Enhancing Sustainability Through Tourism Diplomacy: A Case Study of CPEC

This study explores the role of tourism diplomacy in enhancing the sustainability of mega projects, with a focus on the China-Pakistan Economic Corridor (CPEC). Using a qualitative research design, data were collected through policy document analysis, media reports, and semi-structured interviews, analyzed through the grounded theory approach. The findings reveal that tourism diplomacy fosters community participation, cross-border tourism development, negotiation, and propagation, which collectively contribute to psychological identification and economic benefits for local communities. These elements mitigate socio-environmental challenges, build trust, and strengthen support for CPEC’s long-term sustainability. This research proposes a novel sustainability enhancement model that links tourism diplomacy to psychological identity formation and sustainable development outcomes. By addressing government-to-people and people-to-people interactions, the study highlights the transformative potential of tourism diplomacy in bridging gaps between stakeholders and ensuring mutual benefits. This work contributes to the literature on diplomacy, tourism, and sustainable development by providing a theoretical framework and operational strategies for leveraging tourism diplomacy as a tool for advancing megaproject sustainability.