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Intellectual property pervades all aspects of life. Sustaining intellectual creations is often debatable. The abounding atmosphere of progress and development encompasses other industries as well. Tourism is a major economic driver that promotes social and cultural exchange while directly and indirectly employing millions of people. Destination branding is promoted by tourism. After the 2010 Eyjafjallajökul eruption, Iceland's reputation as a safe tourist destination plummeted. Iceland's government promoted the "Inspired by Iceland" brand to attract tourists. The brand is a symbol, mark, logo, name, word, or sentence used to distinguish one product from another. The paper examines the relationship between intellectual property rights (IPR) and tourism. Geographical indications (GI) have a huge impact on regional tourism. The GI manufacturing process and cultivation tend to attract tourists. Travelers often want to sample regional foods, flavors, aromas, and beverages and buy them directly from consumers, resulting in a tourist influx. The capitalist notion of destination branding is abandoned as the IPR‐based tourism sector is revived. It also promotes the best way to develop the tourism industry while protecting IPRs. The link is also heavily emphasized to promote tourism. Regional development and eco‐tourism policies should be promoted. The tourism industry benefits greatly from protecting indigenous communities and their traditional knowledge. [ABSTRACT FROM AUTHOR]