The article describes approaches to place marketing and branding in their technological evolution—from focusing almost exclusively on promoting the territory as a geographical unit in international tourism markets to adopting a socially and environmentally responsible approach in the interest of sustainable development. The role of innovation and innovative resources is identified in ensuring the investment, human capital, and social attractiveness, as well as the competitiveness of regional tourism—covering countries, cities, special economic zones. The authors analyze the degree and direction of the relationship between the promotion of regional tourism systems in the international community, the level of innovation, and the achievement of sustainable development goals. The study is based on the approach of S. Anholt, according to which a national brand is stronger the more a country contributes to the international community, aligning with the UN’s concept of sustainable development. A comparison was conducted between countries’ rankings in The Good Country Index and The Anholt-Ipsos Nation Brands Index with their positions in The Global Innovation Index and the Sustainable Development Goals Index from The Sustainable Development Report 2024. Conclusions are drawn about the degree of correlation between countries’ efforts to promote their tourism image in international markets, their level of technological innovation, and sustainable development.