The main purpose of this study was to explore the concept of “re-branding a destination” as a key
element to enhance sustainable tourism development. The study sought to measure the destination’s
attributes that determine sustainable tourism development vis-a-vis the perceived tourists’ image. The
study concludes that the concept of re-branding a destination is vital in destination marketing.
Cognizant of the strategic role of destination re-branding, the study notes that there are a number of
non-tourism factors which are still prevailing, such as political, social and environmental issues, which
can significantly impact negatively on brand equity and the overall destination’s competitiveness.
Furthermore, the study observes that the concept of re-branding a destination may become more of
rhetoric than practice if authorities fail to embrace the holistic nature of destination branding. Whilst
there has been stability on the economic front, there are contradictory political undertones which have a
strong bearing on sustainable tourism development. As such, the bad image generated by such negative
publicity has the potential to derail the re-branding process thereby rendering it ineffective. The study
concludes that for sustainable tourism development to be realized, the destination needs to deal with
some of the political hot spots of the Global Political Agreement (GPA) which have the potential to
tarnish the image of a destination. The study recommends an integrated sustainable tourism
development agenda, since re-branding alone may be unsustainable. It also needs to be nurtured and
supported by all stakeholders. The study recommends urgent address of political, social and
environmental issues. Finally, the study recommends a structured tourism growth strategy and a
conducive environment for sustainable tourism development.