Territorial Branding and Sustainable Tourism: Towards a Regenerative Destination in Dakhla-Oued Eddahab

Abstract

Abstract:

The global tourism industry now faces significant challenges imposed by climate change and the imperative of establishing sustainable and circular tourism practices. During this period of increased uncertainty, it is possible to use a territorial brand as a strategic lever to enable transformation of the tourist destination into a resilient and regenerative location capable of reconciling attractiveness with sustainability. This study examines how strategic management of the brand image of a territory will enhance the attractiveness of a destination to tourists and promote the adoption of more sustainable practices. The study employs the case of the Dakhla-Oued Eddahab region in Morocco as an illustration of this concept. A qualitative research methodology was chosen to examine the current practices and identify potential opportunities for incorporating circular and regenerative tourism in the brand identity of Dakhla-Oued Eddahab through semi-structured interviews with stakeholders involved in local tourism and sustainable economic development. The analysis of the qualitative data showed that the branding of the territory can; protect coastal ecosystems and biodiversity; promote the circular management of resources, stimulate the local economy; and improve the climate resilience of tourism-related infrastructure. Thus, the use of the concept of a territorial brand provides a significant strategic opportunity for the promotion of the Dakhla-Oued Eddahab region as an innovative, regenerative and resilient tourism destination that attracts international tourists, investors, and partners interested in contributing to the ecological transition.

Keywords: Territorial branding, sustainable tourism, climate resilience, regenerative destination, circular economy