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While the value of stakeholder involvement in destination marketing and branding has been emphasized, little research has been conducted on the inner workings of collaborative initiatives. Based on the case of the Athens Tourism Partnership, Greece, this study aims to map the value co-creation process as it unfolds in joint destination marketing and branding initiatives.

To capture the way partners collaborated to create the brand of the city, this study collected data through participant observation and analyzed it using Classical Grounded Theory principles.

The study reveals the different types of relationships and their characteristics that develop when an airline-airport-destination authority partnership is established to enhance destination brand and the potential dynamics of the collaborative initiatives.

The FiNE framework has been developed and can guide stakeholders who wish to collaborate to co-create the destination brand. This study offers theoretical and practical implications for destination authorities and tourism stakeholders to initiate, manage and implement collaborative initiatives that may empower the destination brand and deliver win-win outcomes.

Fashion is linked to destination branding as it constitutes an important aspect of cultural heritage. Fashion events and exhibitions enhance destination brand awareness and increase tourism demand. This chapter attempts to highlight the interdependence between fashion and destination branding focusing on how attributes are portrayed by inflight and fashion magazines. A comparative qualitative analysis of Blue (Aegean Airlines inflight magazine) and Vogue Greece is undertaken. This chapter provides insights to inform destination and fashion partners in Greece regarding their future campaigns and extend their collaboration at various levels.