Wine tourism has emerged as a significant and growing segment within the global tourism industry, attracting visitors seeking unique cultural, gastronomic, and experiential engagements. Concurrently, the imperative for sustainability has become increasingly critical across all sectors, including tourism, driven by growing environmental concerns and the global commitment to the United Nations Sustainable Development Goals (SDGs) 2030. Destination branding plays a pivotal role in shaping perceptions and influencing tourist behavior. This comprehensive review synthesizes insights from existing literature to explore the integration of sustainability principles into wine destination branding. It examines how sustainable practices in wine production and tourism activities can be effectively communicated and leveraged to enhance destination image, attract environmentally conscious travelers, and contribute to the achievement of the UNSDGs. The review highlights the benefits of such integration, including enhanced competitiveness, improved stakeholder relationships, and long-term resilience. It also discusses the challenges involved and identifies key areas for future research and practical implementation. Ultimately, this article argues that embedding sustainability at the core of wine destination branding is essential for fostering responsible tourism development and contributing to a more sustainable future in line with the global agenda.

Wine Tourism,, Destination Branding, Sustainability, UN Sustainable Development Goals, Responsible Tourism, Destination Image, Literature Review

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