Destination Branding as a Strategy for Economic Growth: Managing and Marketing Tourism in Emerging Economies

Abstract

In the global tourism economy, emerging markets are increasingly leveraging destination branding as a strategic approach to stimulate economic development and sustainability. Traditional promotional methods often fail to address structural limitations and shifting tourist expectations in developing nations. The integration of digital and smart tourism tools with branding initiatives represents a progressive alternative. Despite rising interest, limited frameworks exist on how emerging economies can effectively combine destination branding, smart technologies, and sustainable tourism to achieve long-term economic resilience. This article investigates how destination branding, enhanced by smart tourism technologies and sustainability measures, contributes to economic growth in emerging economies. A qualitative analysis of scholarly literature and real-world cases—such as Costa Rica’s eco-branding, Scotland’s AI-driven tourist management, and Bali’s sustainability enforcement—demonstrates the effectiveness of integrated approaches in shaping competitive, culturally rich, and environmentally responsible tourism identities. The study uniquely positions destination branding as a multidimensional tool that merges identity creation, digital innovation, and sustainable practices to navigate challenges specific to emerging economies. By adopting strategic branding and technological integration, emerging economies can not only attract investment and tourism but also foster local well-being and international recognition. Future research should focus on context-specific implementation models to optimize branding outcomes across diverse regional landscapes.