In today’s tourism landscape, the assumption that bigger is better no longer holds. Visitors are increasingly uninterested in chasing big-name destinations or iconic landmarks—they are instead seeking experiences that feel like a good fit. That means you do not have to run mega-budget campaigns, have headline-making attractions, or neighbor a national park to stand out.
You simply need to understand what your region does well and how to communicate that with confidence.
Think about why people travel today. They are looking for:
That is not a trend; it is a recalibration. Travelers are shifting their criteria, and small destinations are uniquely equipped to deliver. The challenge is making sure the right people know what is waiting for them.
At DestinationiQ, we help communities build strategies around fit, not flash. That includes:
This does not mean staying small forever. It means purposeful and, more importantly, sustainable growth. You do not need to change. You need to show people what is already there.
One of the most overlooked wins for our client, the Royal Gorge Region, was not just the 81 percent increase in travel spending from 2011 to 2023. It was the broadening of who benefited.
From locally owned outfitters to small lodging properties and downtown retailers, that rising tide lifted more than hotel occupancy. Instead of chasing volume like larger destinations, we focused on strategic messaging and long-term brand identity—efforts that helped attract visitors who did not just pass through. They stayed, spent, told family and friends, and returned.
That is what it means to compete without competing. You do not try to outspend or outshine. You focus on delivering something authentic and resonant, and let the right travelers find you.
And they will. Guests today are actively searching for places that feel grounded, personal, and welcoming. The locations that meet that moment honestly and consistently are the ones that earn loyalty.
When destinations try to be everything to everyone, they risk losing the very qualities that make them worth visiting. When they understand their identity, audience, and voice, progress becomes easier and more sustainable.
DestinationiQ specializes in helping communities grow without compromising what makes them special. We build strategies rooted in local context, community input, and long-term thinking.
It is not about pushing harder. It is about aligning smarter. We help our clients cut through the noise, clarify their brand promise, and show up where it counts.
You already have the pieces. Let us help you put them in order. Contact us today.
Kirsten has always been driven by curiosity and connection. Her love for travel, the outdoors, and discovering new places fuels both her personal adventures and professional passion for helping destinations reach their fullest potential.
Before joining DestinationiQ, Kirsten spent several years in the hospitality industry, where she developed a deep appreciation for exceptional guest experiences and the power of meaningful relationships. She joined DestinationiQ in early 2022 as an administrative assistant, quickly immersing herself in every facet of the company. Her eagerness to learn, natural leadership, and ability to bring teams together led her to grow into the role of Project Manager and ultimately, Account Director.
Kirsten thrives on equipping people and organizations to be the best they can be, whether she’s helping a client strengthen their destination identity or supporting her team behind the scenes. When she’s not working, you’ll find her exploring new places, spending time with her family, or finding the next trail to wander.
Lindsay has been an explorer her entire life. She has traveled much of the world, falling in love with all the outdoor recreational opportunities, geologic diversity, rich history, and cultural depth it has to offer.
She began working with DestinationiQ in 2016, where she encouraged the company to focus even more on Destination Management and easily moved into an account director position where she further shines a light on her communications, relationship-building, strategic planning, and leadership skills; guiding clients on a successful path of tourism evolution.
Lindsay’s extensive network includes tourism directors and board members, social media influencers, members of state tourism offices, journalists, photographers, business leaders, and more.
Bryan is the president and owner of DestinationiQ. He has decades of experience in the tourism field and remains on the cutting edge of the industry. He firmly believes in building open and honest long-term relationships through transparent communication and providing regions with sustainable and responsible tourism strategies that have a significant economic impact.
Years ago, he recognized the ROI on tourism far outpaced many other investments, yet there was always a gap where traditional tourism consultancies and regional staff were seldom able to do everything they need to do. DestinationiQ was born to meet these needs and fill the gap; treating our clients as the experts, actively listening to their goals, forming long-lasting partnerships, and functioning as an extension of their teams, overseeing budget decisions, crafting tourism programs, executing marketing plans, and delivering the products and services they need and deserve.
