Purpose – This editorial aims to situate the papers chosen for this special issue within academic literature and identify their contributions to new knowledge. Design/methodology/approach – The editorial first discusses tourism research literature pertinent to the marketing of cultural and heritage tourism products at island destinations around the globe. Second, the contributions made to this field by the authors in this volume and their implications for theory, industry dynamics and tourism product as well as to island communities are identified. Findings – Each paper contributes to the field, either by explorations of theory, shifts in paradigm or by revealing new knowledge. Originality/value – Collectively this collection of papers offers new perspectives on the special characteristics of island tourism, community dynamics, the role of marketing and the development of sustainable cultural and heritage tourism products in island contexts.