An examination of the use of the UNESCO biosphere reserve designation as a framework for sustainable management and promotion

Purpose The United Nations Educational, Scientific and Cultural Organization (UNESCO) Biosphere Reserve designation has emerged as an influential seal of approval and signal of sustainable management for natural sites. This study examines the extent to which the designation – formally part of UNESCO's Man and the Biosphere Programme – contributes to attracting visitors and whether its use reflects a genuine commitment to environmental protection. Design/methodology/approach The study employs a cross-country quantitative analysis using data from national tourism organization (NTO) websites, UNESCO, and the World Bank. It examines a sample of 136 countries (N = 136) to determine whether the UNESCO Biosphere designation impacts tourism and whether it is being used responsibly within a broader national commitment to sustainability and conservation balanced with human activity and economic development. Findings The results of the first analysis indicate that countries receiving their first Biosphere Reserve designation experience increased tourism. The second analysis found that countries actively promoting their UNESCO Biosphere Reserves had the highest observed mean Environmental Performance Index scores; however, the overall difference among the three tourism-promotion categories was not statistically significant. These findings do not establish a firm association between Biosphere Reserve promotion and broader national environmental performance, but the observed positive pattern warrants further investigation. Originality/value By using a cross-national sample, this study provides a more general analysis of trends across countries impacting the use of the UNESCO Biosphere designation. It provides cross-country insights into how the UNESCO Biosphere Reserve designation functions as both a place brand and a framework for managing natural reserves in a sustainable manner.