Idyllic and Green? Bornholm and the role of sustainable energy transitions in rural destination development

Sustainable energy transitions are inherently spatial, embedding technologies within places that carry symbolic meanings. For rural tourism destinations, this requires stakeholders to negotiate new images that integrate renewable energy infrastructure into existing notions of idyllic landscapes. This chapter explores these opportunities and challenges through Bornholm, Denmark—currently being developed as one of the world’s first community-based ‘energy islands.’ Bornholm’s destination branding has long been shaped by global sustainability discourses, and the island is now reimagining its traditional idyllic image around a ‘green’ identity. The case illustrates how rural destinations are embedded in global processes that must be integrated into local strategies. Successful transitions require collaboration with non-traditional actors such as energy companies and agencies. While large-scale energy infrastructure can provoke controversy over landscape change, it also opens opportunities for tourism innovation, green identity making, and place-based development. Communication, collaboration, and innovation emerge as the key ingredients for successful sustainable energy transitions in rural destinations