Towards a sustainable maritime destination: does well-being make it more attractive?

The well-being of residents and tourists visiting a maritime destination is increasingly capturing the attention of the scientific and professional communities. This paper establishes a conceptual framework and assesses the well-being of residents and tourists as a tool for creating a sustainable maritime destination. A systematic literature review reveals the connection between well-being, destination marketing, support for sustainable maritime tourism development, and the enhancement of overall quality of life. One primary research question is: How can the quality of life be balanced with the economic effects of maritime tourism? The paper explores how synergy among all stakeholders in local communities can contribute to improving the quality of life and sustaining the destination. The contribution of this work is evident in identifying key marketing trends that render a maritime destination sustainable. Future efforts aim to measure the well-being of residents in the Adriatic Sea cruising and yachting destination, providing recommendations for local government and economic representatives to ensure the destination’s long-term sustainability and enhance residents’ economic and social quality of life.