The monograph substantiates the toolkit of eco-branding as a strategic asset for enhancing the investment and innovation attractiveness of destinations. It reveals the mechanisms for converting environmental responsibility into reputational capital through the synergy of resource efficiency and innovative receptivity. The research proposes a digital transformation of destination management based on ESG principles, AI auditing, Green ROI methodology, and the tokenization of green bonds. Using the Lviv region as a case study, a strategy for creating a "Digital Detox" hub and implementing an eco-branding model has been developed. It is proven that the integration of Smart systems, IoT monitoring (Reporting 2.0), and international certification (LEED, BREEAM) minimizes greenwashing risks, increases asset market value, and guarantees the resilience of the tourism business against military and climate challenges.
Ключові слова: tourism, enhancing the investment and innovation attractiveness, eco-branding tools
