In an age where sustainability is at the top of consumers’ minds and the priority in political agendas worldwide (Crotti & Misrahi, 2017), it is important that every kind of tourism business take their position in the discussion and take a stand (Hall, 2019). It is therefore also a prominent issue in tourism and essential that tourism destinations also position themselves in the landscape of discussions within sustainability, hence that the topic of sustainable tourism has to get immediate and substantial attention from all kind tourism stakeholders (Viner & Nicholls, 2006). In addition, trends like eco-travel and ‘green’ tourism has emerged in tourism during the last three decades (Saarinen, 2006). Sustainability in tourism might be a prominent topic, but several researchers (see Saarinen 2006, 2014; Higgins-Desbiolles 2017; Hall, 2019) point toward aspects of sustainability as being unrealisable as there will always be sides which will counteract it. Furthermore, as sustainability is an undefined term it can create confusion (Saarinen, 2014). The conceptual confusion reflects on the challenges of branding a country as a sustainable tourism destination. This case study interviews a selected group of stakeholders in Copenhagen to understand their views on using sustainability in the branding of Denmark as a sustainable tourism destination in the future. Thus, this research seeks to illuminate how sustainability can be used in marketing activities, what risks are in connection to enhancing the brand as sustainable and how tourism stakeholders perceive branding Denmark as a sustainable international tourism destination. In addition, it seeks to unfold the views of tourism stakeholders in Denmark on how this might create an advantage for the country to increase awareness of sustainability in the mind of the consumers. The main findings in this study unpack the stakeholders’ perspectives and illuminates how and why Denmark can be branded as a sustainable tourism destination in an international market, and illuminate the necessity to use sustainability in the branding of Denmark as a tourism destination. Sustainability in tourism is, from the perspective of the tourism stakeholders, a current and important topic which tourism stakeholders are generally aware of. In addition, this study finds that the tourism stakeholders believe it important to enhance the brand of Denmark as a sustainable tourism destination. However, this should be done with caution as branding something as sustainable is hard as the concept is complex. Nonetheless, stakeholders see that it should be a topic of focus in the branding of Denmark, executed as storytelling to enhance the brand narrative as sustainable. Key words: Branding sustainability, destination branding, tourism stakeholders, sustainable tourism, consumer behaviour