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According to the United Nations World Tourism Organisation, sustainable tourism is a form of tourism that meets the needs of present tourists and host regions while protecting and enhancing the opportunity for the future. It is an industry that aims at having a low impact upon the environment and local culture, generating income and employment, and ensuring the conservation of local ecosystems. The aim of this paper is to examine the ways in which the development and promotion of a new tourism product based on unique rural heritage and traditions contribute to the development of sustainable tourism strategies in Romania.

This paper includes a literature review on the topic of sustainable tourism in post-conflict destinations and provides arguments for the adoption and development of sustainable tourism. Using a case study methodological approach, this paper provides an example of a sustainable tourism destination from the Central development region of Romania (Alba County, Transylvania) to depict specific sustainable tourism practices and their impact on the place, in a post-communist and post-conflict context. The study uses a comprehensive desk-research based on secondary data from key industry and academic sources.

The research findings show that rural tourism can greatly support the (re)development of post-conflict destinations, and it makes a significant contribution to the sustainable development of the Romanian tourism industry, in general, and rural economies in particular, as shown in the case examined in this paper.

This paper illustrates that fostering the unique rural heritage and traditions of a post-conflict destination can contribute to the revival and sustainable development of the place. Sustainable tourism practices contribute not only financially to a destination but also to its social infrastructures, jobs, nature conservation, adoption of new working practices and the revitalisation of passive and poor rural areas.

This paper examines and depicts rural tourism development as an innovative and sustainable strategy for Romania, a post-conflict destination that experienced severe political and social turmoil during the communist regime, and ethnic conflicts and violent events in the 1990s. The research findings may be applicable to other geographic regions and post-conflict destinations with similar contexts.

According to the United Nations World Tourism Organization, sustainable tourism is a form of tourism that meets the needs of present tourists and host regions, while protecting and enhancing the opportunity for the future. It aims at having a low impact upon the environment and local culture; generating income and employment; and ensuring the conservation of local ecosystems. This paper aims to examine the ways in which the development and promotion of a new tourism product based on unique rural heritage and traditions contribute to the development of sustainable tourism by relating the practices to the sustainable development goals (SDGs) 1, 8, 10, 11, 12 and 17.

Drawing on a literature review on the topic of sustainable rural tourism, this paper uses a case-study methodological approach and provides an example of a sustainable rural tourism destination from the North Western development region of Romania (Cluj County, Transylvania) to depict specific sustainable tourism practices. The study uses a comprehensive desk-research based on secondary data from key industry and academic sources.

The research findings show that sustainable rural tourism can greatly support the development of rural destination and makes a significant contribution to the sustainable development of the Romanian tourism industry, in general, and rural economies in particular, as shown in the case examined in the paper. Sâncraiu represents an example of sustainable tourism practices that contribute to poverty reduction (SDG1 – Target 1.A), provide decent work and ensure economic growth (SDG8 – Target 8.9), help reducing inequalities (SDG10 – Target 10.3), protect and safeguard the world’s cultural and natural heritage (SDG 11 – Target 11.4), promote responsible consumption and production (SDG 21 – Target 12.b) and last but not least this destination demonstrates that development is only possible when partnerships are forged (SDG 17).

This paper illustrates that fostering unique rural heritage and traditions can contribute to the sustainable development of destinations. Sustainable tourism practices contribute not only financially to a destination but also to its social infrastructures, jobs, nature conservation, adoption of new working practices and the revitalisation of passive and poor rural areas.

This paper examines and depicts sustainable rural tourism development as a transformative strategy contributing to the long-term viability of a rural destination. The research findings can be viewed as an example of good practice, which may be applicable to other geographic regions with similar contexts.

This paper aims to examine the negative effects of events on residents’ quality of life. Particularly, the paper analyses the specific negative effects generated via “overtourism” for the duration of large-scale music festivals.

The paper uses a case study method approach to examine the negative effects that UNTOLD, the largest music festival in Romania, has on residents’ quality of life. The case is analysed via a comprehensive desk research of secondary data from industry and academic sources.

Despite its success and the positive economic impact UNTOLD festival had on the host city, several issues have a negative impact on residents’ quality of life and well-being. The negative impacts are noise pollution, vandalism and crime, traffic and parking issues, waste and damages to the natural environment, pressure on and over usage of local services and infrastructure and the increased cost of living.

Whilst organisers, local businesses and local authorities are the main parties benefiting from events, residents mainly feel the negative impact. Organisers, local authorities and businesses need to minimise the negative effects residents’ experience during the event by building sustainable partnerships and taking a more hands-on approach to sustainable and socially responsible practices. Current and potential initiatives are discussed in the paper.

This paper examines the negative impacts events may have on residents’ quality of life and discusses the case of a large-scale music festival, an under-researched context. The analysis and discussion may assist scholars and industry experts alike in generating new debates in sustainable event management practices, as well as festival organisers and public authorities in developing strategies for avoiding, containing or minimising the negative effects of events.

The purpose of this paper is to profile the WHATT theme issue “What marketing strategy for destinations with a negative image?” with reference to the experiences of the theme editor and writing team.

This paper uses structured questions to enable the theme editors to reflect on the rationale for the theme issue question, the starting point, the selection of the contributors and material and the editorial process.

This paper provides insights and practical suggestions in response to the theme issue question from different academic and professional backgrounds in fields as diverse as marketing, tourism, economics and heritage management.

The theme issue outcomes provide lines of enquiry for others to explore and reinforce the value of WHATT’s approach to collaborative working and writing.

The collaborative work reported in this theme issue offers a unified but contrarian response to the theme’s strategic question. Taken together, the papers provide a range of options for destination marketing organizations in response to the issues highlighted.

The purpose of this paper is to summarise the main outcomes of the collection of studies in this theme issue and to offer some key reflections based on the experiences of the theme editors and contributors.

This study uses structured questions to enable the theme editors to reflect on the rationale for the theme issue question, the starting point, the selection of the contributors and material and the editorial process.

This paper provides insights and practical suggestions in response to the theme issue question from different academic and professional backgrounds, namely, the hotel industry, the events industry, the technology sector, non-governmental organisations, government sectors, and the local community.

The theme issue outcomes provide lines of enquiry for others to explore and reinforce the value of worldwide hospitality and tourism theme’s approach to collaborative working and writing.

The collaborative study reported in this theme issue offers a unified but contrarian response to the theme’s strategic question. Taken together, the papers provide a range of options for destination marketing organisations in response to the issues highlighted.