Sustainable Destination Branding: A Paradigm Shift in Resilient Tourism Features

Abstract

Sustainable destination branding authentically communicates a destination's unique character while prioritizing environmental stewardship, social equity, and economic resilience This extended abstract synthesizes academic theories, key principles, actionable strategies, and current challenges, and proposes a forward looking agenda for theory and practice Integrating contemporary literature, stakeholder centered methodology, and critical perspectives including post colonial critiques this work highlights how sustainable destination branding is central to building competitive, inclusive, and culturally vibrant destinations Recommendations emphasize participatory methods, innovative digital communication, ethical storytelling, and measurable commitments to sustainability, guiding both academic inquiry and real world implementation for resilient tourism futures.