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A focus on continued year-on-year economic growth was beginning to be seen as unsustainable even before the COVID-19 crisis forced many tourism destinations to rethink their marketing and branding. This paper adopts a critical marketing stance to explore the relationship between place branding and two recent extreme conditions affecting the tourism industry: overtourism, as exemplified when the issue became headline news in popular media from the summer of 2017, as many examples were offered of places struggling to cope with their success; and the COVID-19 crisis that effectively brought global tourism to a standstill in 2020, as the industry attempts to rebuild from this current unprecedented crisis. This article is not designed to suggest normative place-branding strategies. Rather, through the presentation of an original model that conceptualizes the cyclical process of rebuilding from crises and coping with success, it aims to provide a warning that whatever place-branding strategies are implemented in a post-pandemic world, for whatever type of tourism, in whatever type of destination, a rein must be employed in order that the drive for recovery from undertourism through successful place branding does not lead to the return of overtourism.

Place Branding—The Challenges of Getting It Right: Coping with Success and Rebuilding from Crises