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Purpose This paper aims to evaluate the “Janus-faced” character and causes of overtourism to propose recommendations to tackle such a phenomenon. Design/methodology/approach 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. Findings 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. Research limitations/implications 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. Originality/value 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.

Purpose The purpose of this study is to investigate the link between history (heritage) and tourism marketing (destination branding). More specifically, the paper focusses on how heritage is used by private- and public-sector tourism organisations of post-colonial, post-conflict and post-disaster (PCCD) destinations in their branding strategy. In particular, the paper investigates how these organisations use heritage in their branding and logo design. Design/methodology/approach Within the paradigm of theory building and exploratory approach, this conceptual study is based on a narrative literature review and analysis of research and secondary data on Haiti. The study uses visual research methods to examine and reveal the basis and composition of logos of both private- and public-sector organisations in Haiti. Findings The findings of this paper suggest that capturing the essence of the destination is critical for any visual identification (i.e. logos), and that the visual identification can either adjust representation of past events to the time being (heritage) or move away from the past with clear expectations for the future. Such findings are reflected within the new marketing strategies adopted by the Haitian destination marketing organisation (DMO) and a private resort that we used as examples. Both moved from an idiosyncratic identity-based logo to a universal “sea-and-sun” stereotyped one that goes against heritage for which authenticity is the most important criterion. Practical implications The findings of this research may help destination managers in general, and DMOs in PCCD destinations in particular, to design logos aligned with their marketing and branding strategies. The findings of the paper may also assist industry experts in designing logos that communicate with potential tourists, by leveraging heritage to influence their emotion and decision making. Originality/value This paper represents one of the first papers in tourism research that examines branding strategies of both public and private sectors in the context of Haiti. The research contributes to the body of knowledge on heritage and destination marketing by exploring the role of heritage in the Caribbean area’s branding and marketing strategies.

Purpose 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. Design/methodology/approach 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. Findings 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. Research limitations/implications 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. Practical implications 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.” Social implications 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. Originality/value 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.