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

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.