While tourism brings wealth to destination countries with its development and generating of employment and income in the short-term, it can also undoubtedly leave many negative impacts behind in the long-term. Thus, for a destination like Myanmar that has had no experience of dealing with mass tourism, cultural tourism is, without a doubt, the most sustainable choice for Myanmar to embrace because of its potential to empower. In doing so, the essential basis for achieving the goal of positioning the country is seemingly through the process of branding the country in order to construct a new positive image. A journey towards planning and promoting sustainable cultural tourism for Myanmar entails the government to work together with stakeholders in tourism industries as it is generally agreed that collaboration is the key to success.
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