Published Online:September 2026
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:020926
DOI:10.71329/IUPJBRM/2026.23.3.28-48
Author Name:Sabari Shankar Ravichandran
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:28-48
The branding of destinations is in the midst of a dramatic change, as today’s tourism systems are increasingly influenced by sustainability transitions, digitization, consumption of experiences, and sociocultural change. The approaches to traditional destination branding, mainly built around the development of a destination image, dissemination of promotional messages, and differentiation through attractions, have proven ineffective in the current fast-changing tourism contexts of artificial intelligence (AI), platform-mediated engagement, regenerative tourism, identity-oriented consumption, and emotionally-driven tourism experiences. In view of this, the present paper critically reviews the shifts in destination branding in today’s tourism market. Based on cross-fertilization from the fields of destination branding, tourism marketing, smart tourism, sustainability studies, experiential consumption and inclusive tourism, the paper provides an integrative discussion regarding the ways in which intelligent tourism ecosystems, ethical legitimacy, emotional involvement, and participatory digital cultures shape place identities and the competitiveness of tourism destinations. It is further argued that destination branding is increasingly moving from image building to an adaptable, co-created, technologically mediated and emotionally charged tourism ecosystem. Theoretically, the paper highlights the need for a perspective in destination branding that takes into account the ecosystem approach, integration of sustainability, AI-enabled tourism systems, experiential value creation and identity sensitive tourism environments, within one framework. The study demonstrates the increasing relevance of adaptive governance, regenerative tourism strategies, digital responsiveness, and inclusive tourism experiences in terms of managing destination relevance and legitimacy in the long term.
In recent years, destination branding has become an important strategic tool by which tourism places seek to stand out in the very competitive and changing global tourism marketplace.