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You Do Not Need to Change. You Need to Be Discovered.

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(Part II of III: The Overtourism Series)

Over the past few years, the conversation around overtourism has grown louder and increasingly urgent. Big destinations are issuing restrictions, raising fees, and in some cases, actively discouraging additional visitation. For places like Moab, Zion, Sedona, and Lake Tahoe, tourism demand has outpaced what the experience or the infrastructure can handle.

The implications for lesser-known areas are significant: when major markets begin signaling that they are full, experience-seekers start looking elsewhere. This is no longer a hypothetical trend; it is a reality that represents a measurable shift in behavior and a rare chance for lesser-known regions to step forward.

Travelers Want Different. Smaller Destinations Deliver That.

Visitors today are more intentional. They want places that feel calm, affordable, welcoming, and easy to enjoy. They seek memorable experiences without the crowded hassle or inflated costs that often come with high-traffic locations.

This shift aligns perfectly with what smaller areas already offer:

  • Room to breathe
  • Affordability and access
  • Locally rooted experiences
  • Communities that welcome guests, not tolerate them

You do not need to reimagine your destination to match this moment. The opportunity has arrived. Now is the time to take action.

Visibility Is the Missing Piece

The challenge is not the product. It is perception. Many small towns and rural areas are visitor-ready and have not yet received the recognition they deserve. When potential explorers cannot find you—or do not know what makes your region special—they pass you by.

DestinationiQ was built to meet this exact need. We help communities:

  • Clarify their most compelling differentiators
  • Identify the right audiences
  • Build messaging that reflects who they are, not who they think they need to be
  • Plan for growth that does not compromise what makes the place work

This type of approach is not about chasing volume. It focuses on inviting the right traveler, with the right message, at the right time.

The Royal Gorge Region Shows What Is Possible

From 2011 to 2023, our client, the Royal Gorge Region in Colorado, saw a more than 200 percent increase in lodging tax revenue. What matters just as much is how this growth happened. Instead of relying solely on peak seasons, the destination expanded its presence during shoulder months and weekdays. This provided small businesses with more consistent revenue and helped protect the quality of life for residents.

That is the power of showing up intentionally. This is not just a growth story. It represents a shift toward balance. With the right strategy, your tourism numbers can grow in ways that support both community well-being and long-term resilience.

The Window Is Open 

There is no guarantee this moment will last forever. As tourists adjust and new places emerge, the destinations that act early will be the ones that benefit most and establish themselves. The biggest budget or flashiest campaign is not necessary. What matters is clarity, readiness, and a strategy that reflects your existing strengths.

DestinationiQ can help get you there. Contact us to capitalize on this opportunity.

Fill the gap in your DMO

Do you feel like there is not enough time or expertise for you and your staff to elevate your community tourism efforts to the next level?

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