Connecting ESG and Territorial Brand: A Strategic Approach for Tourism Destinations

The contemporary global context has been shaped by an increasing demand for sustainable and socially responsible practices that extend beyond the domain of corporate entities. The objective of this research is to ascertain whether ESG practices are also discussed in tourist destinations with a territorial brand. The methodology employed is a literature review accompanied by a theoretical essay comprising two analyses: content and narrative. The results demonstrate that the applicability of ESG practices can influence the perception of the territorial brand of tourist destinations in diverse contexts, including geographical, economic, and cultural factors. It can be concluded that ESG principles can be aligned with local public policies, thereby promoting more responsible and socially conscious actions that will reflect on the sustainable image of tourist destinations and, consequently, on the territorial brand.