Destination branding (i.e. the most popular term when referring to any effort to ‘build’ and manage place brands in a tourism context) gradually loses space against its more inclusive, and possibly more sustainable, ‘counterpart’, namely place branding. Place branding experts embrace, among others, the tourism potential of a place, while reminding how place brands should focus on plans that define the most realistic, competitive and compelling strategic vision for the country, region or city (Anholt, 2003: 212). Despite the clear emphasis branding plans attribute to culture and identity, current practices still largely focus on local or national cultures and identities. Such practices often ignore synergies which extend beyond national borders, as well as cultural identities and heritage older than the very creation of nation-states and constantly under adaptation as living organisms.

The aim of this project is to discuss the central role of identity and inclusive place branding through the examples of experiences, gastronomy, wine and intangible heritage. The conceptualization takes place in a gastro-cultural context and is developed following a qualitative approach. Having as a starting point cases from the Mediterranean region, thematic analysis contributes to the discussion on the role of identity, culture, neolocalism, institutions, destination and place branding.

• Kladou, S. and Trihas, N. (2021). Gastro-cultural identity and branding: Acknowledging the goose that lays the golden egg. 4th International Scientific Conference “Restarting tourism, travel and hospitality: The day after” (TOURMAN 2021), 21-23 May.