in sustainable destination branding, highlighting key strategies, digital trends, stakeholder roles, and ongoing challenges such as authenticity, greenwashing, and governance conflicts. Drawing from contemporary literature, the paper proposes an integrative framework for sustainable tourism branding and outlines implications for policymakers and practitioners. Recommendations emphasise transparency, community participation, digital storytelling, and impact measurement.