City marketing has a strong tradition in Berlin, with two organizations, Berlin Partnerand Visit Berlin, responsible for designing and implementing relevant strategies. Sustainability hasbeen on and off the city marketing agenda, almost exclusively in its environmental dimension. Inthis article, we examine the current representations of Berlin as a “sustainable city” in the officialcity marketing strategies. We look at how sustainability is used and instrumentalized to create aspecific city profile and also to attract particular target groups in tourism. We propose an analysis ofsustainable planning in Berlin since reunification to show how it has moved into different directionsover time and how this has (or has not) been followed by city marketing. In this endeavor, we movebetween the existing, and as we argue deeper and more sophisticated, environmental planning of thecity on one hand, and the reductions and simplifications of city marketing representations on theother. Finally, we argue that there are inherent contradictions in marketing a sustainable city, whereboth in terms of tourism and economic development, the concept of growth seems to be reaching environmental limits