Abstract
<jats:p>Literary tourism and storytelling are emerging as a key field of study and practice within academic and territorial management contexts. Beyond their historical and cultural dimensions, they act as strategic catalysts for building a destination's identity brand and competitive differentiation, supporting its positioning. This chapter presents an initial reflection on the role of literary tourism in shaping a territory's brand, contributing to identity through the use and reinterpretation of literary narratives that value memory and both heritage. The research focuses on the Galicia–Northern Portugal Euroregion, a culturally rich destination, and analyses institutional strategies related to literary tourism and storytelling. The current landscape highlights the need for differentiation and narrative consistency in destination branding. The study examines how institutional tourism strategies linked to literature and narratives contribute to brand consistency and differentiation, considering the role of visitor perception and engagement in reinforcing a unique territorial identity.</jats:p>