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This introductory paper aims to provide an overview of the significance of the theme issue.

This paper sheds lights on issues that post-colonial, post-conflict and post-disaster destinations are facing, and more importantly provides strategies to overcome the issues. The solutions are tailored to the particular profile of the destination.

For post-colonial, post-conflict and post-disaster destinations to enhance their image to potential visitors and to be able to compete equally with established destinations, it is important to provide solutions that are tailor-made to their own situation and circumstances, as one size does not fit all.

The value of this paper is that it re-visits the realities faced by post-colonial, post-conflict and post-disaster destinations while highlighting their potentials and barriers.

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.

This concluding paper filters out meaningful marketing strategies that could be used to re-position and re-establish tourism destinations struggling with negative image. Drawing from a collection of case studies around the world, this paper aims to provide evidence from post-colonial, post-conflict and post-disaster destinations to anchor the overall conclusion of the theme issue.

This paper summarizes key issues faced by destinations plagued with a negative image and identifies adaptive marketing strategies based on existing marketing theories and success stories from struggling destinations.

Destinations with a negative image are mostly post-colonial, post-conflict or post disaster destinations (or all of the three combined), and despite their poor (if no) marketing strategies, they continue to struggle to find their share in the tourism market. This paper highlights four main challenges of such destinations and proposes that adaptive marketing strategies can turn the situation of struggling destinations to a situation of emerging destinations. Marketing strategies that are cited in this theme are based on empirical evidence and they are communication strategy, differentiation and promotion of responsible and health tourism, heritage tourism, cluster tourism and the involvement of destination marketing organisations.

This paper takes a somewhat different approach and proposes adaptive marketing strategies for struggling destinations. These are based on the notion that the consequences of not addressing negative image also impacts on established destinations that have to cope with increased capacity. The value of this paper is that it draws from empirical evidence, each unique in their own right and re-establishes how post-colonial, post-conflict and post-disaster destinations could improve while highlighting their potential and limiting factors.

This concluding paper filters out the main points relating to the achievement of the sustainable development goals (SDGs) arising from the theme issue. The aim is to provide an insight as to how the hospitality and tourism industry is aligning its actions with the SDGs given the backdrop of the COVID-19 pandemic and other recent issues such as overtourism.

The approach is based on evidence and findings derived from the case studies featured in this issue presented by practitioners and academics.

The overall findings show destinations along with the hospitality and tourism industry are engineering a variety of strategies to make the industry sustainable. The practical solutions recommended by contributors are helpful in terms of sharing good practices and identifying potential barriers to the execution of those practices.

The articles in this theme issue address a theoretical and practical gap while proposing innovative sustainable tourism strategies directed towards the implementation of the United Nations SDGs. The value of this paper lies in the fact that it draws from a variety of original case studies, each unique in their own right and proposes innovative ideas on how the tourism and hospitality industry may implement the SDGs in their businesses while safeguarding the interest of the economy, society and the environment.

The purpose of this paper is to offer an insight of the role of the African Union (AU) and the Economic Social and Cultural Council (ECOSOCC) in implementing the sustainable development goals (SDGs) for the air transport sector and the tourism industry. The objective is to show how the AU along with its advisory body ECOSOCC collaborates with regional tourism organizations and stakeholders to achieve the SDGs.

The methodology is based on desk-based research and content analysis of documents, reports and research articles related to Agenda 2063.

The findings show that achievement of the SDGs necessitates collaboration between regional and international organizations. But, not all AU members are committed to implementing the SDGs. However, the COVID-19 outbreak has threatened many tourism economies, and stakeholders are now interested in finding a solution to the crisis.

The outcome of this study provides an improved understanding of the importance of SDGs while confronting tourism challenges during the pandemic crisis in Africa.

According to the authors’ best knowledge, the study is among the first to address SDG issues in a post-COVID African context.

As the world continues to navigate between the “new normal” and the “next normal” of an ongoing pandemic, recovery plans of several tourism destinations are still not bringing desired results. The COVID-19 pandemic has exposed long standing structural weaknesses and gaps in tourism policies worldwide. The formulation of tourism policies based on the pandemic context is therefore a need of the hour. However, due to lock-down and physical distancing measures, data collection for the development of research-based tourism policies has not been possible. In this case, evidence-based policies stand as a workable option. Drawing from the book Tourism Destination Management in a Post-Pandemic Context, this policy document proposes a synthesis of tourism policies embraced by destinations struggling in the pandemic context. Lessons show that rebuilding tourism requires policies that address structural weaknesses, advance key priorities, foster global solidarity and take advantage of new opportunities. This piece of study comes to the conclusion that tourism policies post pandemic need to be based on seven pillars, namely mitigation, vaccination, collaboration, information, promotion, education and investigation.

This study aims to focus on the phenomenon of “over-education” characterized by a discrepancy between education provided and the needs of the economy vis-à-vis employment. The study considers this issue with reference to tourism and courses taught in the field. Specifically, the phenomenon of over-education is investigated with reference to university graduates in tourism and their employability in the sector.

The research design draws from secondary data derived from a review of the literature on tourism and education.

The findings point to a need to consider aspects of tourism (field of study and discipline) in destination management. This is to avoid discrepancy at macro and micro levels and at a discipline and industry level. This strategy would also help to ensure synergy between tourism education and the needs of the tourism industry as advocated by the Helix model.

By focussing on over-education, this study shows that Sustainable development goal (SDG) 4, which relates to quality education, may be addressed. The outcome of the study also leads to the conclusion that SDG 4 should be based on not only access to education and school enrolment rates at all levels, particularly for girls, but also the relationship between education and actual employment.