Branding For the Brain and the Planet: A Neuro-Sustainable Vision for Tourism

Heidari M

Published on: 2025-11-11

Abstract

Tourism branding, which is highly dependent on looks and catchy lines, has to do more than appear if the market is full of similar products. The author of this editorial introduces the concept of neuro-sustainable branding, which combines neuroscience with sustainability to shape the brand identities of places, attracting visitors not only emotionally but also ethically. The paper delves into how feelings and memories influence the decision to travel, whether people prioritize reason over sustainable travel options, as they are often overlooked, and how incorporating emotional design can help make green values more accessible to tourists. A significant part of this can be achieved by evoking moral feelings and utilizing design strategies inspired by brain research, enabling tourists to engage in and maintain pro-environmental behaviors for an extended period. A “green” tourism brand will no longer be enough in the future; it must be both neurologically memorable and ethically meaningful-branding for both the brain and the planet.