The objective of this article is to highlight the possibilities of using the design of the corporate identity of a tourist destination as a tool for its sustainable development. The development method has been to contextualize the need for sustainable development and relate it to corporate design. This essay takes a look at the need to develop a type of tourism which preserves natural resources. It reviews important initiatives in this sense and explores the option of designing a corporate identity to achieve the goals of sustainable develop‑ ment. It explains how to use the tools which apply to the design of the corporate identity of a tourist destina‑ tion. The final goal is to achieve the image as a synthesis of the designed corporate action. This essay defends the hypothesis that the image design, the achieved positioning and the exposed public personality of a tourist destination is the first step for a sustainable development of any tourist activity.