A new national report reveals how 35 U.S. destinations are putting community well-being, equity, and long-term resilience at the center of tourism planning.
Across the country, tourism destinations are at a crossroads. Communities are grappling with growing housing pressures, workforce shortages, overcrowding, and the escalating impacts of climate change. For many, the COVID-19 pandemic was a wake-up call. It intensified pre-existing challenges and triggered a surge of unpredictable visitation that placed even greater strain on infrastructure, ecosystems, and quality of life.
In the wake of these pressures, a shift is underway. Community voices are growing louder, and destination organizations are asking deeper questions: What kind of tourism do we want? And who is it really serving?
A Shift in Mindset—and in Practice
Local leaders and destination organizations are responding with a new approach. Rather than focusing solely on marketing, they are embracing destination stewardship—an expanded role that puts communities, sustainability, and long-term thinking at the forefront.
Across 35 cities, counties, and regions, a new generation of tourism plans is taking shape. These plans are grounded in local values and built through inclusive collaboration. They represent a deliberate move toward a tourism model that serves both people and place.
Introducing Destination Forward
Destination Forward is a new industry publication from the George Washington University International Institute of Tourism Studies, produced in collaboration with the Coraggio Group. Led by Seleni Matus and Dr. Salvador Anton Clavé, the report is the most comprehensive national study of its kind.
It analyzes 35 destination management and stewardship plans from across the U.S., using a rigorous framework grounded in global sustainability standards. The research is informed by direct input from 31 destination leaders who shared their motivations, challenges, and lessons learned.
In addition to a comparative analysis, the report features a gallery of standout initiatives that demonstrate stewardship principles in action—from climate-smart planning to inclusive stakeholder engagement.
A Wide Range of Destinations, A Shared Commitment
The destinations studied range widely in size, geography, and visitor volume—from sprawling urban centers like Los Angeles to small rural areas like Ohio’s Hocking Hills. Some welcome fewer than 5,000 residents, others host over 30 million visitors annually. Yet all have made a shared shift: from viewing tourism as a marketing function to embracing it as a community responsibility.
Each plan was selected based on clear stewardship criteria. They integrate environmental sustainability, cultural preservation, resident quality of life, and long-term economic health. They also emphasize cross-sector collaboration and meaningful community engagement.
Six Key Takeaways
The study uncovered six core insights that reveal where the field is headed—and where challenges remain:
- Community Well-being is Central to Stewardship Planning
- Destination Organizations Are Evolving Through Stewardship Planning
- Funding, Authority, and Capacity Are Core Constraints
- Strategic Intent Often Outpaces Tactical Follow-Through
- Social and Economic Equity: Still More Talk Than Action
- Environmental Goals Are Common, Clear Actions Are Not
A Resource for Destination Leaders
Whether you're developing a tourism plan, addressing complex community challenges, or redefining your organization’s role, Destination Forward offers practical, research-backed insights to inform your next steps.
At a time when tourism’s future is being reimagined, this report provides a roadmap for how destinations can align economic vitality with community values—and lead with purpose.
Destination Forward is part of a larger, ongoing academic research project led by the George Washington University International Institute of Tourism Studies. The findings shared in this first publication represent an important early step in a research effort that will be revisited over time. As the work evolves, it will generate additional practical insights to support destination management and stewardship. The research team used a variety of methods to identify and compile the 35 local-level U.S. destination management and stewardship plans included in the study. If you know of a plan or strategy we should consider as part of this ongoing research and future publications, please get in touch with us at iits@gwu.edu.
