In a tourism world where the advent of digital technology has profoundly changed the landscape, globalized the offering, and exacerbated the gap between destinations and their territorial policies, tourism professionals have also seen their roles evolve. This book explores questions regarding the use of tools such as territorial marketing, its potential role, and how destination brands can be leveraged to enhance attractiveness. What is the role of the destination in relation to the territory? Is the brand connected to the day-to-day operations of the territory and its governance?