Understanding Sustainable Tourism Discourse Across Linguistic Communities: Implications for Sustainable Development

ABSTRACT Achieving sustainable tourism is fundamental to advancing sustainable development and the sustainable development goals (SDGs). However, limited evidence exists on how sustainable tourism is perceived across different linguistic communities. This study investigates sustainable tourism discourse in Turkish‐ and English‐language social media using multilingual AI‐supported text analytics. A total of 25,219 Turkish‐language and 33,684 English‐language posts collected from the X platform between May and August 2025 were analyzed using transformer‐based sentiment analysis, topic modeling, and text mining. Positive sentiment was the most frequent sentiment category in both analyzed language‐specific X datasets, although the thematic patterns differed substantially. Turkish‐language discourse primarily emphasizes governance, certification systems, institutional coordination, and tourism management, whereas English‐language discourse focuses on community participation, environmental conservation, responsible tourism, and local development. These findings demonstrate that sustainable tourism is understood through distinct linguistic and thematic narratives rather than through a single global perspective. By providing large‐scale evidence on sustainable tourism discourse across different linguistic communities, the study demonstrates how AI‐supported social media analytics can inform context‐sensitive sustainable tourism policies and support progress toward the SDGs.