This book explores the multi-faceted nature of amber tourism, illustrating how amber, both a natural and cultural resource, has evolved into a tourist attraction. Combining theoretical insights with diverse case studies, the book examines the key factors shaping its significance in the tourism industry. It provides a deeper understanding of amber-related tourist attractions and motivations, along with a well-defined categorisation of amber tourism. It examines how amber tourism aligns with sustainable tourism principles and contributes to the branding of tourist products and destinations. This analysis is grounded in tourism research theories and enriched with case studies from the Baltic region and beyond. The book will appeal to students and researchers in sustainable tourism, tourism development, tourism management, heritage management, and place branding.