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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.

This concluding paper filters out smart and sustainable strategies drawn from a rich variety of articles presented throughout the theme issue. This paper aims to provide a summary of the key points related to the perverse impacts of overtourism and smart and sustainable strategies to overcome the phenomenon.

The methodological design is based on empirical evidence and case studies analysed by practitioners and academics.

The overall findings unpack different types of strategies based on collaborative input from tourists, locals, government, NGOs, DMOs and service providers. Based on the realities of today’s tourism environment, the outcome reveals that it is possible to address overtourism, but smart strategies are required as both tourists and residents (including relevant stakeholders) are sophisticated, emancipated and connected enough to understand the dynamism of overtourism.

The articles in this theme issue address a theoretical and practical gap while proposing innovative strategies to tackle overtourism in an era of “connected tourism.” 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 smart strategies that may be sustained in the future.

This paper aims to provide an overview of the significance of this theme issue. To develop a better understanding of the context, the phenomenon of overtourism is introduced. The paper also sheds light on perverse impacts of overtourism on key stakeholders and seeks to provide justification for the need for smart and sustainable strategies.

The research design follows a mixed approach and draws from a combination of case studies, online sources, literature reviews and an industry paper. This combination of primary, secondary and tertiary data enables more meaningful analysis of overtourism from destinations with different specificities and characteristics.

The paper provides valuable insight on the causes and consequences of overtourism on the destination and its people, which arguably include both tourists, residents and other stakeholders. Based on empirical evidence, the paper presents common strategies that are used to tackle overtourism and seeks to draw insights from those case studies to propose smarter and more sustainable strategies.

The value of this theme issue is that it presents a variety of case studies that might be used as examples to mitigate the consequences of overtourism. Destinations showing similar symptoms may draw from the paper to manage the strain of overtourism. As one size does not fit all, the variety of strategies proposed within those papers might help practitioners and destination managers to select and adapt them to their respective contexts. Further, the research findings may be applicable to other geographic regions with similar contexts.

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 investigate the contributions of Agenda 2063 in tourism development in Africa while examining the inherent contradictions in its implementation. Ultimately, it brings out a meaningful synthesis of the overall implications and proposes recommendations for an equitable and sustainable tourism development in Africa.

This study draws from desk-based research and content analysis of documents and research studies related to Agenda 2063. A hypothetico-deductive approach was adopted, as this allowed for the deconstruction of text and context.

The findings reveal several internal inconsistencies which cuts like a double-edge sword. Empirical results show that Africa can emerge as a desirable destination if the aspirations of Agenda 2063 are appropriately popularized and operationalized. African countries need to align their tourism plans with the aspirations projected in the plan. It is imperative that the African Union (AU) oversees that there is consistent and sustainable tourism development across all member states.

The study draws from and relies solely on available secondary data. This implies that unofficial and unpublicized secondary data (proceedings, concept notes, position papers and archived documents) developed from AU’s conferences and workshops have not been considered. The outcome might therefore be indicative, but not necessarily reflective of trends and hidden realities of Africa.

The outcome of this empirical study provides an improved understanding of opportunities and challenges faced by African countries seeking to develop tourism as an economic activity. It unveils discrepancies which need address and further articulates recommendations which are practical and workable to achieve the aspiration of Agenda 2063 to be a “United Africa.”

The study provides valuable information for the socio-economic transformation of the continent, one of the aspirations of Agenda 2063. It further seeks to promote social and economic development based on a spirit of Pan-Africanism.

Unlike previous studies, this exploratory piece of paper provides a meaningful synthesis of Agenda 2063 from a unique perspective – the double-edge sword approach; it examines the potentials and opportunities the agenda triggers for tourism and at the same time, reveals its contradictions.

This paper aims to evaluate the “Janus-faced” character and causes of overtourism to propose recommendations to tackle such a phenomenon.

A case study analysis approach is adopted for this study. Studies of practitioners are presented and reflected upon with reference to academic literature on overtourism.

The study presents practical examples from Haiti, Nicaragua and Zanzibar. Tourism practitioners’ studies on overtourism are presented and general recommendations on tackling overtourism are proposed.

This study will be of interest to tourism practitioners and Destination Marketing Organisations (DMOs) worldwide who seek understanding of the overtourism phenomenon and the associated negative impacts. The study provides useful recommendations that can be used in similar situations of overtourism.

The paper extends understanding of overtourism causes and consequences. While overtourism is generally looked at from impact studies, this paper argues the urgent need for solutions to tackle the phenomenon.