Developing an Umbrella Brand for Cross-Border Maritime Destinations: A Case Study of Baltic Sustainable Boating

Marta Czarnecka-Gallas, Liisi Lees and Jonne Kotta ()
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Marta Czarnecka-Gallas: Department of International Business, Faculty of Economy, University of Gdansk, 80-309 Gdańsk, Poland
Liisi Lees: Estonian Marine Institute, University of Tartu, 12618 Tallinn, Estonia
Jonne Kotta: Estonian Marine Institute, University of Tartu, 12618 Tallinn, Estonia

Sustainability, 2025, vol. 17, issue 9, 1-14

Abstract: The article explores the development of Baltic Sustainable Boating 2030 (BSB2030), a cross-border destination brand for the Baltic Sea Region. Based on stakeholder engagement from 2022–2024, including a branding workshop and preliminary market testing at BOOT Düsseldorf 2024, the study highlights how shared maritime identity and sustainability values can support transnational branding. The findings show that multi-level stakeholder involvement and values-based narratives strengthen regional appeal, yet the brand still lacks emotional resonance, clear messaging, and coherent governance. While BSB2030 successfully promotes eco-consciousness, regional diversity, and accessibility, it faces challenges related to long-term strategy, financing, and cross-border communication.

Keywords: Baltic Sea Region; competitiveness; cross-border cooperation; nautical tourism; cross-border brand development; regional development; economic efficiency (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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