Territorial Brand in Cross-Border Tourism: A Systematic Literature Review (2000–2025)

Contemporary tourism has firmly established itself as a strategic driver of socioeconomic development, particularly in peripheral regions such as cross-border territories. Thus, the aims are to systematically analyze the scientific literature on cross-border tourism in order to examine how dimensions associated with territorial brand emerge within this field. The research was conducted through a Systematic Literature Review, following the PRISMA protocol, associated with content analysis, from which a set of categories emerged a posteriori. This review identifies recurring dimensions and promising conceptual overlaps, suggesting that the territorial brand may be a useful framework for interpreting the dynamics of cross-border tourism. It is concluded that cross-border tourism and territorial branding are more than isolated fields; rather, they constitute interdependent dimensions that mutually reinforce one another. This study contributes to the theory of border tourism by demonstrating how territorial brand operates as one of the structuring elements in the integration, competitiveness, and sustainability of cross-border destinations, highlighting patterns that remain underexplored in the literature.