The Sustainability of Global Cultural Brands: Territorial Marketing, Internationalisation of Demand and Governance Challenges Along the Way of St James

The Camino de Santiago is one of the most important cultural routes in the world and a privileged laboratory for analysing the challenges of sustainability in long-distance heritage destinations. The aim of this research is to understand the underlying dynamics of the Way, as well as its degree of sustainability. To achieve this, we examine the recent evolution of tourist demand for the Way from a territorial and sustainability perspective, integrating official statistical data with digital interest indicators from Google Trends (2004–2025). The methodology combines quantitative analyses of trends, seasonality, spatial diversification and internationalisation of demand, applying robust techniques such as the Theil–Sen slope and the Mann–Kendall test. The results show structural growth and high resilience of the Jacobean tourism system, even after the disruption caused by COVID-19, together with a growing internationalisation of flows. However, this tourism success is accompanied by strong spatial and temporal imbalances, with a marked concentration on the French Way and in the summer months, which increases environmental and social pressure on the most travelled territories. The analysis of digital interest also reveals a progressive decline in the importance of Holy Years as a driving force for attraction, especially in international markets.